Successful innovations reach a mainstream audience—but they never start off that way. That’s the paradox of innovation that most entrepreneurs fail to embrace - at their peril.
That’s where Game Thinking comes in. Game Thinking is a step-by-step system for accelerating innovation and crafting products that people love…and keep loving. In Game Thinking, you empower your customers to get better at something they care about — like playing an instrument or leading a team. Come to this fast-paced training and equip yourself with the tools you need to create your next breakout hit.
2. Is this you? I want to…
• reduce churn and engage my
customers over time
• test my ideas on the right people and
find product/market fit
• get better innovation outcomes for my
team with a proven process that’s
created real-world success
3. Amy Jo Kim, Ph.D.
Game Designer, Startup Coach,
Author, Educator
4. I help startups, game studios & global brands
build deep engagement from the ground up
5. I’ve worked on a diverse set of
innovative worldwide hits
26. Covet Fashion Elevator Pitch V1
We are developing a F2P mobile game based on real-world fashion
To help fashion-loving gamers play dress-up with designer clothes
Using our knowledge of F2P gaming and female gamers e
27. Build Your Dream Closet
Collect designer clothes ! dress for gala events !
build a lust-worthy closet of stunning outfits
29. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
30. 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
31. 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
32. 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
33. Game Thinking
Step 2: Empathize
identify your hot-core customers and
learn about their needs, habits and frustrations
34. Game Thinking Quotes
“Build something just a
few people want - even
if most people don’t get
it right away”
Paul Buchheit
Partner, Y-Combinator
Find your early hot-core customers
65. Game Thinking
Step 3: Design
sketch out how your customer
experience will evolve over time
66. Game Thinking Quotes
Upgrade your user, not
your product… make
people better at something
they want to get better at.
Kathy Sierra
Author, Headfirst Series
Make your customers more awesome
67. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me?
What’s the value proposition?
68. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes?
How do I start giving & getting value?
69. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back?
What am I getting better at?
70. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills & knowledge have I mastered?
How can I leverage that?
80. Game Thinking Quotes
Build something people love
Create an experience
that gets better as
your customers
become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
82. Capture Key Insights about Customer Habits & Needs
When _________
I want to ______________
so I can ______________
trigger
activity + goal
Job Stories
desired outcome
83. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
84. Fashion Browser
Existing Habit
“When I’m tired after a long day at work, I
want to kick off my heels, flop on the couch, &
immerse myself in a beautiful aspirational
world of high fashion. I just wish it could be
customized more to me and my taste.”
86. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
87. Co-creator
Existing Habit
“Patti told me to put these shoes and belt
together with this outfit – I’d never think of
that combo, but it TOTALLY works.
I need her advice all the time.”
89. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
90. Armchair Stylist
Existing Habit
“I LOVE to get my friends together at my
place before heading out, so I can critique
their outfits and tell them how to dress better.
Those girls NEED me :-)”
92. Game Thinking
Step 4: Playtest
bring your core functionality to life by
testing with high-need early customers
93. Game Thinking Quotes
“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 Games
115. Game Thinking
Step 5: Validate
distill your test results and
create your product roadmap
116. Game Thinking Quotes
“You can use an eraser
on the drafting table or
a sledgehammer on the
construction site.”
Frank Lloyd Wright
Architect
Test your ideas early, in rough form
117. Putting it all Together
What to build? Who to listen to? At what dev stage?
135. Style Feed for Fashion Browsers
I love seeing what’s
new, going through my
closet, putting together
outfits – it’s the perfect
way to unwind after a
long day
136. Shared Closet for Co-creators
I love raiding my friend’s
closet to borrow shoes
for my outfit — it’s like
real life, only better
Patti’s Closet
OPEN
SLOT
OPEN
SLOT
Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses
23
items
137. is for Enthusiasts
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Covet Fashion Journey to Mastery
138. Invites
Waiting
Browse New
Content
Dress for the Event
Get Social Feedback Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Covet Fashion Core Learning Loop
142. What will Game Thinking do for you?
• 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
144. Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
don’t fall in love with an idea;
fall in love with
solving a problem & learning
from your customers
Prototype to Learn