5 Key Hacks for Breakthrough Innovation

Amy Jo Kim, Ph.D.
5 Key Hacks for Breakthrough
Innovation

@thuelmadsen#KISSwebinar
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Amy Jo Kim - Shuﬄebrian - @amyjokim
Amy Jo Kim is a world-renowned social game designer and
community architect specializing in early-stage innovation.
Her design credits include Rock Bank, eBay, The Sims, Cover
Fashion, indiegogo, nytimes.com, Netﬂix, Ultima Online,
Happify, and others. In 2007, She pioneered the idea that
game mechanics can make Web design more engaging and
sticky – and she’s now doing the same for collaborative game
design. Amy Jo Kim co-developed the social game design
curriculum at USC School of Cinematic Arts. She’s currently
developing and running MVP Design Hacks – an Online
program for startups and innovative teams who want to do
customer discovery with game design smarts.

@amyjokim#KISSwebinar
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1 Introduction
What we will cover today

1 Introduction
2 5 Key Hacks for Breakthrough Innovation
Think Like a Scientist
Laser-focus on Early Adopters
Harvest customer insights early
Build & test your Core Loop
Co-create a path to mastery

1 Introduction
2 5 Key Hacks for Breakthrough Innovation
3 Ge ing Started – 3 Smart Shortcuts
Think Like a Scientist
Laser-focus on Early Adopters
Build & test your Core Loop
Clarify your strategy & assumptions with our MVP Canvas
Harvest early-adopter insights with Speed Interviews
Turn customer insights into product decisions with Habit Stories

section one
IntroductionIntroduction Section One

A hunch is creativity trying to tell
you something.
Frank Capra
Filmmaker

You’ve got a great product idea

Section TwoHow I discovered these shiftsHow do you know if it’s the RIGHT ONE?

co-founder, Shuﬄebrain shuﬄebrain.com
Creator, MVP Design Hacks mvpdesignhacks.com

we partner with great companies to make
smart games for a connected world

what can we learn from
breakthrough innovations?
Rock Band
The Sims
Covet Fashion
eBay

5 Shifts for Successful Innovation
Section TwoHow I discovered these shiftsCan we generate & validate innovative product ideas
Better, Smarter, Faster?

that lead to breakthrough innovations
5 Key Shifts
Section Two

SHIFT 1: Think like a scientist
SHIFT 1: think like a scientist

To increase your chances of
success, minimize time through
the Build-Measure-Learn cycle
Eric Ries
Author, The Lean Startup
you are here

Ask the hard, important questions upfront
Rock Band
The Sims
Covet Fashion
eBay

what do people want to do in a
virtual dollhouse simulation?
Think Like a Scientist: The Sims

What social systems do we need
to build trust online in a marketplace?
Think Like a Scientist: eBay

Can non-musicians play plastic instruments
together and feel like a band?
Think Like a Scientist: Rock Band

Will fashion-loving young women pay to play
dress-up with real designer clothes?
Think Like a Scientist: Covet Fashion

SHIFT 1: Think like a scientist
SHIFT 2: laser-focus on early adopters

Why focus on the early market?Ever heard of Crossing the Chasm?
Geoﬀrey Moore, 1992

Why focus on the early market?Successful innovations
delight a small early market FIRST
Innovation Diﬀusion Theory
Everett Rogers, 1961

Early adopters will put
up with cost and ridicule
for innovations that
meet real needs.
Erika Hall
author, Just Enough Research
you are here
Find & delight your early adopters

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Gather ideas from early users for key systems
Laser-Focus on Early Adopters: eBay

Cultivate relationships with enthusiasts
who like creating content
Laser-Focus on Early Adopters: The Sims

Leverage relationships with avid social gamers
Laser-Focus on Early Adopters: Rock Band

SHIFT 3: harvest customer insights early
SHIFT 3: gather customer insights early

you are here
Create a culture of iterative play-testing
There is nothing quite so
useless as doing with great
eﬃciency something that
should not be done at all.
Peter Drucker

Conduct onsite interviews with social gamers
Gather Customer Insights Early: Rock Band

Setup weekly interviews & play-tests
with fashion gamers
female team + fashion research ! crossover appeal to non-gamers
Gather Customer Insights Early: Covet Fashion

Hold weekly playtests with team, friends, enthusiasts
Female-driven team ! strong appeal to female audience
Gather Customer Insights Early: The Sims

SHIFT 3: harvest customer insights early
SHIFT 4: build & test your Core Loop

What is – and isn’t - a core loop?
you are here
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 Games
DESIGN
& BUILD

Fake Landing Page?
AKA Discovery

X
Fake Landing Page?
AKA Discovery

Operant Conditioning Loop?
AKA Skinner Box

Operant Conditioning Loop?
AKA Skinner Box
X

skill-building =
making customers more awesome

Engaging activity + internal urge fuels the loop

Feedback & progress support learning & mastery

Investment & triggers pull people back

Focus on prototyping, testing & tuning the basics
Build & test your Core Loop: Rock Band

Create a daily skill-building reason to return
Browse your Style Feed
Browse New
Content
Show oﬀ your outﬁt
Raid your friend’s closet
Browse your Style Feed Accept an Invitation
Dress for the Event
See New
Invitations
Build & test your Core Loop: Covet Fashion

SHIFT 5: Create a path to mastery
SHIFT 5: co-create a path to mastery

you are here
DESIGN
& BUILD
Every artist was ﬁrst an amateur.
Ralph Waldo Emerson
Author, Essays on Self-Reliance

Engage customers with progressive skill-building

Empower enthusiasts & early adopters
with tools, access & special powers

Harvest mastery ideas from early adopters
Co-create a path to mastery: eBay

Release tools early to your fan community
then harvest feedback & ideas for advanced features
Co-create a path to mastery: The Sims

Build mastery systems around
early adopter & non-musician aspirations
Co-create a path to mastery: Rock Band

Create rating systems that bubble up experts
Co-create a path to mastery: Covet Fashion

Think like a scientist
Recap: 5 Key Shifts

Laser-focus on early adopters
Recap: 5 Key Shifts

Recap: 5 Key Shifts

Build & test your core loop
Recap: 5 Key Shifts

Recap: 5 Key Shifts

3 Smart Shortcuts Section Three
to turbo-charge your Customer Discovery

Section Two1. MVP CanvasShortcut #1: the MVP Canvas

Shortcut #1: the MVP Canvas

Section Two
1. MVP CanvasClarify your product strategy

Section Two
1. MVP CanvasIdentify strengths, values & success metrics

Section Two
1. MVP CanvasPrioritize your highest-risk assumptions

Section Two1. MVP CanvasShortcut #2: Speed Interviews

Shortcut #2: Speed Interviews

Interview 10-15 (potential) early adopters
5-10 min. per interview

Ask just a few revealing questions
Needs & Desires
Daily Habits Beliefs & Ideas

Section Two
1. MVP Canvas
I’m in the
background, taking
notes and
categorizing patterns
I’m answering
questions
I’m asking
questions
Interviewer Subject Note-taker
Interviewer + Note-Taker Pairs =
Better, Faster Pattern Recognition

Section Two1. MVP CanvasIdentify 5-7 Enthusiastic Early Adopters
Early
Adopters
Identify Early Adopters + Collect
InsightsCustomer
Insights

Section Two1. MVP Canvas
When
trigger
I want a
activity + goal
so I can
outcome
Shortcut #3: Habit Stories

Shortcut #3: Habit Stories

habits, ideas, unmet needsHabit Story =
existing habit + unmet need ! Job Story
When _________
I want to _____________
so I can __________
trigger
activity + goal
outcome
+

habits, ideas, unmet needsPiggyback your Core Loop
onto an existing habit
+

CASE STUDY
MVP Canvas Speed Interviews

CASE STUDY
MVP Canvas Speed Interviews Habit Stories
+

Covet Fashion BEFORE
Young women 18-30
who play mobile
fashion games
Aspirational dress-up
in designer fashions
PLUS advice from a
celebrity stylist

Young women 18-30
who play mobile
fashion games
Aspirational dress-up in
designer fashions PLUS
advice from a celebrity
stylist
F2P co-op game with
real-world fashion
content & hot trends
Vogue alternative -
stay up-to-date on
fashion by playing –
not just looking

Young women 18-30
who play mobile
fashion games
stylist
F2P co-op game with
real-world fashion
Vogue alternative -
stay up-to-date on
not just looking
like/dislike metrics
via interviews with
hard-core fashion
gamers
F2P game experience
Existing, addressable
audience for fashion
games

Young women 18-30
who play mobile
fashion games
stylist
F2P co-op game with
real-world fashion
Vogue alternative -
stay up-to-date on
not just looking
via interviews with
hard-core fashion
gamers
F2P game experience
games
Young women want
a mobile game
based on real-world
fashion
PLUS access to a
celebrity stylist

Speed Interviews
WHO we spoke with
•  15 young women 18-40 who play mobile fashion games
•  Recruited from existing player base & craigslist ads

Speed Interviews
WHO we spoke with
WHAT we asked them to do
•  Spend 5-10 minutes answering 3-5 questions
The best interview subjects became paid testers

Speed Interviews
WHO we spoke with
WHAT we asked them to do
•  Spend 5-10 minutes answering 3-5 questions
The best interview subjects became paid testers
WHEN & WHERE we ran these tests
•  Via phone & Skype, over a period of 2 weeks

Research Results: 3 Key Patterns
Fashion Browsers want to immerse
themselves in a beautiful aspirational world
that keeps them up to date on fashion trends
Co-creators want to “do fashion” with a
buddy – a friend or relative they can dress
with, shop with, and borrow from.
Armchair Stylists love telling other people
how to dress – they want role-play a celebrity
stylist, and get credit for their fashion sense

When I’m tired after a long
day, I want to ﬂop on the
couch & get the escapist,
immersive experience of
ﬂipping through Vogue –
but in a game.
The Fashion Browser

When I
Login to the game
I want to
see gorgeous, creative outfits –
made from the latest designer
fashions
so I can
stay on top of fashion trends in a
fun and relaxing way
When I’m tired after a long
day, I want to flop on the
couch & get the escapist,
immersive experience of
flipping through Vogue –
but in a game.
The Fashion Browser
HABIT STORY

Patti told me to put these
shoes and belt together
with this outﬁt – I would
never think of that, but it
TOTALLY works. I need her
advice all the time!
The Co-Creator

When I
Need to dress up for an important
event
I want to
raid my friend’s closet and get her
feedback on my outfit online
so I can
have her accessorize my look and
help me feel confident - just like in
real life :-)
Patti told me to put these
shoes and belt together
with this outfit – I would
never think of that, but it
TOTALLY works. I need her
advice all the time!
The Co-Creator
HABIT STORY

I LOVE the idea a game
that lets me rate my
friends’ outﬁts & tell them
how to dress better – like I
do before every party "
The Armchair Stylist

When I
Login to the game
I want to
see gorgeous, creative outﬁts –
made from the latest designer
fashions
so I can
stay on top of fashion trends in a
fun and relaxing way
I LOVE the idea a game
that lets me rate my
friends’ outﬁts & tell them
how to dress better – like I
do before every party "
The Armchair Stylist
HABIT STORY

Covet Fashion AFTER
Young women 18-30
who play mobile
fashion games
Skews older – women
18-45 like the game &
older women spend
more $$
PLUS advice from
aspiring player-
stylists
F2P co-op game with
real-world fashion
Vogue alternative -
stay up-to-date on
not just looking
via interviews with
hard-core fashion
gamers
F2P game experience
games
Young women want a
mobile game based
on real-world fashion
PLUS access to a
celebrity stylist

Covet Fashion AFTER
Young women 18-30
who play mobile
fashion games
Skews older - women
18-45 like the game
& older women
spend more $$
PLUS advice from
aspiring player-stylists
F2P co-op game with
real-world fashion
Vogue alternative -
stay up-to-date on
not just looking
via interviews with
hard-core fashion
gamers
F2P game experience
addressable audience
for fashion games
Young women want a
mobile game based
PLUS access to a
celebrity stylist

Covet Fashion AFTER
Young women 18-30
who play mobile
fashion games
Skews older - women
18-45 like the game
& older women
spend more $$
PLUS advice from
aspiring player-stylists
F2P co-op game with
real-world fashion
Vogue alternative -
stay up-to-date on
not just looking
via interviews with
hard-core fashion
gamers
F2P game experience
addressable audience
for fashion games
Young women want a
mobile game based
and will spend $$ on
a game based on
real-world fashion
Young women want
access to a celebrity
stylist – AND to up-
and-coming stylists

iterative play-testing ! hit game

Try out these techniques for yourself
click this slide or go directly to
http://mvpdesignhacks.com/shortcuts

Is this you?
My team is creating an innovative project

Is this you?
We’re in an entrepreneurial organization
startup, incubator, accelerator, enlightened co.

Is this you?
We want to validate ideas faster & smarter

Is this you?
We want to validate ideas faster & smarter
We have the bandwidth to focus for 4 weeks

validate your product idea with game design smarts
TEAM program LEADER program Custom Packages
MVP Design Hacks

Testimonials from startup founders
This program gave
me a framework
for turning my
startup ideas into
concrete reality.
Megan Berwick
Founder, Stealth Startup
Testimonials

This program gave
me a framework
for turning my
startup ideas into
concrete reality.
Megan Berwick
MVP Design Hacks
gave me the skills
and conﬁdence to
quickly validate
my ideas & build a
product that our
customers love
and need.
Amanda Pouchot
Testimonials

This program gave
me a framework
for turning my
startup ideas into
concrete reality.
Megan Berwick
MVP Design Hacks
gave me the skills
and conﬁdence to
quickly validate
my ideas & build a
product that our
customers love
and need.
Amanda Pouchot
Fantastic
methodology –
the ROI you’ll
see is a no-
brainer.
Ofer Leidner
President, Happify
Testimonials

This program gave
me a framework
for turning my
startup ideas into
concrete reality.
Megan Berwick
MVP Design Hacks
gave me the skills
and conﬁdence to
quickly validate
my ideas & build a
product that our
customers love
and need.
Amanda Pouchot
Fantastic
methodology –
the ROI you’ll
see is a no-
brainer.
Ofer Leidner
President, Happify
This program
was invaluable
in helping us
connect ideas &
prototypes to
the needs of a
real audience.
Ori Ratner
Co-founder, Pedago
Testimonials

This program gave
me a framework
for turning my
startup ideas into
concrete reality.
Megan Berwick
MVP Design Hacks
gave me the skills
and conﬁdence to
quickly validate
my ideas & build a
product that our
customers love
and need.
Amanda Pouchot
Fantastic
methodology –
the ROI you’ll
see is a no-
brainer.
Ofer Leidner
President, Happify
This program
was invaluable
in helping us
connect ideas &
prototypes to
the needs of a
real audience.
Ori Ratner
Co-founder, Pedago
We created and
tested our MVP
in record time.
An invaluable
investment
that’s still paying
oﬀ.
Ranan
Lachman
CEO, Pley
Testimonials

Take the Next Step
schedule your complimentary
15-minute coaching session
Click here or go directly to
http://amyjokim.com/schedule

Questions?
Amy Jo Kim
Co-founder and Phd.D.
Shuﬄebrain
@amyjokim
Thue Madsen
Marketing Operations Specialist
KISSmetrics
@thuelmadsen

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