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5 Key Hacks for Breakthrough Innovation

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It’s easier than ever to create a startup around a new, innovative idea. But most startups fail, and most innovative products never take off. What differentiates the ones that DO? What developmental habits and behaviors do the teams that create genre-defining hits have in common?

Amy Jo Kim has extensive experience bringing innovative products to life, including Rock Band, The Sims, eBay, Lumosity, and Happify. With a background in neuroscience, computer science, and psychology, she is part game designer and part community architect.

Come learn about the 5 key hacks that characterize breakthrough innovations. We’ll also go over 3 smart shortcuts you can use right away to accelerate your early product development.

Publié dans : Marketing
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5 Key Hacks for Breakthrough Innovation

  1. 1. Amy Jo Kim, Ph.D. 5 Key Hacks for Breakthrough Innovation
  2. 2. @thuelmadsen#KISSwebinar Join the conversation on Twi er
  3. 3. 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.
  4. 4. @amyjokim#KISSwebinar Join the conversation on Twi er
  5. 5. 1 Introduction What we will cover today
  6. 6. 1 Introduction 2 5 Key Hacks for Breakthrough Innovation What we will cover today Think Like a Scientist Laser-focus on Early Adopters Harvest customer insights early Build & test your Core Loop Co-create a path to mastery
  7. 7. 1 Introduction 2 5 Key Hacks for Breakthrough Innovation 3 Ge ing Started – 3 Smart Shortcuts What we will cover today Think Like a Scientist Laser-focus on Early Adopters Harvest customer insights early Build & test your Core Loop Co-create a path to mastery Clarify your strategy & assumptions with our MVP Canvas Harvest early-adopter insights with Speed Interviews Turn customer insights into product decisions with Habit Stories
  8. 8. WATCH WEBINAR RECORDING NOW
  9. 9. section one IntroductionIntroduction Section One
  10. 10. A hunch is creativity trying to tell you something. Frank Capra Filmmaker
  11. 11. You’ve got a great product idea
  12. 12. Section TwoHow I discovered these shiftsHow do you know if it’s the RIGHT ONE?
  13. 13. co-founder, Shufflebrain shufflebrain.com Creator, MVP Design Hacks mvpdesignhacks.com
  14. 14. we partner with great companies to make smart games for a connected world
  15. 15. what can we learn from breakthrough innovations? Rock Band The Sims Covet Fashion eBay
  16. 16. 5 Shifts for Successful Innovation Section TwoHow I discovered these shiftsCan we generate & validate innovative product ideas Better, Smarter, Faster?
  17. 17. that lead to breakthrough innovations 5 Key Shifts Section Two
  18. 18. SHIFT 1: Think like a scientist SHIFT 1: think like a scientist
  19. 19. To increase your chances of success, minimize time through the Build-Measure-Learn cycle Eric Ries Author, The Lean Startup you are here
  20. 20. Ask the hard, important questions upfront Rock Band The Sims Covet Fashion eBay
  21. 21. what do people want to do in a virtual dollhouse simulation? Think Like a Scientist: The Sims
  22. 22. What social systems do we need to build trust online in a marketplace? Think Like a Scientist: eBay
  23. 23. Can non-musicians play plastic instruments together and feel like a band? Think Like a Scientist: Rock Band
  24. 24. Will fashion-loving young women pay to play dress-up with real designer clothes? Think Like a Scientist: Covet Fashion
  25. 25. SHIFT 1: Think like a scientist SHIFT 2: laser-focus on early adopters
  26. 26. Why focus on the early market?Ever heard of Crossing the Chasm? Geoffrey Moore, 1992
  27. 27. Why focus on the early market?Successful innovations delight a small early market FIRST Innovation Diffusion Theory Everett Rogers, 1961
  28. 28. 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
  29. 29. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  30. 30. Gather ideas from early users for key systems Laser-Focus on Early Adopters: eBay
  31. 31. Cultivate relationships with enthusiasts who like creating content Laser-Focus on Early Adopters: The Sims
  32. 32. Leverage relationships with avid social gamers Laser-Focus on Early Adopters: Rock Band
  33. 33. SHIFT 3: harvest customer insights early SHIFT 3: gather customer insights early
  34. 34. 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
  35. 35. Conduct onsite interviews with social gamers Gather Customer Insights Early: Rock Band
  36. 36. Setup weekly interviews & play-tests with fashion gamers female team + fashion research ! crossover appeal to non-gamers Gather Customer Insights Early: Covet Fashion
  37. 37. Hold weekly playtests with team, friends, enthusiasts Female-driven team ! strong appeal to female audience Gather Customer Insights Early: The Sims
  38. 38. SHIFT 3: harvest customer insights early SHIFT 4: build & test your Core Loop
  39. 39. 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
  40. 40. Fake Landing Page? AKA Discovery
  41. 41. X Fake Landing Page? AKA Discovery
  42. 42. Operant Conditioning Loop? AKA Skinner Box
  43. 43. Operant Conditioning Loop? AKA Skinner Box X
  44. 44. skill-building = making customers more awesome
  45. 45. Skill-building habit loop?
  46. 46. Skill-building habit loop?
  47. 47. Engaging activity + internal urge fuels the loop
  48. 48. Feedback & progress support learning & mastery
  49. 49. Investment & triggers pull people back
  50. 50. Focus on prototyping, testing & tuning the basics Build & test your Core Loop: Rock Band
  51. 51. 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
  52. 52. SHIFT 5: Create a path to mastery SHIFT 5: co-create a path to mastery
  53. 53. you are here DESIGN & BUILD Every artist was first an amateur. Ralph Waldo Emerson Author, Essays on Self-Reliance
  54. 54. Engage customers with progressive skill-building
  55. 55. Empower enthusiasts & early adopters with tools, access & special powers
  56. 56. Harvest mastery ideas from early adopters Co-create a path to mastery: eBay
  57. 57. Release tools early to your fan community then harvest feedback & ideas for advanced features Co-create a path to mastery: The Sims
  58. 58. Build mastery systems around early adopter & non-musician aspirations Co-create a path to mastery: Rock Band
  59. 59. Create rating systems that bubble up experts Co-create a path to mastery: Covet Fashion
  60. 60. Think like a scientist Recap: 5 Key Shifts
  61. 61. Think like a scientist Laser-focus on early adopters Recap: 5 Key Shifts
  62. 62. Think like a scientist Laser-focus on early adopters Harvest customer insights early Recap: 5 Key Shifts
  63. 63. Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Recap: 5 Key Shifts
  64. 64. Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Recap: 5 Key Shifts
  65. 65. 5 Shifts for Successful Innovation 3 Smart Shortcuts Section Three to turbo-charge your Customer Discovery
  66. 66. CASE STUDY
  67. 67. Section Two1. MVP CanvasShortcut #1: the MVP Canvas
  68. 68. Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #1: the MVP Canvas
  69. 69. Section Two 5 Shifts for Successful Innovation 1. MVP CanvasClarify your product strategy
  70. 70. Section Two 5 Shifts for Successful Innovation 1. MVP CanvasIdentify strengths, values & success metrics
  71. 71. Section Two 5 Shifts for Successful Innovation 1. MVP CanvasPrioritize your highest-risk assumptions
  72. 72. Section Two1. MVP CanvasShortcut #2: Speed Interviews
  73. 73. Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #2: Speed Interviews
  74. 74. Interview 10-15 (potential) early adopters 5-10 min. per interview
  75. 75. Ask just a few revealing questions Needs & Desires Daily Habits Beliefs & Ideas
  76. 76. Section Two 5 Shifts for Successful Innovation 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
  77. 77. Section Two1. MVP CanvasIdentify 5-7 Enthusiastic Early Adopters Early Adopters Identify Early Adopters + Collect InsightsCustomer Insights
  78. 78. Section Two1. MVP Canvas When trigger I want a activity + goal so I can outcome Shortcut #3: Habit Stories
  79. 79. Think like a scientist Laser-focus on early adopters Harvest customer insights early Build & test your core loop Co-create a path to mastery Shortcut #3: Habit Stories
  80. 80. habits, ideas, unmet needsHabit Story = existing habit + unmet need ! Job Story When _________ I want to _____________ so I can __________ trigger activity + goal outcome +
  81. 81. habits, ideas, unmet needsPiggyback your Core Loop onto an existing habit +
  82. 82. CASE STUDY MVP Canvas
  83. 83. CASE STUDY MVP Canvas Speed Interviews
  84. 84. CASE STUDY MVP Canvas Speed Interviews Habit Stories +
  85. 85. Covet Fashion BEFORE Young women 18-30 who play mobile fashion games Aspirational dress-up in designer fashions PLUS advice from a celebrity stylist
  86. 86. Covet Fashion BEFORE 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
  87. 87. Covet Fashion BEFORE 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 like/dislike metrics via interviews with hard-core fashion gamers F2P game experience Existing, addressable audience for fashion games
  88. 88. Covet Fashion BEFORE 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 like/dislike metrics via interviews with hard-core fashion gamers F2P game experience Existing, addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
  89. 89. Speed Interviews WHO we spoke with •  15 young women 18-40 who play mobile fashion games •  Recruited from existing player base & craigslist ads
  90. 90. Speed Interviews WHO we spoke with •  15 young women 18-40 who play mobile fashion games •  Recruited from existing player base & craigslist ads WHAT we asked them to do •  Spend 5-10 minutes answering 3-5 questions The best interview subjects became paid testers
  91. 91. Speed Interviews WHO we spoke with •  15 young women 18-40 who play mobile fashion games •  Recruited from existing player base & craigslist ads 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
  92. 92. 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
  93. 93. 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
  94. 94. 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
  95. 95. 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
  96. 96. 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
  97. 97. 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
  98. 98. 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
  99. 99. Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older – women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player- stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience Existing, addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
  100. 100. Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion PLUS access to a celebrity stylist
  101. 101. Covet Fashion AFTER Young women 18-30 who play mobile fashion games Skews older - women 18-45 like the game & older women spend more $$ Aspirational dress-up in designer fashions PLUS advice from aspiring player-stylists F2P co-op game with real-world fashion content & hot trends Vogue alternative - stay up-to-date on fashion by playing – not just looking like/dislike metrics via interviews with hard-core fashion gamers F2P game experience addressable audience for fashion games Young women want a mobile game based on real-world fashion and will spend $$ on a game based on real-world fashion Young women want access to a celebrity stylist – AND to up- and-coming stylists
  102. 102. iterative play-testing ! hit game
  103. 103. Try out these techniques for yourself click this slide or go directly to http://mvpdesignhacks.com/shortcuts
  104. 104. Is this you? My team is creating an innovative project
  105. 105. Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co.
  106. 106. Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter
  107. 107. Is this you? My team is creating an innovative project We’re in an entrepreneurial organization startup, incubator, accelerator, enlightened co. We want to validate ideas faster & smarter We have the bandwidth to focus for 4 weeks
  108. 108. validate your product idea with game design smarts TEAM program LEADER program Custom Packages MVP Design Hacks
  109. 109. Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup Testimonials
  110. 110. Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup 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 Founder, Stealth Startup Testimonials
  111. 111. Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup 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 Founder, Stealth Startup Fantastic methodology – the ROI you’ll see is a no- brainer. Ofer Leidner President, Happify Testimonials
  112. 112. Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup 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 Founder, Stealth Startup 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
  113. 113. Testimonials from startup founders This program gave me a framework for turning my startup ideas into concrete reality. Megan Berwick Founder, Stealth Startup 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 Founder, Stealth Startup 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
  114. 114. Take the Next Step schedule your complimentary 15-minute coaching session Click here or go directly to http://amyjokim.com/schedule
  115. 115. Questions? Amy Jo Kim Co-founder and Phd.D. Shufflebrain @amyjokim Thue Madsen Marketing Operations Specialist KISSmetrics @thuelmadsen

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