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Slack, Snapchat & Kickstarterhow to drive user engagement like
Amy Jo Kim Ph.D. CEO, Shufflebrain © 2017 All Rights Reserved
Do you sometimes wonder….
• if you’re asking the right questions to get to product/market fit?
• if you’ll find your passionate super-fans or lose out to your competitors?
• If you’ll avoid the “leaky bucket” syndrome with your innovation processes?
Amy Jo Kim, Ph.D. Game Designer &
Startup Coach
Ultima Online The Sims
Rock Band Covet Fashion
Ultima Online The Sims
Rock Band Covet Fashion
What You Will Learn Today
3 blind spots you need to avoid
to find product/market fit &
drive long-term engagement
with Game Thinking
What is this???
Game Thinking ≠ Gamification
“You keep using that word… I do
not think it means what you think it
means”
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
what is
Game Thinking?
smarter, fasterinnovation
3
Blind Spot #3 Falling in love with your idea
What We Offer
resources workshops coaching
design servicesPeter Drucker
The best way to have a good idea is to have
lots of ideas
Linus Pauling Scientist
don’t fall in love
with an idea;
fall in love with
solving a problem & learning from
your customers
Blind Spot #2 building the wrong MVP
2
Fun is just another word for learning
Raph Koster author, A Theory of Fun
the best MVP is your Core Learning Loop
1
Blind Spot #1 listening to the wrong customers
Create something that a few people
love - even if most people don’t get
it right away
Paul Buchheit Partner, Y-Combinator
find & leverage
your super-fans
then expand
from that base
Journey to Mastery & Core Learning Loop
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.
a small, distributed development group
When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
journey to mastery
is for Enthusiastswhat is my customer’s end-to-end learning 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?
is for EnthusiastsDiscoveryis for visitors
is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsOnboardingis for newbies
Learn the ropes with a friendly bot
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
is for EnthusiastsHabit-building is for regulars
Customized group chat with emojis, bots & integrations
is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
How can I leverage the skills & knowledge I’ve built?
is for EnthusiastsMastery is for enthusiasts
Launch a channel, program a bot, integrate your app
Help your customers get better at something that matters
Create an experience
that gets better
as your customers become more skilled
Learning Loop =
making customers more skillful
CoreLearning Loop
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Customized Notifications
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Engaging Activity
Internal TriggerRepeatable,
pleasurable activity
that satisfies an internal
urge or need
Stage 1: Repeatable, pleasurable activity
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Simple Feedback
System promotes learning &
competence
Simple Feedback
Stage 1: Simple, skill-building feedback
Progression, investment &
engaged triggers
pull people back
Check Updates urge to connect with your team
Read & Respond to Updates
No More Updates Need my attention
Customize your channel &
expressions
Progress & Investment
Check Notifications
Engaged Trigger
Stage 1: Progress & investment systems
Customized group chat with emojis, bots & integrations
Stage 1: Engaged Trigger
Game Thinking Teardown
Discovery
Onboarding
Habit-Building
Mastery
journey to mastery
is for Enthusiasts
Social Discovery via friends
is for Enthusiasts
Exploratory Social Onboarding messing around, trying out filters. learning with friends
is for Enthusiasts
Engaged Habitschecking out what’s new - filters, snaps, stories
is for Enthusiasts
Heading to Mastery build a following by sharing curated glimpses of daily life
Core Learning Loop
View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Repeatable, pleasurable activity that satisfies an internal urge or need
Internal Trigger
Repeatable, Pleasurable Activity
View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Simple Feedback
Simple Feedback System promotes learning & competence
No More Snaps Need my attention
View Snaps from friends,
celebrities, brands
I’m bored What’s New?
Check Stats & Feedback
No More Snaps for me to read
Create A Snap try out a new filter,
add to a story
Progress & Investment
Progress, Investment & Engaged Triggers pull people back
Engaged Trigger
Journey to Mastery
We succeeded because we said “No” to the tempting quick wins that strayed outside of our core vision - and focused on what really mattered.
Cindy Au Kickstarter community manager 2009-2014
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Funder’s Journey
Social Discovery via friends & followers
is for EnthusiastsExploratory Onboarding with layers of engagement
is for EnthusiastsEngaged Habitsrooting for your project(s) to succeed
is for EnthusiastsHeading to Mastery deepening relationships, getting special perks, betting on projects that get funded & ship
Learning Loop
Explore Campaigns watch videos, browse
rewards, see who’s funding what
FUNDERS
Something New that I’m
passionate about
Check Campaign Stats
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
Repeatable, pleasurable activity that satisfies an internal urge or need
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Internal Trigger
Repeatable, Pleasurable Activity
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
Repeatable, pleasurable activity that satisfies an internal urge or need
Simple Feedback promotes learning & competence
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Feedback: join the community
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
Simple Feedback promotes learning & competence
Progress, Investment & Engaged Triggers pull people back
Explore Campaigns watch videos, browse
rewards, see who’s funding what
Something New that I’m
passionate about
Check Stats Sharing & Campaign
Deepen Investment at the right moment
Donate choose a reward level and make a donation
Share tell your story &
support the campaign
Engaged Trigger
Progress, Investment & Engaged Triggers pull people back
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Creator’s Journey
is for EnthusiastsOnboarding for Creators
is for EnthusiastsHabit-building for Creators
engaged trigger
is for EnthusiastsMastery for Creators
funded!
is for EnthusiastsMastery leads to greater impact
Learning Loop
Creators
Read & Answer Messages
engage with your community
How’s my Campaign
Doing?
Check Campaign Stats
No More Messages Need my attention
Create New update, reward level,
social media post
Read & Answer Messages
engage with your community
No More Messages Need my attention
Engaging activity that satisfies an internal urge or need Create New
update, reward level, social media post
Repeatable, Pleasurable Activity
How’s my Campaign
Doing?
Internal Trigger
Engaging activity that satisfies an internal urge or need
How’s my Campaign
Doing?
Read & Answer Messages
engage with your community
No More Messages Need my attention
Simple Feedback
Simple Feedback System promotes learning & competence
Create New update, reward level,
social media post
Simple Feedback System promotes learning & competence
How’s my Campaign
Doing?
Read &Answer Messages
engage with your community
No More Messages Need my attention
Progress & Investment
Progress, Investment & Engaged Triggers pull people back
Check Campaign
Stats
Engaged Trigger
Create New update, reward level,
social media post
Progress, Investment & Engaged Triggers pull people back
total raised
amount left to raise
days to go
# of backers
Cooperative Mechanics
Cooperative Mechanics
Game Thinking Design Tips
Game Thinking Design Tips1. a strong vision helps you say “no”
Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop
Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity
Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity
Game Thinking Design Tips1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity 5. Use spotlights to showcase excellence
3 Blind Spots that keep you from building a compelling & successful MVP
Blind Spot #3 Falling in love with your idea
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.
Blind Spot #2 Building the wrong MVP
what’s the fastest path to a high-learning MVP?
The best MVP is a Core Learning Loop
start with a Learning Loop
Blind Spot #1 Listening to the wrong customers
Everett Rogers Scientist, Bell Labs
Playtesting Progression 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-fan
play-testing
progression Super-fan Community
Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published.
play-test your ideas on aspirational early adopters
run dozens of small, high-learning experiments
a step-by-step system to accelerate product innovation
Game Thinking Toolkit
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
Game Thinking Roadmap
X-axis: customer’s journey
Game Thinking Roadmap
Y-axis: developer’s journey
X-axis: customer’s journey
Game Thinking Roadmap
Y-axis: developer’s journey
X-axis: customer’s journey
Game Thinking Roadmap
start with a Learning Loop
solve a real problem for a small group
is for Enthusiasts
give customers something to get better at
drive engagement with (the right) social mechanics
are you ready to innovate
smarter & faster with
Game Thinking?
empower your team with the Game Thinking Toolkit
gamethinkinglive.com
Game Thinking Live 2-day global workshop for Game Thinkers
MAR 31-APR 01, 2017 SILICON VALLEY, ASIA & EUROPE
Learn from world-class experts in game design, lean UX & systems thinking
Get hands-on expert coaching in a small-group format
includes online learning community & pre-event prep course
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
$2K/ticket
$995
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
$2K/ticket
$995
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
EARLY-BIRD DISCOUNT
$25K+
$5-10K/month
$2K/ticket
$995
WORK WITH ME
PRIVATE WORKSHOP
PRIVATE CLIENT
LIVE TRAINING EVENT
$1000 SCHOLARSHIP
$25K+
$5-10K/month
$2K/ticket
$995
xxx
http://gamethinkinglive.com
Use Code LeanProduct1000$1000 scholarship for Game Thinking Live
expires March 15th 2017 midnight PST