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Turbo-charge you product with Game Thinking

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What is Game Thinking - and how can it help your startup succeed? Find out here.

Veröffentlicht in: Design
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Turbo-charge you product with Game Thinking

  1. 1. Amy 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
  2. 2. Welcome I’m glad you’re here
  3. 3. Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP
  4. 4. What You Will Learn Actionable techniques for creating a better product in less time with Game Thinking
  5. 5. As a child I loved to play
  6. 6. As a child I loved to play But I didn’t love to compete
  7. 7. one night on a beach in Greece my creativity was re-ignighted
  8. 8. I found another way to play
  9. 9. then one day, I got THE CALL
  10. 10. we created a breakthrough hit
  11. 11. which led to more breakthrough hits
  12. 12. and insights into Game Thinking
  13. 13. Design your experience to evolve over time1 Design is not just what it looks like & feels like. Design is how it works. Steve Jobs
  14. 14. is for Enthusiastswhat is my customer’s end-to-end experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
  15. 15. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
  16. 16. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
  17. 17. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
  18. 18. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery Can I leverage the skills & knowledge I’ve built?
  19. 19. is for Enthusiasts Discovery Onboarding Habit-Building Mastery end-to-end customer experience
  20. 20. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
  21. 21. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
  22. 22. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
  23. 23. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
  24. 24. a conversational, extensible environment — built to enable UGC & player creativity Slack evolves to match your skill level
  25. 25. Find the fun within your Core Loop2 Fun is just another word for learning. Raph Koster author, A Theory of Fun
  26. 26. Fun means different things to different people
  27. 27. 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
  28. 28. Zero-Sum Game We are opponents I Win You Lose
  29. 29. Head-to-Head Battles War Simulations Rank-Ordered Competitions Gambling
  30. 30. a structured experience with rules and goals that’s fun to play together* * Source: The Player’s Journey (forthcoming)
  31. 31. We are partners Non-Zero-Sum Game Win-Win Lose-Lose
  32. 32. Martial Arts Charity Walk Double Dutch Pictionary
  33. 33. What kind of fun are your customers looking for?
  34. 34. 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
  35. 35. Operant Conditioning AKA Skinner Box?
  36. 36. Operant Conditioning AKA Skinner Box?
  37. 37. Skill-building = making customers more awesome
  38. 38. Skill-building = making customers more awesome
  39. 39. Core Loop = skill-building habit loop Skill-Building Core Loop
  40. 40. Finding the fun in a co- op music game
  41. 41. 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
  42. 42. Finding the fun in a team collaboration tool
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Skill-building = making customers more awesome
  48. 48. Core Loop = making customers more skillful
  49. 49. Wanna build long-term engagement? Start with a skill-building Core Loop
  50. 50. 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
  51. 51. Crossing the Chasm Geoffrey Moore, 1991
  52. 52. Everett Rogers, 1961 Innovation Diffusion Theory
  53. 53. To cross the chasm…
  54. 54. Find & delight a few passionate early customers
  55. 55. the fans out there are entertaining us, the developers, with their creations! Will Wright designer, The Sims
  56. 56. Leverage your relationships with Super Fans
  57. 57. 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
  58. 58. Bring ideas to life with Game Thinking
  59. 59. 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
  60. 60. Launching in 2016 Getting2Alpha Masterclass online course for entrepreneurs & product leaders Getting2Alpha MVP Club VIP coaching for innovative product teams getting2alpha.com
  61. 61. let’s stay in touch @amyjokim amyjokim.com getting2alpha.com

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