Cmx 2019 find your superfans
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The document discusses 'game thinking,' a five-step approach to finding and leveraging hot-core superfans to enhance product design and customer engagement. It emphasizes the importance of understanding and listening to specific passionate customers to refine product strategies and validate assumptions through targeted feedback. Additionally, it provides practical techniques for identifying these superfans and conducting interviews to gather actionable insights.
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Cmx 2019 find your superfans
- 1. Game Thinking Find Your Hot-core Superfans
- 2. Is this you? I need to • get customer feedback from the right people • know WHO to listen to & WHAT to listen for • focus on what’s actionable & relevant - even when I’m overwhelmed with feedback
- 3. What You Will Learn Today A powerful, proven technique for identifing your hot-core Superfans & supercharging your design process
- 4. Amy Jo Kim, Ph.D. Community Architect Game Designer Startup Coach
- 5. I help startups, game studios & global brands build deep engagement from the ground up
- 6. Amy Jo Kim, Ph.D. Community Architect Game Designer Startup Coach Author
- 7. Amy Jo Kim, Ph.D. Community Architect Game Designer Startup Coach Author
- 8. I’ve worked on a diverse set of innovative worldwide hits
- 11. Multi-player rhythm action game
- 14. digital mental health app
- 15. online toy rental service
- 16. Some teams I worked with created breakthrough hits Others didn’t cross the chasm
- 17. What’s the difference between teams that succeed & fail?
- 18. Game Thinking 5 steps to product/market fit Game Thinking 5 Steps to Product/Market Fit
- 19. Game Thinking Quotes Step 1: Hypothesize articulate your strategy & prioritize your assumptions
- 20. Game Thinking 5 steps to product/market fit Step 2: Empathize find hot-core customers & learn their habits & needs
- 21. Game Thinking 5 steps to product/market fit Step 3: Design sketch out your customer’s journey to mastery
- 22. Game Thinking 5 steps to product/market fit Step 4: Playtest Validate your assumptions by testing with Superfans
- 23. Game Thinking 5 steps to product/market fit Step 5: Validate distill your results & create your product roadmap
- 24. Game Thinking Learn the basics at Game Thinking TV
- 25. Game Thinking Today’s Topic How to find & leverage your hot-core Superfans
- 26. Have you ever listened to the wrong customers?
- 27. 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
- 28. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961
- 29. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 CHASM
- 30. Finding & leveraging Superfans can determine whether you thrive - or fail
- 31. This innovative gaming platform didn't make it across the chasm
- 32. This innovative mobile health service became a hit
- 33. Game Thinking Quotes CHASMSTART NOT If you want to cross the chasm…
- 34. Who to listen to - & who to ignore?
- 35. don’t rely on friends & family
- 36. or people in your ultimate target market
- 38. increasing value over time
- 39. your super-fans are SPECIFIC to your project
- 41. When the game was further along, we DID test our ideas with these casual gamers. But in the early days, it was our super-fans who helped us bring the game to life. In a very real sense, those hard-core music gamers were our co-creators -- our collaborators — able to see what our crude mockups and simple artwork could become, and — crucially — give us actionable feedback on how to make it better. rhythm game nerds comfortable with Alpha
- 42. Will Wright Creator, The Sims
- 43. simulation enthusiasts who love to make things
- 44. Mary Lou Song Product Manager, eBay
- 45. enthusiastic early sellers making a living off the site
- 46. And then it happened! Remember Ranan - the CEO of Pley? He challenged me to deliver my toolkit to his team online -- and empower them to make 6 months of progress in 6 weeks That scared the hell outta me... Ranan Lachman CEO, Pley
- 47. Lego-loving families who enjoy sharing photos
- 48. Jeff Tsang & Blair Ethington CEO & Exec. Producer, Crowdstar
- 49. 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. non-gaming fashionistas who love fashion apps
- 51. stay-at-home parents who’ve recently left the workforce
- 52. Finding superfans for a mental health app CASE STUDY
- 53. who is our game for?
- 55. people diagnosed with depression?
- 59. TITLE: Get passionate customers to tell you what they want SECTIONS: 1: Recap & Who I Am 2: Find your super-fans with 5 key discovery questions 4: Foreshadow Video #3 (+ CTA) 5-min Speed Interviews
- 61. sort them into the right buckets
- 62. start testing your assumptions
- 64. coping with a major life change?
- 66. what do you do when you’re feeling down?
- 67. what tools & activities make you feel better?
- 69. how often do you actively seek out an activity that lifts your mood?
- 71. Which mood-lifting techniques did you try last week? What worked?
- 73. Given the apps & techniques you’ve tried, what could be improved?
- 74. If you could wave a magic wand, what would you change?
- 75. Happify built a thriving super-fan community…
- 76. and leveraged that to become the market leader in digital happiness
- 77. How can YOU find & mobilize your passionate, high-need early customers?
- 78. Game Thinking Put the Superfan Funnel to work
- 79. Game Thinking 1. SCREEN your audience 1 Superfan Screener
- 80. 5 Magic Discovery Questions Customize these questions for your project
- 86. Game Thinking Write a 6-question Superfan Screener 3 mutiple choice questions • Life situation (sorting) • Existing behavior (proxy for need) • Alternatives tried (seeking change) 3 open-ended questions • Day-in-the-life (existing habits) • What’s working (insight into needs) • What could be better (imagination)
- 87. Game Thinking Greenlight your Speed Interview subjects
- 88. Game Thinking 2. INTERVIEW promising respondents 2 Speed Interviews
- 89. Game Thinking Invite them to a 5-min followup interview Interviewer Note-taker
- 90. Game Thinking Ask 2-3 revealing followup questions
- 91. Game Thinking Greenlight your Superfan Testers
- 92. Game Thinking 3. DISTILL key insights from Superfans Job Stories 3
- 93. Game Thinking Job Stories bridge research & design
- 94. Game Thinking Surface relevant patterns across your data
- 95. Game Thinking Identify existing habits to piggyback on
- 96. Game Thinking Summarize those patterns into Job Stories
- 97. When I’m feeling down & blue I want to get out & connect with other moms So I can feel less alone and get some exercise
- 98. When I get home after dropping off the kids I want a quick dose of pleasure & inspiration So I can feel motivated and energetic
- 99. Game Thinking 5 steps to product/market fit Use research-based Job Stories to Design your Customer Journey
- 100. AKA Community Membership Lifecycle
- 101. Game Thinking So now you know how to find & leverage your hot-core customers
- 102. Game Thinking So now you know how to find & leverage your hot-core customers 1 Superfan Screener
- 103. Game Thinking So now you know how to find & leverage your hot-core customers 2 1 Superfan Screener Speed Interviews
- 104. Game Thinking So now you know how to find & leverage your hot-core customers 2 1 Superfan Screener Speed Interviews Job Stories 3
- 105. Game Thinking … which sets you up to deliver a compelling customer experience
- 106. Want more? Take our innovation quiz & get your free cheatsheet at gamethinking.io/quiz
- 107. TAKE THE QUIZ gamethinking.io/quiz FOLLOW ME ON TWITTER @amyjokim GET IN TOUCH amyjokim.com Here’s to your success!