Customer Needs Documentation Template

A need is something that prevents the user from achieving their goal if unmet. A want is something that improves the experience but is not blocking. Test it by asking: "If we never addressed this, would the customer churn, switch products, or fail at their job?" If yes, it is a need. If no, it is a want. Both are worth tracking, but prioritize needs.

Start with 10-20 needs that cover the core workflows of your product. Over time, expect the inventory to grow to 30-50 needs across all user types and workflows. If your list exceeds 50, you are likely documenting needs at too granular a level. Group related needs into themes and track the themes.

Each need with a "Critical" or "High" priority and a "Major" or "Critical" product gap should map to a [roadmap initiative](/guides/how-to-build-a-product-roadmap). The evidence log provides the justification. The gap analysis defines the scope. The importance score feeds the Impact dimension when scoring initiatives with the [RICE Calculator](/tools/rice-calculator).

No, not directly. But the insights should be visible in your product decisions. When you ship a feature that addresses a documented need, reference the need in your release notes: "Based on feedback from 14 customers, we built decision logging so you can search and reference past decisions." This closes the feedback loop and shows customers their input matters.

Re-score quarterly, or whenever you have 5+ new data points for any single need. Major events (a new competitor launch, a significant product release, or a change in your ICP) should trigger an immediate re-score. The [Voice of Customer](/glossary/voice-of-customer-voc) framework can help you systematize the data collection that feeds re-scoring. ---