shanghai keynote: innovate smarter with game thinking

innovate smarter with

Game Thinking

gamethinking.io

http://gamethinking.io

What is

Game Thinking?

What is

Game Thinking?

smarter, faster innovation

Game Thinking Quotes

Upgrade your user, not your product… make people better at something they want to get better at. Kathy SierraAuthor, Headfirst Series

Make your customers more awesome


Fun is just another world for learning Raph KosterAuthor, A Theory of Fun

Think of your customers as learners


To increase your chances of success, minimize time through your Build/Measure/Learn cycle Eric RiesAuthor, The Lean Startup

Accelerate your Innovation Cycle


Every complex system starts as a simple system that works. Amy Jo KimCEO, Shufflebrain

Build your MVP like a game designer

Amy Jo Kim, Ph.D.

Game Designer, Startup Coach, Author, Educator

I help startups, game studios & global brands build deep engagement from the ground up

I’ve worked on a diverse set of

innovative worldwide hits

online marketplace

Graphic MMO

multiplayer music game

social simulation game

mobile fashion game

leading digital health app

online toy rental service

+Author

2000 2018

+Educator

+Design work for major brands

Some teams I worked with created breakthrough hits.Others didn’t manage to cross the chasm

+Insights into what makes a hit

Game Thinking System5 Steps to Product/Market Fit

Game Thinking Toolkit8 Connected Design Templates

Clarify Identify Surface Distill Design Prototype Test Validate

Articulate & prioritize your high-risk assumptions

STEP 1

Clarify your ProductIdea


Stage

KillGate

Concept Bank

KillGate

KillGate

StageStage

Stage

Stage Gate Theory


Plan your experiment with the MVP Canvas

Early Customers Unmet Need Our Solution Unfair Advantage

Value Proposition Early Metrics

Key Assumptions

• x

evergreen hit game

Build Your Dream Closet

Collect designer clothes ! dress for gala events ! build a lust-worthy closet of stunning outfits

Discover Your Personal StyleGlamorous Trendsetting Understated

Test ideas on passionate, high-need early customers

STEP 2

Identify your SuperFans

Have you ever listened to the wrong customers?

Finding the right customers can determine whether youthrive - or fail

This innovative gaming platform didn't make it across the chasm

This innovative mobile game turned into an evergreen hit


“Create something that a few people love — even if most people don’t get it right away.” Paul BuchheitPartner, Y-Combinator


Innovation diffusion theoryEVERETT ROGERS, 1961


Crossing the ChasmGEOFFREY MOORE, 1991

CH

ASM


Crossing the ChasmGEOFFREY MOORE, 1991

CH

ASM

START NOT

Who to listen to - & who to ignore?

don’t rely on friends & family

or people in your ultimate target market

increasing value over time


How do we actually do this?

MVP Test

Speed Interview


Super Fan Funnel

MVP Test

Speed Interview

Screener x


Super Fan Funnel

MVP Test

Speed Interview

Screener


Super Fan Funnel

MVP Test

Interview

Screener


Super Fan Funnel

Playtest

Interview

Screener

Let’s see how successful innovators

find & leverage SuperFans

your super-fans are SPECIFIC to your project

rhythm action nerdswho know the basics

simulation enthusiastswho love to make things

Lego-loving families who enjoy sharing photos

Mobile-centric fashionistas

How did the Covet Fashion team identify & leverage their Superfans?

bVisionary Leaders

Superfan Screener

Speed interviews

Existing Habits


If you want to cross the chasm…


Early adopters

Start Here


Earlymajority

Expand when ready

Create a customer experience that evolves over time

STEP 3

Plan your MasteryPath


Mastery Path

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY

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


Mastery Path

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY

How do I learn the ropes? How do I start giving & getting value?


Mastery Path

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY

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


Mastery Path

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY

What skills & knowledge have I mastered? How can I leverage that?


Case Study

skill-building feedback

repeatable, pleasurable

activity

progress & investment

cues & triggerscues &

triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity



triggersLearningLoop


Mastery Pathskill-building

feedback


activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity





Discovery is for Visitors

Social discovery via friends and colleagues



feedback


activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity





Onboarding is for Newbies

Learn the ropes with a friendly bot



feedback


activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity





Habit-building is for Regulars

Customized group chat with emojis, bots, and integrations



feedback


activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity





Mastery is for Enthusiasts

Launch a channel,program a bot,integrate your app


Build something people love

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

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY


How do we actually do this?

MVP Test

Speed Interview

Capture Key Insights about Customer Habits & Needs

When _________

I want to ______________

so I can ______________

trigger

activity + goal

Job Stories

desired outcome

Fashion Browserstay up-to-date on fashion trends

Co-Creatorshop & dress with a buddy

Armchair Stylisttell other people how to dress

Fashion BrowserExisting habit

“When I’m tired after a long day at work,

I want to flop on the couch and get the

escapist, immersive hit of flipping through

Vogue - but in a game.”

Fashion BrowserHabit Story

When Ineed to relax after a long day at work

I want to

see gorgeous, creative outfits – made

from the latest designer fashions

So I canstay on top of fashion trends in a fun,

relaxing & playful way

Activity

Outcome

Trigger

Co-CreatorExisting Habit

“Patti told me to put these shoes and belt together with this outfit – I’d never think of that combo, but it TOTALLY works. I need her advice all the time.”

When Ineed to dress up for an important eventI want toraid my friend’s closet and get her feedback on my outfitSo I canhave her accessorize my look and help me feel confident Co-Creator

Habit Story

Activity

Outcome

Trigger

Armchair StylistExisting Habit

“I LOVE the idea of a game that lets me rate my friends’ outfits and tell them how to dress better – like I do before every party. Those girls NEED me :-)”

When Iget together with my friends before a party I want tohelp them put together their outfits - make suggestionsSo I canfeel proud of how my friends look; feel needed, like I matter

Armchair StylistHabit Story

Activity

Outcome

Trigger

Prototype & test a simple, engaging 21-day experience

STEP 4

Playtest your LearningLoop

Have you ever built the wrong MVP?

we’ve seen the cartoons

but… what should you build first?

Robin Allenson CEO, Similar.ai

from a polished game with no engagement…

…to a rough prototype that fashion designers are begging to get their

hands on & use

“finding the fun” = building engagement from the inside out

What’s the right MVP for an engaging product?

Fake landing page?

Fake landing page? X

Operant ConditioningAKA Skinner Box?

XOperant ConditioningAKA Skinner Box?

Skill-building =

making customers more awesome


“In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight.” Dan Cookco-founder, Spry Fox Games


all updates & messages read

read & respond to updates

customize your communications

& channel

FOMO —check updates

FOMO —check updatesTRIGGER

ACTIVITY





& channel



SIMPLEFEEDBACK





& channel



PROGRESS

TRIGGER

Skill-building =

making customers more awesome

Learning Loop =

making customers more skillful




activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity




Where should I focus when I’mbuilding my MVP?


The smartest MVP is a Core Learning Loop



activity



triggers

internal

situational

external

engaged

MASTERY

HABIT-BUILDING

ONBOARDING

DISCOVERY



activity




STEP 5

Validate your ProductStrategyLearn from your testing & decide how to proceed


“You can use an eraser on the drafting table or a sledgehammer on the construction site.” Frank Lloyd WrightArchitect


Game Thinking Roadmap


MVP

BETA

LAUNCH

EXPANSION

ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY



MVP

BETA

LAUNCH

EXPANSION

ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY


START HERE


MVP Test

Speed Interview

How do (the best) game designers build and tune their MVP?

we imagined living out a rock star fantasy…

and started by tuning & iterating a single song

we imagined a doll house come to life…

and started with tiny world-building experiments

we imagined a cooperative dress-up game…

and piggy-backed our ideas onto existing habits

Style Feed for Fashion BrowsersI love seeing what’s new, going through my closet, putting together outfits – it’s the perfect way to unwind after a long day

Shared Closet for Co-creatorsI love raiding my friend’s closet to borrow shoes for my outfit — it’s like real life, only better

Patti’s Closet

OPEN SLOT

OPEN SLOT

Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses

23 items

is for Enthusiasts

Discover Your Style

Attend an Event

Make a Collection

Browse Your Stream

Covet Fashion Journey to Mastery

Invites Waiting

Browse New Content

Dress for the Event

Get Social Feedback Raid your friend’s closet

Browse your Style Feed Choose an Invitation

Covet Fashion Core Learning Loop

Everett RogersScientist, Bell Labs

PlaytestingProgression 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-fanCommunity

super-fan

play-testing

progression


The best way to have a good idea is to have lots of ideas. Linus PaulingScientist

don’t fall in love with an idea; fall in love with

solving a problem & learning from your customers

Prototype to Learn

What can Game Thinking do for you?

• Create a high-learning MVP* for exactly the right customers

• Build an experience people come back to, again and again

• Measurably improve your innovation outcomes

*Minimum Viable Product

THANK YOU@amyjokim

gamethinking.io

[email protected]

http://amyjokim.com