Product Requirements Document

Product: FitTrack

Feature Name: Enhanced User Engagement through Personalisation, Gamification, and Community
Interaction

Document Owner: Megha Tirkey

Start Date: 28th August, 2024

End Date: 5th September, 2024

Context

Current Scenario

FitTrack is a leading fitness tracking app that allows users to monitor physical activities, health metrics, and set
fitness goals. Despite a robust user base, recent analytics indicate a decline in Daily Active Users (DAU) and a
decrease in average session length.

Users appreciate the core tracking functionalities but have reported that the app lacks engaging content that
motivates them to stay active and consistent with their fitness journey.

Limitations or Challenges

Limited Personalization: The current system does not provide tailored workout plans, diet suggestions, or
motivational content, leading to a generic user experience.

Lack of Engagement Features: The app lacks interactive and gamified elements that can make fitness
tracking more enjoyable and motivating.

Product Requirements Document 1

 No Social Features: There is no platform within the app for users to connect, share their progress, or
participate in community challenges, leading to reduced engagement and motivation.

Objectives and Goals

Business Objectives

1. Increase DAU by 20%: By introducing engaging and personalized content, we aim to increase the number
of daily active users by 20% over the next quarter.

2. Boost Average Session Length by 15%: Enhancing user engagement with interactive features is expected
to increase the average session length by 15% over the next quarter.

3. Improve User Retention: By adding community and gamification elements, we aim to reduce churn and
improve user retention rates.

User Objectives

1. Enhanced Personalization: Users will receive personalized recommendations for workouts, diet plans,
and motivational content, improving their overall experience.

2. Increased Motivation and Engagement: Gamification elements like challenges, leaderboards, and
rewards will make fitness tracking fun and motivating, encouraging users to stay active within the app.

3. Community Building: Social features will allow users to connect with other fitness enthusiasts, share their
progress, and participate in group challenges, fostering a sense of community and support.

User Persona

Using empathy map framework to create detailed personas representing the different types of users who will
be impacted by the new features.

Daryl- Casual Fitness Christina- Fitness Journey Aryan- Fitness Community

User Persona
Enthusiast Starter Seeker

Background Daryl is a 30 year old Christina is a 25 year old Aryan is a 29-year-old graphic
marketing manager who works teacher who recently started her designer who has been regularly
long hours from home. He tries fitness journey after finishing working out for two years. His
to stay fit by exercising a few college. She is eager to make fitness motivation stems from
times a week but finds it fitness a habit but feels being part of a community where
challenging to be consistent. overwhelmed by complex he can share progress and
Daryl is health-conscious and routines and fitness apps that compete in challenges. Aryan

Product Requirements Document 2

 enjoys short, effective assume prior knowledge. She is thrives in social environments
workouts that boost his energy, looking for beginner friendly and enjoys gamified elements that
but he often hesitates to content and step by step make his fitness journey more
commit due to his demanding guidance to build her engaging and interactive.
schedule. confidence.

- Group challenges and social

- Beginner-friendly workout
features where Aryan can
plans with clear instructions
- Quick, personalized workout compete or collaborate with
that are easy to follow.
routines that can be squeezed others.
- Step-by-step guidance that
into a busy schedule. - Simple - A platform that allows him to
doesn’t assume prior fitness
but effective exercises that share progress, achievements, and
knowledge.
don’t require extensive tips with his social circle.
- Motivational content that
equipment or time. - Community-driven content that
encourages her to stay
Needs - Clear, achievable goals that fosters a sense of belonging and
consistent and overcome
can show immediate benefits support.
challenges.
like improved energy or mood. - Gamified elements like
- Progress tracking that shows
- Motivational content and leaderboards, badges, and
small wins to keep her engaged
progress tracking that helps rewards for completing
and motivated.
maintain consistency without challenges.
- Recommendations for diet and
overwhelming him. - The ability to connect with like-
nutrition plans that complement
minded fitness enthusiasts, both
her workout routine.
online and offline.

- Generic workout
- Overwhelmed by apps that are - Feels isolated when there’s no
recommendations that don’t
too advanced or cluttered with easy way to engage with a fitness
consider his time constraints or
features that don’t cater to community through the app.
fitness level.
beginners. - Lacks motivation without social
- Feels the app lacks engaging
- Struggles to find simple, accountability and group
content or incentives to keep
beginner-level content without challenges.
him coming back regularly.
Frustrations feeling judged or discouraged. - Dislikes apps that don’t offer a
- Doesn’t have time to explore
- Feels demotivated when she sense of competition or the ability
complex features or navigate
doesn’t see immediate results to share progress.
through multiple screens to get
and may abandon her routine. - - Can become disengaged if the
to the workout.
Confused by fitness jargon and app doesn’t offer new,
- He struggles to see long-term
unfamiliar with various community-driven content or
progress, which affects his
exercises, leading to frustration. challenges.
motivation to stay consistent.

Recency: Moderate – Logs in

Recency: Medium – Uses the
Recency: High – Recently regularly but may skip some days
app occasionally when time
started using the app actively as when not engaged in a
permits but may go weeks
part of her new fitness journey. community challenge.
without logging in.
Frequency: High – Engages Frequency: Medium – Uses the
Frequency: Low – Interacts
RFM (Recency, frequently, as she is in the early app to participate in group
sporadically due to time
Frequency, stages of building a routine and activities or share progress but
constraints and motivation
Monetization) needs guidance. Monetization: may not engage every day.
issues. Monetization: Medium
High – Likely to invest in Monetization: Low – Less likely
– Will occasionally invest in
premium features like beginner to spend on premium content
premium features if they
plans, diet suggestions, or 1-on- unless it enhances his social
provide quick, tailored
1 coaching to support her goals. interactions (e.g., exclusive group
solutions.
challenges or leaderboards).

Product Requirements Document 3

 User Persona Prioritization Using the RFM Framework
RFM Analysis Criteria:

1. Recency: How recently a user has engaged with the app.

2. Frequency: How often a user interacts with the app.

3. Monetary: The potential revenue or value a user brings to the app (e.g., likelihood to subscribe to premium
features, purchase in-app items, etc.).

📌 Prioritised Persona: Fitness Journey Start

User Stories

1. Onboarding (New User)

As a new user, I want to complete the onboarding process so that I can personalize my experience
User Story
and get relevant recommendations.

- Given the user has installed the app,

-
When they create an account and complete the onboarding steps,
-
Then they should provide information about their fitness preferences (goals, diet, etc.).
Acceptance Criteria -
And the onboarding process should be easy to follow, guiding them through each step with relevant
prompts.
-
And upon completing onboarding, personalized recommendations for workouts, diet, and challenges
should be visible on the home screen.

2. Onboarding (Existing User)

As an existing user, I want to log in and skip the onboarding steps so that I can immediately access
User Story
my previous progress and recommendations.

- Given the user is an existing account holder,

-
When they log in,
Acceptance -
Criteria Then they should be taken directly to the home screen with their previous data and personalized
recommendations.
-
And there should be no need to repeat the onboarding process.

Product Requirements Document 4

 3. Checking Workout Plans
As a user, I want to view available workout plans so that I can choose one that fits my fitness goals
User Story
and schedule.

- Given the user is logged in,

-
When they navigate to the workout plans section,
-
Acceptance
Then they should see a variety of plans categorized by fitness goals (e.g., weight loss, muscle gain,
Criteria
endurance).
-
And they should be able to view detailed descriptions, including the duration and intensity of each
plan.

4. Checking Individual Workouts

As a user, I want to check details of an individual workout so that I can understand the exercises and
User Story
structure before starting.

- Given the user selects a workout from a plan,

-
When they view the workout details,
Acceptance
-
Criteria
Then they should see a breakdown of the exercises, sets, reps, and rest periods.
-
And videos or instructions should be available to guide them through each exercise.

5. Diet Suggestions and Recipes

As a user, I want personalized diet suggestions and recipes so that I can align my nutrition with my
User Story
fitness goals.

- Given the user is viewing diet suggestions,

-
When they access the diet section,
Acceptance
-
Criteria
Then they should see meal recommendations based on their dietary preferences (e.g., vegan, low-carb).
-
And each suggestion should include recipes, nutritional information, and portion sizes.

6. Motivational Content under Personalized Recommendations

As a user, I want to receive motivational content along with my fitness recommendations so that I can
User Story
stay inspired and committed to my goals.

- Given the user is logged in,

-
When they view their personalized recommendations,
Acceptance
-
Criteria
Then motivational quotes, success stories, and tips should be integrated into their home screen.
-
And the content should align with the user's fitness goals to keep them engaged.

Product Requirements Document 5

 7. Checking Daily Challenges
As a user, I want to view daily challenges so that I can participate and stay motivated to complete my
User Story
fitness goals.

- Given the user is exploring the app,

-
When they open the daily challenges section,
Acceptance
-
Criteria
Then they should see a list of challenges with descriptions and rewards for completion.
-
And they should be able to join or track their progress within the challenge.

8. Checking the Community Page

As a user, I want to explore the community page so that I can interact with other users, share my
User Story
progress, and get motivation from others.

- Given the user is navigating the app,

-
When they open the community section,
Acceptance
-
Criteria
Then they should be able to see posts, comments, and challenges shared by other users.
-
And they should be able to interact by liking, commenting, and posting their own content.

9. Checking the Leaderboard

As a user, I want to check the leaderboard so that I can see how my performance ranks compared to
User Story
others in the community.

- Given the user is on the leaderboard page,

-
When they view their rank,
Acceptance
-
Criteria
Then they should see their position, the criteria used for ranking, and their progress compared to others.
-
And they should be able to filter the leaderboard by friends, global, or specific challenges.

10. Reminder Notifications for Motivation

As a user, I want to receive motivational notifications so that I can stay encouraged and on track with
User Story
my fitness journey.

- Given the user has enabled notifications,

-
Acceptance When a predefined time is reached,
Criteria -
Then they should receive motivational quotes, reminders of their progress, or tips to continue their
workout.

11. Meal Reminder Notifications

Product Requirements Document 6

 As a user, I want to receive reminders to eat on time along with meal recommendations so that I can
User Story
maintain a healthy diet.

- Given the user has enabled meal reminders,

-
Acceptance When it’s time for a meal,
Criteria -
Then they should receive a notification reminding them to eat and providing personalized meal
suggestions from their diet plan.

12. Weekly Leaderboard Notification

As a user, I want to receive weekly notifications about the leaderboard so that I can track my progress
User Story
and aim for a better ranking.

- Given the leaderboard is updated weekly,

-
Acceptance When the new rankings are generated,
Criteria -
Then users should receive a notification showing their current position, how it has changed, and
encouragement to improve their rank.

13. Morning Workout Notification

As a user, I want to receive a notification every morning reminding me of my workout so that I can stay
User Story
consistent with my fitness routine.

- Given the user has set a morning workout reminder,

-
When the scheduled time arrives,
Acceptance
-
Criteria
Then they should receive a notification reminding them to start their workout for the day.
-
And the notification should include a link to the workout plan.

14. Moonshot Idea: AI Personalized Workout Feedback

As a user, I want to receive real-time feedback on my workouts using AI so that I can adjust my
User Story
exercises and improve my performance.

- Given the user is performing a workout,

-
When the AI detects poor form, pace, or effort using connected devices (e.g., wearables or phone
sensors),
Acceptance
-
Criteria
Then it should provide real-time feedback like “slow down,” “correct form,” or “increase intensity.”
-
And the user should receive personalized suggestions for improving their performance after the
workout is completed.

User Flow

Product Requirements Document 7

 1. Customer Journey:
Step 1: User opens the FitTrack app.

Step 2: User selects either the "Sign Up" or "Login" option.

Step 3: If the user is new, they are prompted to set up their profile by answering personalization questions. If
returning, they are directed to the home screen.

Step 4: The home screen displays personalized options like workout plans, diet suggestions, and community
features.

Step 5: User interacts with features such as creating challenges, tracking progress, and viewing group
leaderboards.

Step 6: User completes their session and exits or returns to the app’s home screen.

2. Customer Flow
Flow 1: New User Registration

User installs the FitTrack app.

User selects "Sign Up" and creates an account.

User is prompted to complete the profile setup, including answering personalization
questions about fitness preferences.

User is directed to the home screen, where personalized recommendations for workout
plans, diet suggestions, and community challenges are displayed.

User explores features like daily challenges, community, and creating custom
challenges.
The flow ends with the user ready to track workouts, diets, and progress.

Flow 2: Existing User Sign-In

User opens the FitTrack app.

User selects "Login" and signs in using their existing account.

User is taken directly to the home screen, where they see personalized
recommendations and previous progress.

User interacts with features such as workout plans, challenges, and community
options, depending on their preferences.
The flow ends with the user tracking their activities, completing challenges, and
viewing achievements.

Product Requirements Document 8

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Requirements

1. Technical Requirements
Technical
Description Responsible Teams
Requirements

Recommendation - Implement AI-driven recommendation engine to provide Backend Development

Engine Integration personalized workout routines, meal plans, and motivational content. Team, Data Science Team
- Leverage user data (fitness goals, workout history, dietary

Product Requirements Document 9

 Technical
Description Responsible Teams
Requirements
preferences, etc.). - Recommendations should update daily and
improve based on user interactions and feedback.

- Encrypt user data during transmission (TLS/SSL) and at rest (AES-

256).
Security Team, Backend
Data Encryption - Ensure compliance with GDPR, HIPAA, and other privacy laws.
Development Team
- Handle sensitive data securely (passwords, health data, payment
info).

- Ensure feature parity between iOS and Android.

- Optimize performance for a wide range of devices and OS versions
Cross Platform
(iOS 12+, Android 7+). Mobile Development Team
Compatibility
- Adhere to App Store and Google Play guidelines for app
performance and security.

- Sync user data (workouts, meals, community interactions) across

devices in real-time.
- Use WebSockets or Firebase Cloud Messaging for instant data Backend Development
Real Time Sync
updates. Team
- Handle offline scenarios with local storage and syncing when
reconnected.

- Generate secure sign-up links that expire after 30 minutes.

- Provide clear feedback to users when links expire, with the option Backend Development
Sign Up Link
to regenerate. Team
- Address edge cases like repeated sign-up attempts.

- Optimize the app’s backend for high-traffic scenarios, ensuring the

system can scale horizontally as the user base grows.
Scalability & Backend Development
- Ensure response times under 3 seconds for key interactions.
Performance Team, DevOps Team
- Implement a caching layer to store frequently accessed content like
workout plans and community posts.

- Implement secure user authentication (OAuth2, multi-factor

authentication).
Authentication & - Handle user sessions across devices with seamless transitions and Backend Development
User Management secure token storage. Team
- Support single sign-on (SSO) and social login integrations
(Google, Apple ID, Facebook).

2. Design Requirements
Design Requirements Description Responsible Teams

- Maintain a cohesive design language across iOS and Android with

visual consistency in terms of fonts, colors, icons and layouts.
Unified UI/UX - Ensure accessibility compliance (font size, contrast, screen reader
UI/UX Design Team
Across Platforms compatibility).
- Prioritize mobile-first design principles to ensure the app is
intuitive on both smartphones and tablets.

- Design a customizable user profile that reflects fitness goals,

Personalization & achievements, and preferences.
UI/UX Design Team
User Profiles - Implement dynamic dashboards displaying real-time user progress,
personalized content, and upcoming challenges.

Product Requirements Document 10

 Design Requirements Description Responsible Teams

- Provide an interactive community interface that allows users to

post content, engage with challenges, and track leaderboard
Community Interface performance. UI/UX Design Team
- Design for ease of use, with clear navigation between social feeds,
comments, and group challenges.

- Create an intuitive onboarding experience for both new and

returning users, guiding them step by step through account creation
or profile updates.
Onboarding Flow - Incorporate tutorial animations to explain key features like UI/UX Design Team
personalized recommendations and community interactions.
-Use progress indicators to show users how far along they are during
the onboarding process.

- Design clean, easy to read workout and meal plan interfaces, with
Workout & Meal large, tappable elements for mobile navigation. UI/UX Design Team,
Plan Interfaces - Use icons and visual cues to denote exercise difficulty, duration Mobile Development Team
meal nutritional breakdowns.

- Design a visually appealing leaderboard with dynamic elements

such as progress animations, avatars and rankings.
- Provide the option to filter leaderboard views (eg. friends only,
Leaderboard UI UI/UX Design Team
global ranking or specific community groups).
- Use colours and icons to highlight users’ progress and compare
rankings against others.

- Display daily challenges prominently on the home screen with

progress indicators and motivational graphics to encourage
participations.
Daily Challenges - Use simple call to action buttons like “Join Challenge” or “Track UI/UX Design Team
Progress” to guide users toward engagement.
- Incorporate gamification elements such as badges, progress bars
and animations to reward users for completing challenges.

- Use a clean intuitive notification design with actionable buttons (eg

“Complete Workout Now” or “Check Leaderboard”).
- Customize the design of reminders to make them visually distinct
Reminder & UI/UX Design Team,
(eg. meal reminders vs. workout reminders) for better user
Notification Design Mobile Development Team
recognition.
- Use light animation effects to make notifications stand out without
being intrusive.

- Design visually appealing meal suggestion pages with clear

imagery, nutrition breakdown, and prep time displayed prominently.
Diet Suggestions & - Implement swipe-based navigation for users to scroll through
UI/UX Design Team
Recipe Page recipe steps easily.
- Use large, tappable elements for “Save Recipe,” “Add Ingredients
to List,” and “Set Meal Reminder.”

- Design badges, progress bars, and rewards for completed

challenges, workouts, and community engagement.
UI/UX Design Team,
Gamification - Incorporate these elements into the user profile for easy tracking
Backend Development
Elements and motivation.
Team
- Use vibrant animations and sound effects to celebrate user
achievements.

Product Requirements Document 11

 Design Requirements Description Responsible Teams

- Ensure all text elements are resizable and maintain readability at

larger font sizes.
Accessibility - Provide alt-text for all images and icons to support screen readers. UI/UX Design Team
- Implement high-contrast modes and colorblind-friendly palettes to
make the app accessible to users with visual impairments.

3. Functional Requirements
Functional
Description Responsible Teams
Requirements

- New users should have a streamlined sign-up process that gathers

preferences (fitness goals, meal plans).
Onboarding (New & - Existing users should be able to sign in and directly access Backend Development
Existing Users) personalized content (workouts, meal plans, progress). Team, UI/UX Design Team
- Offer social sign-ins and guest user mode with restricted
functionality.

- Users should be able to browse pre-designed workout plans or

create custom routines.
Workout Plan Backend Development
- Implement filters for fitness levels, target areas, and equipment.
Browsing Team, UI/UX Design Team
- Track completed workouts and adjust future recommendations
accordingly.

- Provide personalized meal plans based on dietary preferences

(vegetarian, keto, etc.) and fitness goals.
Diet Suggestions & Backend Development
- Offer detailed recipes, nutritional breakdowns, and grocery lists.
Recipes Team, Data Science Team
- Integrate meal reminders to encourage users to stick to their diet
schedules.

- Implement a personalized feed of motivational content, including

fitness articles, success stories, and expert advice. Backend Development
Motivational Content
- Users can save and share motivational posts within the community. Team, UI/UX Design Team
- Use push notifications to send daily motivational content.

- Provide daily fitness challenges tailored to the user’s fitness level. -

Track participation and completion, offering badges or rewards. Backend Development
Daily Challenges
- Challenges should vary in intensity and focus to keep users Team, Data Science Team
engaged.

- Allow users to join fitness groups, participate in challenges, and

post content (workout progress, meal photos).
- Implement group challenge tracking and a real-time leaderboard Backend Development
Community Page
for motivation. Team, UI/UX Design Team
- Provide options to filter and search for specific community content
or groups.

- Display leaderboards for daily/weekly challenges, sorted by

performance (e.g., calories burned, workouts completed).
- Provide filters for friend-based leaderboards, global leaderboards, Backend Development
Leaderboard
and custom groups. Team, UI/UX Design Team
- Push weekly notifications highlighting a user’s ranking and
progress.

Reminder - Allow users to set reminders for workouts, meals, and hydration. Backend Development
Notifications - Send personalized morning workout reminders based on user Team, UI/UX Design Team

Product Requirements Document 12

 Functional
Description Responsible Teams
Requirements
preferences (time, workout type).
- Enable weekly leaderboard notifications for community
challenges.

- Push notifications reminding users to eat at specified times,

Meal Time including meal recommendations. Backend Development
Notifications - Integrate with the diet suggestion system to recommend meals Team, UI/UX Design Team
based on time of day and user goals.

- Implement AI-driven virtual fitness coaches that provide real-time

feedback during workouts using device sensors or external fitness
Backend Development
trackers.
Moonshot Feature Team, Data Science Team,
- Allow voice interaction with the app, enabling users to ask for
UI/UX Design Team
workout tips, modify challenges, or get instant motivational quotes
hands-free.

4. Non Functional Requirements:

Non Functional
Description Responsible Teams
Requirements

- Ensure the app loads within 3 seconds, and key interactions (e.g.,
workout tracking, leaderboard updates) are responsive within 1-2
Backend Development
Performance seconds.
Team, Data Science Team
- Optimize backend processes to reduce latency in recommendation
updates and community interactions.

- Encrypt sensitive data like personal information and workout

Security & Data Security Team, Backend
history during transmission and storage.
Privacy Development Team
- Ensure the app complies with all relevant privacy regulations.

- The app should maintain full functionality and visual consistency

Cross Platform across iOS, Android, and web platforms.
Mobile Development Team
Compatibility - Test extensively to ensure compatibility with a wide range of
device types and screen sizes.

- Allow users to access key features like workout tracking, meal

Backend Development
Offline Mode planning, and community content in offline mode.
Team
- Sync data automatically when the user reconnects to the internet.

- Ensure the system architecture can handle an increasing user base,

Backend Development
Scalability supporting up to 1M concurrent users without performance
Team, DevOps Team
degradation.

Wireframes

Product Requirements Document 13

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Edge Cases

Edge case 1: Unresponsive AI Features

Scenario: AR features may not function correctly on devices with lower hardware
specifications or outdated software.

Resolution: Include a check to ensure the device meets the AR requirements before
enabling AR features. Provide users with a fallback option or a message explaining
that the feature may not be available on their device.

Edge case 2: Inacurate Personalized Recommendations

Resolution: Allow users to provide feedback on recommendations and adjust the algorithm based on this input.
Include a manual override feature where users can customize their preferences.

Edge case 3: Challenge Participation Overload

Product Requirements Document 14

 Resolution: Implement scalable server infrastructure to handle large volumes of participants and perform load
testing to ensure stability. Provide users with temporary notifications about server status if issues arise.

Success Metrics

Metric Category Metric Description Frequency BaseLine Metric Target Metric

Measures the
percentage of
North Star Daily Active
users who actively Daily 20% DAU 40% DAU
Metric Users (DAU)
interact with the
app daily.

Measures the
Personalized percentage of
User Workout users interacting 40% weekly 65% weekly
Weekly
Engagement Engagement with personalized engagement engagement
Rate workout plans
daily or weekly.

Percentage of
Meal Plan users who
30% weekly 55% weekly
Engagement regularly view and Weekly
engagement engagement
Rate follow the meal
suggestions.

Measures the
percentage of
Workout users who 50% completion 70% completion
Weekly
Completion Rate complete their rate rate
recommended
workouts.

Tracks how often

Meal users prepare
25% weekly meal 50% weekly meal
Preparation meals based on Weekly
engagement engagement
Engagement the recommended
recipes.

Measures the
Daily Challenge percentage of
Community
Participation users participating Daily 15% of users 35% of users
Engagement
Rate in daily fitness
challenges.

Percentage of
users who visit
Community Page and interact with
Weekly 25% of users 45% of users
Interaction Rate the community
page (comments,
posts, likes, etc.).

Leaderboard Tracks how many Weekly 30% weekly 55% weekly

Interaction Rate users check their interaction interaction

Product Requirements Document 15

 Metric Category Metric Description Frequency BaseLine Metric Target Metric
ranking on the
leaderboard
regularly.

Percentage of
Weekly users who interact
Leaderboard with the 20% interaction 50% interaction
Weekly
Notification leaderboard after after notifications after notifications
Engagement receiving weekly
notifications.

Percentage of
Workout users who interact
Reminders and Reminder with or respond to 25% engagement 50% engagement
Daily
Notifications Notification morning workout rate rate
Engagement reminder
notifications.

Tracks how many

Meal Reminder
users interact with 20% engagement 45% engagement
Notification Daily
meal reminder rate rate
Engagement
notifications.

Measures the
percentage of
30-Day Retention users who remain
User Retention Monthly 35% retention 60% retention
Rate active on the app
30 days after
signing up.

Tracks overall
user satisfaction
with the
personalized
Satisfaction & User Satisfaction 70% satisfied 85% satisfied
recommendations Monthly
Feedback Rate users users
and app features
(measured via
surveys or
feedback).

Percentage growth
Growth and New User
in new user sign- Monthly 15% growth 30% growth
Acquisition Acquisition Rate
ups over time.

Percentage of
Referral Rate users who refer Monthly 10% referral rate 20% referral rate
the app to others.

Product Requirements Document 16