turbo-charge your product with game thinking - lean startup conference 2015
TRANSCRIPT
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Game ThinkingAmy Jo Kim, Ph.D. amyjokim.com Co-Founder & Game Designer shufflebrain.com Creator & Head Coach getting2alpha.com
Lean Startup Conference 2015
Turbo-Charge your Product Design with
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Welcome
I’m glad you’re here
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Is this you?
• need to accelerate early design process
• tough to find the right early customers
• hard to make a stripped-down MVP
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What You Will Learn
Actionable techniques for creating
a better product in less time
with Game Thinking
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As a
child
I loved
to play
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As a
child
I loved
to play
But I
didn’t
love to
compete
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one night
on a beach
in Greece
my creativity
was re-ignighted
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I found another way to play
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I developed my coop design skills
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then one day, I got THE CALL
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we created a breakthrough hit
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which led to more breakthrough hits
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and insights into Game Thinking
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Design your experience to evolve over time1
Design is not just what it
looks like & feels like. Design
is how it works.
Steve Jobs
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is for Enthusiastswhat is my customer’s end-to-end experience?
Discovery
Onboarding
Habit-Building
Mastery
how does it evolve over time?
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is for Enthusiasts
Discovery
Discovery is for VisitorsIs this right for me? What’s the value proposition?
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is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
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is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
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is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Can I leverage the skills & knowledge I’ve built?
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is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
end-to-end customer experience
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is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery via Friends & Colleagues
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is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes with a friendly bot
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is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group chat with emojis, bots & integrations
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is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel, program a bot, integrate your app
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Slack evolves to match your skill level
a conversational, extensible environment — built to enable UGC & player creativity
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Find the fun within your Core Loop2
Fun is just another word
for learning.
Raph Koster author, A Theory of Fun
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Fun means different things to different people
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What is a game?
a system in which players engage in an artificial conflict, defined by rules, that results
in a quantifiable outcome* * Source: Rules of Play
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Zero-Sum Game
We are opponents
I Win You Lose
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Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
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a structured experience with rules and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
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We are partners
Non-Zero-Sum Game
Win-Win Lose-Lose
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Martial Arts Charity Walk
Double Dutch Pictionary
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What kind of fun are your customers looking for?
Do they want to be partners? or opponents?
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In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight.
Dan Cook co-founder, Spry Fox
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Operant Conditioning AKA Skinner Box?
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XOperant Conditioning AKA Skinner Box?
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Skill-building =
making customers more awesome
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Skill-building =
making customers more awesome
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Core Loop = skill-building habit loop
Skill-Building Core Loop
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Finding the fun in a co-op music game
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PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
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Finding the fun in a team collaboration tool
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Check Updates urge to connect with
your team
Read & Respond to Updates
No More Updates Need Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
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Check Updates urge to connect with
your team
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
Core Loop
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Feedback & progress promote learning & mastery
EscapeTime! urge to dive into an
escapist world
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Feedback & Progress
Core Loop
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EscapeTime! urge to dive into an
escapist world
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check Notifications
Core Loop
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Skill-building =
making customers more awesome
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Core Loop =
making customers more skillful
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Wanna build long-term engagement?
Start with a skill-building Core Loop
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Connect with your super-fans3
In a multi-player game, the people playing are more valuable than all the animations, models & game logic
Gabe Newell CEO, Valve
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Crossing the Chasm Geoffrey Moore, 1991
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Everett Rogers, 1961
Innovation Diffusion Theory
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To cross the chasm…
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Find & delight
a few passionate
early customers
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the fans out there are entertaining us, the developers, with their creations!
Will Wright designer, The Sims
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Leverage your relationships with Super Fans
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Slack came to life as a collaboration tool for a distributed team building a co-op game
solve a real problem for a small group
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Bring ideas to life with Game Thinking
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How can you benefit from Game Thinking?
Accelerate & focus your design process
+
Identify & leverage the right early customers
+
Build a stripped-down yet compelling MVP
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Launching in 2016
Getting2Alpha Masterclass online course for entrepreneurs & product leaders
Getting2Alpha MVP Club VIP coaching for innovative product teams
getting2alpha.com
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let’s stay in touch @amyjokim
amyjokim.com
getting2alpha.com