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5 Design Hacks to Build a Better Product in Less Time

Do you want to accelerate your early design and development process? Is it tricky to identify the right early customers to test your ideas on? Would you like a roadmap for creating a stripped-down yet compelling MVP? Learn the key design hacks and powerful step-by-step system for accelerating early design, perfected by Amy Jo Kim, CEO of Shufflebrain. Startups, game companies and media giants have used her GettingToAlpha system to turn innovative ideas into breakthrough hits.

5 Design Hacks to Build a Better Product in Less Time

  1. 1. 
 WEBINAR 5 Powerful 
 Design Hacks 
 to build a 
 Better Product 
 in Less Time Wanda Meloni 
 Exec. Director of the Open Gaming Alliance & Editor of the Gaming Business Review. Amy Jo Kim 
 CEO of Shufflebrain a design studio focused on smart games for a connected world.
  2. 2. 
 WEBINAR 5 Powerful 
 Design Hacks 
 to build a 
 Better Product 
 in Less Time Amy Jo Kim, Ph.D. co-founder, Shufflebrain

  3. 3. Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP
  4. 4. What You Will Learn Actionable techniques for creating a better product in less time
  5. 5. As a child I loved to play
  6. 6. As a child I loved to play But I didn’t love to compete
  7. 7. one night on a beach in Greece my creativity was re-ignighted
  8. 8. I found another way to play
  9. 9. I developed my coop design skills
  10. 10. then one day, I got THE CALL
  11. 11. we created a breakthrough hit
  12. 12. which led to more breakthrough hits
  13. 13. and design tips, tricks & shortcuts Early Customer Funnel JTBD & Habit Stories Skill-Building Core Loop
  14. 14. Habits, Culture & Design Hacks
  15. 15. What I’ve learned • Early product development is HARD • It becomes faster & easier with the right shortcuts & hacks • 6 months of progress in 6 weeks
  16. 16. Amy Jo has a refined and effective process for bringing early product ideas to life. Blair Ethington VP Covet Fashion
  17. 17. RESULTS connected with aspirational market evergreen hit with millions of players
  18. 18. Amy Jo’s MVP methodology 
 is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify
  19. 19. RESULTS iterated product with customer insights
 now market leader in digital happiness
  20. 20. What if you could… • Accelerate your early product development?
  21. 21. What if you could… • Accelerate your early product development? • Talk with EXACTLY the right customers early on?
  22. 22. 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*? *Minimum Viable Product
  23. 23. 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*? • Do all of this in just a few weeks? *Minimum Viable Product
  24. 24. 5 Design Hacks to super-charge your MVP
  25. 25. Small, high-learning experiments1 To increase your chances of success, minimize time through the Build-Measure-Learn cycle. Eric Ries Author, The Lean Startup
  26. 26. Ideas Design & 
 Build Product Measure Data Learn Ask the hard, important questions upfront
  27. 27. Will people subscribe to a digital service 
 that delivers
 daily happiness exercises?
  28. 28. Will fashion-loving, young women play a 
 dress-up game with real designer clothes?
  29. 29. MVP Canvas Surface & test your high-risk assumptions
  30. 30. MVP Canvas Surface & test your high-risk assumptions
  31. 31. Early Customer Funnel2 Early Adopters will put up with cost & ridicule for innovations that meet real needs. Erika Hall Author, Just Enough Research
  32. 32. Geoffrey Moore, 1992 To cross 
 the chasm…
  33. 33. Find & delight a few passionate early customers
  34. 34. Test & refine 
 your assumptions Early Customer Funnel
  35. 35. Ask just a few revealing questions Daily Habits Beliefs & Ideas Unmet Needs
  36. 36. Early Customer Funnel
  37. 37. • 25 fashion-obsessed women 18-40 • both gamers & non-gamers • existing player base + Craigslist ads WHO
  38. 38. • 25 fashion-obsessed women 18-40 • both gamers & non-gamers • existing player base + Craigslist ads • 10 minute screening interviews • 3-5 revealing questions • best subjects become paid testers WHO WHAT
  39. 39. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress RESULTS
 3 key activity patterns
  40. 40. Customer Habit Stories3 The chains of habit are too weak to be felt until they are too strong to be broken. Samuel Johnson Author
  41. 41. Piggyback on
 existing habits
  42. 42. • Identify relevant habits • Match habit to unmet need • Look for emotional & situational triggers Study their daily routines
  43. 43. Capture Habit-based Insights When _________ I want to ______________ so I can _____________ trigger activity + goal outcome Habit Stories
  44. 44. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  45. 45. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  46. 46. Fashion Browser Existing 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.”
  47. 47. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 Trigger
  48. 48. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 I want to see gorgeous, creative outfits – made from the latest designer fashions
 
 Activity Trigger
  49. 49. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 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, relaxing & playful way Activity Outcome Trigger
  50. 50. Skill-building Core Loop4 In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook Game Designer
  51. 51. Fake 
 landing page?
  52. 52. Fake 
 landing page?
  53. 53. Operant Conditioning AKA 
 Skinner Box?
  54. 54. Operant Conditioning AKA 
 Skinner Box? X
  55. 55. Skill-building = making customers more awesome
  56. 56. Skill-building = making customers more awesome
  57. 57. Core Loop = 
 skill-building habit loop Skill-Building Core Loop
  58. 58. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Feedback & Progress Investment Path Internal Trigger
  59. 59. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Feedback & Progress Investment Path When I need to relax after a long day at work
 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, relaxing & playful way Urge or Need Engaging Activity Desired Outcome Internal Trigger
  60. 60. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Trigger Activity Engaging activity 
 satisfies an urge or need Internal Trigger
  61. 61. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Fashion Browser Internal Trigger
  62. 62. Feedback & progress promote learning & mastery EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Feedback & Progress
  63. 63. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Feedback & Progress Armchair Stylist
  64. 64. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Investment Path Investment 
 & triggers 
 pull people back Engaged Trigger Check your Stats
  65. 65. BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Check your Stats
  66. 66. BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Activity TriggerEngaging activity 
 satisfies an urge or need Internal Trigger
  67. 67. Feedback 
 & progress promote learning & mastery BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Feedback & Progress
  68. 68. Investment 
 & triggers 
 pull people back BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Get Notifications,
 Check Stats Activity Investment Path Engaged Trigger Check your Stats Collect faves, RTs & followers
  69. 69. PartyTime!
 urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Path Activity Internal Trigger Beat the Song Engaged Trigger
  70. 70. Lightweight weekly play-tests5 There is nothing quite so useless as doing with great efficiency something that should not be done at all. Peter Drucker Author
  71. 71. The power of play-testing • Find & leverage early customers
  72. 72. The power of play-testing • Find & leverage early customers • Source & test ideas quickly
  73. 73. The power of play-testing • Find & leverage early customers • Source & test ideas quickly • Get high-value input for your MVP
  74. 74. Amy Jo helped us 
 create our MVP in 
 record time. An invaluable investment that’s still paying off.
  75. 75. CHALLENGE build high-learning MVP for digital community
  76. 76. SHORTCUTS clarify product strategy find the right customers prototype & test MVP
  77. 77. RESULTS launched Youtube MVP, raised Series B, built sharing platform
  78. 78. Small, high-learning experiments Early Customer Funnel Customer Habit Stories Skill-building Core Loop Lightweight weekly play-tests 1 2 3 4 5 5 Design Hacks to accelerate innovation
  79. 79. How can you benefit from these shortcuts? Accelerate your design & development process + Identify & leverage the right early customers + Use game thinking to build a simple, compelling MVP
  80. 80. What We Do accelerate your path to product/market fit with gaming smarts
  81. 81. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Define & test your key assumptions MVP Canvas
  82. 82. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Find EXACTLY the right 
 early customers Early Customer Funnel
  83. 83. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Distill key insights into design-ready stories Habit Stories
  84. 84. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Prototype a simple yet compelling Core Loop Skill-Building Core Loop
  85. 85. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Test your prototype with early customers 3-Part MVP Test
  86. 86. 1. Plan your experiment 2. Identify the right customers 3. Distill their habits & needs 4. Prototype your Core Loop 5. Test your prototype 6. Validate your strategy & design Validate your strategy & iterate your design Alpha Product Brief
  87. 87. Let’s talk! • 15-30 minutes • Review your project • Provide feedback & answer questions • Together decide if our programs are right for you
  88. 88. getting2alpha.com/apply Let’s talk!

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