Whether you’re an engineer designing a new widget or a product manager overseeing the development of a complex system, creating a clear and comprehensive product description should be one of your top priorities. A well-written product description serves many vital purposes throughout the product lifecycle.
First and foremost, the product description defines exactly what you aim to build. It lays out the product’s features, functionality, specifications, and requirements. This forces the engineering team to thoroughly think through the product details before development begins. Having this guiding document helps ensure everyone is on the same page about what the end product should look like and how it should operate. It prevents misunderstandings, rework, and costly delays down the line.
The product description is also a crucial communication tool. It allows the different teams involved like engineering, marketing, sales, etc. to understand the product’s intended design and use case. Clear communication across disciplines is key when bringing a technical product to market. Without a precise description, there is too much room for misinterpretation between those on the engineering side and those on the commercial side.
The description supports the downstream creation of critical documentation like user guides, marketing materials, technical specifications, compliance documents, and training programs. These supplementary materials can be developed in parallel with engineering using the description as the foundation.
A solid product description provides traceability when changes or customizations are requested during the development process. When alterations are proposed, you can refer back to the description to analyze whether they fit the original intended product scope and how the changes might impact other aspects of the design.
Finally, the product description serves as the official record of the product’s intended purpose, performance, design, and functionality. This documentation provides accountability and can help settle disputes if issues arise later related to whether the final product met its specified objectives.
In many ways, the product description is the master plan for an engineering project. It guides every downstream phase from prototyping to manufacturing to post-sale support. While creating this foundational document requires considerable upfront work, that investment pays dividends by bringing focus and cohesion to your product development efforts. Great products start with great product descriptions.