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Aperture

Product Requirements Document
Mary Kaufmann
Project: Retaining Young Users in Aperture (Filters)
Team: Product, Marketing, Engineering
Contributors: Mary Kaufmann
Short Description: Encourage content creation by improving filters’ discovery and use to reduce churn among young users.
Status: In Progress
Shipping: Targeted Release (Q3 2024)
End Date: (Landing Page/Email MVP) 1st Aug 2024
⁠

Problem Alignment

The Problem

We are experiencing an increase in user drop-off among
young users
⁠
. This age group is crucial for our long-term success, and losing them threatens our user base and overall growth.
(
User Needs
⁠
&
Business Challenge
⁠
)

Insights

User research indicates young users find filter discovery cumbersome and lack motivation to create and share content within the app. This leads to decreased engagement and ultimately, app abandonment.
⁠
(Research Actions)
⁠
⁠

High-level Approach

We will focus on improving the filter discovery experience on the app's home screen to make it easier for users to explore and experiment with different filters. Additionally, we will introduce features that encourage content creation and sharing to increase user engagement and investment in the app.

Goals & Success

Encourage content creation by improving filters’ discovery to reduce churn among young users.
Objective: Enhance content creation for young users in the Aperture app by Q4 2024.
KR1: Increase average time spent on the app by young users by 10% (boosts engagement and reduces churn).
KR2: Reduce churn rate among young users by 5% (improves retention).
KR3: Increase photo edits and shares by young users by 15% (drives user-generated content creation).
Initiatives: Implement a revamped filter discovery and content creation interface by Q3 2024

Solution Alignment

Key Features

Enhanced Filter Discovery:
Revamped home screen layout for prominent filter presentation.
Easy-to-use filter browsing and selection tools.
Content Creation:
Enhanced filters and filter category naming
Simplified photo editing tools.
⁠
(Strategy)
⁠
⁠

Key Flows

Reference:
Prototype B
⁠
(This view is optimized for mobile browser viewing for mobile testing purposes only. The actual design needs to be optimized for different iOS layouts)
⁠
⁠
⁠

Solution’s MVP

Validate Filter Discovery with Landing Page/Email MVP
To test the viability of this idea for our app, we first need to gauge user interest in this improvement through a
Landing Page/Email MVP
⁠
before full development begins.

Open Issues & Key Decisions

The final design of the revamped home screen is subject for approval and/or further user testing and iteration.
The scope of the proposed new editing features will be determined based on development feasibility and resource allocation.
⁠

Launch Readiness

MVP Landing Page/Email
2
Finalize
Development and launch
Analysis & Feedback
Refinement
​
Apr 2024
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Finalize
Development and launch
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Refinement
Month
TodayFit
⁠

Key Milestones

Landing Page/Email MVP Launch: Test user interest in improved filter discovery with a landing page/email campaign (June 27th, 2024)
Beta Release with Core Features: Release a beta version of the app with core filter/editing discovery features to a limited user group (July 11th, 2024)
Public Launch with Full Feature Set: Public release of the app with all functionalities (October 1st, 2024).

Launch Checklist

Complete development of all planned features.
Conduct thorough quality assurance testing.
Prepare marketing and communication materials for launch.
Develop a comprehensive customer support plan.
Secure all necessary approvals for app store deployment.

Stakeholders

Product (Design), and Engineering teams will collaborate throughout development and launch.
Marketing and Customer Support teams will be involved in launch preparations.

⁠

References

⁠
⁠
Organizational Context
⁠
⁠
Business Challenge
⁠
⁠
⁠
Research Actions
⁠
⁠
⁠
Created by Mary Kaufmann
17 June 2024 published on
https://coda.io/@megk/apertureprd
⁠

Problem Alignment
The Problem
Insights
High-level Approach
Goals & Success
Solution Alignment
Key Features
Key Flows
Solution’s MVP
Open Issues & Key Decisions
Launch Readiness
MVP Landing Page/Email
Key Milestones
Launch Checklist
Stakeholders
References
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