Mobile App Strategic Feature Brief

This quarter I’ve taken on the role of a product manager for a mobile banking app. First, I met with a developer to size and scope the app, then I sliced the original product into an MVP version by removing the non-essential features. This was done so that we could build the product as quickly as possible (and still provide value!). Next, I rearranged the most important features into a product road map. The roadmap is a sharable document for both the design team and the engineer team. I also created a version of the roadmap that is mostly just for me, so that I can track the different components and features and prioritize which to build.

Now I am presenting a feature brief to the board. The brief will live as a document that our entire team can refer back to as we move forward. It helps our team to stay grounded in why we are building certain features, and how we are prioritizing them.

For example, when the bank first decided to create a mobile banking app, it was to serve specific user needs. Many of our customers are college students and young working professionals with little time on their hands. Here are some of the things we heard from our customers:

Banking Strategic Features User Quotes.001

Customers are negatively impacted when they can’t make it to the bank.


Banking Strategic Features User Quotes.003Customers make personal tradeoffs to fit banking into their busy schedules.


Banking Strategic Features User Quotes.005

Customers only go to the bank when they absolutely have to.

This led our research team to the insight that taking time out of one’s day to go to the bank feels like a hassle and causes our customers to resent banking.

Since we are in the banking business it’s in our best interest to make banking enjoyable. Even more so, our bank would have a competitive advantage by accommodating the needs of our users busy schedules.

Given this, we are guided by a very simple value promise.

Banking Strategic Features value promise.001

The following are 9 core features that will be built into the app.

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Screen Shot 2018-04-15 at 7.28.26 PMScreen Shot 2018-04-15 at 7.28.52 PMScreen Shot 2018-04-15 at 7.28.37 PMScreen Shot 2018-04-15 at 7.29.29 PMScreen Shot 2018-04-15 at 7.29.41 PM Screen Shot 2018-04-15 at 7.29.03 PMScreen Shot 2018-04-15 at 7.29.19 PMScreen Shot 2018-04-15 at 7.29.55 PMIt may seem strange that we included making an appointment to go to our bank a core feature, but what we realized it that sometimes user do want to talk to a banker face to face. Money often makes people feel insecure and there is comfort in the physical interaction. Being able to make an appointment easily and in advance helps a user avoid extra wait time that they might find when just dropping in.

The product roadmap was update slightly from the last version in order to highlight our core features and bring the chat functionality into the third release, whereas it was in the last two releases in the original map.

Product Roadmap Simplified SMALL-01


Here is a closer view of the strategic releases:

Product Roadmap Simplified-03

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To see the full strategic feature brief document, you can go here.