turbocharge your product design with game thinking · a ux conference unlike any other april...

A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA

Turbocharge Your Product Design With Game ThinkingAmy Jo Kim

Tuesday - April 19, 2016Featured Talk

© Amy Jo Kim, 2016

Today’s Guest:

Amy Jo KimCEO at Shufflebrain@amyjokim

Turbo-charge your product design with

Game Thinking

Welcome

I’m glad you’re here

1UX Immersion: Interactions | April, 2016

Is this you?

• need to accelerate early design process

• tough to filter & apply all the feedback

• hard to make a stripped-down MVP


What You Will Learn

Actionable techniques for creating

a better product in less time

with Game Thinking

• Social Game Designer

• Entrepreneur

• Startup Coach

Amy Jo Kim, Ph.D.


• Social Game Designer

• Entrepreneur

• Startup Coach

Amy Jo Kim, Ph.D.

It all started when I got laid off


I launched my own digital design

company

wrote a book about

Community Design


then one day, I got the call


Rock Band Players Apparently Have Better Music Perception


we created a breakthrough hit

which led to more breakthrough hits9

design work for major brands

a VC-funded braingames startup10

hard lessons about early-stage innovation

& deep insights into Game Thinking11

then my favorite client

issued a challenge

we made 6 months of progress in 6 weeks12

& the Getting2Alpha system was born

Ideas

Design & Build

Product

Measure

Data

Learn

A faster, smarter way to test high-risk assumptions

13

4 Strategies

for better, faster product design

Design your experience to evolve over time

Design is not just what it

looks like & feels like. Design is how it works.

Steve Jobs

14

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

15

is for EnthusiastsOnboarding is for Newbies

Discovery

Onboarding

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

is for EnthusiastsHabit-building is for Regulars

Discovery

Onboarding

Habit-Building

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

16

is for EnthusiastsMastery is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

Can I leverage the skills & knowledge I’ve built?

is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

end-to-end customer journey

17

is for EnthusiastsStage 1: Discovery is for Visitors

Social Discovery via Friends & Colleagues

is for EnthusiastsStage 1: Onboarding is for Newbies

Learn the ropes with a friendly bot

18

is for EnthusiastsStage 1: Habit-building is for Regulars

Customized group chat with emojis, bots & integrations

is for EnthusiastsStage 1: Mastery is for Enthusiasts

Launch a channel, program a bot, integrate your app

19

Create an experience that gets better as your customers become more skilled

Wanna build a product people come back to?

Fun is just another

word for learning.

Raph Koster author, A Theory of Fun

Find the fun in your Core Loop

20

Fun means different things to different people

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

21

Zero-Sum Game

We are opponents

I Win You Lose

Head-to-Head Battles War Simulations

Rank-Ordered Competitions Gambling

22

a structured experience with rules and goals that’s fun to play together*

* Source: The Player’s Journey (forthcoming)

We are partners

Non-Zero-Sum Game

Win-Win

Lose-Lose

23

Martial Arts Charity Walk

Double Dutch Pictionary

What kind of fun are your customers looking for?

Do they want to be partners? or opponents?

24

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

Fake landing page?

25

Fake landing page? XOperant Conditioning AKA Skinner Box?

26

XOperant Conditioning AKA Skinner Box?

Skill-building =

making customers more awesome

27

Skill-building =


Core Loop = skill-building habit loop

Skill-Building Core Loop

28

Core Loop = your Day 21 experience

Finding the fun in a team collaboration tool

29

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

Engaged Trigger

Check Notifications

Skill-building =


30

Core Loop =

making customers more skillful

Start with a skill-building Core Loop

Wanna build long-term engagement?

31

Connect with your super-fans

“Create something that a few people love - even if most people don’t get it right away”

Paul Buchheit Partner, Y-combinator

Crossing the Chasm Geoffrey Moore, 1991

32

Everett Rogers, 1961

Innovation Diffusion Theory

33

To cross the chasm…

Find & delight

a few passionate

early customers

34

small, high-learning experiments

35

solve a real problem for a small group

36

Find & delight your Superfans

Wanna accelerate innovation?

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

37

skill-building makes your customers more awesome

game thinking helps them leverage their skills

38

Game Thinking Roadmap

X-axis: customer’s journey


39

Y-axis: developer’s journey

X-axis: customer’s journey


Finding the fun in a co-op music game

40

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

Finding the fun in a team collaboration tool

41

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

Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer.

Ofer Leidner President, Happify

Case Study:

42

CHALLENGE

build prototype

identify early customers

prove business model

SHORTCUTS

clarify product strategy

find passionate customers

prototype Core Loop

Skill-Building Core Loop

43

RESULTS

iterated product with customer insightsmarket leader in digital happiness

4 Strategies for smarter, faster product design

3 Connect with your Superfans

Design your product to evolve over time1

2 Find the fun within your Core Loop

4 Build your roadmap with Game Thinking

44

What if you could…

• Accelerate your early product development?

• Talk with EXACTLY the right customers early on?

• Turn those insights into a simple yet compelling MVP*?

• Do all of this in just a few weeks?

*Minimum Viable Product

Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.

Ranan Lachman CEO, Pley

45

This program gave me a framework for turning my startup ideas into concrete reality. I’m now pursuing my idea full-time.

Megan Berwick CEO, Sunreach

This program gave me the skills and confidence to build a product that our customers love & need.

Amanda Pouchot Co-Founder, stealth startup

46

getting2alpha.com/masterclass

Ready to accelerate product/market fit?

let’s stay in touch @amyjokim

amyjokim.com

getting2alpha.com

47

A UX Conference Unlike Any OtherApril 18–20, 2016 in San Diego, CA

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turbocharge your product design with game thinking · a ux conference unlike any other april...

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