Game Thinking Asia Keynote
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slides from my keynote talk at Game Thinking Asia keynote
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Game Thinking Asia Keynote
- 1. Game Thinking drive product/market fit & lasting engagement with
- 2. What is Game Thinking?
- 3. Upgrade your user, not your product… make people better at something they want to get better at. Kathy Sierra Co-creator,, Head First Series Make your customers more awesome Game Thinking Quotes
- 4. To increase your chances of success, minimize time through the Build/Measure/ Learn cycle Eric Ries Author, The Lean Startup Accelerate your Innovation Cycle Game Thinking Quotes
- 5. Fun is just another word for learning Raph Koster Author, A Theory of Fun Treat your customers as Learners Game Thinking Quotes
- 11. smarter, faster innovation Game Thinking the art and science of engaging customers on a mastery path
- 12. Amy Jo Kim, Ph.D. Game Designer & Startup Coach
- 13. I help startups, game studios & global brands build social products that drive long-term engagement
- 14. It all started when I got laid off
- 17. then one day, I got the call
- 22. we created a breakthrough hit
- 23. Rock Band Players Apparently Have Better Music Perception
- 24. which led to more breakthrough hits
- 25. design work for major brands
- 26. a VC-funded braingames startup
- 27. hard lessons about early-stage innovation
- 28. & insights into what makes a hit
- 30. leading digital health app
- 31. online toy rental service
- 32. 3 Game Thinking Techniques to accelerate innovation & build lasting engagement Super-fans Learning Loop Mastery Path
- 33. Have you ever listened to the wrong customers?
- 34. Finding the right customers can determine whether you thrive - or fail
- 35. innovative gaming platform didn’t find an audience
- 36. digital health app found exactly the right audience
- 37. 3 Test your ideas on a handful of passionate, high-need early customers 21 Super-fans
- 38. Create something that a few people love - even if most people don’t get it right away. Paul Buchheit Partner, Y-Combinator
- 39. Geoffrey Moore Author, Crossing the Chasm
- 40. The technology adoption lifecycle (1991)
- 41. [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. Everett Rogers Scientist, Bell Labs
- 42. Innovation Diffusion Theory (1961)
- 43. Who to listen to - & who to ignore?
- 44. don’t rely on friends & family
- 45. or people in your ultimate target market
- 47. increasing value over time
- 48. How do successful innovators find & leverage SuperFans?
- 49. your super-fans are SPECIFIC to your project
- 50. rhythm action nerds who know the basics
- 51. simulation enthusiasts who love to make things
- 52. Lego-loving families who enjoy sharing photos
- 53. customers of SAAS consulting firms
- 54. if you want to cross the chasm…
- 55. find & leverage your Superfans* FIRST * high-need high-value early customers
- 56. then expand from that base
- 57. Mastery Path Empower your customer over time with learning & skill-building 31 2
- 58. Discovery Onboarding Habit-Building Mastery what is my customer’s end-to-end experience? how does it evolve over time?
- 59. is for Enthusiasts Discovery Stage 1: Discovery is for Visitors What is this? Is it right for me? What’s the value proposition?
- 60. is for EnthusiastsStage 2: Onboarding is for Newbies Discovery Onboarding How do I learn the ropes? How do I start giving & getting value?
- 61. is for EnthusiastsStage 3: Habit-building is for Regulars Discovery Onboarding Habit-Building What urge pulls me back? What am I getting better at?
- 62. is for EnthusiastsStage 4: Mastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery What skills & knowledge have I mastered? How can I leverage that?
- 64. is for EnthusiastsStage 1: Discovery is for Visitors Social Discovery via Friends & Colleagues
- 65. is for EnthusiastsStage 1: Onboarding is for Newbies Learn the ropes with a friendly bot
- 66. is for EnthusiastsStage 1: Habit-building is for Regulars Customized group chat with emojis, bots & integrations
- 67. is for EnthusiastsStage 1: Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 68. Have you ever built the wrong MVP?
- 69. we’ve seen the cartoons
- 70. (gotta love those cartoons)
- 71. but… what should you build first?
- 73. from a polished game with no engagement…
- 74. …to a rough prototype that fashion designers are begging to get their hands on & use
- 75. Prototype & tune a simple, engaging skill-building feedback loop Learning Loop 321
- 76. Fun is just another word for learning Raph Koster Author, A Theory of Fun
- 77. “finding the fun” = building engagement from the inside out
- 78. What’s the right MVP?
- 83. Skill-building = making customers more awesome
- 84. In a loop, you’re learning a skill & updating your mental model. That’s what leads to player delight. Dan Cook Author, Lost Garden blog Game Thinking Quotes
- 85. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your channel & expressions Activity Chain Feedback & Progress Investment Path Internal Trigger Core Loop
- 86. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need Attention Customize your experience Trigger Activity Engaging activity satisfies an urge or need Internal Trigger Core Loop
- 87. Feedback & progress promote learning & mastery EscapeTime! urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Feedback & Progress Core Loop
- 88. EscapeTime! urge to dive into an escapist world Read & Respond to Updates No More Updates Need Attention Customize your experience Investment Path Investment & triggers pull people back Engaged Trigger Check Notifications Core Loop
- 89. Skill-building = making customers more awesome
- 90. Learning Loop = making customers more skillful
- 91. is for Enthusiasts Discovery Onboarding Habit-Building Mastery Where should I focus when I’m building my MVP?
- 92. the smartest MVP is a Core Learning Loop
- 93. Putting it all Together What to build? Who to listen to? At what dev stage?
- 94. Build your roadmap with Game Thinking You can use an eraser on the drafting table or a sledge hammer on the construction site Frank Lloyd Wright Architect
- 98. How do (the best) game designers build and tune their MVP?
- 99. we imagined living out a rock star fantasy…
- 100. and started by tuning & iterating a single song
- 101. we imagined a doll house come to life…
- 102. and started with tiny world-building experiments
- 103. we imagined a cooperative dress-up game…
- 104. and piggy-backed our ideas onto existing habits
- 105. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
- 106. Early Majority Closed Beta Friends & Family Team & Department typical play-testing progression
- 107. Early Majority Closed Beta Friends & Family Team & Department Super-fan Community super-fan play-testing progression
- 108. What can Game Thinking do for you? • Dramatically accelerate product discovery • Create a high-learning MVP* for exactly the right customers • Build an experience people come back to, again and again • Improve your innovation outcomes *Minimum Viable Product
- 109. The best way to have a good idea is to have lots of ideas Linus Pauling Nobel-winning scientist
- 111. don’t fall in love with an idea; fall in love with solving a problem & learning from your customers Prototype to Learn
- 112. a proven system to run smarter experiments and design for learning & mastery Game Thinking Toolkit Clarify Identify Listen Distill Design Prototype Test Validate