Upload
amy-jo-kim
View
48.153
Download
1
Embed Size (px)
Citation preview
What we’ll cover
Introduction
7 Habits of Breakthrough Innovators
3 Smart Shortcuts to get you started
Amy Jo Kim, Ph.D. Co-Founder & Creative Director Shufflebrain Partners shufflebrain.com Creator & Head Coach Getting to Alpha getting2alpha.com
7 Habits of Breakthrough Innovators
You can use an eraser on
the drafting table – or a
sledgehammer on the
construction site
Frank Lloyd Wright
Architect
Run small, high-learning MVP experiments
To increase your chances of
success, minimize time
through the
Build-Measure-Learn cycle.
Eric Ries
Author, The Lean Startup
Find & delight your early adopters FIRST
Early adopters will put up
with cost & ridicule for
innovations that meet
real needs.
Erika Hall
Author, Just Enough Research
Piggyback on existing habits
“The chains of habit are
too weak to be felt until
they are too strong
to be broken.”
Samuel Johnson
Author
Test early, test often
There is nothing quite so
useless as doing with great
efficiency something that
should not be done at all
Peter Drucker
Author
Listen in as customers talk with each other
To listen fully means to
pay close attention to
what is being said
beneath the words.
Steven Covey
Author
What is — and isn’t — a Core Loop?
In a loop, you’re learning a
skill and updating your
mental model. That’s what
leads to player delight.
Dan Cook
Lead Game Designer, Spry Fox
urge for a fun social
activity
Play a Song Together
Get Score, Accolades, $$
Develop skill, play harder
songs
Core Loop
urge for a quick social
break
Read & Respond to
Updates
Check Notifications
& Stats
Read & Respond to
DMs
Core Loop
Ralph Waldo Emerson
Ideas
Design &
Build
Product
Measure
Data
Learn “Every artist was
first an amateur.”
1. Think like a scientist
2. Laser-focus on Early Adopters
3. Learn about customers’ needs & habits
4. Create a culture of iterative testing
5. Cultivate a customer feedback community
6. Test & refine the Core Loop early
7. Co-create a path to Mastery
7 Habits of Breakthrough Innovators
3 Smart Shortcuts that turbo-charge your path to product/market fit
You’ve got to jump off cliffs
all the time and build your
wings on the way down.
Ray Bradbury
Author
Turn customer insights into design-ready job stories
When _________
I want to ______________
so I can _____________
trigger
activity + goal
outcome
MVP Canvas BEFORE
Young women (18-30) who play mobile fashion games
Aspirational dress-up in designer fashion PLUS celebrity stylist advice
MVP Canvas BEFORE
Young women (18-30) who play mobile fashion games
Aspirational dress-up in designer fashion PLUS celebrity stylist advice
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
MVP Canvas BEFORE
Young women (18-30) who play mobile fashion games
Aspirational dress-up in designer fashion PLUS celebrity stylist advice
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
F2P game experience Existing, addressable audience for fashion games
Like/Dislike metrics via interviews with hardcore fashion gamers
MVP Canvas BEFORE
Young women (18-30) who play mobile fashion games
Aspirational dress-up in designer fashion PLUS celebrity stylist advice
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
F2P game experience Existing, addressable audience for fashion games
Like/Dislike metrics via interviews with hardcore fashion gamers
Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
Speed Interviews: How we did it
• 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
Speed Interviews: How we did it
• 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
WHAT
• Spend 5-10 minutes answering
3-5 questions
• The best interview subjects
became paid testers
Speed Interviews: How we did it
• 15 young women 18-40 who play
mobile fashion games
• Recruited from existing player
base & Craigslist ads
WHO
WHAT
WHEN &
WHERE
• Spend 5-10 minutes answering
3-5 questions
• The best interview subjects
became paid testers
• Over a period of 2 weeks
• Via telephone or Skype
Research Results: 3 Key Patterns
Fashion Browsers Want to immerse themselves in a
beautiful aspirational world that keeps
them up-to-date on fashion trends.
Co-Creators Want to “do fashion” with a buddy –
a friend or relative they can dress with,
shop with, and borrow from.
Armchair Stylists Love telling other people how to dress –
they want to role-play a celebrity stylist,
and get credit for their fashion sense.
Fashion Browser
“When I’m tired after a long day, I want to
flop on the couch and get the escapist,
immersive experience of flipping
through Vogue – but in a game.”
Fashion Browser Habit Story
When I log into the game
I want to
see gorgeous, creative outfits – made
from the latest designer fashions
So I can
stay on top of fashion trends in a fun
and relaxing way
Co-Creator
“Patti told me to put these shoes and belt
together with this outfit – I would never
think of that, but it TOTALLY works.
I need her advice all the time.”
Co-Creator Habit Story
When I need to dress up for an important event
I want to
raid my friend’s closet and get her
feedback on my outfit online
So I can
have her accessorize my look and help
me feel confident – just like in real-life :-)
Armchair Stylist
“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 a party :-)”
Armchair Stylist Habit Story
When I give fashion feedback to others
I want to
Know if my feedback had an effect
So I can
Feel happier, knowing that I’m helping
others be more fashionable
MVP Canvas AFTER
Young women (18-30) who play mobile fashion games
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
F2P game experience Existing, addressable audience for fashion games
Like/Dislike metrics via interviews with hardcore fashion gamers
Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
Skews older – women 18-45 like the game and older women spend more $
Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists
MVP Canvas AFTER
Young women (18-30) who play mobile fashion games
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
F2P game exp. Addressable audience for fashion games
Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
Skews older – women 18-45 like the game and older women spend more $
Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists
Like/Dislike metrics via interviews with hardcore fashion gamers
MVP Canvas AFTER
Young women (18-30) who play mobile fashion games
F2P co-op game with real-world fashion content and hot trends
Vogue alternative – stay up-to-date on fashion by playing – not just looking
F2P game exp. Addressable audience for fashion games
Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
Skews older – women 18-45 like the game and older women spend more $
Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists
Like/Dislike metrics via interviews with hardcore fashion gamers
And will spend $ on a game based on real-world fashion
And up-and-coming stylists
Turbo-charge your path to product/market fit getting2alpha.com
Startup Teams
Product Leaders
Innovative Companies