---
title: PRD (Product Requirements Document)
---

# [Feature / initiative name] — PRD

| Field | Value |
|---|---|
| Status | Draft / In review / Approved / Shipped |
| Owner (PM) | |
| Design / Eng / Data leads | |
| Reviewers & approver (DACI) | |
| Last updated | |
| Links | Figma · Jira epic · Experiment plan · Dashboard |

## 1. Summary
One paragraph: the problem, the proposal, the expected impact (with a range), and the decision needed.

## 2. Problem and evidence
- **Who:** segment / persona
- **Task and barrier:** what they're trying to do and what gets in the way
- **Evidence:** analytics (numbers, dates), research (n, method), support tickets, reviews — label hypotheses
- **Why now:** strategy link, cost of delay

## 3. Goals, success metrics and guardrails
| Type | Metric (definition: numerator / denominator / window) | Baseline | Target | Source |
|---|---|---|---|---|
| Primary outcome | | | | |
| Leading indicators | | | | |
| Guardrails | | | | |

## 4. Users and use cases
Key scenarios, edge cases, accessibility needs, B2B buyer vs user (if relevant).

## 5. Scope
- **In scope:**
- **Out of scope (and why):**
- **Assumptions:**
- **Dependencies (owner, date, risk):**

## 6. Requirements
### User stories (INVEST)
- As a [user], I want [capability] so that [benefit].

### Acceptance criteria (Given / When / Then)
- Given … when … then …
- Include error, empty, loading and offline states.

### Non-functional requirements
Performance (p95 targets) · reliability · security · privacy (no PII in analytics) · accessibility (WCAG 2.2 AA) · localisation.

## 7. Design
Links, key flows, open design questions.

## 8. Analytics / tracking plan
| Event | Trigger | Properties | Owner |
|---|---|---|---|

## 9. Launch plan
Rollout (flag, % stages), experiment design, support readiness, comms, kill switch and rollback owner.

## 10. Risks and mitigations
| Risk | Likelihood | Impact | Mitigation | Owner |
|---|---|---|---|---|

## 11. Open questions and decision log
| Date | Decision / question | Options considered | Decided by | Rationale |
|---|---|---|---|---|