A walkthrough of the product design and development behind a to-do list app

1. Do2Done
DE-CLUTTER
YOUR
LIFE

2. Overview
•
•
•
•
•
Product Objective
Customer Personas
Product Planning and Positioning
Business Model
Product Requirements and
Development
• Other Factors

3. PRODUCT OBJECTIVE

4. Purpose
What is the Job to be Done?

6. Customer Interviews
1) Why do you use a to-do list? What is the
primary value it provides you?
2) What does your to-do list tracking workflow
look like? The more you can say the better!
(e.g. do you start every morning? do you move
items from the previous day to the new day?
do you prioritize your items? how often do you
refer to your to-do list?)
3) What is the one thing you wished X could do to
make it better? How do you work around this
now?

7. Customer Insight
The better a to-do list supplemented
someone’s normal workflow, the better
it was received
So, what is the Job to be Done?
Tasks!
People just want to get sh*t done.
The more, the better

8. CUSTOMER PERSONAS

9. Alan
• 30 years old
• Front-end dev
• Productivity nut
• Addicted to trying new
things all the time
• Loves 4 Hour Workweek
• Often described as
“intense”
“Man, life is too short. I want to maximize my impact while
I can. Unfortunately, there is so much wasted effort on
mundane things.
I’m always looking for awesome ways to get more
efficient, agile and productive at work and my
personal time. I find I learn a lot more and enjoy a lot
more things that way.

10. Sarah
• 33 years old
• Mother of two
• Wife
• Banker
• Scatterbrained
• Loves hanging out with
her girlfriends and also her
family
“I’m so busy! Balancing a hectic job and my personal life
can get nuts!
I’m up to my neck in post-its to remind me of things
because so much is going on in my life. It’s too bad I
can’t carry my post-its with me though or archive
them …

11. BUSINESS MODEL

13. PRODUCT REQS & DEV

14. Rough Road Map
ACT I
Get the basic product experience right
ACT II
Go cross-platform
ACT III
Branch into social task management

15. Requirements Quadrants
NOT
URGENT
URGENT
Phase 2
Phase 2-3
MVP
MVD
NEED
DELIGHT

16. Requirements Quadrants
NOT
URGENT
URGENT
• History of tasks completed
• Add browser plugin
• Add calendar/time entries
• Create new to-do list
• Create new tasks
• Delete completed tasks
• Move order of tasks
• Prioritize tasks as HIGH or LOW
NEED
• Add desktop app for Win/Mac
• Add voice support
• Create multiple to-do lists
• Add tagging to an entry
• Move a task across lists
DELIGHT

17. How might order of reqs change?
• Usage metrics/user feedback might
show unexpected learnings
• Technical difficulties
• Time line changes
• Product vision changes

18. Possible Engineering Concerns
• Feature implementation is harder than
initially anticipated; need more
resources or time
• “I have a better way to meet that
objective”
• “This is too simple/trivial – needs more
features”

19. Other Factors to Note
Consumer switching costs to other to-do tools is very low
Lots of competitors and free apps in this space, but one
stands out:
• > 7m downloads on
iPhone and Android
• Cloud based
• Great UX and UI
• Supports voice
• Raised funding
• Supports social sharing of
to-dos
• Team of linguistic experts
• Clever affiliate revenue
model

20. Trending?

21. Trending?

22. Trending?

23. Trending?

24. Trending?

25. IN CONCLUSION