5 Design Hacks to Build a Better Product in Less Time
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Transcript of 5 Design Hacks to Build a Better Product in Less Time
WEBINAR
5 Powerful Design Hacks to build a Better Product in Less Time
Wanda Meloni Exec. Director of the Open Gaming Alliance & Editor of the Gaming Business Review.
Amy Jo Kim CEO of Shufflebrain a design studio focused on smart games for a connected world.
WEBINAR
5 Powerful Design Hacks to build a Better Product in Less Time
Amy Jo Kim, Ph.D.
co-founder, Shufflebrain
Is this you?
• need to accelerate early design process
• tough to find the right early customers
• hard to make a stripped-down MVP
What You Will Learn
Actionable techniques for creating
a better product in less time
As a
child
I loved
to play
As a
child
I loved
to play
But I
didn’t
love to
compete
one night
on a beach
in Greece
my creativity
was re-ignighted
I found another way to play
I developed my coop design skills
then one day, I got THE CALL
we created a breakthrough hit
which led to more breakthrough hits
and design tips, tricks & shortcuts
Early Customer Funnel JTBD & Habit Stories Skill-Building Core Loop
Habits, Culture & Design Hacks
What I’ve learned
• Early product development is HARD
• It becomes faster & easier with the
right shortcuts & hacks
• 6 months of progress in 6 weeks
Amy Jo has a refined and effective process for bringing early product ideas to life.
Blair Ethington VP Covet Fashion
RESULTS
connected with aspirational market
evergreen hit with millions of players
Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer.
Ofer Leidner President, Happify
RESULTS
iterated product with customer insights
now market leader in digital happiness
What if you could…
• Accelerate your early product development?
What if you could…
• Accelerate your early product development?
• Talk with EXACTLY the right customers early on?
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
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
5 Design Hacks to super-charge your MVP
Small, high-learning experiments1
To increase your chances of success, minimize time through the Build-Measure-Learn cycle.
Eric Ries Author, The Lean Startup
Ideas
Design &
Build
Product
Measure
Data
LearnAsk the hard, important questions upfront
Will people subscribe to a digital service that deliversdaily happiness exercises?
Will fashion-loving, young women play a dress-up game with real designer clothes?
MVP Canvas
Surface & test your high-risk assumptions
MVP Canvas
Surface & test your high-risk assumptions
Early Customer Funnel2
Early Adopters will put up with cost & ridicule for innovations that meet real needs.
Erika Hall Author, Just Enough Research
Geoffrey Moore, 1992
To cross the chasm…
Find & delight
a few passionate
early customers
Test & refine
your assumptions
Early Customer Funnel
Ask just a few
revealing questions
Daily Habits
Beliefs & Ideas
Unmet Needs
Early Customer Funnel
• 25 fashion-obsessed women 18-40
• both gamers & non-gamers • existing player base + Craigslist ads
WHO
• 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
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
RESULTS3 key
activity patterns
Customer Habit Stories3
The chains of habit are too weak to be felt until they are too strong to be broken.
Samuel Johnson Author
Piggyback on
existing habits
• Identify relevant habits
• Match habit to unmet need
• Look for emotional &
situational triggers
Study their daily routines
Capture Habit-based Insights
When _________
I want to ______________
so I can _____________
trigger
activity + goal
outcome
Habit Stories
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
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.”
Fashion Browser Habit Story
When I need to relax after a long day at work
Trigger
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
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
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
Fake landing page?
Fake landing page? X
Operant Conditioning AKA Skinner Box?
Operant Conditioning AKA Skinner Box? X
Skill-building =
making customers more awesome
Skill-building =
making customers more awesome
Core Loop = skill-building habit loop
Skill-Building Core Loop
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Activity
Feedback & Progress
Investment Path
Internal Trigger
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Activity
Feedback & Progress
Investment Path
When I need to relax after a long day at workI want to see gorgeous, creative outfits – made from the latest designer fashionsSo I can stay on top of fashion trends in a fun, relaxing & playful way
Urge or Need
Engaging Activity
Desired Outcome
Internal Trigger
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Activity
Fashion Browser
Internal Trigger
Feedback & progress promote learning & mastery
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Feedback & Progress
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Feedback & Progress
Armchair Stylist
EscapeTime! urge to dive into an escapist world
Browse your Style Feed
Rate/Comment on Outfits
Earn $$, Dress for Events, Collect
Ratings
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check your Stats
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
Check your Stats
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
Activity
TriggerEngaging activity satisfies an urge or need
Internal Trigger
Feedback & progress promote learning & mastery
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
Feedback & Progress
Investment & triggers pull people back
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Get Notifications,
Check Stats
Activity
Investment Path
Engaged Trigger
Check your Stats
Collect faves, RTs & followers
PartyTime! urge for a fun social activity
Play a Song Together
Get your Score, Accolades, $$
get better, play harder songs & bigger venues
Core Loop
Feedback & Progress
Investment Path
Activity
Internal Trigger
Beat the Song
Engaged Trigger
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
The power of play-testing
• Find & leverage early customers
The power of play-testing
• Find & leverage early customers
• Source & test ideas quickly
The power of play-testing
• Find & leverage early customers
• Source & test ideas quickly
• Get high-value input for your MVP
Amy Jo helped us create our MVP in record time. An invaluable investment that’s still paying off.
CHALLENGE
build high-learning MVP for digital community
SHORTCUTS
clarify product strategy
find the right customers
prototype & test MVP
RESULTS
launched Youtube MVP, raised Series B, built sharing platform
Small, high-learning experiments
Early Customer Funnel
Customer Habit Stories
Skill-building Core Loop
Lightweight weekly play-tests
1
2
3
4
5
5 Design Hacks to accelerate innovation
How can you benefit from these shortcuts?
Accelerate your design & development process
+
Identify & leverage the right early customers
+
Use game thinking to build a simple, compelling MVP
What We Do
accelerate your path to
product/market fit with
gaming smarts
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Define & test your key assumptions
MVP Canvas
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Find EXACTLY the right early customers
Early Customer Funnel
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Distill key insights into design-ready stories
Habit Stories
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Prototype a simple yet compelling Core Loop
Skill-Building Core Loop
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Test your prototype with early customers
3-Part MVP Test
1. Plan your experiment
2. Identify the right customers
3. Distill their habits & needs
4. Prototype your Core Loop
5. Test your prototype
6. Validate your strategy &
design
Validate your strategy & iterate your design
Alpha Product Brief
Let’s talk! • 15-30 minutes
• Review your project
• Provide feedback & answer questions
• Together decide if our programs are right for you