Product and Design Brief
Project Overview:
Provide a concise overview of the project. e.g. Designing a mobile app for a
grocery delivery service.
Brief Summary:
Identify key challenges or pain points to address. e.g. low user engagement or
complex navigation.
Specific Issues:
(if applicable)
Supporting Data:
Include relevant metrics or data supporting the identified issue. e.g. High bounce
rates or low conversion rates.
(if applicable)
Main Goals: Clearly state the primary objectives of the project. e.g., enhancing
user experience to increase customer retention by 15%.
Objectives:
Past Solutions: Share any previous approaches or solutions that have been
attempted and their outcomes.
(if applicable)
Inclusions: Define the scope of work with regard to product research, UX breadth
of tasks, User testing. e.g. Research, User Stories, User journeys, Information
Project Scope: Architecture, User Flows included, Screen Mockups for mobile and desktop,
Prototype, User Test Planning, and User Test Result Mapping..
Exclusions: Specify any aspects that are out of scope for this project, such as
backend development or marketing strategies.
Research Scope: Outline the scope for research activities, including user
interviews, usability testing, and competitive analysis.
Product Overview: Provide a brief description of the product, its purpose, and its
unique selling points.
Product
Description and
Background
Target Market: Identify the intended audience or user demographic for the
Information:
product.
*User Base Insights: Share insights into user behaviours, pain points, and
preferences, supported by analytics or user research. (NB! If research is not part
of scope.)
Competitive Analysis: Highlight key competitors and differentiate your product
from them.
Business Strategy: Explain how the product aligns with broader business
objectives and strategies.
Key Project Goals: Outline specific milestones or achievements to aim for
throughout the project lifecycle.
Project Goals and
Definition of
Success:
Success Metrics: Define measurable key performance indicators (KPIs) to evaluate
the success of the design. e.g. increase in user satisfaction scores, decrease in
time on task
Budget Allocation for Research: Specify the allocated budget for the research
tasks and testing. e.g. user incentives for user interviews, initial user testing or
Budget and secondary user testing.
Timeline:
Deadlines: Set clear deadlines for project milestones for product and design
deliverables considering any time constraints or dependencies.
Team Introduction: key members of the team involved in the project and their
respective roles and deliverables.
Internal
Processes:
Decision Makers: Identify individuals or teams responsible for decision-making
and approvals.
Technical: Specify any technical requirements or constraints that need to be
considered e.g. Platform compatibility or integration with existing systems and
Additional designs.
Requirements:
Research Questions: Define specific questions or hypotheses to be addressed
through research activities. e.g. understanding user preferences for navigation
options or exploring pain points in the current user journey.
or
Existing Research: Summarize any research that has already been conducted,
including findings and insights about the target audience and market landscape.
Cultural or User-Specific: Address any cultural nuances or user preferences that
should be considered in the design and user experience.
Outline corporate identity guidelines and UI style requirements to ensure
consistency with the brand image.
Branding and UI
Style
Requirements:
Link resources for existing logos, design systems, icons, graphics, previously done
wireframes or design files.
Tasks, Phases and What tasks and deliverables are expected or suggested?
Deliverables:
Phases:
Product Research:
Tasks: participant recruitment, user interviews, behaviour observation, focus groups, identify competitors, define
competitor strategies, analytics, pattern identification, theme labelling,
Deliverables:
Interview transcripts
Participant criteria
Observation notes and insights
Competitive analysis
Current user process maps
Focus group summaries
Affinity diagrams
Analytics reports
User behaviour patterns analysis
Empathy maps
Insights into user emotions and motivations
Define:
Tasks: create user stories, develop problem statements, articulate user needs, articulate user points, define user
personas, map out user journies, conduct card sorting, define primary user flow, map out alternative and secondary
user flows
Deliverables:
User story map
Persona profiles
Problem statement document
Problem prioritization matrix
User journey maps
User journey analysis report
Card sorting findings
Information Architecture
Primary user flow
User flow matrix
List of screens
Ideate:
Tasks: brainstorm ideas, wireframe design concepts, annotate wireframes, visualise interactions for storyboard, UI
and branding references,
Deliverables:
Idea backlog
Wireframes or sketches
Big picture storyboard
Close up story board
Define UI and style guidelines
Create design resources (all icons, logos, brand colours, and defined components)
Prototype:
Tasks: Create Hifi mock-ups of all screens, Lofi prototyping for testing, define micro-interactions for user
responsivity, build Hifi prototype for user testing core functionality
Deliverables:
LoFi prototypes
Usability testing scenarios
High-fidelity prototypes
Design system or key components
Test and Iterate:
Tasks: Identify assumptions, Create test scenario, Recruit test participants, Identify testing goals and KPI’s , conduct
user testing, Map observations , Identify patterns, Mark themes, Create insight list, Prioritise insights, Iterate screens
based on priorities.
Deliverables:
Usability testing plan and protocol
Usability testing report
A/B testing plan
A/B testing results analysis
Accessibility testing checklist
Accessibility audit report
Cross-platform testing plan
Cross-platform compatibility report
Insight improved screen mockups
