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5 Design Hacks to Super-Charge Your MVP

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Skyrocket Early Product Design 5 hacks to super-charge your MVP* *Minimum Viable Product


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Is this you? • need to accelerate early design process


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Is this you? • need to accelerate early design process • tough to find the right early customers


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Is this you? • need to accelerate early design process • tough to find the right early customers • hard to make a stripped-down MVP


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What You Will Learn Actionable techniques for creating a better product in less time


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Who is this for?


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Who is this for? Innovators & entrepreneurs with a hot idea and the desire to:


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Who is this for? Innovators & entrepreneurs with a hot idea and the desire to: ✓ Create a highly-engaging product


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Who is this for? Innovators & entrepreneurs with a hot idea and the desire to: ✓ Create a highly-engaging product ✓ Achieve mass-market success


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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


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Who is this NOT for? Anyone looking for:


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Who is this NOT for? Anyone looking for: ✗ Easy answers


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Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets


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Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets ✗ Manipulative game mechanics


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Who is this NOT for? Anyone looking for: ✗ Easy answers ✗ Silver bullets ✗ Manipulative game mechanics ✗ Skinner Box approach to engagement


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Amy Jo Kim, Ph.D.


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Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach


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Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach


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Amy Jo Kim, Ph.D. • Social Game Designer • Entrepreneur • Startup Coach


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Habits, Culture & Design Hacks


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What I’ve learned • Early product development is HARD


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What I’ve learned • Early product development is HARD • It becomes faster & easier with the right shortcuts & hacks


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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?


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Case Study


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Amy Jo has a refined and effective process for bringing early product ideas to life. Blair Ethington VP Covet Fashion


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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


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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


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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


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Amy Jo’s MVP methodology is fantastic. The ROI you’ll see is a no-brainer. Ofer Leidner President, Happify


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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


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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


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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


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What if you could… • Accelerate your early product development?


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What if you could… • Accelerate your early product development? • Talk with EXACTLY the right customers early on?


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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


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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


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5 Design Hacks to super-charge your MVP


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1 Small, high-learning experiments To increase your chances of success, minimize time through the Build-Measure-Learn cycle. Eric Ries Author, The Lean Startup


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Ideas Learn Design &
 Build Data Product Measure Ask the hard, important questions upfront


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Will people subscribe to a digital service 
 that delivers
 daily happiness exercises?


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Will fashion-loving, young women play a 
 dress-up game with real designer clothes?


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Surface & test your highest-risk assumptions MVP Canvas


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Surface & test your highest-risk assumptions MVP Canvas


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2 Early Adopter Funnel Early Adopters will put up with cost & ridicule for innovations that meet real needs. Erika Hall Author, Just Enough Research


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To cross 
 the chasm… Geoffrey Moore, 1992


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Find & delight a few passionate Early Adopters


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Test & refine 
 your assumptions


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Daily Habits Ask just a few revealing questions Beliefs & Ideas Unmet Needs


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


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• 25 fashion-obsessed women 18-40 WHO • both gamers & non-gamers • existing player base + Craigslist ads • 10 minute screening interviews WHAT • 3-5 revealing questions • best subjects become paid testers


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Fashion Browser stay up-to-date on fashion trends RESULTS
 3 key activity patterns Co-Creator shop & dress with a buddy Armchair Stylist tell other people how to dress


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


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Piggyback on
 existing habits


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Study their daily routines • Identify relevant habits


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


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


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


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


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


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“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 Existing habit


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


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Trigger Activity When I need to relax after a long day at work
 
 
 I want to see gorgeous, creative outfits – made from the latest designer fashions
 Fashion Browser Habit Story 



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Trigger Activity When I need to relax after a long day at work
 
 
 I want to see gorgeous, creative outfits – made from the latest designer fashions
 Outcome Fashion Browser Habit Story 
 So I can stay on top of fashion trends in a fun, relaxing & playful way


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4 Skill-building Core Loop In a loop, you’re learning a skill and updating your mental model. That’s what leads to player delight. Dan Cook Game Designer


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Fake 
 landing page?


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Fake 
 landing page?


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Operant Conditioning AKA 
 Skinner Box?


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Operant Conditioning AKA 
 Skinner Box? X


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Skill-building = making customers more awesome


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Skill-building = making customers more awesome


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Core Loop = 
 skill-building habit loop


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Activity Browse your Style Feed Feedback & Progress Trigger EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Investment Path Earn $$, Dress for Events, Collect Ratings


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Activity Browse your Style Feed When I Urge or Need need to relax after a long day at work
 I want to Engaging Activity see gorgeous, creative outfits – made from the latest designer fashions
 So I can Desired Outcome stay on top of fashion trends in a fun, relaxing & playful way Feedback & Progress Trigger EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Investment Path Earn $$, Dress for Events, Collect Ratings


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Activity Browse your Style Feed Engaging activity 
 satisfies an urge or need Trigger Trigger EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Earn $$, Dress for Events, Collect Ratings


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Activity Browse your Style Feed Trigger EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Fashion Browser Earn $$, Dress for Events, Collect Ratings


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Browse your Style Feed Feedback & progress promote learning & mastery Feedback & Progress EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Earn $$, Dress for Events, Collect Ratings


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Browse your Style Feed Feedback & Progress EscapeTime!
 Rate/Comment on Outfits urge to dive into an escapist world Armchair Stylist Earn $$, Dress for Events, Collect Ratings


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Browse your Style Feed Investment 
 & triggers 
 pull people back EscapeTime!
 Secondary Trigger urge to dive into an escapist world Check your Stats Investment Path Earn $$, Dress for Events, Collect Ratings Rate/Comment on Outfits


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Activity Read & Respond to Updates Feedback & Progress BreakTime!
 urge for a quick Check your Stats social “hit” Investment Collect faves, RTs & followers Check Notifications
 & Stats


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Activity Read & Respond to Updates Engaging activity 
 satisfies an urge or need Trigger Check Notifications
 & Stats BreakTime!
 urge for a quick social “hit” Collect faves, RTs & followers


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Read & Respond to Updates Feedback 
 & progress promote learning & mastery Feedback & Progress BreakTime!
 urge for a quick Check your Stats social “hit” Collect faves, RTs & followers Check Notifications
 & Stats


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Activity Read & Respond to Updates Investment 
 & triggers 
 pull people back BreakTime!
 Engaged Trigger urge for a quick Check your Stats social “hit” Investment Collect faves, RTs & followers Get Notifications,
 Check Stats


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Activity Play a Song Together Feedback & Progress Trigger PartyTime!
 urge for a fun social activity Core Loop Get your Score, Accolades, $$ Investment get better, play harder songs & bigger venues


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5 Lightweight weekly play-tests There is nothing quite so useless as doing with great efficiency something that should not be done at all. Peter Drucker Author


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


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


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


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


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Initial Challenges • Quickly build MVP for Pley community


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


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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


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5 Design Hacks 1 Small, high-learning experiments 2 Early Adopter funnel 3 Customer Habit Stories 4 Skill-building Core Loop 5 Lightweight weekly play-tests


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How can you benefit from these design hacks?


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


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


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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


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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


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What We Do accelerate your path to product/market fit


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How We Can Help • Define & test your key assumptions


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


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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


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Let’s talk! • 15-30 minutes


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


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


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


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Let’s talk! getting2alpha.com


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