how to drive user engagement like slack, snapchat & kickstarter

Slack, Snapchat & Kickstarterhow to drive user engagement like

Amy Jo Kim Ph.D. CEO, Shufflebrain © 2017 All Rights Reserved

Do you sometimes wonder….

• if you’re asking the right questions to get to product/market fit?

• if you’ll find your passionate super-fans or lose out to your competitors?

• If you’ll avoid the “leaky bucket” syndrome with your innovation processes?

Amy Jo Kim, Ph.D. Game Designer &

Startup Coach

Ultima Online The Sims

Rock Band Covet Fashion

What You Will Learn Today

3 blind spots you need to avoid

to find product/market fit &

drive long-term engagement

with Game Thinking

What is this???

Game Thinking ≠ Gamification

“You keep using that word… I do

not think it means what you think it

means”

what is

Game Thinking?

what is

Game Thinking?

smarter, fasterinnovation

3

Blind Spot #3 Falling in love with your idea

What We Offer

resources workshops coaching

design servicesPeter Drucker

The best way to have a good idea is to have

lots of ideas

Linus Pauling Scientist

don’t fall in love

with an idea;

fall in love with

solving a problem & learning from

your customers

Blind Spot #2 building the wrong MVP

2

Fun is just another word for learning

Raph Koster author, A Theory of Fun

the best MVP is your Core Learning Loop

1

Blind Spot #1 listening to the wrong customers

Create something that a few people

love - even if most people don’t get

it right away

Paul Buchheit Partner, Y-Combinator

find & leverage

your super-fans

then expand

from that base

Journey to Mastery & Core Learning Loop

In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.

a small, distributed development group

When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.

is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

journey to mastery

is for Enthusiastswhat is my customer’s end-to-end learning experience?

Discovery

Onboarding

Habit-Building

Mastery

how does it evolve over time?

is for Enthusiasts

Discovery

Discovery is for VisitorsIs this right for me? What’s the value proposition?

is for EnthusiastsDiscoveryis for visitors

is for EnthusiastsOnboarding is for Newbies

Discovery

Onboarding

How do I learn the ropes? When do I start getting value?

is for EnthusiastsOnboardingis for newbies

Learn the ropes with a friendly bot

is for EnthusiastsHabit-building is for Regulars

Discovery

Onboarding

Habit-Building

What pulls me back? What am I getting better at?

is for EnthusiastsHabit-building is for regulars

Customized group chat with emojis, bots & integrations

is for EnthusiastsMastery is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

How can I leverage the skills & knowledge I’ve built?

is for EnthusiastsMastery is for enthusiasts

Launch a channel, program a bot, integrate your app

Help your customers get better at something that matters

Create an experience

that gets better

as your customers become more skilled

Learning Loop =

making customers more skillful

CoreLearning Loop

Check Updates urge to connect with your team

Read & Respond to Updates

No More Updates Need my attention

Customize your channel &

expressions

Customized Notifications





expressions

Engaging Activity

Internal TriggerRepeatable,

pleasurable activity

that satisfies an internal

urge or need

Stage 1: Repeatable, pleasurable activity





expressions

Simple Feedback

System promotes learning &

competence

Simple Feedback

Stage 1: Simple, skill-building feedback

Progression, investment &

engaged triggers

pull people back





expressions

Progress & Investment

Check Notifications

Engaged Trigger

Stage 1: Progress & investment systems

Customized group chat with emojis, bots & integrations

Stage 1: Engaged Trigger

Game Thinking Teardown

Discovery

Onboarding

Habit-Building

Mastery

journey to mastery

is for Enthusiasts

Social Discovery via friends

is for Enthusiasts

Exploratory Social Onboarding messing around, trying out filters. learning with friends

is for Enthusiasts

Engaged Habitschecking out what’s new - filters, snaps, stories

is for Enthusiasts

Heading to Mastery build a following by sharing curated glimpses of daily life

Core Learning Loop

View Snaps from friends,

celebrities, brands

I’m bored What’s New?

Check Stats & Feedback

No More Snaps for me to read

Create A Snap try out a new filter,

add to a story


celebrities, brands





add to a story

Repeatable, pleasurable activity that satisfies an internal urge or need

Internal Trigger

Repeatable, Pleasurable Activity


celebrities, brands





add to a story

Simple Feedback

Simple Feedback System promotes learning & competence

No More Snaps Need my attention


celebrities, brands





add to a story


Progress, Investment & Engaged Triggers pull people back

Engaged Trigger

Journey to Mastery

We succeeded because we said “No” to the tempting quick wins that strayed outside of our core vision - and focused on what really mattered.

Cindy Au Kickstarter community manager 2009-2014

is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

Funder’s Journey

Social Discovery via friends & followers

is for EnthusiastsExploratory Onboarding with layers of engagement

is for EnthusiastsEngaged Habitsrooting for your project(s) to succeed

is for EnthusiastsHeading to Mastery deepening relationships, getting special perks, betting on projects that get funded & ship

Learning Loop

Explore Campaigns watch videos, browse

rewards, see who’s funding what

FUNDERS

Something New that I’m

passionate about

Check Campaign Stats

Donate choose a reward level and make a donation

Share tell your story &

support the campaign





passionate about

Internal Trigger





Simple Feedback promotes learning & competence




passionate about

Feedback: join the community




Simple Feedback promotes learning & competence





passionate about

Check Stats Sharing & Campaign

Deepen Investment at the right moment




Engaged Trigger

is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

Creator’s Journey

is for EnthusiastsOnboarding for Creators

is for EnthusiastsHabit-building for Creators

engaged trigger

is for EnthusiastsMastery for Creators

funded!

is for EnthusiastsMastery leads to greater impact

Learning Loop

Creators

Read & Answer Messages

engage with your community

How’s my Campaign

Doing?

Check Campaign Stats

No More Messages Need my attention

Create New update, reward level,

social media post




Engaging activity that satisfies an internal urge or need Create New

update, reward level, social media post


How’s my Campaign

Doing?

Internal Trigger

Engaging activity that satisfies an internal urge or need

How’s my Campaign

Doing?




Simple Feedback



social media post

How’s my Campaign

Doing?

Read &Answer Messages





Check Campaign

Stats

Engaged Trigger


social media post

total raised

amount left to raise

days to go

# of backers

Cooperative Mechanics

Cooperative Mechanics

Game Thinking Design Tips

Game Thinking Design Tips1. a strong vision helps you say “no”

Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop

Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity

Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity

Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity 5. Use spotlights to showcase excellence

3 Blind Spots that keep you from building a compelling & successful MVP

Blind Spot #3 Falling in love with your idea

In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.

When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.

Blind Spot #2 Building the wrong MVP

what’s the fastest path to a high-learning MVP?

The best MVP is a Core Learning Loop

start with a Learning Loop

Blind Spot #1 Listening to the wrong customers

Everett Rogers Scientist, Bell Labs

Playtesting Progression who do you listen to?

at what dev stage?

Early Majority

Closed Beta

Friends & Family

Team & Department

typical

play-testing

progression

Early Majority

Closed Beta

Friends & Family

Team & Department

super-fan

play-testing

progression Super-fan Community

Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published.

play-test your ideas on aspirational early adopters

run dozens of small, high-learning experiments

a step-by-step system to accelerate product innovation

Game Thinking Toolkit

Build your roadmap with Game Thinking

You can use an eraser on the drafting table or a sledge hammeron the construction site

Frank Lloyd Wright Architect

Game Thinking Roadmap

X-axis: customer’s journey


Y-axis: developer’s journey



Y-axis: developer’s journey



start with a Learning Loop

solve a real problem for a small group

is for Enthusiasts

give customers something to get better at

drive engagement with (the right) social mechanics

are you ready to innovate

smarter & faster with

Game Thinking?

empower your team with the Game Thinking Toolkit

gamethinkinglive.com

Game Thinking Live 2-day global workshop for Game Thinkers

MAR 31-APR 01, 2017 SILICON VALLEY, ASIA & EUROPE

http://gamethinkinglive.com

Learn from world-class experts in game design, lean UX & systems thinking

Get hands-on expert coaching in a small-group format

includes online learning community & pre-event prep course

WORK WITH ME

PRIVATE WORKSHOP

PRIVATE CLIENT

LIVE TRAINING EVENT

EARLY-BIRD DISCOUNT

$25K+

$5-10K/month

$2K/ticket

$995

WORK WITH ME

PRIVATE WORKSHOP

PRIVATE CLIENT

LIVE TRAINING EVENT

$1000 SCHOLARSHIP

$25K+

$5-10K/month

$2K/ticket

$995

xxx

http://gamethinkinglive.com

Use Code LeanProduct1000$1000 scholarship for Game Thinking Live

expires March 15th 2017 midnight PST

http://game

http://thinkinglive.com