shanghai keynote: innovate smarter with game thinking
TRANSCRIPT
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What is
Game Thinking?
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What is
Game Thinking?
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What is
Game Thinking?
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What is
Game Thinking?
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What is
Game Thinking?
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What is
Game Thinking?
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What is
Game Thinking?
smarter, faster innovation
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Game Thinking Quotes
Upgrade your user, not your product… make people better at something they want to get better at. Kathy SierraAuthor, Headfirst Series
Make your customers more awesome
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Game Thinking Quotes
Fun is just another world for learning Raph KosterAuthor, A Theory of Fun
Think of your customers as learners
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Game Thinking Quotes
To increase your chances of success, minimize time through your Build/Measure/Learn cycle Eric RiesAuthor, The Lean Startup
Accelerate your Innovation Cycle
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Game Thinking Quotes
Every complex system starts as a simple system that works. Amy Jo KimCEO, Shufflebrain
Build your MVP like a game designer
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Amy Jo Kim, Ph.D.
Game Designer, Startup Coach, Author, Educator
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I help startups, game studios & global brands build deep engagement from the ground up
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I’ve worked on a diverse set of
innovative worldwide hits
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online marketplace
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Graphic MMO
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multiplayer music game
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social simulation game
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mobile fashion game
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leading digital health app
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online toy rental service
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+Author
2000 2018
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+Educator
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+Design work for major brands
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Some teams I worked with created breakthrough hits.Others didn’t manage to cross the chasm
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+Insights into what makes a hit
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Game Thinking System5 Steps to Product/Market Fit
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Game Thinking Toolkit8 Connected Design Templates
Clarify Identify Surface Distill Design Prototype Test Validate
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Articulate & prioritize your high-risk assumptions
STEP 1
Clarify your ProductIdea
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Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
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Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
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Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
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Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
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Game Thinking Quotes
Stage
KillGate
Concept Bank
KillGate
KillGate
StageStage
Stage
Stage Gate Theory
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Game Thinking Quotes
Plan your experiment with the MVP Canvas
Early Customers Unmet Need Our Solution Unfair Advantage
Value Proposition Early Metrics
Key Assumptions
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• x
evergreen hit game
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Build Your Dream Closet
Collect designer clothes ! dress for gala events ! build a lust-worthy closet of stunning outfits
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Discover Your Personal StyleGlamorous Trendsetting Understated
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Test ideas on passionate, high-need early customers
STEP 2
Identify your SuperFans
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Have you ever listened to the wrong customers?
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Finding the right customers can determine whether youthrive - or fail
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This innovative gaming platform didn't make it across the chasm
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This innovative mobile game turned into an evergreen hit
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Game Thinking Quotes
“Create something that a few people love — even if most people don’t get it right away.” Paul BuchheitPartner, Y-Combinator
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Game Thinking Quotes
Innovation diffusion theoryEVERETT ROGERS, 1961
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Game Thinking Quotes
Crossing the ChasmGEOFFREY MOORE, 1991
CH
ASM
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Game Thinking Quotes
Crossing the ChasmGEOFFREY MOORE, 1991
CH
ASM
START NOT
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Who to listen to - & who to ignore?
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don’t rely on friends & family
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or people in your ultimate target market
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increasing value over time
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Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
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Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener x
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Game Thinking Quotes
Super Fan Funnel
MVP Test
Speed Interview
Screener
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Game Thinking Quotes
Super Fan Funnel
MVP Test
Interview
Screener
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Game Thinking Quotes
Super Fan Funnel
Playtest
Interview
Screener
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Let’s see how successful innovators
find & leverage SuperFans
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your super-fans are SPECIFIC to your project
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rhythm action nerdswho know the basics
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simulation enthusiastswho love to make things
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Lego-loving families who enjoy sharing photos
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Mobile-centric fashionistas
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How did the Covet Fashion team identify & leverage their Superfans?
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bVisionary Leaders
Superfan Screener
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Speed interviews
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Existing Habits
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Game Thinking Quotes
If you want to cross the chasm…
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Game Thinking Quotes
Early adopters
Start Here
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Game Thinking Quotes
Earlymajority
Expand when ready
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Create a customer experience that evolves over time
STEP 3
Plan your MasteryPath
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Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me? What’s the value proposition?
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Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes? How do I start giving & getting value?
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Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back? What am I getting better at?
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Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills & knowledge have I mastered? How can I leverage that?
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Game Thinking Quotes
Case Study
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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Game Thinking Quotes
Discovery is for Visitors
Social discovery via friends and colleagues
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Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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Game Thinking Quotes
Onboarding is for Newbies
Learn the ropes with a friendly bot
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Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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Game Thinking Quotes
Habit-building is for Regulars
Customized group chat with emojis, bots, and integrations
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Game Thinking Quotes
Mastery Pathskill-building
feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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Game Thinking Quotes
Mastery is for Enthusiasts
Launch a channel,program a bot,integrate your app
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Game Thinking Quotes
Build something people love
Create an experience that gets better as your customers become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
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Game Thinking Quotes
How do we actually do this?
MVP Test
Speed Interview
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Capture Key Insights about Customer Habits & Needs
When _________
I want to ______________
so I can ______________
trigger
activity + goal
Job Stories
desired outcome
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Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
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Fashion BrowserExisting habit
“When I’m tired after a long day at work,
I want to flop on the couch and get the
escapist, immersive hit of flipping through
Vogue - but in a game.”
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Fashion BrowserHabit Story
When Ineed to relax after a long day at work
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
So I canstay on top of fashion trends in a fun,
relaxing & playful way
Activity
Outcome
Trigger
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Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
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Co-CreatorExisting Habit
“Patti told me to put these shoes and belt together with this outfit – I’d never think of that combo, but it TOTALLY works. I need her advice all the time.”
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When Ineed to dress up for an important eventI want toraid my friend’s closet and get her feedback on my outfitSo I canhave her accessorize my look and help me feel confident Co-Creator
Habit Story
Activity
Outcome
Trigger
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Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
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Armchair StylistExisting Habit
“I LOVE the idea of a game that lets me rate my friends’ outfits and tell them how to dress better – like I do before every party. Those girls NEED me :-)”
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When Iget together with my friends before a party I want tohelp them put together their outfits - make suggestionsSo I canfeel proud of how my friends look; feel needed, like I matter
Armchair StylistHabit Story
Activity
Outcome
Trigger
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Prototype & test a simple, engaging 21-day experience
STEP 4
Playtest your LearningLoop
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Have you ever built the wrong MVP?
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we’ve seen the cartoons
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but… what should you build first?
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Robin Allenson CEO, Similar.ai
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from a polished game with no engagement…
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…to a rough prototype that fashion designers are begging to get their
hands on & use
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“finding the fun” = building engagement from the inside out
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What’s the right MVP for an engaging product?
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Fake landing page?
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Fake landing page? X
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Operant ConditioningAKA Skinner Box?
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XOperant ConditioningAKA Skinner Box?
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Skill-building =
making customers more awesome
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Game Thinking Quotes
“In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight.” Dan Cookco-founder, Spry Fox Games
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Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updatesTRIGGER
ACTIVITY
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Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
SIMPLEFEEDBACK
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Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
SIMPLEFEEDBACK
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Game Thinking Quotes
all updates & messages read
read & respond to updates
customize your communications
& channel
FOMO —check updates
FOMO —check updates
PROGRESS
TRIGGER
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Skill-building =
making customers more awesome
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Learning Loop =
making customers more skillful
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Game Thinking Quotes
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
Where should I focus when I’mbuilding my MVP?
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Game Thinking Quotes
The smartest MVP is a Core Learning Loop
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggers
internal
situational
external
engaged
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
skill-building feedback
repeatable, pleasurable
activity
progress & investment
cues & triggerscues &
triggersLearningLoop
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STEP 5
Validate your ProductStrategyLearn from your testing & decide how to proceed
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Game Thinking Quotes
“You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd WrightArchitect
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Game Thinking Quotes
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
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Game Thinking Quotes
MVP
BETA
LAUNCH
EXPANSION
ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY
Game Thinking Roadmap
START HERE
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Game Thinking Quotes
MVP Test
Speed Interview
How do (the best) game designers build and tune their MVP?
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we imagined living out a rock star fantasy…
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and started by tuning & iterating a single song
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we imagined a doll house come to life…
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and started with tiny world-building experiments
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we imagined a cooperative dress-up game…
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and piggy-backed our ideas onto existing habits
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Style Feed for Fashion BrowsersI love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day
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Shared Closet for Co-creatorsI love raiding my friend’s closet to borrow shoes for my outfit — it’s like real life, only better
Patti’s Closet
OPEN SLOT
OPEN SLOT
Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses
23 items
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is for Enthusiasts
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Covet Fashion Journey to Mastery
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Invites Waiting
Browse New Content
Dress for the Event
Get Social Feedback Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Covet Fashion Core Learning Loop
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Everett RogersScientist, Bell Labs
PlaytestingProgression who do you listen to?
at what dev stage?
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Early Majority
Closed Beta
Friends & Family
Team & Department
typical play-testing
progression
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Early Majority
Closed Beta
Friends & Family
Team & Department
Super-fanCommunity
super-fan
play-testing
progression
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Game Thinking Quotes
The best way to have a good idea is to have lots of ideas. Linus PaulingScientist
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don’t fall in love with an idea; fall in love with
solving a problem & learning from your customers
Prototype to Learn
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What can Game Thinking do for you?
• Create a high-learning MVP* for exactly the right customers
• Build an experience people come back to, again and again
• Measurably improve your innovation outcomes
*Minimum Viable Product