Game Thinking Playbook by Amy Jo Kim
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The document presents a framework called 'Game Thinking' aimed at helping startups and game studios create engaging products by applying design techniques from successful games. It outlines a five-step approach to achieve product-market fit, emphasizing the importance of understanding customer needs, iterative design, and playtesting with target audiences. The document also discusses methods to reduce churn and improve innovation outcomes through structured processes and empirical feedback.
Game Thinking Playbook by Amy Jo Kim
- 1. Game Thinking innovate smarter & build deep engagement with design techniques from hit games
- 2. Is this you? I want to… • reduce churn and engage my customers more deeply • test my ideas on the right people and find product/market fit • get better innovation outcomes for my team with a proven process based on 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
- 8. leading digital health app
- 9. online toy rental service
- 11. +Educator
- 12. Design work for major brands
- 13. Some teams I worked with created breakthrough hits Others didn’t cross the chasm
- 14. What’s the difference between teams that succeed & fail?
- 15. The double-diamond approach how to design a product that people want & use
- 16. Design Thinking
- 17. Game Thinking 5 steps to product/market fit
- 18. Game Thinking Step 1: Hypothesize articulate your product strategy and prioritize your assumptions
- 19. Game Thinking Quotes “The best way to have a good idea is to have lots of ideas.” Linus Pauling Scientist Don’t fall in love with your first idea
- 20. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
- 21. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
- 22. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
- 23. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Stage Gate Theory
- 24. Game Thinking Quotes Plan your experiment with the MVP Canvas
- 25. • x evergreen hit game
- 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
- 28. Discover Your Personal Style Glamorous Trendsetting Understated
- 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
- 35. Have you ever listened to the wrong customers?
- 36. Finding the right customers can determine whether you thrive - or fail
- 37. This innovative gaming platform didn't make it across the chasm
- 38. This innovative mobile game turned into an evergreen hit
- 39. Game Thinking Quotes Innovation diffusion theory EVERETT ROGERS, 1961
- 40. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASM
- 41. Game Thinking Quotes Crossing the Chasm GEOFFREY MOORE, 1991 HASMSTART NOT
- 42. Who to listen to - & who to ignore?
- 43. don’t rely on friends & family
- 44. or people in your ultimate target market
- 46. increasing value over time
- 47. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview
- 48. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener x
- 49. Game Thinking Quotes Super Fan Funnel MVP Test Speed Interview Screener
- 50. Game Thinking Quotes Super Fan Funnel MVP Test Interview Screener
- 51. Game Thinking Quotes Super Fan Funnel Playtest Interview Screener
- 52. Let’s see how successful innovators find & leverage SuperFans
- 53. your super-fans are SPECIFIC to your project
- 54. rhythm action nerds who know the basics
- 55. simulation enthusiasts who love to make things
- 56. Lego-loving families who enjoy sharing photos
- 58. How did the Covet Fashion team identify & leverage their Superfans?
- 60. Speed interviews
- 61. Existing Habits
- 62. Game Thinking Quotes If you want to cross the chasm…
- 64. Game Thinking Quotes Early majority Expand when ready
- 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?
- 71. Game Thinking Quotes Case Study skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 72. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 73. Game Thinking Quotes Discovery is for Visitors Social discovery via friends and colleagues
- 74. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 75. Game Thinking Quotes Onboarding is for Newbies Learn the ropes with a friendly bot
- 76. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 77. Game Thinking Quotes Habit-building is for Regulars Customized group chat with emojis, bots, and integrations
- 78. Game Thinking Quotes Mastery Path skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop
- 79. Game Thinking Quotes Mastery is for Enthusiasts Launch a channel, program a bot, integrate your app
- 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
- 81. Game Thinking Quotes How do we actually do this? MVP Test Speed Interview
- 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
- 94. Game Thinking Quotes What’s the right MVP for your engaging product? MVP Test Speed Interview
- 101. Game Thinking Quotes MVP Test Speed Interview Skill-building makes customers more awesome
- 102. Game Thinking Quotes “Fun is just another word for learning.” Raph Koster author, A Theory of Fun
- 103. “finding the fun” = building engagement from the inside out
- 104. Game Thinking Quotes skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers internal situational external engaged MASTERY HABIT-BUILDING ONBOARDING DISCOVERY skill-building feedback repeatable, pleasurable activity progress & investment cues & triggers cues & triggers Learning Loop Learning Loop makes customers more skillful
- 105. identify your core social actions
- 106. identify your core social actions
- 108. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates TRIGGER ACTIVITY
- 109. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
- 110. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates SIMPLE FEEDBACK
- 111. Game Thinking Quotes all updates & messages read read & respond to updates customize your communications & channel FOMO — check updates FOMO — check updates PROGRESS TRIGGER
- 112. Common Testing Artifacts prototype your product with increasing fidelity
- 113. Concept Storyboards show people using your product over time
- 114. 3-Part Playtest Script warmup, test artifact, debrief
- 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?
- 118. Game Thinking Quotes Game Thinking Roadmap
- 119. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 120. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 121. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 122. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 123. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 124. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 125. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 126. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap
- 127. Game Thinking Quotes MVP BETA LAUNCH EXPANSION ONBOARDINGDISCOVERY HABIT-BUILDING MASTERY Game Thinking Roadmap START HERE
- 128. Game Thinking Quotes MVP Test Speed Interview How do (the best) game designers build and tune their MVP?
- 129. we imagined living out a rock star fantasy…
- 130. and started by tuning & iterating a single song
- 131. we imagined a doll house come to life…
- 132. and started with tiny world-building experiments
- 133. we imagined a cooperative dress-up game…
- 134. and piggy-backed our ideas onto existing habits
- 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
- 139. Everett Rogers Scientist, Bell Labs Playtesting Progression who do you listen to? at what dev stage?
- 140. Early Majority Closed Beta Friends & Family Team & Department typical play-testing progression
- 141. Early Majority Closed Beta Friends & Family Team & Department Super-fan Community super-fan play-testing progression
- 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 • Dramatically improve your innovation outcomes *Minimum Viable Product
- 143. Game Thinking Quotes Stage Kill Gate Concept Bank Kill Gate Kill Gate Stage Stage Stage Prototype to Learn
- 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
- 148. Your trusted partner for Agile software product development. Synerzip • Accelerate the delivery of your product roadmap • Address technology skill gaps • Save at least 50% with India software development • Augment your team with optional on-site professionals
- 149. Synerzip Clients
- 150. ©SYNERZIP2017Corporate Overview !150 Connect with Synerzip @Synerzip linkedin.com/company/synerzip facebook.com/Synerzip
- 151. Next Webinar Presented by Colin Jones CTO, 8th Light Underestimated Costs of Microservice Architectures Wednesday, July 25, 2018 at Noon CT
- 152. TEXAS | SILICON VALLEY | NYC | INDIA