Journey-mapping levels to find drop-off

Cheryl Platz, Cheryl Platz, former UX Director for Riot Games, Scopely and Author of "The Game Development Strategy Guide," returns to The Product Experience to explore how video game design principles can transform product development. 

From her time at Riot Games and Marvel Strike Force to teaching at Carnegie Mellon, Cheryl shares hard-won lessons about player motivation, onboarding, and building products that thrive. Discover why competition is no longer the primary driver of modern gaming, how a children's game taught her about gendered design assumptions, and how she turned a catastrophic server outage into a UX win that made Reddit happy.

Chapters
06:03 Game development is cloud services plus filmmaking
07:08 The problem with silos in game studios
08:24 “Modern” games: live service, messy business models, shifting tastes
09:58 Defining a game: players decide if you got it right
11:41 Motivators of play and why they matter to product people
12:26 Disney Friends: the moment a playtest rewrote the design
17:19 Classic vs modern motivators: what technology changed
20:41 The research that challenged the “games are competition” assumption
22:36 Why game lessons translate to enterprise software (and where gamification goes wrong)
25:19 Pro-social design: trust, safety and communities at scale
28:33 Designing for companionship and shared experiences
34:43 Onboarding as growth strategy, not a “nice to have”
37:38 Journey mapping 100 levels: making invisible drop-off visible
39:25 On-demand learning beats one-and-done tutorials
41:58 Advice for people trying to break into games during layoffs
44:36 Turning a sixth anniversary outage into a UX win 

Our Hosts
Lily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She’s currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She’s worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath.

Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury’s. He participated in Silicon Valley Product Group’s Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He’s the author of What Do We Do Now? A Product Manager’s Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon’s music stores in the US & UK.