Posts Tagged ‘Discovery’

A PRD (Product Requirement Document) helps a product manager write a story on how to get from problem -> solution methodically. Often problems can be so big, complex and have ambiguity that it’s hard to know where to start, so a PRD will help you rationally approach the problem and get the support you need to reach an efficient and effective outcome.

It’s important to point out that it’s not necessary to:

  1. Use a PRD for every single problem/idea, normally only for epics/initiatives/features/medium or large-sized items.
  2. Complete the whole document, only fill out bits you need, you may find that you only complete the problem/value and hypothesis parts.
  3. Work on it in a silo. You will achieve a more efficient and effective outcome if you get the rest of the product team (designer and engineers) and stakeholders involved at the beginning in a workshop format so that you can work as one team across the discovery phase.

A good place to create a PRD is in Confluence, so it’s easily accessible across the business allowing colleagues to easily comment remotely. I’ve also used Google Docs previously and copied some of the information into the epic of JIRAs to reinforce the problem we are looking to solve/projected value we are looking to get after to the development team.

The first few PRDs you write you might find it quite slow whilst you work out how to get hold of the qual/quant data, but you soon pick up speed as you become familiar with the key elements of discovery and have the data already accessible at your fingertips.

It would also be helpful for new starters if you add a completed example of a PRD to the top of the PRD template which will help add some context for them. Some PRDs can be quite lengthy if the problem is big, complex and has a lot of ambiguity, so it’s worth adding a table of contents at the top making it easy to navigate through the document.


Including a list of people who are involved:

RoleContact
Product Manager. <tag person/<name>
UX/Design<tag person/<name>
Technical<tag people/<names>
Stakeholders<tag people/<names>
Jira/Design/Helpful Links <tag person/<name>

Problem/Value/Idea

A description of the problem or idea along with projected value if you have this. This is a good chance to spend quality time digging into the problem to build up a business case using qual/quant data.

  • Idea: Supporting Dark Mode in our apps…
  • Problem: Our iOS app is currently a 3* rating and Android app 2*, with the top problems being…
  • Problem: 70% of our customer support queries relate to promotions which cost us £x / month
  • Problem: Our day 1 churn rate is higher than we expect…
  • Problem: We currently release new software iterations monthly, rather than daily…
  • Problem: In the latest customer survey, 10% of respondents report the product being slow and unstable…
  • Problem: 20% of customers don’t feel rewarded for their loyalty
  • Problem: Our total marketing communication engagements have gone down since complying with the new GDPR regulations, making it harder to talk to customers frequently
  • Projected Value: Saving customer support costs by £
  • Projected Value: App rating > 4* resulting in healthier ASO and raking and therefore an increase in organic installs creating 20 new customers a day
  • Projected Value: Day 1 churn rate under 20% resulting in £xx revenue increase
  • Projected Value: New customer conversion rate > 30% resulting in £xx revenue increase

Hypothesis

List out one or more hypotheses you come up with to test out. This is a great opportunity to collaborate with the whole product team (designer and engineers) and stakeholders, not only to compile the list of experiments but also what data you need to learn and what tools you might need to execute the experiments.

  • Providing existing customers with the ability to refer their friends will increase new customers incremental by 10% worth an extra £xx revenue increase
  • Having a stepped registration form will increase the registration rate by 10%
  • Solving all customer queries in the app store and responding to every app store review within 3 hours will increase customer satisfaction and therefore our app store rating, which will in turn help ASO and our app store ranking

KPIs

  • Volume of engagements with feature x
  • Conversation rate
  • ARPU
  • CPA
  • Retention rate
  • Day 1 churn rate
  • LTV
  • Registration rate
  • Crash levels
  • Deposit elapsed time
  • Session time
  • Login elapsed time

Market Analysis

If you have competitors who have solved the problem already, this is a good place to document the UX. Also, detail your target personas and other details about the market which will give you a better idea of who the product iteration is for.


Customer Research / Validation

Detail any qual/quant data you have gathered relating to the problem/idea eg. customer interviews, financial/engagement data, trends, and any historical experiment results which are relevant.


Constraints

  • Regulatory live date of x
  • Marketing tv campaigns going live x
  • Low front-end development capacity
  • Utilising platform/tool x
  • Time to market
  • Dependencies on teams x

High-Level Requirements / Use Cases

This shouldn’t be at user story level (detailed spec), but instead, just an idea of customer flows/use cases and considerations covering:

  • Functional
  • Non-functional (since the rise of DevOps, this gets covered as BAU/as part of development in most cases)
  • Customer support
  • Marketing
  • Tracking

Flow

Embed a mock-up, flow, UX or prototype.


Risks

  • Lots of ambiguity, so it could take a while to reach the desired outcome
  • Other higher priority work could mean that we don’t have the tech capacity to get the solution to market in time to reach the optimal outcome
  • The problem may not be such a big problem when we go to market
  • We may only solve part of the problem because of x
  • It could take more than 3 months before we learn because of x

Technical Considerations

  • We have plans to replace the existing platform in the next 12 months.
  • We need to conduct an RFP on tooling
  • This is the first time we are conducting experiments, so we need to considering process and tooling

Go-to-market Strategy

This is where you can detail the elements you need to consider/action to have a successful go-live covering:

  • What product support marketing require to market the product iteration effectively
    • Special promotions
    • Signposting across the product
    • Training, user guides
  • Customer support training
  • Release preparation to coordinate with any time-sensitive fixed timeframe marketing campaign especially TV ads
    • Day 1 plan
    • Feature switch process
  • Regulatory approval
  • Production access for end-users

Q&A

Adding a question and answers section at the bottom allowing you to add notes from meetings and tag anyone responsible for answering the question.

QuestionsAnswers