redesign proposal for steven blank's the four steps to the epiphany
Post on 02-Mar-2016
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1CustomerDiscovery
2CustomerValidation
3CustomerCreation
4CompanyBuilding
Each of the four steps to the epiphany is cyclic. Each may require multiple iterations before escape velocity is achieved and a user exits to the next step.
Each of the four steps has four sequential phases. Each of these phases has a number of actions, ranging between three and seven.
In sum, the sixteen total phases include sixty-four actions that must be completed before the epiphany is achieved. This excludes any iterations of any or all steps.
The design challenge for The Four Steps to the Epiphany is to allow users to navigate the entire process without losing sight of where they are, where they’ve been, and where they’re going.
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1CustomerDiscovery
Phase 1State Hypothesis
Phase 2Test ProblemHypothesis
Phase 3Test Product
Concept
Phase 4Verify
The design solution proposed herein starts from the basic premise of each step’s visual representation as a clockwise cycle.
For visual differentiation, the iteration arrow has been deemphasized via a dotted line, while the exit arrow has been emphasized with a heavier stroke weight and larger arrowhead.
When shown in sequence, the steps cleanly link via exit arrows and users can intuitively cycle from one phase to the next, starting at the left and moving to the right.
1CustomerDiscovery
Phase 1State Hypothesis
Phase 2Test ProblemHypothesis
Phase 3Test Product
Concept
Phase 4Verify
2CustomerValidation
Phase 1Get Ready
to Sell
Phase 2Sell to Visionary
Customers
Phase 3Develop
Positioning
Phase 4Verify
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1CustomerDiscovery
Each phase is represented by a rectangular flow diagram.
Verify theProblem
Phase 4: Verify
Verify theProduct
Verify theBusiness Model
Iterateor Exit
Verify theProblem
Verify theProduct
Verify theBusiness Model
Iterateor Exit
Muting previous and upcoming actions places visual emphasis on the current action. Muted text remains fully legible against a white background.
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This design creates visual consistency at all viewing levels, from the entire four step process to a specific action within a phase.
Market TypeQuestionnaire
Phase 1: Get Ready
Choose Market Type
Choose FirstYear Objectives
1 2 3 4
3CustomerCreation
4CompanyBuilding
Phase 1Get Ready
Phase 2Position
Phase 3Launch
Phase 4Create Demand
3CustomerCreation
1
2 3
4 1
2 3
4
4
A high level view of the process may be shown at any action point within any phase. This maintains user orientation regardless of present location.
Adding a step identifier to each phase number also increases understanding of present location.
Select DemandCreation Strategy
Phase 3.4: Create Demand
Agree on Demand Creation
MeasurementsIterate or Exit
1 2 3 4
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Phase 3.4: Create Demand
1 2 3 4
Phase 4.1: Mainstream Customers
1 2 3 4
Uniform page layout of process and phase diagrams maintains orientation as users progress through book. This also allows users to browse the book and quickly locate a specific step, process, and action.
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Expanding the table of contents also provides users an overview of all content and the location of any specific step, phase, and action.
Table of Contents
CHAPTER 3 Step 1: Customer Discovery ........................
Phase 1.1: State Your Hypothesis ......................................................Product Hypothesis ........................................................................................Customer & Problem Hypothesis ..................................................................Distribution & Pricing Hypothesis .................................................................Demand Creation Hypothesis .......................................................................Market Type Hypothesis ................................................................................Competitive Hypothesis ................................................................................Phase 1.2: Test “Problem” Hypothesis ..............................................Friendly First Contacts ...................................................................................“Problem” Presentation ................................................................................Customer Understanding ..............................................................................Market Knowledge ........................................................................................Phase 1.3: Test “Product” Hypothesis ...............................................First Reality Check ..........................................................................................“Product” Presentation .................................................................................Yet More Customer Visits ..............................................................................Second Reality Check .....................................................................................First Advisory Board .......................................................................................Phase 1.4: Verify .................................................................................Verify the Problem .........................................................................................Verify the Product ..........................................................................................Verify the Business Model .............................................................................Iterate or Exit .................................................................................................
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A similar approach to visual clarification can be applied to all graphics within the book.
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Finance
ProductManagement
CorporateMarketing
Sales
Support
IT
IntroductoryMeetings
AccountStrategy
Executives
End Users IT Staff
CIOHigh
Low
Operational Technical
Figure 4.10 Example of a Selling Strategy
Access Assess Needs Strategy Educate andPresent Solution
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