The goal
01
Problem Statement
What was the core 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
Context & Constraints
Product context, limitations, user types, environment
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Describe the product and the environment you designed for: who the users are, what they were trying to do, and the limits you had to work within.
- The product, its users and their goals
- Business, technical or regulatory constraints
- Assumptions you made going in
03
Research & Insights
What you discovered through research
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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
04
Ideation & Exploration
How you explored potential solutions
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Show how you explored the space before committing: the approaches you considered, the sketches and wireframes, and how the idea evolved.
- Approaches or concepts you explored
- Sketches, flows or wireframes
- What early iterations taught you
05
Design Decisions
Why you chose the specific solution and what guided your 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
06
The Solution
What shipped, and how it works
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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
07
Outcome & Impact
What changed as a result of the solution (metrics, feedback, business 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