super-charge your product discovery with get to product ...€¦ · game to life. in a very real...

Today’s Guest:

Amy Jo Kim

CEO at Shufflebrain

@amyjokim

super-charge your product discovery with get to product/market fit

Welcome

I’m glad

you’re here

Is this you?

• need to accelerate early design process

• tough to filter & apply all the feedback

• challenging to make a stripped-down MVP

activity + goal outcome trigger

“There is nothing quite so useless as

doing with great efficiency something

that should not be done at all”

Peter Drucker

Amy Jo Kim, Ph.D.

Social Game Designer

Entrepreneur

Startup Coach

Amy Jo Kim, Ph.D.

Social Game Designer

Entrepreneur

Startup Coach

What You Will Learn Today

what is this?

how to

10X your path to product/market fit

with Game Thinking

Game

Thinking Game

Design

Agile &

Lean UX

Game

Thinking Game

Design

Agile &

Lean UX

Design

Thinking

Game

Thinking Game

Design

Agile &

Lean UX

Design

Thinking

Systems

Thinking

Game

Thinking Game

Design

Agile &

Lean UX

Design

Thinking

Systems

Thinking

smarter, faster

innovation

Game

Thinking Game

Design

How I Got into Social Systems Design

4/11/2016

“A short course for putting Soul into

the Web” — WIRED magazine

“Superb sociological insights into

online communities” — Amazon review

“Running a community? Save

thousands of $$$ & buy this book” — Amazon review

Design for a

range of roles

COMMUNITY LIFECYCLE

Let me tell you a story. It was a sunny September day in Half Moon Bay,

California - I was sitting in my living room, enjoying the ocean view and

listening intently as the brilliant and visionary CEO of a hot gaming startup

told me about his crazy idea for a mutli-player social game — a game where

people with no musical talent — playing simplified plastic instruments — would

FEEL like they were actually in a band, making music together.

When the game was further along, we DID test our ideas with these casual

gamers. But in the early days, it was our super-fans who helped us bring the

game to life. In a very real sense, those hard-core music gamers were our

co-creators -- our collaborators — able to see what our crude mockups and

simple artwork could become, and — crucially — give us actionable feedback

on how to make it better.

we created a breakthrough hit

“The fans out

there are

entertaining us,

the developers,

with their

creations”

Will Wright Creator, The Sims

By definition, successful innovations end up

affecting the majority — that’s what makes

them successful. But it turns out in PRACTICE

-- they NEVER start off pleasing the majority.

small, high-learning experiments

A few years back, my partner and I took seed

funding and launched an award-winning social

media braingame called Photograp.

By definition, successful innovations end up

affecting the majority — that’s what makes them

successful. But it turns out in PRACTICE -- they

NEVER start off pleasing the majority.

And then it happened! Remember Ranan -

the CEO of Pley? He challenged me to

deliver my toolkit to his team online -- and

empower them to make 6 months of

progress in 6 weeks That scared the hell

outta me...

What is Game Thinking?

What is Game Thinking?

Ranan Lachman CEO, Pley

Amy Jo helped us create our MVP in

record time. An invaluable investment

that’s still paying off.

a step-by-

step system

to

accelerate

product

innovation

based on the

habits & practices of

breakthrough

innovators

three

powerful

techniques

›

1

“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

[Innovation Diffusion Theory]

Now, I’m not the first one to discover this. Way back in

1961, Everett Rogers of Bell Labs published his

landmark study of how innovation spreads in social

systems.

Innovation Diffusion Theory Everett Rogers, 1961

if you want to cross that chasm…

capture your early market FIRST

find & delight a few

passionate early customers

2

“In a loop, you’re

learning a skill &

updating your

mental model.

That’s what leads

to player delight”

Dan Cook

co-founder, Spry Fox

is for Enthusiasts what 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 Visitors

Is this right for me? What’s the value proposition?

is for Enthusiasts Onboarding is for Newbies

Discovery

Onboarding

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

is for Enthusiasts Habit-building is for Regulars

Discovery

Onboarding

Habit-Building

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

is for Enthusiasts Mastery is for Enthusiasts

Discovery

Onboarding

Habit-Building

Mastery

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

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

Fake

landing

page?

Fake

landing

page?

Discovery

Operant

Conditioning

AKA

Skinner Box?

Operant

Conditioning

AKA

Skinner Box?

Manipulation

Skill-building =

making customers

more awesome

Skill-building =

making customers

more awesome

Learning & Mastery

Core

Learning

Loop = skill-building

habit loop

Engaging Cpre Activity repeatable,

pleasurable

activity that

satisfies

an urge

or need Internal & Situational Triggers

Simple Feedback System

Skill-

Building

Feedback to get better

at the

core activity

Progress & Investment

Progress,

Investment

& Engaged

Triggers to pull

people

back Engaged & External Triggers

What’s your Day 21 experience?

3

What We Offer

resources workshops coaching design

services Peter

Drucker

“The best way

to have a

good idea is

to have lots of

ideas”

Linus Pauling

Scientist

X-axis:

customer’s

journey

X-axis:

customer’s

journey

Y-axis:

developer’s

journey

Case Study

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.

customer journey

Discovery

Onboarding

Habit-Building

Mastery

is for Enthusiasts Stage 1: Discovery is for Visitors

Social Discovery via Friends & Colleagues

is for Enthusiasts Stage 1: Onboarding is for Newbies

Learn the ropes with a friendly bot

is for Enthusiasts Stage 1: Habit-building is for Regulars

Customized group chat with emojis, bots & integrations

is for Enthusiasts Stage 1: Mastery is for Enthusiasts

Launch a channel, program a bot, integrate your app

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

Wanna build a product people come back to?

solve a real problem for a small group

Core Loop

Check Updates urge to connect with your team

Read &

Respond to

Updates

No More

Updates Need

Attention

Customize your

channel &

expressions

Core Loop

Check Updates urge to connect with your team

Read &

Respond to

Updates

No More

Updates Need

Attention

Customize your

channel &

expressions

Engaging Activity

Internal Trigger Engaging

activity satisfies an

urge or

need

Core Loop

Check Updates urge to connect with your team

Read &

Respond to

Updates

No More

Updates Need

Attention

Customize your

channel &

expressions

Simple

Feedback

System promotes

learning &

competence

Simple Feedback

Progress,

Investment

& engaged

triggers pull people

back

Progress & Investment

Engaged

Trigger

Check Updates urge to connect with your team

Read &

Respond to

Updates

No More

Updates Need

Attention

Customize your

channel &

expressions

Check

Notifications

Core Loop

Start with a

Core Learning Loop

Wanna build

long-term engagement?

Game

Thinking

Roadmap

helps you

build & tune

your Learning

Loop FIRST

Case Study

TITLE:

Get passionate customers to tell you what they want

SECTIONS:

1: Recap & Who I Am

2: Find your super-fans with 5 key discovery questions

4: Foreshadow Video #3 (+ CTA)

And as I’ve seen again and again - that strategy just

doesn’t work

RESULTS

market leader in

digital happiness

Ofer Leidner President, Happify

Amy Jo’s MVP methodology is fantastic.

The ROI you’ll see is a no-brainer.

Now let’s talk about YOU

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*?

• Design your product for long-term engagement?

three

powerful

techniques

›

1

2

3

Ready to super-charge your product design?

getting2alpha.com/programs

FOLLOW

@amyjokim

SUBSCRIBE

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CONNECT

ajk@getting2alpha.com

•110

Todd Chipman todd@synerzip.com

469.374.0500

Synerzip

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Address technology skill gaps

Save at least 50% with offshore software development

Augment your team with optional on-site professionals

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Offshore Outsourcing Demystified on Wednesday, November 16, 2016 at noon CST

Webinar Presenters:

Hemant Elhence, CEO, Synerzip And

Kelly Stephen, Software Consultant

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