2. Is this you?
• I want to reduce churn and engage my
customers more deeply
• I want to tune my ideas with the right
people and find product/market fit
• I want better innovation outcomes with
a process based on real-world success
3. Amy Jo Kim, Ph.D.
Game Designer
Startup Coach
Entrepreneur
4. I help startups, game studios & global brands build
deep engagement from the ground up
5. I’ve worked on a diverse set of
innovative worldwide hits
25. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in
designer fashion
PLUS celebrity
stylist advice
26. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game
with real-world
fashion content
and hot trends
Vogue alternative
– stay up-to-date
on fashion by
playing – not just
looking
27. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game with
real-world fashion
content and hot
trends
Vogue alternative –
stay up-to-date on
fashion by playing –
not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
28. MVP Canvas BEFORE
Young women
(18-30) who play
mobile fashion
games
Aspirational
dress-up in designer
fashion PLUS
celebrity stylist advice
F2P co-op game with
real-world fashion
content and hot
trends
Vogue alternative –
stay up-to-date on
fashion by playing –
not just looking
F2P game experience
Existing, addressable
audience for fashion
games
Like/Dislike metrics
via interviews with
hardcore fashion
gamers
Young women
want a mobile
game based on
real-world fashion
PLUS access to a
celebrity stylist
29. Game Thinking
Empathize with your Superfans
identify your hot-core customers and
design for their needs, habits and frustrations
30. Game Thinking Quotes
“Build something just a
few people want - even
if most people don’t get
it right away”
Paul Buchheit
Partner, Y-Combinator
Find your early hot-core customers
60. Game Thinking
Design your Customer Journey
sketch out how your customer
experience will evolve over time
61. Game Thinking Quotes
Make people better at
something they want to
get better at.
Kathy Sierra
Author, Headfirst Series
Upgrade your user, not your product
62. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What is this? Is it right for me?
What’s the value proposition?
63. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
How do I learn the ropes?
How do I start giving & getting value?
64. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What urge pulls me back?
What am I getting better at?
65. Game Thinking Quotes
Mastery Path
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
What skills & knowledge have I mastered?
How can I leverage that?
74. Game Thinking Quotes
Build something people love
Create an experience
that gets better as
your customers
become more skillful
MASTERY
HABIT-BUILDING
ONBOARDING
DISCOVERY
76. Distil. Key Customer Insights with Job Stories
When _________
I want to ______________
so I can ______________
trigger
activity + goal
Job Story
desired outcome
77. Focus on you Habit Stories =
Job Stories Built Around a Habit
78. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
79. “When I’m tired after a long day at work, I want to
kick off my heels, flop on the couch, & immerse
myself in a beautiful world of high fashion. I just
wish it was more customized to me and my taste.”
BEHAVIOR: Fashion Browser
Existing Habit
81. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
82. BEHAVIOR: Co-creator
Existing Habit
“Patti told me to put these shoes and belt together
with this outfit – I’d never think of that combination
but it TOTALLY works. I wish I had her advice all
the time.”
84. Fashion Browser
stay up-to-date on fashion trends
Co-Creator
shop & dress with a buddy
Armchair Stylist
tell other people how to dress
85. “I LOVE to get my friends together at my
place before heading out, so I can critique
their outfits and tell them how to dress better.
Those girls NEED me :-)”
BEHAVIOR: Armchair Stylist
Existing Habit
87. Game Thinking
Playtest Your Learning Loop
bring your core functionality to life by
testing with high-need early customers
88. Game Thinking Quotes
“In a loop, you’re
learning a skill &
updating your mental
model. That’s what
leads to player delight.”
Dan Cook
co-founder, Spry Fox Games
144. Pleasurable Daily Habit: browsing & rating outfits
I love seeing what’s
new, browsing designer
clothes – it’s the
perfect way to unwind
after a long day
145. I love raiding my friend’s
closet to borrow shoes
for my outfit — it’s like
real life, only better
Patti’s Closet
OPEN
SLOT
OPEN
SLOT
Tops Bottoms Shoes Bags Jewelry Scarves IntimatesDresses
23
items
Social Hook: raiding your friend’s closet
146. is for Enthusiasts
Discover Your Style
Attend an Event
Make a Collection
Browse Your Stream
Mastery Path: Get ahead
by putting together
great outfits
147. Invites
Waiting
Browse New
Content
Dress for the Event
Get Social Feedback Raid your friend’s closet
Browse your Style Feed Choose an Invitation
Learning Loop: dress up for aspirational events
149. Game Thinking Quotes
Stage
Kill
Gate
Concept Bank
Kill
Gate
Kill
Gate
Stage
Stage
Stage
don’t fall in love with an idea;
fall in love with
solving a problem & learning
from your customers
Prototype to Learn
150. What can Game Thinking do for you?
• Create a high-learning MVP* for exactly the right customers
• Build an experience people come back to, again and again
• Dramatically improve your innovation outcomes
*Minimum Viable Product