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.

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

50. • 25 fashion-obsessed women 18-40
• both gamers & non-gamers
• existing player base + Craigslist ads
WHO

51. • 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

52. 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

53. Customer Habit Stories3
The chains of habit are too
weak to be felt until they are
too strong to be broken.
Samuel Johnson
Author

54. Piggyback on
existing habits

55. • Identify relevant habits
Study their daily routines

56. • Identify relevant habits
• Match a habit to an
unmet need
Study their daily routines

57. • Identify relevant habits
• Match a habit to an
unmet need
• Look for emotional and
situational triggers
Study their daily routines

58. Capture Insights with Habit Stories*
When _________
I want to ______________
so I can _____________
trigger
activity + goal
outcome
*habit-based Job Stories

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
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress

61. 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.”

62. Fashion
Browser
Habit Story
When I
need to relax after a long day at work
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
Activity
Trigger

64. 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

65. 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

66. Fake
landing page?

67. Fake
landing page?

68. Operant
Conditioning
AKA
Skinner Box?

69. Operant
Conditioning
AKA
Skinner Box?
X

70. Skill-building =
making customers
more awesome

71. Skill-building =
making customers
more awesome

72. Core Loop =
skill-building
habit loop

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

74. 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

75. 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

76. 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

77. 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

78. 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

79. 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

80. 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

81. 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

82. 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

83. 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

84. 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

85. 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

86. The power of play-testing
• Find & leverage early customers

87. The power of play-testing
• Find & leverage early customers
• Source & test ideas quickly

88. The power of play-testing
• Find & leverage early customers
• Source & test ideas quickly
• Get high-value input for your MVP

89. Amy Jo helped us create
our MVP in record time.
An invaluable investment
that’s still paying off.
Ranan Lachman
CEO, Pley

90. Initial Challenges
• Quickly build MVP for Pley community

91. Initial Challenges
• Quickly build MVP for Pley community
G2A Action Plan
• Clarify product strategy
• Find & learn from Early Adopters
• Prototype & test MVP

92. 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

93. 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

94. How can you benefit from these design hacks?

95. How can you benefit from these design hacks?
• Accelerate your design & development process

96. How can you benefit from these design hacks?
• Accelerate your design & development process
• Identify & leverage the right early customers

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

98. 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

99. What We Do
accelerate your path to
product/market fit

100. How We Can Help
• Define & test your key assumptions

101. How We Can Help
• Define & test your key assumptions
• Find & delight the right Early Adopters

102. 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

103. Let’s talk! • 15-30 minutes

104. Let’s talk! • 15-30 minutes
• Review your project

105. Let’s talk! • 15-30 minutes
• Review your project
• Provide feedback &
answer questions

106. Let’s talk! • 15-30 minutes
• Review your project
• Provide feedback &
answer questions
• Together decide if our
programs are right for you

107. getting2alpha.com
Let’s talk!