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