PRD for wellness and self-care app called Balm

Introduction

Background

In this PRD, I will outline the specifications and requirements for the development of a wellness and self-care app called Balm. This project has been developed as part of the EntryLevel Product Management Level 2 course. This individual project required the selection of a single product from four hypothetical project briefs. I chose this project to diversify my product management portfolio.

Product Overview

The app will provide users with a comprehensive and personalized tool that makes it easy for them to improve their mental health and overall well-being. The intention is to empower users to take control of their well-being and improve their quality of life by providing them with the information and tools they need to make better decisions.

This PRD will provide a detailed outline of the product requirements, including user stories, and features. It will also include a product roadmap for the development process, as well as a pre-launch communication plan and launch strategies.

Product Vision statement

Balm helps individuals prioritize their mental health and well-being, and take steps towards improving their overall quality of life.

We will do this by:

• Expanding on the variety of wellness tools and resources available on the app
• Exploring personalized recommendations based on user preferences and need

Product Goals

• Goal: Increase engagement and retention among users by providing personalized wellness plans tailored to their specific needs and goals.

Product Objectives and Key Results (OKRs)

Goal: Increase engagement and retention among users by providing personalized wellness plans tailored to their specific needs and goals.

Objective 1:

Develop a comprehensive wellness assessment tool to gather data on user preferences and needs.

• Key Result 1: Achieve a user satisfaction score of at least 8/10 for the wellness assessment tool.
• Key Result 2: Obtain feedback from at least 50% of users who complete the assessment tool.

Objective 2:

Create personalized wellness plans for users based on their assessment results.

• Key Result 2: Achieve a user engagement rate of at least 50% for personalized wellness plans.
• Key Result 3: Improve user retention rate by at least 20% within the first year.

Leading and Lagging Indicators

For Product Goal: Increase engagement and retention among users by providing personalized wellness plans tailored to their specific needs and goals.

• Leading Indicator: Number of completed wellness assessments per week
• Lagging Indicator: User retention rate after completing a personalized wellness plan

Features

• Personalized wellness assessment: A comprehensive wellness assessment tool that allows users to answer questions about their physical, mental, and emotional health. This tool would gather data on user preferences and needs, helping to create tailored wellness plans.
• Customized wellness plans: Based on the personalized wellness assessment, users would receive customized wellness plans that include goals, activities, and resources to improve their health and wellbeing.
• Progress tracking: Users would be able to track their progress towards their wellness goals, including physical activity, sleep, nutrition, and mental health.
• Daily inspiration and motivation: Users would receive daily inspiration and motivation through quotes, affirmations, and goal reminders.
• Integration with wearable technology: Users could connect their wearable devices, such as fitness trackers, to track their physical activity, sleep, and other health metrics.
• Gamification features: Users would be able to earn badges, rewards, and points for achieving their wellness goals and completing challenges.
• Personalized recommendations: Based on user data and behavior, the app would provide personalized recommendations for new activities, resources, and wellness plans.

MoSCoW framework for prioritization

Using the MoSCoW framework for prioritization I determined basic features to be in the MVP should include personalized wellness assessment, customized wellness plans, daily inspiration and motivation, personalized recommendations and progress tracking. These features will be essential to fulfilling the product goals and objectives and provide value to users.

User Stories

Personalized wellness assessment:

• As a user, I want to complete a comprehensive wellness assessment to identify my specific physical, mental, and emotional health needs and preferences.
• As a user, I want to be able to save my progress and come back to the assessment later if needed.
• As a user, I want to receive personalized recommendations for wellness activities and resources based on my assessment results.

Customized wellness plans:

• As a user, I want to receive a customized wellness plan that includes specific goals, activities, and resources based on my assessment results.
• As a user, I want to be able to adjust my wellness plan based on my progress and changing needs over time.
• As a user, I want to receive reminders and notifications to stay on track with my wellness plan.

Progress tracking:

• As a user, I want to be able to track my progress towards my wellness goals, including physical activity, sleep, nutrition, and mental health.
• As a user, I want to receive personalized feedback and suggestions for improvement based on my progress.
• As a user, I want to be able to see my progress over time to identify patterns and areas for improvement.

Product Strategy

Product Moats (Competitive advantage)

• Personalized Wellness Plans
• Robust Progress Tracking

Product Signals

Market Signal:

1. Growing demand for wellness and mental health apps
2. Increased focus on personalized experiences

Customer Signal:

1. Users are seeking convenience and accessibility
2. Desire for personalized and customized experiences

Business Signal:

1. Increasing competition in the wellness and mental health app market
2. The importance of user retention and engagement

Product Bets (Initiatives)

Product Bets aligned with the product goal:

1. AI-based Personalized Wellness Plans Description: Develop an AI-based wellness assessment tool that will analyze user responses and provide personalized recommendations to create tailored wellness plans. The wellness plans would include activities, resources, and goals specific to the user's preferences and needs. This will increase engagement and retention among users as they will receive personalized wellness plans tailored to their specific needs and goals.
2. Gamification of Wellness Activities Description: Add gamification elements to the wellness activities and goals provided in the app. Users will be rewarded with badges, points, or other virtual rewards for completing their wellness plans and achieving their goals. This will increase user engagement and motivation to complete their wellness plans.

Metrics to Measure Success

Product Bet 1:

• Metric 1: Percentage of users who complete the personalized wellness assessment
• Metric 2: User engagement with the wellness plans (e.g., number of goals achieved, activities completed, resources accessed)

Crazy 8’s Sketch

Low-Fidelity Wireframes

High-Fidelity Designs

User Flow Diagram

I developed a user flow diagram that illustrates the steps a user would take to perform a Personalized Wellness Assessment using the Balm app.

Product Roadmap

I developed a product roadmap that incorporates the product goals and objectives, product bets and features.

Product launch strategy

Launch Strategy 1: Alpha / Beta / General Availability Release

In this approach, we will initially launch the product in an alpha version to a limited set of customers. This will enable us to gather feedback and improve the product before we release it to a broader audience. The alpha release will be by invitation only, and we will identify and reach out to a select group of potential customers who are most likely to be interested in our product.

Once we have gathered enough feedback and made the necessary improvements, we will release the product in a beta version. The beta release will be publicly announced, and we will invite a larger group of customers to test and use the product. This will give us valuable insights into how customers use the product and what additional features or improvements they may want.

Finally, once we have incorporated all the necessary feedback and made the product ready for general availability, we will launch it to the general public. We will have a well-thought-out marketing plan in place to ensure that our target audience is aware of the product launch and can easily purchase it.

This launch strategy is a good fit for our Balm product as it will allow us to test the product with a select group of customers and gather feedback before making it available to the general public. It will help us refine the product and improve its features, which will ultimately result in a more successful product launch.

Pre-launch communication plan

Pre-Launch Communication Plan:

Subject: Upcoming Product Launch - Balm

Dear Team,

I'm excited to announce that we will be launching our wellness and self-care app called Balm on 27th of March, 2023, which is just a few days away!

We want to ensure a smooth and successful launch and that's why we need everyone on the team to be fully prepared. Here's our pre-launch communication plan:

1. Internal Training Sessions: We will be conducting several training sessions to familiarize everyone with the app's features and benefits. These sessions will take place on [Training Dates and Times], and we expect everyone on the team to attend.
2. External Communications: To create buzz around the launch, we will be sending out email newsletters and social media posts to our existing customers and followers. These communications will highlight the unique features and benefits of the app, as well as the launch date.
3. Support System: We have established a support system to handle any issues that may arise during the launch. Our customer support team will be available to assist customers, and we have established a process for reporting and resolving any technical issues. Please make sure you are familiar with this process and are ready to help our customers in case of any issues.
4. Launch Day Plan: On the day of the launch, we will be closely monitoring the app's performance and customer feedback. We have established a communication plan to ensure that any issues are immediately reported and resolved.

Please let us know if you have any questions or concerns. With your help, we are confident that this launch will be a success!

Best regards,

Bisola Babatunde

Product Manager at Balm

AARRR Metrics for Product Performance

Using the AARRR Pirate Metrics framework, I have identified the following metrics that will be used to track and gauge the product’s success.

Acquisition:

• Website traffic: The number of visitors to the website.
• Click-through rate (CTR): The percentage of visitors who click on a link or call-to-action (CTA) to learn more about the product.

Activation:

• Signup rate: The percentage of website visitors who sign up for an account or download the app.
• Activation rate: The percentage of users who complete the onboarding process and become active users.

Retention:

• User retention rate: The percentage of users who continue to use the product over time.
• Churn rate: The percentage of users who stop using the product over time.

Revenue:

• Average revenue per user (ARPU): The total revenue generated divided by the total number of active users.
• Customer lifetime value (CLTV): The amount of revenue a user is expected to generate over their lifetime as a customer.

Referral:

• Referral rate: The percentage of active users who refer new users to the product.
• Net promoter score (NPS): A score that measures how likely users are to recommend the product to others.