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5 Design Hacks to super-charge your MVP

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t's easier than ever to create a new, innovative product, game, app or service. But most innovative projects never take off and reach their intended audience. What differentiates the ones that DO? What do teams who create genre-defining hits do differently?

In this upcoming webcast, Amy Jo Kim, social game designer, entrepreneur, and startup coach gives us a peek into what she'll be talking about at the Lean Startup Conference. Based on her successful coaching program, she'll discuss design hacks that can help you find and delight your aspirational audience.

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5 Design Hacks to super-charge your MVP

  1. Skyrocket Early Product Design 5 hacks to super-charge your MVP* *Minimum Viable Product
  2. Is this you? • need to accelerate early design process
  3. Is this you? • need to accelerate early design process • tough to find the right early customers
  4. Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP
  5. What You Will Learn Actionable techniques for creating a better product in less time
  6. Who is this for?
  7. Who is this for? Innovators & entrepreneurs with a hot idea and the desire to:
  8. Who is this for? Innovators & entrepreneurs with a hot idea and the desire to: ✓ Create a highly-engaging product
  9. Who is this for? Innovators & entrepreneurs with a hot idea and the desire to: ✓ Create a highly-engaging product ✓ Achieve mass-market success
  10. Who is this for? Innovators & entrepreneurs with a 
 hot idea and the desire to: ✓ Create a highly-engaging product ✓ Achieve mass-market success ✓ Speed up design & development
  11. Who is this NOT for? Anyone looking for:
  12. Who is this NOT for? Anyone looking for: ✗ Easy answers
  13. Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets
  14. Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets ✗ Manipulative game mechanics
  15. Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets ✗ Manipulative game mechanics ✗ Skinner Box approach to engagement
  16. Amy Jo Kim, Ph.D.
  17. Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach
  18. Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach
  19. Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach
  20. Habits, Culture & Design Hacks
  21. What I’ve learned • Early product development is HARD
  22. What I’ve learned • Early product development is HARD • It becomes faster & easier with the right shortcuts & hacks
  23. What I’ve learned • Early product development is HARD • It becomes faster & easier with the right shortcuts & hacks • How would you like to make 6 months of progress in 6 weeks?
  24. Case Study
  25. Amy Jo has a refined and effective process for bringing early product ideas to life. Blair Ethington VP Covet Fashion
  26. Initial Challenge • Test & refine innovative coop game idea with non-gamer audience G2A Action Plan • Product strategy • Early Adopters • Prototype & Test • Customer feedback Key Results • Found early market • Financially successful evergreen hit
  27. Initial Challenge • Test & refine innovative coop game idea with non-gamer audience G2A Action Plan • Clarify product strategy & constraints • Find & learn from Early Adopters • Run weekly interviews & playlists Key Results • Found early market • Financially successful evergreen hit
  28. Initial Challenge • Test & refine innovative coop game idea with non-gamer audience G2A Action Plan • Clarify product strategy & constraints • Find & learn from Early Adopters • Run weekly interviews & playlists Key Results • Found early aspirational market • Financially successful evergreen hit
  29. Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify
  30. Initial Challenges • Build prototype • Find early market • Prove business model G2A Action Plan • Product strategy • Early Adopters • Prototype & Test • Customer feedback Key Results • Contact with early enthusiasts • Market leader in digital health
  31. Initial Challenges • Build prototype • Find early market • Prove business model G2A Action Plan • Clarify product strategy • Find & learn from Early Adopters • Prototype & test Core Loop Key Results • Contact with early enthusiasts • Market leader in digital health
  32. Initial Challenges • Build prototype • Find early market • Prove business model G2A Action Plan • Clarify product strategy • Find & learn from Early Adopters • Prototype & test Core Loop Key Results • Built product with customer input • Market leader in digital health
  33. What if you could… • Accelerate your early product development?
  34. What if you could… • Accelerate your early product development? • Talk with EXACTLY the right customers early on?
  35. 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*? *Minimum Viable Product
  36. 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
  37. 5 Design Hacks to super-charge your MVP
  38. Small, high-learning experiments1 To increase your chances of success, minimize time through the Build-Measure-Learn cycle. Eric Ries Author, The Lean Startup
  39. Ideas Design & 
 Build Product Measure Data Learn Ask the hard, important questions upfront
  40. Will people subscribe to a digital service 
 that delivers
 daily happiness exercises?
  41. Will fashion-loving, young women play a 
 dress-up game with real designer clothes?
  42. Surface & test your highest-risk assumptions MVP Canvas
  43. Surface & test your highest-risk assumptions MVP Canvas
  44. Early Adopter Funnel2 Early Adopters will put up with cost & ridicule for innovations that meet real needs. Erika Hall Author, Just Enough Research
  45. Geoffrey Moore, 1992 To cross 
 the chasm…
  46. Find & delight a few passionate Early Adopters
  47. Test & refine 
 your assumptions
  48. Ask just a few revealing questions Daily Habits Beliefs & Ideas Unmet Needs
  49. • 25 fashion-obsessed women 18-40 • both gamers & non-gamers • existing player base + Craigslist ads WHO
  50. • 25 fashion-obsessed women 18-40 • both gamers & non-gamers • existing player base + Craigslist ads • 10 minute screening interviews • 3-5 revealing questions • best subjects become paid testers WHO WHAT
  51. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress RESULTS
 3 key activity patterns
  52. Customer Habit Stories3 The chains of habit are too weak to be felt until they are too strong to be broken. Samuel Johnson Author
  53. Piggyback on
 existing habits
  54. • Identify relevant habits Study their daily routines
  55. • Identify relevant habits • Match a habit to an unmet need Study their daily routines
  56. • Identify relevant habits • Match a habit to an unmet need • Look for emotional and situational triggers Study their daily routines
  57. Capture Insights with Habit Stories* When _________ I want to ______________ so I can _____________ trigger activity + goal outcome *habit-based Job Stories
  58. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  59. Fashion Browser stay up-to-date on fashion trends Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress
  60. Fashion Browser Existing habit “When I’m tired after a long day at work, I want to flop on the couch and get the escapist, immersive hit of flipping through Vogue - but in a game.”
  61. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 Trigger
  62. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 I want to see gorgeous, creative outfits – made from the latest designer fashions
 
 Activity Trigger
  63. Fashion Browser Habit Story When I need to relax after a long day at work
 
 
 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, relaxing & playful way Activity Outcome Trigger
  64. Skill-building Core Loop4 In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook Game Designer
  65. Fake 
 landing page?
  66. Fake 
 landing page?
  67. Operant Conditioning AKA 
 Skinner Box?
  68. Operant Conditioning AKA 
 Skinner Box? X
  69. Skill-building = making customers more awesome
  70. Skill-building = making customers more awesome
  71. Core Loop = 
 skill-building habit loop
  72. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Feedback & Progress Investment Path Trigger
  73. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Feedback & Progress Investment Path Trigger When I need to relax after a long day at work
 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, relaxing & playful way Urge or Need Engaging Activity Desired Outcome
  74. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Trigger Activity Engaging activity 
 satisfies an urge or need Trigger
  75. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Activity Trigger Fashion Browser
  76. Feedback & progress promote learning & mastery EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Feedback & Progress
  77. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Feedback & Progress Armchair Stylist
  78. EscapeTime!
 urge to dive into an escapist world Browse your Style Feed Rate/Comment on Outfits Earn $$, Dress for Events, Collect Ratings Investment Path Investment 
 & triggers 
 pull people back Secondary Trigger Check your Stats
  79. BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Activity Feedback & Progress Investment Check your Stats
  80. BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Activity TriggerEngaging activity 
 satisfies an urge or need
  81. Feedback 
 & progress promote learning & mastery BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Check Notifications
 & Stats Collect faves, RTs & followers Feedback & Progress Check your Stats
  82. Investment 
 & triggers 
 pull people back BreakTime!
 urge for a quick social “hit” Read & Respond to Updates Get Notifications,
 Check Stats Collect faves, RTs & followers Activity Investment Engaged Trigger Check your Stats
  83. PartyTime!
 urge for a fun social activity Play a Song Together Get your Score, Accolades, $$ get better, play harder songs & bigger venues Core Loop Feedback & Progress Investment Trigger Activity
  84. Lightweight weekly play-tests5 There is nothing quite so useless as doing with great efficiency something that should not be done at all. Peter Drucker Author
  85. The power of play-testing • Find & leverage early customers
  86. The power of play-testing • Find & leverage early customers • Source & test ideas quickly
  87. The power of play-testing • Find & leverage early customers • Source & test ideas quickly • Get high-value input for your MVP
  88. Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off. Ranan Lachman CEO, Pley
  89. Initial Challenges • Quickly build MVP for Pley community
  90. Initial Challenges • Quickly build MVP for Pley community G2A Action Plan • Clarify product strategy • Find & learn from Early Adopters • Prototype & test MVP
  91. Initial Challenges • Quickly build MVP for Pley community G2A Action Plan • Clarify product strategy • Find & learn from Early Adopters • Prototype & test MVP Key Results • YouTube channel launched for MVP • raised Series B • Integrated video-sharing
  92. Small, high-learning experiments Early Adopter funnel Customer Habit Stories Skill-building Core Loop Lightweight weekly play-tests 1 2 3 4 5 5 Design Hacks
  93. How can you benefit from these design hacks?
  94. How can you benefit from these design hacks? • Accelerate your design & development process
  95. How can you benefit from these design hacks? • Accelerate your design & development process • Identify & leverage the right early customers
  96. How can you benefit from these design hacks? • Accelerate your design & development process • Identify & leverage the right early customers • Create & run low-fidelity, high-learning play-tests
  97. How can you benefit from these design hacks? • Accelerate your design & development process • Identify & leverage the right early customers • Create & run low-fidelity, high-learning play-tests • Design a simple, compelling MVP
  98. What We Do accelerate your path to product/market fit
  99. How We Can Help • Define & test your key assumptions
  100. How We Can Help • Define & test your key assumptions • Find & delight the right Early Adopters
  101. How We Can Help • Define & test your key assumptions • Find & delight the right Early Adopters • Create & test a simple, compelling MVP using Game Design techniques & shortcuts
  102. Let’s talk! • 15-30 minutes
  103. Let’s talk! • 15-30 minutes • Review your project
  104. Let’s talk! • 15-30 minutes • Review your project • Provide feedback & answer questions
  105. Let’s talk! • 15-30 minutes • Review your project • Provide feedback & answer questions • Together decide if our programs are right for you
  106. getting2alpha.com Let’s talk!

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