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PRD: Simplify employee data entry

Puja Altiar's Product Requirements Doc template
Improve Employee Data Entry
Ahmad Puja Rahman Altiar
[ ]
Oct 31, 2022

Problem Alignment


In order to achieve our key result which is to generate 5% increase in revenue by Q4 2022, we need to evaluate our existing customer journey to identify pain points that might have hampered the revenue growth.
By addressing those pain points, we expect an improvement in;
monthly active users growth rate which has been slowing down from 3% on average in last year to 2% on average year to date.
monthly churn rate which has been increasing from 0.5% on average in last year to 1% on average year to date.
Improvement in monthly active users growth will impact the new annual subscription while lower churn rate will help us with subscription renewal. Both will help us to increase overall business revenue within this quarter.

The Problem

The problem that we want to solve in this project is how we might help the admin input the employee data easier and quicker so that they can start using the features sooner.
Based on our research conducted in August 2022, 20% of our customers think they are frustrated with the employee information entry process because it requires too many employee data to be pre collected at once. This frustration has become the reason of 30% of bounce users and 50% of churn users.
The problem also got the highest RICE score compared to other problems we identified because it will help both new and existing users and impact both new annual subscription and renewal revenue.

High-level Approach

Simplify the employee data entry process and make the completion progress easier to monitor
We want to ask for less information requirement by prioritizing only mandatory information in the 1st time onboarding process. We also want to help admin monitor the completion progress more easily so they can estimate the timeline.

Goals & Success

What does success look like? What metrics are you intending to move? Explain why these metrics are important if not obvious.
Goals & Success
Success Metrics
Target Value
To help admin complete the employee onboarding process quicker so that they can use the features sooner
# active users
Increasing #active users monthly growth rate from 2% to 2.5% in Q4 2022
This metric can help us measure both activation as well as retention performance because employee onboarding happens in both stages.
To increase overall business revenue
churn rate
Lower down the monthly churn rate from 1% to 0.5% in Q4 2022
This retention metric can also be used to track revenue performance as less churn can be translated into more subscription renewal
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Solution Alignment

Key Features

Give an overview of what we’re building. Provide an organized list of features, with priorities if relevant. Discuss what you’re not building (or saving for a future release) if relevant.

Key Flows

Show some mocks/embeds of the experience. Link to any other documentation as necessary. In general, it’s helpful to organize these around certain user journeys / use cases. Show enough of a clickthrough where people can walk away with a reasonable understanding of how the product works.
Embed example:
⭐️ Now you can embed private Figma files, too!

Open Issues & Key Decisions

Keep track of open issues / key decisions here. Sometimes, certain decisions are made that might feel controversial; document these here so people know that the discussions have happened and there’s strong awareness of the tradeoffs.

Launch Readiness

Key Milestones

Identify any relevant milestones (e.g., a Dogfood or Beta milestone) that people should know about. Make sure to show when you’re expecting to publicly launch, too.
Mon, May 4
Dogfood 🐶
Internal employees only
Testing internally
Mon, May 11
Beta 👥
Early cohort of 100 customers
Getting user feedback
Tue, May 19
Launch! 🚀
Gradual ramp over the day to 100% of all users
It's the big day!
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Launch Checklist

Make sure you answer all of the questions below and involve necessary stakeholders.
Instructions if "Yes” (or unsure)
Will new learning material be needed (or updates to existing documentation)? Help Center articles? Images/GIFs? YouTube videos? Plugin documentation?
Talk to the Product Education team.
Will this feature require new support processes, like saved replies, new tags to track feature changes, or training the support team on new products/changes?
Talk to the Support team.
Growth & Data
Have you implemented sufficient tracking in order to measure success, risks and impact on user behavior for the new feature?
Involve your data counterpart to make sure feature is well instrumented.
Could this impact Growth numbers? (E.g., impact to NUX, UI changes to CTAs.)
Let the Growth team know. Consider running this as an A/B if you haven’t already.
Are we turning this feature on for everyone immediately (versus a gradual rollout)
Defend in this section why you’re opting for an instant ramp to 100%.
Are we running a Beta for this?
Talk to the PMM team.
Do we need an onboarding experience?
Talk to the PMM team.
Will this be available only in certain tiers (Pro or Org)?
Make sure the Enterprise team is in the loop and have good reasoning for your packaging decisions. In addition, if this is to be included in sales enablement material, talk to your PMM.
Is this a new action that should be included in the Activity Logs?
Talk to the Enterprise team.
Are you introducing new functionality that we’d want to add to our Web or Plugin APIs?
The general expectation is that the feature team builds these capabilities into these APIs. Talk to the Platform team if you have questions.
Could this break any existing integrations (e.g., with Zeplin, JIRA)?
Talk to the Platform team.
Will this introduce new work on mobile or mobile web?
Talk to the Prototyping team.
Security & Privacy
Are you introducing new data models, or exposing new API end points? Or are you changing anything to do with Authentication, Sign in, or Sign up? Is data flowing to a new vendor or outside of Figma prod ?
Talk with the Security team.
Are we collecting any data that we did not already, or are we using any data in a manner that we did not already use it in?
Talk with the Legal team.

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