The goal
Results
01
The problem
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Set the scene: the product, the people affected and what was not working. Then make the case for why it mattered to the business, and how you knew.
- Who had the problem and in what moment
- The signal that proved it: a metric, a support trend, a lost deal
- The goal and how success would be measured
02
Research and insights
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Explain what you needed to learn and how you learned it. Keep it about decisions: which findings changed the direction of the work?
- Methods used and who you spoke to
- Two or three insights that shaped the work
- Anything that surprised the team
03
Design decisions
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Show the paths you explored and why you chose one. This is where senior judgment shows: name the trade-offs and the evidence behind them.
- Two or three directions you explored
- What you gave up, and why it was worth it
- Constraints that shaped the call: time, tech, business
04
The solution
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Walk through what you shipped. Connect each key screen or flow back to an insight or a decision so the reader can follow your reasoning.
- Key screens or flows, with short captions
- How each part answers an insight
- How you worked with engineering to ship it
05
Impact
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Share what changed after launch. Lead with the numbers, then add the qualitative wins: what users said and what changed for the team.
- Before and after metrics
- Business results: revenue, cost, retention
- User feedback and team outcomes
06
Reflection
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Close with what you learned. A short, honest reflection shows maturity more than a perfect story does.
- What you would do differently next time
- What you learned about the users or the business
- What happened next for the product