Drive User Engagement Like Slack, Snapchat & Kickstarter
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The document discusses game thinking and how it can be applied to drive user engagement for products like Slack, Snapchat, and Kickstarter. It provides examples of how these companies engaged users through core learning loops that involved repeatable and pleasurable activities, feedback systems, and progression/investment elements that pulled users back. The document also outlines some game thinking design tips like having a strong vision, engaging users with learning loops, rewarding mastery, using cooperative stats, and showcasing excellence. It discusses common blind spots like falling in love with ideas, building the wrong MVP, and listening to the wrong customers. Finally, it promotes applying game thinking to build innovation roadmaps and accelerate product development.
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Drive User Engagement Like Slack, Snapchat & Kickstarter
- 1. Slack, Snapchat & Kickstarter how to drive user engagement like Amy Jo Kim Ph.D. CEO, Shufflebrain © 2017 All Rights Reserved
- 2. Do you sometimes wonder…. • if you’re asking the right questions to get to product/market fit? • if you’ll find your passionate super- fans or lose out to your competitors? • If you’ll avoid the “leaky bucket” syndrome with your innovation processes?
- 3. Amy Jo Kim, Ph.D. Game Designer & Startup Coach
- 4. Ultima Online The Sims Rock Band Covet Fashion
- 5. Ultima Online The Sims Rock Band Covet Fashion
- 6. What You Will Learn Today 3 blind spots you need to avoid to find product/market fit & drive long-term engagement with Game Thinking What is this???
- 7. Game Thinking ≠ Gamification
- 8. “You keep using that word… I do not think it means what you think it means”
- 15. 3 Blind Spot #3 Falling in love with your idea
- 16. What We Offer resources workshops coaching design services Peter Drucker The best way to have a good idea is to have lots of ideas Linus Pauling Scientist
- 17. don’t fall in love with an idea; fall in love with solving a problem & learning from your customers
- 18. Blind Spot #2 building the wrong MVP 2
- 19. Fun is just another word for learning Raph Koster author, A Theory of Fun
- 20. the best MVP is your Core Learning Loop
- 21. 1 Blind Spot #1 listening to the wrong customers
- 22. Create something that a few people love - even if most people don’t get it right away Paul Buchheit Partner, Y-Combinator
- 23. find & leverage your super-fans then expand from that base
- 24. Journey to Mastery & Core Learning Loop
- 25. In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
- 26. a small, distributed development group
- 27. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
- 29. is for Enthusiastswhat is my customer’s end-to-end learning experience? Discovery Onboarding Habit-Building Mastery how does it evolve over time?
- 30. is for Enthusiasts Discovery Discovery is for Visitors Is this right for me? What’s the value proposition?
- 31. is for EnthusiastsDiscovery is for visitors
- 32. is for EnthusiastsOnboarding is for Newbies Discovery Onboarding How do I learn the ropes? When do I start getting value?
- 33. is for EnthusiastsOnboarding is for newbies Learn the ropes with a friendly bot
- 34. is for EnthusiastsHabit-building is for Regulars Discovery Onboarding Habit-Building What pulls me back? What am I getting better at?
- 35. is for EnthusiastsHabit-building is for regulars Customized group chat with emojis, bots & integrations
- 36. is for EnthusiastsMastery is for Enthusiasts Discovery Onboarding Habit-Building Mastery How can I leverage the skills & knowledge I’ve built?
- 37. is for EnthusiastsMastery is for enthusiasts Launch a channel, program a bot, integrate your app
- 38. Help your customers get better at something that matters
- 39. Create an experience that gets better as your customers become more skilled
- 40. Learning Loop = making customers more skillful
- 41. Core Learning Loop Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need my attention Customize your channel & expressions Customized Notifications
- 42. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need my attention Customize your channel & expressions Engaging Activity Internal Trigger Repeatable, pleasurable activity that satisfies an internal urge or need
- 43. Stage 1: Repeatable, pleasurable activity
- 44. Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need my attention Customize your channel & expressions Simple Feedback System promotes learning & competence Simple Feedback
- 45. Stage 1: Simple, skill-building feedback
- 46. Progression, investment & engaged triggers pull people back Check Updates urge to connect with your team Read & Respond to Updates No More Updates Need my attention Customize your channel & expressions Progress & Investment Check Notifications Engaged Trigger
- 47. Stage 1: Progress & investment systems Customized group chat with emojis, bots & integrations
- 48. Stage 1: Engaged Trigger
- 51. is for Enthusiasts Social Discovery via friends
- 52. is for Enthusiasts Exploratory Social Onboarding messing around, trying out filters. learning with friends
- 53. is for Enthusiasts Engaged Habits checking out what’s new - filters, snaps, stories
- 54. is for Enthusiasts Heading to Mastery build a following by sharing curated glimpses of daily life
- 55. Core Learning Loop View Snaps from friends, celebrities, brands I’m bored What’s New? Check Stats & Feedback No More Snaps for me to read Create A Snap try out a new filter, add to a story
- 56. View Snaps from friends, celebrities, brands I’m bored What’s New? Check Stats & Feedback No More Snaps for me to read Create A Snap try out a new filter, add to a story Repeatable, pleasurable activity that satisfies an internal urge or need Internal Trigger Repeatable, Pleasurable Activity
- 58. View Snaps from friends, celebrities, brands I’m bored What’s New? Check Stats & Feedback No More Snaps for me to read Create A Snap try out a new filter, add to a story Simple Feedback Simple Feedback System promotes learning & competence
- 59. No More Snaps Need my attention
- 60. View Snaps from friends, celebrities, brands I’m bored What’s New? Check Stats & Feedback No More Snaps for me to read Create A Snap try out a new filter, add to a story Progress & Investment Progress, Investment & Engaged Triggers pull people back Engaged Trigger
- 63. We succeeded because we said “No” to the tempting quick wins that strayed outside of our core vision - and focused on what really mattered. Cindy Au Kickstarter community manager 2009-2014
- 65. Social Discovery via friends & followers
- 66. is for EnthusiastsExploratory Onboarding with layers of engagement
- 67. is for EnthusiastsEngaged Habits rooting for your project(s) to succeed
- 68. is for EnthusiastsHeading to Mastery deepening relationships, getting special perks, betting on projects that get funded & ship
- 69. Learning Loop Explore Campaigns watch videos, browse rewards, see who’s funding what FUNDERS Something New that I’m passionate about Check Campaign Stats Donate choose a reward level and make a donation Share tell your story & support the campaign
- 70. Repeatable, pleasurable activity that satisfies an internal urge or need Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Internal Trigger Repeatable, Pleasurable Activity Donate choose a reward level and make a donation Share tell your story & support the campaign
- 71. Repeatable, pleasurable activity that satisfies an internal urge or need
- 72. Simple Feedback promotes learning & competence Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Feedback: join the community Donate choose a reward level and make a donation Share tell your story & support the campaign
- 74. Progress, Investment & Engaged Triggers pull people back Explore Campaigns watch videos, browse rewards, see who’s funding what Something New that I’m passionate about Check Stats Sharing & Campaign Deepen Investment at the right moment Donate choose a reward level and make a donation Share tell your story & support the campaign Engaged Trigger
- 77. is for EnthusiastsOnboarding for Creators
- 78. is for EnthusiastsHabit- building for Creators engaged trigger
- 79. is for EnthusiastsMastery for Creators funded!
- 80. is for EnthusiastsMastery leads to greater impact
- 81. Learning Loop Creators Read & Answer Messages engage with your community How’s my Campaign Doing? Check Campaign Stats No More Messages Need my attention Create New update, reward level, social media post
- 82. Read & Answer Messages engage with your community No More Messages Need my attention Engaging activity that satisfies an internal urge or need Create New update, reward level, social media post Repeatable, Pleasurable Activity How’s my Campaign Doing? Internal Trigger
- 83. Engaging activity that satisfies an internal urge or need
- 84. How’s my Campaign Doing? Read & Answer Messages engage with your community No More Messages Need my attention Simple Feedback Simple Feedback System promotes learning & competence Create New update, reward level, social media post
- 86. How’s my Campaign Doing? Read &Answer Messages engage with your community No More Messages Need my attention Progress & Investment Progress, Investment & Engaged Triggers pull people back Check Campaign Stats Engaged Trigger Create New update, reward level, social media post
- 88. total raised amount left to raise days to go # of backers Cooperative Mechanics
- 90. Game Thinking Design Tips
- 91. Game Thinking Design Tips 1. a strong vision helps you say “no”
- 92. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop
- 93. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity
- 94. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity
- 95. Game Thinking Design Tips 1. a strong vision helps you say “no” 2. Engage your customers with a Learning Loop 3. Reward mastery with impact & opportunity 4. Use cooperative stats to build group identity 5. Use spotlights to showcase excellence
- 96. 3 Blind Spots that keep you from building a compelling & successful MVP
- 97. Blind Spot #3 Falling in love with your idea
- 98. In case you don’t know - Slack started out as the bare-bones in-house communications tool for a distributed team building an innovative co-op multiplayer game.
- 99. When that game failed financially, Steward Butterfield - the team leader - pivoted and turned their in-house tool into a better, faster team communications product.
- 100. Blind Spot #2 Building the wrong MVP
- 101. what’s the fastest path to a high-learning MVP?
- 102. The best MVP is a Core Learning Loop start with a Learning Loop
- 103. Blind Spot #1 Listening to the wrong customers
- 104. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
- 105. Early Majority Closed Beta Friends & Family Team & Department typical play-testing progression
- 106. Early Majority Closed Beta Friends & Family Team & Department super-fan play-testing progression Super-fan Community
- 107. Our mission was to create an mobile game for fashionistas that would feature hot-off-the-runway designer clothes, and bring in a much broader female audience than any previous game they’d published. play-test your ideas on aspirational early adopters
- 108. run dozens of small, high-learning experiments
- 109. a step-by- step system to accelerate product innovation Game Thinking Toolkit
- 110. 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
- 115. solve a real problem for a small group
- 116. is for Enthusiasts give customers something to get better at
- 117. drive engagement with (the right) social mechanics
- 118. are you ready to innovate smarter & faster with Game Thinking?
- 119. empower your team with the Game Thinking Toolkit
- 129. gamethinkinglive.com Game Thinking Live 2-day global workshop for Game Thinkers MAR 31-APR 01, 2017 SILICON VALLEY, ASIA & EUROPE
- 130. Learn from world-class experts in game design, lean UX & systems thinking
- 131. Get hands-on expert coaching in a small-group format
- 132. includes online learning community & pre-event prep course
- 139. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
- 140. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
- 141. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT EARLY-BIRD DISCOUNT $25K+ $5-10K/month $2K/ticket $995
- 142. WORK WITH ME PRIVATE WORKSHOP PRIVATE CLIENT LIVE TRAINING EVENT $1000 SCHOLARSHIP $25K+ $5-10K/month $2K/ticket $995 x x x
- 143. http://gamethinkinglive.com Use Code LeanProduct1000 $1000 scholarship for Game Thinking Live expires March 15th 2017 midnight PST