1) The document is a presentation by Amy Jo Kim, CEO of Shufflebrain, about using game thinking techniques to accelerate early product design.
2) She provides 4 strategies for better, faster product design: design for evolution over time; find the fun in the core loop; connect with superfans; build a roadmap with game thinking.
3) The presentation includes examples and case studies of how these techniques helped companies create successful MVPs in less time by engaging the right early customers.
1. Today’s Guest:
Amy Jo Kim
CEO at Shufflebrain
@amyjokim
Turbo-charge your product design with
Game Thinking
Welcome
I’m glad
you’re here
2. Is this you?
• need to accelerate early design process
• tough to filter & apply all the feedback
• hard to make a stripped-down MVP
3. What You Will Learn
Actionable techniques for creating
a better product in less time
with Game Thinking
• Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
4. • Social Game Designer
• Entrepreneur
• Startup Coach
Amy Jo Kim, Ph.D.
It all started
when I got laid off
15. is for Enthusiastswhat is my customer’s end-to-end experience?
Discovery
Onboarding
Habit-Building
Mastery
how does it evolve over time?
is for Enthusiasts
Discovery
Discovery is for Visitors
Is this right for me? What’s the value proposition?
16. is for EnthusiastsOnboarding is for Newbies
Discovery
Onboarding
How do I learn the ropes? When do I start getting value?
is for EnthusiastsHabit-building is for Regulars
Discovery
Onboarding
Habit-Building
What pulls me back? What am I getting better at?
17. is for EnthusiastsMastery is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
Can I leverage the skills & knowledge I’ve built?
is for Enthusiasts
Discovery
Onboarding
Habit-Building
Mastery
end-to-end customer journey
18. is for EnthusiastsStage 1: Discovery is for Visitors
Social Discovery
via Friends &
Colleagues
is for EnthusiastsStage 1: Onboarding is for Newbies
Learn the ropes
with a friendly bot
19. is for EnthusiastsStage 1: Habit-building is for Regulars
Customized group
chat with emojis,
bots & integrations
is for EnthusiastsStage 1: Mastery is for Enthusiasts
Launch a channel,
program a bot,
integrate your app
20. Create an experience
that gets better as
your customers
become more skilled
Wanna build a product people come back to?
Fun is just another
word for learning.
Raph Koster
author, A Theory of Fun
Find the fun in your Core Loop
21. Fun means different things to different people
What is a game?
a system in which players engage in an
artificial conflict, defined by rules, that results
in a quantifiable outcome*
* Source: Rules of Play
22. Zero-Sum Game
We are opponents
I Win You Lose
Head-to-Head Battles War Simulations
Rank-Ordered Competitions Gambling
23. a structured experience with rules
and goals that’s fun to play together*
* Source: The Player’s Journey (forthcoming)
We are partners
Non-Zero-Sum Game
Win-Win
Lose-Lose
24. Martial Arts Charity Walk
Double Dutch Pictionary
What kind of fun are your customers looking for?
Do they want to be partners? or opponents?
25. In a loop, you’re
learning a skill and
updating your
mental model.
That’s what leads to
player delight.
Dan Cook
co-founder, Spry Fox
Fake
landing page?
29. Core Loop = your Day 21 experience
Finding the fun in a
team collaboration tool
30. 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
Engaged
Trigger
Check Notifications
Skill-building =
making customers
more awesome
31. Core Loop =
making customers
more skillful
Start with a
skill-building
Core Loop
Wanna build long-term engagement?
32. Connect with your super-fans
“Create something
that a few people love
- even if most people
don’t get it right away”
Paul Buchheit
Partner, Y-combinator
Crossing the Chasm
Geoffrey Moore, 1991
37. Find & delight your
Superfans
Wanna accelerate innovation?
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
41. 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
Finding the fun in a
team collaboration tool
42. 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
Amy Jo’s MVP methodology is
fantastic. The ROI you’ll see is
a no-brainer.
Ofer Leidner
President, Happify
Case Study:
43. CHALLENGE
build prototype
identify early customers
prove business model
SHORTCUTS
clarify product strategy
find passionate customers
prototype Core Loop
Skill-Building Core Loop
44. RESULTS
iterated product with
customer insights
market leader in
digital happiness
4 Strategies for smarter, faster product design
3 Connect with your Superfans
Design your product to evolve over time1
2 Find the fun within your Core Loop
4 Build your roadmap with Game Thinking
45. 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
Amy Jo helped us create our MVP in
record time. An invaluable investment
that’s still paying off.
Ranan Lachman
CEO, Pley
46. This program gave me a framework for
turning my startup ideas into concrete
reality. I’m now pursuing my idea full-time.
Megan Berwick
CEO, Sunreach
This program gave me the skills and
confidence to build a product that
our customers love & need.
Amanda Pouchot
Co-Founder, stealth startup