Product Requirements Document (PRD) Guide for a Mobile App

I recently wrote an article on "How the Product Requirements Document (aka PRD) is Becoming Modernized." You can read more about it and my thoughts here.

I posted the article on LinkedIn and someone asked me, "what should be included in a PRD?"

This article will breakdown what I think should be included in a PRD.

Before we dive into each section, we first need to understand the need for a PRD and why it's so important for us to have for our products.

The Product Requirements Document (PRD) is your blueprint for product development.

Think of it as the Rosetta Stone of your product, translating the “what could be” into the concrete language of “what must be.” It bridges the gap between dreams and reality, ensuring everyone involved – from developers to designers to stakeholders – is singing from the same sheet of music.

But what exactly is a PRD, and why does it matter so much? In short, it's a comprehensive document that outlines the who, what, how, and why of your product. It defines its purpose, identifies its target audience, details its features and functionalities, and sets the roadmap for its successful launch and evolution. It's the north star that everyone on the team can view at any time.

It's the foundation upon which every decision rests, the single source of truth that guides the development process and ensures your product meets its intended goals. Whether you're a seasoned product veteran or a wide-eyed newbie, the PRD is your essential companion on the path to product success.

I'm currently working on a mobile wine application and will include details from my PRD at the end of this article, so you have an example to follow. You will also receive a FREE PRD outline to use with your teams.

Ready? Let's go!

I. Introduction

The introduction of your PRD sets the stage for everything that follows. It's your chance to capture the reader's attention, establish the context, and build enthusiasm for the product. Here's how to make the most of it:

1. Hook 'Em Early:

Start with a captivating statement: A bold statistic, a relatable anecdote, or an intriguing question can hook the reader and invite them into the product vision.
Paint a vivid picture: Briefly describe the problem the product solves and the impact it will have on users. Make them feel the difference it will make.

2. Define the "Why":

Clearly state the objective or purpose of the product: What problem are you addressing? What pain points are you alleviating? Be specific and impactful.
Connect it to a larger vision: Is this product part of a bigger strategy or ecosystem? How does it contribute to the company's mission or the user's overall experience? If you struggle in understanding the difference between a vision and mission, I highly recommend watching this episode on Lenny's Podcast where his guest, Ebi Atawodi dives into the key differences.

3. Introduce the Hero:

Describe the target audience: Who are you building this product for? What are their needs, goals, and aspirations? Understanding the user is crucial for building a product that resonates.
Highlight their challenges: Briefly explore the pain points and struggles of your target audience. This creates empathy and demonstrates that you understand their needs.

4. Set the Stage:

Define the scope of the PRD: What will this document cover? What decisions are still open for discussion? Set realistic expectations for the level of detail provided.
Outline the next steps: Briefly introduce the following sections of the PRD and how they build upon the foundation laid in the introduction.

Remember, the introduction is your first impression. Make it count! By telling a compelling story, showcasing the "why," and introducing the key players, you can set the tone for a successful PRD and inspire enthusiasm for your product.

Keep the introduction concise and compelling. Focus on the most important information. Avoid getting bogged down in technical details or irrelevant background information and use clear and concise language.

Write in a way that is easy to understand for both technical and non-technical audiences and clarify any terms or acronyms that may be unfamiliar to readers. The introduction should be engaging, but not exhaustive. Ideally, keep it within one or two pages.

II. User Personas

A user persona is a fictional representation of an idealized user of a product or service. It is a detailed and semi-fictional character that represents the characteristics, needs, goals, and behaviors of a specific group of users. Creating user personas is a common practice in design, marketing, and product development to better understand and empathize with the target audience.

User personas serve as valuable tools throughout the design and development process. They help teams make user-centered decisions, prioritize features, and create a more personalized and effective user experience.

By having a clear understanding of who the users are and what they need, organizations can design products and services that better meet the expectations and preferences of their target audience.

User personas provide detailed profiles of key user types, including:

Goals, motivations, and pain points
Demographics and behavioral patterns
Use cases and scenarios

III. User Journey

The user journey is sometimes mistaken as the user flow, but these two concepts focus on different ideas. I'm not going to spend time on the user flow in this article, and we'll cover in the future.

The user journey focuses on the overall experience of the user, while the user flow is geared towards each step in the design process.

Products don't exist in a vacuum; they live and breathe through the interactions they have with users. To truly understand the impact of your product, you need to step outside the lines of code and features, and into the shoes of the people who will actually use it. That's where the user journey comes in.

Forget technical jargon and abstract specifications. A user journey is a story, a narrative that paints a vivid picture of how a real person interacts with your product, from their initial discovery to their ongoing experience. It's about understanding their motivations, goals, and challenges, and seeing your product through their eyes.

By understanding these pain points, you can identify areas for improvement and ensure your product truly removes friction and enhances the user experience.

Think of the user journey as a compass, guiding your product development decisions. It helps you answer crucial questions: Does this feature solve a real problem for our users? Is it intuitive and easy to use? Will it make their lives easier, more enjoyable, or more productive?

By putting the user at the center of the story, you're not just creating a product; you're building a relationship. You're understanding their needs, anticipating their challenges, and ultimately, earning their trust and loyalty.

IV. Product Features

The Product Features in a PRD provide the comprehensive set of functionalities that the product will offer. It's important to keep in mind that the intent is not to provide an exhaustive list of every single detail and/or task that the team will complete while building an application.

Remember, the PRD should be concise and to the point. I'll provide more details on how to structure your requirements into user stories in a future article. The features should align with the overarching goals and address the needs of the target users.

Product Features may list the following:

Functionality
User interactions
Acceptance criteria (how to know a feature is complete)
Priority level (high, medium, low)
Dependencies on other features

It's imperative to remain committed to delivering an exceptional user experience and this should be reflected in the thoughtful design and implementation of each feature outlined in the PRD.

And, as your team embarks on the journey to bring a product to life, it is crucial to understand the value and impact each feature will have on your users and the success of your product in the market.

The PRD is your north star, and ensures everyone is on the same page. And because of this, I'm not a fan of adding all details to a PRD. I believe your nitty gritty details need to be tracked in a separate place. Maybe you track your requirements in a designated tracking system. Whatever you use, don't lose sight that this is not a 100 page document with everything. I will dive into user stories and acceptance criteria in a future article.

V. Wireframes or Mockups

When creating wireframes, choose a design tool like Sketch, Figma, Balsamiq, Adobe XD, or even paper and pencil to create your wireframes.

Identify and start with key screens such as the homepage, details, user profile, and any other essential features. Sketch the layout of each screen, indicating where elements like navigation, images, buttons, and text will be placed.

During this stage, you can also include the:

Navigation Flow: Define the navigation flow between screens. Show how users move from one section to another.

Annotations: Add annotations to explain functionalities or interactions. For example, note if a button leads to a pop-up or another screen.

Keep it Simple: The Wireframes in the PRD should be simple and focused on structure. Avoid adding detailed visual elements like colors and images at this stage.

I added the login screenshots above, but what if you want to get to the point and not lose your audience with every single wireframe i.e. detail? Take out the fluff. Focus on what is important to your users.

VI. Constraints

Include all constraints, restrictions, or limitations that must be considered when building your product such as:

Technical limitations
Budgetary constraints
Regulatory compliance
Lack of resources
User privacy
And more!

When listing out the constraints for your PRD, remember - you don't need to spend excess time thinking about every single detail. List what you think is applicable now, and as you build out the product, you can list additional constraints you discover in the future. I'll include another article to go over my thoughts on this in the future.

VII. Additional Considerations to Keep in Mind for Modern PRDs

Agile approach: Consider using a more agile approach to PRDs, with iterative updates and collaboration with stakeholders. I recommend revisiting the PRD with all stakeholders and team members once a year.
Visuals: Use diagrams, flowcharts, and other visuals to enhance understanding.
User-centric language: Write in a clear and concise style, focusing on user needs and benefits.
Accessibility: Ensure the PRD is accessible to users with disabilities.
Linking: Use hyperlinks to connect related sections and external resources.
Version control: Use a version control system to track changes and maintain document history.
Glossary: Add a glossary page, and translate jargon and acronyms.

Product Requirements Document for VinoWino Mobile Application

1. Introduction for a Wine App and Setting the Stage

Imagine exploring the world of wine at your fingertips, from sun-drenched vineyards to hidden family recipes! Welcome to VinoWineOh, the mobile app that transforms wine discovery into a delightful adventure.

Not sure about what vineyards you visited and the wines you've tried? VinoWineOh empowers you to keep track of your vineyard adventures, while also providing recommendations to other wineries that are in the area allowing you to compare the wines that other vineyards offer. Additionally, you can read exclusive winery stories from patrons that give best days, times, etc. when to visit. No matter your expertise, VinoWineOh is your virtual companion, guiding you from novice grape-sipper to confident connoisseur.

Picture this: Once you arrive at the vineyard, you'll check-in, and VinoWineOh instantly reveals your history including what wines you tasted and which ones you liked and didn't like. You scan a QR code at the vineyard, and VinoWineOh will show the history, terroir, and perfect pairing suggestions. The pairing suggestions will also include food truck delicacies that is often seen on a weekend vineyard visit. Not sure what vineyard you visited and don't want to try new a new one? No worries! All you do is pull up your VinoWineOh app that will bring up your history. Planning a weekend getaway? VinoWineOh curates a personalized trail of local wineries, complete with maps and tasting menus.

VinoWineOh is more than just an app; it's a passport to a world of vibrant flavors and rich traditions. With a community of passionate wine lovers, you can share discoveries, swap recommendations, and participate in exclusive events. Join us on this sensory journey, where every sip tells a story, and every bottle unlocks a new adventure.

2. VinoWineOh User Personas

Our mission at VinoWineOh isn't just about crafting a beautiful app, it's about crafting an experience that resonates with real people. To do that, we need to understand who those people are, what fuels their passion for wine, and what keeps them searching for their next perfect sip. Enter our user personas, your glimpse into the lives and desires of the individuals who will shape the future of VinoWineOh.

Persona #1 - The Curious Newbie

Name: Emily, 22

Occupation: Marketing coordinator

Wine experience: Limited, enjoys social gatherings with friends, enjoys trying new things

Goals:

Discover wines she enjoys that fit her budget
Learn basic wine knowledge to feel confident ordering and discussing wine
Find interesting food pairings

Challenges:

Feels intimidated by wine terminology and labels
Unsure how to navigate vineyards as she is new to discovering vineyards
Overwhelmed by variety and doesn't know where to start

App usage:

Relies heavily on personalized recommendations and user reviews
Enjoys interactive features like blind taste tests and quizzes
Appreciates educational content like video tutorials and infographics
Uses the app to learn about vineyards, events, and wine suggestions

Meet Emily, the curious newbie, and is eager to explore wineries every other weekend with wide eyes and a thirst for discovery. She recently graduated from college, and now has more time on the weekends.

Persona #2 - The Social Discoverer

Name: Michael, 57

Occupation: Entrepreneur

Wine experience: Expert passionate enthusiast, enjoys finding unique vineyards at least once a month and buying wine, bringing clients to vineyards he enjoys visiting

Goals:

Discover unique and exclusive wines to stand out from the crowd
Learn about obscure grape varietals and emerging regions
Impress clients with curated selections and in-depth knowledge

Challenges:

Feels like mainstream options are too common, too crowded and wants to find hidden gems
Struggles to stay updated on industry trends and new releases
Worries about overspending on wines that might not impress

App usage:

Actively participates in the app's community forum, sharing finds and recommendations
Utilizes advanced search filters based on specific criteria and personal preferences
Values expert ratings and recommendations from influencers and sommeliers
Uses the app to create personalized wine lists for clients and themed events

Meet Michael, the Social Discoverer, yearning to impress clients and deepen his knowledge.

Emily and Michael are just the first two faces in our diverse tapestry of users, each with their own stories, preferences, and expectations.

Through their eyes, we see the potential of VinoWineOh.

Emily is seeking confidence through personalized recommendations, her anxieties replaced by excitement as she visits vineyards.

We see Michael's eyes light up as the app unveils hidden gems from boutique vineyards, his cellar transforming into a treasure trove of unique bottles of wine.

These personas are more than just data points; they're the heart and soul of VinoWineOh.

By understanding who they are and what they crave, we can craft an app that doesn't just meet their needs, but ignites their passions and fuels their journey through the world of wine.

Let their stories paint a picture of the vibrant community we hope to cultivate, and together, let's design an app that makes every sip an adventure, every discovery a delight, and every user a true VinoWineOh user.

3. User Journeys

Emily, the Curious Newbie

Scenario: Emily, a 27-year-old marketing coordinator, wants to plan a visit to a winery for her friends, but feels intimidated by all the choices around her. She downloads VinoWineOh to simplify the process.

1. Exploration:

Emily opens the app and is greeted by a welcoming interface and short tutorial, easing her initial anxiety.
She browses the "Discover" section, scrolling through eye-catching visuals and engaging snippets about different vineyards in the region.
Intrigued by a story about a small family winery nearby, Emily clicks on their profile to learn more about their sustainable practices and award-winning rosés.

2. Personalized Recommendations:

Emily sets the occasion as a "casual vineyard visit with friends" and selects the vineyard based on her budget. VinoWineOh instantly suggests several options, highlighting events that the vineyard is holding during the weekend.
Feeling confident, Emily asks the app to find vineyards at the halfway mark between her and her friends' houses. She chooses a vineyard based on the app's suggestions and reserves a table on the app.

4. Vineyard Party Magic:

Emily arrives at the vineyard ahead of her friends. As friends arrive, Emily confidently describes the wines, using knowledge gained from VinoWineOh's tasting notes and informative videos.
Everyone loves the choices, praising the balanced flavors and perfect pairings recommended by the app.
Through the night, conversation flows easily, fueled by Emily's newfound wine expertise and the shared discovery of new favorites.

5. Community and Beyond:

After the party, Emily joins VinoWineOh's "Newbie Wine Lovers" forum to share her experience and connect with other curious enthusiasts.
She discovers upcoming wine tasting events and local vineyard tours hosted through the app, sparking her interest in further exploration.
VinoWineOh has transformed Emily's approach to wine, igniting a passion for learning and discovery, all thanks to its user-friendly features and supportive community.

Michael, The Social Discoverer

Scenario: Michael, a seasoned entrepreneur, faces a challenge. He's hosting an important client in town and wants to wow them with a unique vineyard experience. He recalls whispers of a hidden gem with stunning views and an intimate atmosphere, but the name escapes him. Enter VinoWineOh, the mobile app promising exclusive vineyard discoveries.

1. Unveiling the Possibilities:

Michael downloads VinoWineOh with a touch of skepticism. The intuitive interface and a quick tutorial put him at ease. He dives into the "Explore" section, mesmerized by breathtaking vineyard visuals and captivating stories about local gems. One, nestled in rolling hills with limited crowds, catches his eye. He taps to reveal its name - the very vineyard he was searching for!

2. Tailored Recommendations:

Setting the occasion as a "client visit" and specifying his budget, Michael triggers VinoWineOh's magic. The app curates a list of exceptional vineyards, highlighting upcoming events and exclusive tastings. He refines his search further, seeking a vineyard halfway between his and his client's locations. VinoWineOh instantly displays the perfect match, showcasing its breathtaking panorama and intimate seating options. With a tap, Michael secures a reservation, a triumphant grin spreading across his face.

3. A Client Impressed:

Michael arrives at the hidden vineyard before his client, savoring the serene atmosphere and breathtaking views. As his client arrives, Michael confidently shares the vineyard's unique history and charm, gleaned from VinoWineOh's informative content. They indulge in a curated tasting, their conversation flowing effortlessly, fueled by the exquisite wines and stunning scenery. Michael basks in his client's genuine appreciation, knowing VinoWineOh orchestrated this unforgettable experience.

4. Beyond the Client Visit:

Michael's success leaves him eager to explore further. He delves into VinoWineOh's vibrant community forum, connecting with fellow wine enthusiasts and exchanging hidden gem recommendations. Upcoming local tastings and exclusive vineyard tours pique his interest, promising further adventures in the world of wine.

5. VinoWineOh Transformation:

Michael's approach has ushered a new sense to wine appreciation. It unlocked hidden gems, empowered him to impress, and ignited a passion for exploration. He now sees the app as his gateway to a world of unique experiences, waiting to be uncorked, one sip and one breathtaking view at a time.

4. VinoWineOh Features

Let's explore the intricacies of each feature, understanding not only what they are but also how they contribute to the overall success of our product. We invite you to delve into the details, provide feedback, and collaborate with us as we work towards creating a product that exceeds expectations.

Functional Features

Winery Search and Map Integration: Allow users to search for vineyards based on location, grape varieties, or wine types. Integrate a map feature to show the geographical distribution of vineyards.
Wine Tasting Events Calendar: Provide a calendar of upcoming wine tasting events at various vineyards. Users can plan their visits and discover new wines during events.
Personalized Recommendations: Implement a recommendation engine that suggests vineyards and wines based on user preferences, past ratings, and tasting history.
Virtual Tours and 360° Views: Offer virtual tours of vineyards, allowing users to explore the surroundings, vineyards, and cellars. Include 360° views for an immersive experience.
Wine Reviews and Ratings: Allow users to rate and review wines they've tried at different vineyards. This can help others make informed decisions about which vineyards to visit.
Wine Trails and Itineraries: Create pre-planned wine trails or itineraries for users to follow, guiding them through a series of vineyards with unique offerings.
Exclusive Offers and Discounts: Partner with vineyards to provide app users with exclusive offers, discounts, or promotions for tastings, tours, or wine purchases.
Wine Education and Information: Include educational content about different grape varieties, winemaking processes, and tasting techniques to enhance users' wine knowledge.
Wine Pairing Recommendations: Suggest food and wine pairings to enhance the overall tasting experience. Provide tips on pairing specific wines with different cuisines.
User-Generated Content: Allow users to share their experiences through photos, reviews, and recommendations. User-generated content can enrich the community aspect of the app.
Bookmark and Wishlist Features: Enable users to bookmark or create wish lists of vineyards they want to visit or wines they want to try in the future.
Push Notifications: Send push notifications about upcoming events, new releases, or special promotions at vineyards users have shown interest in.
Membership and Loyalty Programs: Implement a loyalty program that rewards users for visiting and engaging with different vineyards. Offer perks for repeat visits or app engagement.
Social Media Integration: Allow users to share their wine discoveries on social media platforms. Integration with social media can also facilitate sharing recommendations among friends.
Accessibility Features: Ensure the app is accessible to users with different abilities, making it inclusive for all wine enthusiasts.

Nonfunctional Features

Performance - Response Time: Ensure that the app responds to user actions within a maximum time limit (e.g., 2 seconds) for a smooth and responsive experience.
Scalability: Design the app to handle a growing number of users, data, and transactions without a significant degradation in performance.
Security - Data Encryption: Implement end-to-end encryption to secure user data during transmission and storage.
Authentication and Authorization: Enforce secure user authentication and authorization mechanisms to protect user accounts and sensitive information.
Reliability - High Availability: Ensure that the app is available and accessible to users at least 99% of the time, minimizing downtime.
Fault Tolerance: Design the app to gracefully handle and recover from unexpected errors or system failures.
Usability - Accessibility: Ensure the app is accessible to users with disabilities, complying with relevant accessibility standards (e.g., WCAG).
Intuitive Navigation: Design an intuitive and user-friendly interface with clear navigation paths to enhance usability.
Compatibility - Cross-Browser Compatibility: Ensure the app functions correctly across different web browsers (e.g., Chrome, Firefox, Safari).
Device Compatibility: Optimize the app for various devices and screen sizes, including smartphones and tablets.
Scalability - Load Testing: Conduct load testing to assess how the app performs under different levels of concurrent users and data loads.
Capacity Planning: Plan for future growth by assessing and preparing for potential increases in user base and data volume.
Maintainability - Code Documentation: Document the codebase comprehensively to facilitate future maintenance and updates.
Modularity: Design the app with modular components, making it easier to update and maintain individual parts of the system.
Compliance - Privacy Compliance: Ensure compliance with relevant privacy regulations, such as GDPR, by implementing robust data protection measures.
Security Standards: Adhere to industry standards and best practices for application security.
Performance Monitoring - Monitoring and Logging: Implement tools and processes to monitor the app's performance, detect issues, and log relevant events for analysis.
Data Integrity - Data Validation: Implement validation checks to ensure the integrity and accuracy of data entered by users.
Backup and Recovery: Establish regular data backup procedures and mechanisms for data recovery in case of loss or corruption.

For both functional and nonfunctional requirements, it's important to not forget about the following points:

Acceptance criteria (how to know a feature is complete)
Priority level (high, medium, low)
Dependencies on other features

Keep in mind, you do not need to put all the details related to this in the PRD. Include only what is most important.

5. Wireframes

Identify and start with key screens such as the homepage, details, vineyard details, user profile, and any other essential features. Sketch the layout of each screen, indicating where elements like navigation, images, buttons, and text will be placed.

Describing Key Screens Ideas:

Homepage: Display featured wines, promotions, or events. Include navigation options to different sections of the app.

Other key screen ideas will also include, but are not displayed below.

Wine List: Show a grid or list of available wines. Include filters for users to narrow down their choices based on preferences.

Vineyard Details: Include information about a specific vineyard, such as location, history, and the types of wines they offer.

User Profile: Display user information, order history, and preferences. Include options for account settings and notifications.

Wine Details: Show detailed information about a specific wine, including its name, type, price, and description.

Search Functionality: Allow users to search for wines or vineyards using filters or keywords.

Events or Tasting Calendar: If your app includes events or tastings, create a calendar screen where users can see upcoming activities.

6. Constraints

At this time, I am a one person team, and there is a steep learning curve in teaching myself how to develop a mobile application.

In addition to being the developer, I am also the product manager, project manager, salesperson, marketer to name a few and there is only so much time in the day. So far, I haven't had to spend much money to start on this product, but this may change as I get further along. At this time, I don't know what that entails, but will continue to update my PRD.

That's it! Tell me what you think down in the comments below!

And, check out this FREE PRD I put together, and use with your teams!