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Purpose
Guide product managers through structured PRD (Product Requirements Document) creation by orchestrating problem framing, user research synthesis, solution definition, and success criteria into a cohesive document. Use this to move from scattered notes and Slack threads to a clear, comprehensive PRD that aligns stakeholders, provides engineering context, and serves as a source of truth—avoiding ambiguity, scope creep, and the "build what's in my head" trap.
This is not a waterfall spec—it's a living document that captures strategic context, customer problems, proposed solutions, and success criteria, evolving as you learn through delivery.
Key Concepts
What is a PRD?
A PRD (Product Requirements Document) is a structured document that answers:
- What problem are we solving? (Problem statement)
- For whom? (Target users/personas)
- Why now? (Strategic context, business case)
- What are we building? (Solution overview)
- How will we measure success? (Metrics, success criteria)
- What are the requirements? (User stories, acceptance criteria, constraints)
- What are we NOT building? (Out of scope)
PRD Structure (Standard Template)
# [Feature/Product Name] PRD
## 1. Executive Summary
- One-paragraph overview (problem + solution + impact)
## 2. Problem Statement
- Who has this problem?
- What is the problem?
- Why is it painful?
- Evidence (customer quotes, data, research)
## 3. Target Users & Personas
- Primary persona(s)
- Secondary persona(s)
- Jobs-to-be-done
## 4. Strategic Context
- Business goals (OKRs)
- Market opportunity (TAM/SAM/SOM)
- Competitive landscape
- Why now?
## 5. Solution Overview
- High-level description
- User flows or wireframes
- Key features
## 6. Success Metrics
- Primary metric (what we're optimizing for)
- Secondary metrics
- Targets (current → goal)
## 7. User Stories & Requirements
- Epic hypothesis
- User stories with acceptance criteria
- Edge cases, constraints
## 8. Out of Scope
- What we're NOT building (and why)
## 9. Dependencies & Risks
- Technical dependencies
- External dependencies (integrations, partnerships)
- Risks and mitigations
## 10. Open Questions
- Unresolved decisions
- Areas requiring discovery
Why This Works
- Alignment: Ensures everyone (PM, design, eng, stakeholders) understands the "why"
- Context preservation: Captures research and strategic rationale for future reference
- Decision log: Documents what's in scope, out of scope, and why
- Execution clarity: Provides engineering with user stories and acceptance criteria
Anti-Patterns (What This Is NOT)
- Not a detailed spec: PRDs frame the problem and solution; they don't specify UI pixel-by-pixel
- Not waterfall: PRDs evolve as you learn; they're not frozen contracts
- Not a substitute for collaboration: PRDs complement conversation, not replace it
When to Use This
- Starting a major feature or product initiative
- Aligning cross-functional teams on scope and requirements
- Documenting decisions for future reference
- Onboarding new team members to a project
When NOT to Use This
- For small bug fixes or trivial features (overkill)
- When problem and solution are already clear and aligned (just write user stories)
- For continuous discovery experiments (use Lean UX Canvas instead)
Facilitation Source of Truth
When running this workflow as a guided conversation, use workshop-facilitation as the interaction protocol.
It defines:
- session heads-up + entry mode (Guided, Context dump, Best guess)
- one-question turns with plain-language prompts
- progress labels (for example, Context Qx/8 and Scoring Qx/5)
- interruption handling and pause/resume behavior
- numbered recommendations at decision points
- quick-select numbered response options for regular questions (include
Other (specify) when useful)
This file defines the workflow sequence and domain-specific outputs. If there is a conflict, follow this file's workflow logic.
Application
Use template.md for the full fill-in structure.
This workflow orchestrates 8 phases over 2-4 days , using multiple component and interactive skills.
Phase 1: Executive Summary (30 minutes)
Goal: Write a one-paragraph overview for skimmers.
Activities
1. Draft Executive Summary
-
Format: "We're building [solution] for [persona] to solve [problem], which will result in [impact]."
-
Example:
"We're building a guided onboarding checklist for non-technical small business owners to solve the problem of 60% drop-off in the first 24 hours due to lack of guidance, which will increase activation rate from 40% to 60% and reduce churn by 10%."
-
Participants: PM
-
Duration: 30 minutes
-
Output: One-paragraph summary
Tip: Write this first (forces clarity), but refine it last (after other sections are complete).
Phase 2: Problem Statement (60 minutes)
Goal: Frame the customer problem with evidence.
Activities
1. Write Problem Statement
- Use:
skills/problem-statement/SKILL.md (component)
- Input: Discovery insights from
skills/discovery-process/SKILL.md or skills/problem-framing-canvas/SKILL.md
- Participants: PM
- Duration: 30 minutes
- Output: Structured problem statement
Example Problem Statement:
## 2. Problem Statement
### Who has this problem?
Non-technical small business owners (solopreneurs, 1-10 employees) who sign up for our SaaS product.
### What is the problem?
60% of users abandon onboarding within the first 24 hours because they don't know what to do first. They see an empty dashboard with no guidance, get overwhelmed by options, and leave.
### Why is it painful?
- **User impact:** Wastes time (30-60 min trying to figure out product), never reaches "aha moment," churns before experiencing value
- **Business impact:** 60% activation rate → high churn, low LTV, poor word-of-mouth
### Evidence
- **Interviews:** 8/10 churned users said "I didn't know what to do first" (discovery interviews, Feb 2026)
- **Analytics:** 60% of signups complete 0 actions within 24 hours (Mixpanel, Jan 2026)
- **Support tickets:** "How do I get started?" is #1 support question (350 tickets/month)
- **Customer quote:** "I logged in, saw an empty dashboard, and thought 'now what?' I gave up and went back to my spreadsheet."
2. Add Supporting Context (Optional)
- Customer journey map: If problem spans multiple touchpoints
- Use:
skills/customer-journey-mapping-workshop/SKILL.md output
- Jobs-to-be-done: If motivations are key
- Use:
skills/jobs-to-be-done/SKILL.md output
Outputs from Phase 2
- Problem statement: Who, what, why, evidence
- Supporting artifacts: Journey map, JTBD (if relevant)
Phase 3: Target Users & Personas (30 minutes)
Goal: Define who you're building for.
Activities
1. Document Personas
- Use:
skills/proto-persona/SKILL.md (component) output
- Participants: PM
- Duration: 30 minutes
- Format: Include persona name, role, goals, pain points, behaviors
Example:
## 3. Target Users & Personas
### Primary Persona: Solo Entrepreneur Sam
- **Role:** Freelance consultant, solopreneur
- **Company size:** 1 person (no IT support)
- **Tech savviness:** Low (uses email, spreadsheets, basic SaaS)
- **Goals:** Get value from software fast without technical expertise
- **Pain points:** Overwhelmed by complex UIs, no time to watch tutorials, needs immediate value
- **Current behavior:** Signs up for products, tries for 1 day, churns if not immediately useful
### Secondary Persona: Small Business Owner (5-10 employees)
- **Role:** Owner-operator, manages team
- **Needs:** Onboard team members quickly
- **Differs from primary:** More tolerant of complexity, willing to invest setup time
Outputs from Phase 3
- Primary persona: Detailed profile
- Secondary personas: (if applicable)
Phase 4: Strategic Context (45 minutes)
Goal: Explain why this matters to the business and why now.
Activities
1. Document Business Goals
- Source: Company OKRs, strategic memos, roadmap
- Format: Link feature to business outcomes
- Example:
"This initiative supports our Q1 OKR: Reduce churn from 15% to 8%. Improving onboarding activation directly impacts retention."
2. Size Market Opportunity (Optional)
- Use:
skills/tam-sam-som-calculator/SKILL.md (interactive) output
- When: For major initiatives, new products, exec presentations
- Example:
"TAM: 50M small businesses globally. SAM: 5M using SaaS tools. SOM: 500K solopreneurs in our target segments. Improving onboarding could unlock 30% of SAM (1.5M potential customers)."
3. Document Competitive Landscape (Optional)
- Source: Competitor research, G2/Capterra reviews
- Example:
"Competitors (Competitor A, B) have guided onboarding. Our lack of guidance is cited as a churn reason in exit surveys."
4. Explain "Why Now?"
- Rationale: Why prioritize this now vs. later?
- Example:
"Churn spiked 15% in Q4. Onboarding is the #1 driver (60% churn in first 30 days). Fixing this is critical to hitting retention OKR."
Outputs from Phase 4
- Business goals: OKRs or strategic initiatives
- Market opportunity: TAM/SAM/SOM (if applicable)
- Competitive context: How competitors address this
- Why now: Urgency rationale
Phase 5: Solution Overview (60 minutes)
Goal: Describe what you're building (high-level, not detailed spec).
Activities
1. Write Solution Description
-
Format: High-level overview, 2-3 paragraphs
-
Example:
5. Solution Overview
We're building a guided onboarding checklist that walks new users through core workflows step-by-step when they first log in.
How it works:
- User signs up and logs in for the first time
- Modal appears: "Let's get you set up! Complete these 3 steps to get started."
- Checklist shows:
- ☐ Create your first project
- ☐ Invite a teammate (optional)
- ☐ Complete a sample task
- As user completes each step, checklist updates with checkmarks
- After completion, celebration modal: "You're all set! Here's what to do next."
Key features:
- Minimal: Only 3 core steps (not overwhelming)
- Dismissible: Users can skip if they prefer to explore
- Progress tracking: Visual progress bar (1/3, 2/3, 3/3)
- Celebration: Positive reinforcement when complete
2. Add User Flows or Wireframes (Optional)
- Use: Design tools (Figma, Sketch), or hand-drawn sketches
- When: For complex features requiring visual explanation
- Output: Embedded in PRD or linked
3. Reference Story Map (Optional)
- Use:
skills/user-story-mapping-workshop/SKILL.md output
- When: For complex features with multiple release slices
- Output: Link to story map
Outputs from Phase 5
- Solution description: High-level overview
- User flows/wireframes: (if applicable)
- Story map: (if applicable)
Phase 6: Success Metrics (30 minutes)
Goal: Define how you'll measure success.
Activities
1. Define Primary Metric
- Question: What is the ONE metric this feature must move?
- Example: "Activation rate (% of users completing first action within 24 hours)"
- Target: "Increase from 40% to 60%"
2. Define Secondary Metrics
- Question: What else should we monitor (but not optimize for)?
- Examples:
- Time-to-first-action (reduce from 3 days to 1 day)
- Completion rate of onboarding checklist (target: 80%)
- Support ticket volume (reduce "How do I get started?" tickets by 50%)
3. Define Guardrail Metrics
- Question: What should NOT get worse?
- Example: "Sign-up conversion rate (don't add friction to signup flow)"
Example:
## 6. Success Metrics
### Primary Metric
**Activation rate** (% of users completing first action within 24 hours)
- **Current:** 40%
- **Target:** 60%
- **Timeline:** Measure 30 days after launch
### Secondary Metrics
- **Time-to-first-action:** Reduce from 3 days to 1 day
- **Onboarding checklist completion rate:** 80% of users complete all 3 steps
- **Support tickets:** Reduce "How do I get started?" tickets from 350/month to 175/month
### Guardrail Metrics
- **Sign-up conversion rate:** Maintain at 10% (don't add friction to signup)
Outputs from Phase 6
- Primary metric: What you're optimizing for
- Secondary metrics: Additional success indicators
- Guardrail metrics: What shouldn't regress
Phase 7: User Stories & Requirements (90-120 minutes)
Goal: Break solution into user stories with acceptance criteria.
Activities
1. Write Epic Hypothesis
- Use:
skills/epic-hypothesis/SKILL.md (component)
- Participants: PM
- Duration: 30 minutes
- Output: Epic hypothesis statement
Example:
"We believe that adding a guided onboarding checklist for non-technical users will increase activation rate from 40% to 60% because users currently drop off due to lack of guidance. We'll measure success by activation rate 30 days post-launch."
2. Break Down Epic into User Stories
- Use:
skills/epic-breakdown-advisor/SKILL.md (interactive - with Richard Lawrence's 9 patterns)
- Participants: PM, design, engineering
- Duration: 90 minutes
- Output: User stories split by patterns (workflow, CRUD, business rules, etc.)
3. Write User Stories
- Use:
skills/user-story/SKILL.md (component)
- Participants: PM
- Duration: 30 minutes per story
- Format: User story + acceptance criteria
Example User Stories:
## 7. User Stories & Requirements
### Epic Hypothesis
We believe that adding a guided onboarding checklist for non-technical users will increase activation rate from 40% to 60% because users currently drop off due to lack of guidance.
### User Stories
**Story 1: Display onboarding checklist on first login**
As a new user, I want to see a guided checklist when I first log in, so I know what to do first.
**Acceptance Criteria:**
- [ ] When user logs in for the first time, modal appears with checklist
- [ ] Checklist shows 3 steps: "Create project," "Invite teammate," "Complete task"
- [ ] Modal is dismissible (close button)
- [ ] If dismissed, checklist doesn't reappear (user preference saved)
**Story 2: Track checklist progress**
As a new user, I want to see my progress as I complete checklist steps, so I feel a sense of accomplishment.
**Acceptance Criteria:**
- [ ] When user completes step 1, checkmark appears next to "Create project"
- [ ] Progress bar updates (1/3 → 2/3 → 3/3)
- [ ] Checklist persists across sessions (if user logs out and back in)
**Story 3: Celebrate checklist completion**
As a new user, I want to receive positive feedback when I complete the checklist, so I feel confident using the product.
**Acceptance Criteria:**
- [ ] When user completes all 3 steps, celebration modal appears
- [ ] Message: "You're all set! Here's what to do next: [suggested next actions]"
- [ ] Confetti animation (optional, nice-to-have)
4. Document Constraints & Edge Cases
- Technical constraints: Platform limitations, browser support, etc.
- Edge cases: What if user skips step 2? What if they complete steps out of order?
Outputs from Phase 7
- Epic hypothesis: Testable statement
- User stories: 3-10 stories with acceptance criteria
- Constraints: Technical limitations, edge cases
Phase 8: Out of Scope & Dependencies (30 minutes)
Goal: Define what you're NOT building and what you depend on.
Activities
1. Document Out of Scope
- Format: List features/requests explicitly excluded
- Rationale: Why not building now?
Example:
## 8. Out of Scope
**Not included in this release:**
- **Advanced onboarding personalization** (e.g., different checklists per persona) — Adds complexity, test simple version first
- **Video tutorials embedded in checklist** — Resource-intensive, validate checklist concept first
- **Gamification (badges, points)** — Nice-to-have, focus on core workflow guidance
**Future consideration:**
- Mobile-optimized onboarding (desktop-first for now)
2. Document Dependencies
- Technical dependencies: Platform upgrades, API changes required
- External dependencies: Third-party integrations, partnerships
- Team dependencies: Design handoff, data pipeline work
Example:
## 9. Dependencies & Risks
### Dependencies
- **Design:** Wireframes for checklist UI (ETA: Week 1)
- **Engineering:** No technical dependencies (uses existing modals framework)
### Risks & Mitigations
- **Risk:** Users dismiss checklist immediately, never see it
- **Mitigation:** Track dismissal rate; if >50%, iterate on messaging or timing
- **Risk:** Checklist steps are too generic, don't resonate with all personas
- **Mitigation:** Start with primary persona (Solo Entrepreneur Sam), personalize later
3. Document Open Questions
- Unresolved decisions: Areas requiring discovery or discussion
Example:
## 10. Open Questions
- Should checklist be mandatory or optional? (Decision: Optional, dismissible)
- Should we A/B test checklist vs. no checklist? (Decision: Yes, show to 50% of new users)
- What happens if user completes steps out of order? (Decision: Allow any order, update checklist dynamically)
Outputs from Phase 8
- Out of scope: What we're NOT building
- Dependencies: What we need before starting
- Risks: Potential blockers and mitigations
- Open questions: Unresolved decisions
Complete Workflow: End-to-End Summary
Day 1:
├─ Phase 1: Executive Summary (30 min)
├─ Phase 2: Problem Statement (60 min)
│ └─ Use: skills/problem-statement/SKILL.md
├─ Phase 3: Target Users & Personas (30 min)
│ └─ Use: skills/proto-persona/SKILL.md
└─ Phase 4: Strategic Context (45 min)
└─ Use: skills/tam-sam-som-calculator/SKILL.md (optional)
Day 2:
├─ Phase 5: Solution Overview (60 min)
│ └─ Use: skills/user-story-mapping-workshop/SKILL.md (optional)
├─ Phase 6: Success Metrics (30 min)
└─ Phase 7: User Stories & Requirements (90-120 min)
├─ Use: skills/epic-hypothesis/SKILL.md
├─ Use: skills/epic-breakdown-advisor/SKILL.md
└─ Use: skills/user-story/SKILL.md
Day 3:
├─ Phase 8: Out of Scope & Dependencies (30 min)
└─ Review & Refine (60 min)
└─ Read full PRD, polish, get feedback
Day 4 (Optional):
└─ Stakeholder Review & Approval
└─ Present PRD to stakeholders, incorporate feedback
Total Time Investment:
- Fast track: 1.5-2 days (straightforward feature, clear requirements)
- Typical: 2-3 days (includes discovery synthesis, stakeholder review)
- Complex: 3-4 days (major initiative, multiple personas, extensive user stories)
Examples
See examples/sample.md for full PRD examples.
Mini example excerpt:
## 2. Problem Statement
- 60% of trial users drop off in first 24 hours
## 6. Success Metrics
- Activation rate: 40% → 60%
Common Pitfalls
Pitfall 1: PRD Written in Isolation
Symptom: PM writes PRD alone, presents finished doc to team
Consequence: No buy-in, team doesn't understand rationale
Fix: Collaborate on Phase 7 (user stories) with design + eng; review draft PRD before finalizing
Pitfall 2: No Evidence in Problem Statement
Symptom: "We believe users have this problem" (no data, no quotes)
Consequence: Team questions whether problem is real
Fix: Use discovery insights from skills/discovery-process/SKILL.md; include customer quotes, analytics, support tickets
Pitfall 3: Solution Too Prescriptive
Symptom: PRD specifies exact UI, pixel dimensions, button colors
Consequence: Removes design collaboration, becomes waterfall spec
Fix: Keep Phase 5 high-level; let design own UI details
Pitfall 4: No Success Metrics
Symptom: PRD defines problem + solution but no metrics
Consequence: Can't validate if feature succeeded
Fix: Always define primary metric in Phase 6 (what you're optimizing for)
Pitfall 5: Out of Scope Not Documented
Symptom: No section on what's NOT being built
Consequence: Scope creep, stakeholders expect features not planned
Fix: Explicitly document out of scope in Phase 8
References
Related Skills (Orchestrated by This Workflow)
Phase 2:
skills/problem-statement/SKILL.md (component)skills/problem-framing-canvas/SKILL.md (interactive, for context)skills/customer-journey-mapping-workshop/SKILL.md (interactive, optional)
Phase 3:
skills/proto-persona/SKILL.md (component)skills/jobs-to-be-done/SKILL.md (component, optional)
Phase 4:
skills/tam-sam-som-calculator/SKILL.md (interactive, optional)
Phase 5:
skills/user-story-mapping-workshop/SKILL.md (interactive, optional)
Phase 7:
skills/epic-hypothesis/SKILL.md (component)skills/epic-breakdown-advisor/SKILL.md (interactive)skills/user-story/SKILL.md (component)
External Frameworks
- Martin Eriksson, "How to Write a Good PRD" (2012) — PRD structure
- Marty Cagan, Inspired (2017) — Product spec principles
- Amazon, "Working Backwards" (PR/FAQ format) — Alternative to PRD
Dean's Work
- [If Dean has PRD templates, link here]
Skill type: Workflow Suggested filename: prd-development.md Suggested placement: /skills/workflows/ Dependencies: Orchestrates 8+ component and interactive skills across 8 phases
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