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5 Powerful Design Hacks to build a Better Product in Less Time Amy Jo Kim, Ph.D. getting2alpha.com
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 nighton a beach
in Greecemy 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
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 EthingtonVP Covet Fashion
RESULTSconnected withaspirational market evergreen hit withmillions of players
Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer.
Ofer LeidnerPresident, Happify
RESULTSiterated product with
customer insightsnow market leader in
digital happiness
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 Hacksto turbo-charge your MVP
Small, high-learning experiments1
To increase your chances of success, minimize time through the Build-Measure-Learn cycle.
Eric RiesAuthor, The Lean Startup
Ideas
Design &
Build
Product
Measure
Data
Learn Ask 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?
Alpha Canvas
Surface & test your high-risk assumptions
Alpha Canvas
Surface & test your high-risk assumptions
Custom Insights Funnel2
Early Adopters will put up with cost & ridicule for innovations that meet real needs.
Erika HallAuthor, Just Enough Research
Geoffrey Moore, 1992
To cross the chasm…
Find & delighta few passionateearly customers
Test & refine your assumptions
Customer Insights Funnel
Ask just a few revealing questions
Daily Habits
Beliefs & Ideas
Unmet Needs
Customer Insights 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 Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell 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 JohnsonAuthor
Piggyback onexisting 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
Job & Habit Stories
Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
Fashion Browserstay up-to-date on fashion trends
Co-Creatorshop & dress with a buddy
Armchair Stylisttell other people how to dress
Fashion BrowserExisting 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 BrowserHabit Story
When Ineed to relax after a long day at work
Trigger
Fashion BrowserHabit Story
When Ineed to relax after a long day at workI want tosee gorgeous, creative outfits – made from the latest designer fashions
Activity
Trigger
Fashion BrowserHabit Story
When Ineed to relax after a long day at workI want tosee gorgeous, creative outfits – made from the latest designer fashionsSo I canstay 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 ConditioningAKA Skinner Box?
Operant ConditioningAKA 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 yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Activity
Feedback & Progress
Investment Path
Internal Trigger
EscapeTime! urge to dive into an escapist world
Browse yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Activity
Feedback & Progress
Investment Path
When Ineed to relax after a long day at workI want tosee gorgeous, creative outfits – made from the latest designer fashionsSo I canstay 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 yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
EscapeTime! urge to dive into an escapist world
Browse yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Activity
Fashion Browser
Internal Trigger
Feedback &progresspromote learning & mastery
EscapeTime! urge to dive into an escapist world
Browse yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Feedback & Progress
EscapeTime! urge to dive into an escapist world
Browse yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Feedback & Progress
Armchair Stylist
EscapeTime! urge to dive into an escapist world
Browse yourStyle Feed
Rate/Comment on Outfits
Earn $$, Dress for Events,
Collect Ratings
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check your Stats
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your channel &
expressions
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
Core Loop
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Activity Chain
Feedback & Progress
Investment Path
Internal Trigger
When Ineed to check on my team’s progressI want tosee everything in one placeSo I canstay on top of what’s happening with less friction & more pleasure
Core LoopJob Story
Check Updates urge to connect with your team
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Trigger
Activity
Engaging activity satisfies an urge or need
Internal Trigger
Core Loop
Feedback &progresspromote learning & mastery
EscapeTime! urge to dive into an escapist world
Read & Respond to
Updates
No More Updates Need
Attention
Customize your experience
Feedback & Progress
Core Loop
EscapeTime! urge to dive into an escapist world
Read & Respond to Updates
No More Updates Need Attention
Customize your experience
Investment Path
Investment & triggers pull people back
Engaged Trigger
Check Notifications
Core Loop
BreakTime! urge for a quick
social “hit”
Read & Respond to
Updates
Check Notifications
& Stats
Collect faves, RTs & followers
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 & progresspromote 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
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
Skill-building =making customers more awesome
Core Loop =making customers more skillful
Lightweight weekly play-tests5
There is nothing quite so useless as doing with great efficiency something that should not be done at all.
Peter DruckerAuthor
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.
Ranan LachmanCEO, Pley
CHALLENGEbuild high-learning MVP
for digital community
SHORTCUTSclarify product strategy find the right customers prototype & test MVP
RESULTSlaunched Youtube MVP,raised Series B, built sharing platform
Small, high-learning experimentsCustomer insights funnelCustomer habit storiesSkill-building core loopLightweight weekly play-tests
1
2
3
4
5
5 Innovation Design Hacks
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
turbo-charge your path to product/market fit
getting2alpha.com
Thank You @amyjokim amyjokim.com @getting2alpha getting2alpha.com