Amy Jo labels this approach “game thinking.” (I could only wish that all of our projects used a process like what she describes here!) She calls it that because it is inspired by the way in which we game designers think of our players and their journeys: as a process of learning, guided by feedback, of hobby- and habit-building. A process of

Once you delight your superfans, you’re onto something that can grow. But if you’re missing this early, energetic human feedback loop, it’s almost impossible to “cross the chasm” into mainstream use.

Ask yourself: What would motivate my best customers to stick around?

We know from self-determination theory that people are motivated by meaningful progress. As you play a game, you gain skills and knowledge that prepare you to take on greater challenges. In storytelling terms, this is a classic hero’s journey. In product design terms, you’re taking your customers on a learning journey that will transform them in

To identify existing triggers for your product, ask yourself: In which situations is my customer most likely to seek out my product? What’s happening right before—and after—those moments? What’s the context? How does my customer feel right before—and after—using my product? What pain or itch does my product alleviate? Which emotions are driving

“When I want to , I want to , so I can .”

Are your solutions working? How would life be different if this worked better?

When your customer chooses colors, selects a background image, or creates an avatar, they are increasing their investment in your system through personal expression. Help me connect with people:

Not everyone needs to experience this path, but those who want to go deep can have more impact with the more they learn.