📑 Table of Contents
1. Project Overview
🎯 Purpose
This Product Requirements Document outlines the complete specifications for developing a modern, conversion-optimized Shopify e-commerce store for a clothing brand. The platform will serve as the primary digital storefront, enabling customers to browse, purchase, and engage with the product catalog seamlessly across all devices.
📦 Project Scope
🎨 Branding & Identity
- Complete logo design system
- Brand style guide
- Color palette & typography
- Visual assets library
💻 Website Development
- Shopify store setup
- Custom theme development
- Responsive design
- 50 product uploads
🛠️ Technical Integration
- Payment gateway setup
- Shipping configuration
- Analytics integration
- SEO optimization
🤝 Support & Training
- 3-month support package
- Admin training sessions
- Video tutorials
- Documentation
👥 Stakeholders
| Role | Responsibility | Contact |
|---|---|---|
| Client/Brand Owner | Final approval, content provision, feedback | [Client Email] |
| Project Manager | Timeline, coordination, communication | [PM Email] |
| Brand Designer | Logo, branding, style guide | [Designer Email] |
| UI/UX Designer | Website design, user experience | [UX Email] |
| Shopify Developer | Technical implementation, integrations | [Dev Email] |
2. Product Vision & Goals
🌟 Vision Statement
"To create a beautiful, intuitive, and high-converting e-commerce platform that establishes the clothing brand's digital presence and delivers an exceptional shopping experience that drives customer loyalty and revenue growth."
🎯 Primary Goals
Business Goals
- Launch online sales channel
- Reach 1000+ visitors/month (Month 3)
- Achieve 2-3% conversion rate
- Build brand awareness
- Generate customer data
User Goals
- Easy product discovery
- Seamless checkout process
- Mobile-friendly experience
- Secure payment options
- Fast page load times
Technical Goals
- Page load under 3 seconds
- 99.9% uptime reliability
- Mobile responsiveness
- SEO-optimized structure
- Scalable architecture
3. User Personas
👤 Persona 1: Fashion-Forward Millennial
Shopping Behavior:
Mobile-first, social media influenced
Priorities:
Trends, quality, sustainability
Pain Points:
Slow checkout, unclear sizing
Goals: Discover new styles, quick purchase, easy returns
Technical Comfort: High - expects modern features like saved payment methods, quick view, wishlists
👤 Persona 2: Busy Professional
Shopping Behavior:
Desktop/tablet, time-efficient
Priorities:
Quality, convenience, reliability
Pain Points:
Complex navigation, unclear policies
Goals: Find quality items quickly, reliable delivery, hassle-free experience
Technical Comfort: Medium - values simplicity and clear information
👤 Persona 3: Gen Z Trendsetter
Shopping Behavior:
Mobile-only, impulse buyer
Priorities:
Unique styles, affordability, values
Pain Points:
Boring design, slow site, limited payment options
Goals: Express individuality, discover exclusive items, share on social media
Technical Comfort: Very High - expects cutting-edge features, BNPL options, social integration
4. Functional Requirements
🏠 Homepage Features HIGH PRIORITY
- Hero banner with rotating slides (3-5 slides)
- Featured collections showcase with filtering
- New arrivals section with "Add to Cart" functionality
- Brand story section with video support
- Customer testimonials carousel
- Instagram feed integration (latest 6-12 posts)
- Newsletter signup with email validation
- Promotional banner for sales/announcements
- Trust badges (secure checkout, free shipping, returns)
🛍️ Product Catalog Features HIGH PRIORITY
Product Listing Pages
- Grid view (2/3/4 column options)
- List view toggle
- Quick view modal
- Add to wishlist
- Product hover effects
- Sale badges
- Out of stock indicators
Filtering & Sorting
- Filter by: price, size, color, category
- Sort by: featured, price, new, bestselling
- Active filters display
- Filter result count
- Clear all filters option
- Mobile filter drawer
📱 Product Detail Pages HIGH PRIORITY
- Multi-image gallery with zoom (4-8 images)
- 360-degree view option
- Video integration capability
- Size selector with visual guide
- Color swatches with image switching
- Quantity selector
- Add to cart / Buy now buttons
- Add to wishlist button
- Stock availability indicator
- Product description with rich text
- Size & fit guide modal
- Material & care instructions
- Shipping & returns information
- Customer reviews section with photos
- Related products carousel
- Recently viewed products
- Social sharing buttons
🛒 Shopping Cart & Checkout HIGH PRIORITY
- AJAX cart (no page reload)
- Cart preview drawer
- Edit quantity in cart
- Remove items
- Save for later functionality
- Discount code field
- Shipping calculator
- Free shipping progress bar
- Cart upsell recommendations
- Guest checkout option
- Express checkout (PayPal, Apple Pay, Google Pay)
- Multi-step checkout with progress indicator
- Auto-fill address functionality
- Real-time shipping calculation
- Order summary sidebar
- Secure payment badges
👤 Customer Account Features MEDIUM PRIORITY
- User registration and login
- Social login options (Google, Facebook)
- Password reset functionality
- Order history and tracking
- Saved addresses
- Wishlist management
- Account preferences
- Reorder functionality
- Email notification preferences
🔍 Search & Navigation HIGH PRIORITY
- Intelligent search with autocomplete
- Predictive search suggestions
- Product image in search results
- Search result filtering
- Popular search terms
- No results page with alternatives
- Breadcrumb navigation
- Mega menu for large catalogs
- Mobile hamburger menu
- Sticky header on scroll
📧 Email Marketing MEDIUM PRIORITY
- Welcome email series
- Abandoned cart recovery emails (3 sequences)
- Order confirmation email
- Shipping notification email
- Post-purchase follow-up
- Product review request
- Win-back email campaign
- Newsletter campaigns
5. Technical Requirements
🖥️ Platform & Technology Stack
| Component | Technology | Version/Details |
|---|---|---|
| E-commerce Platform | Shopify | Latest stable version |
| Theme Framework | Liquid (Shopify's templating language) | Custom theme or premium theme |
| Frontend | HTML5, CSS3/SCSS, JavaScript/jQuery | ES6+ standards |
| Responsive Framework | Mobile-first approach | Bootstrap or custom grid |
| SSL Certificate | 256-bit encryption | Included with Shopify |
| CDN | Shopify CDN | Global content delivery |
| Version Control | Git | GitHub or Bitbucket |
📱 Device & Browser Compatibility
Supported Browsers
- Chrome (latest 2 versions)
- Firefox (latest 2 versions)
- Safari (latest 2 versions)
- Edge (latest 2 versions)
- Mobile Safari (iOS)
- Chrome Mobile (Android)
Device Categories
- Desktop (1920px, 1440px, 1280px)
- Laptop (1024px)
- Tablet (768px - 1024px)
- Mobile (320px - 767px)
- Large displays (2560px+)
Responsive Breakpoints
- Mobile: 320px - 767px
- Tablet: 768px - 1024px
- Desktop: 1025px - 1440px
- Large: 1441px+
🔌 Third-Party Integrations
| Integration Type | Service/Tool | Purpose |
|---|---|---|
| Analytics | Google Analytics 4 | Traffic tracking, behavior analysis |
| Advertising | Facebook Pixel, TikTok Pixel | Retargeting, conversion tracking |
| Email Marketing | Klaviyo or Mailchimp | Automated campaigns, newsletters |
| Reviews | Judge.me, Loox, or Yotpo | Customer reviews, photo reviews |
| Live Chat | Tidio, Gorgias, or Zendesk | Customer support |
| Social Media | Instagram Feed | User-generated content |
| Search | Shopify Search or Algolia | Product search functionality |
6. Design Requirements
🎨 Brand Identity Deliverables
Logo Package
- 3 initial concepts
- 2 revision rounds
- Vector formats (AI, EPS, SVG)
- Raster formats (PNG, JPG)
- Multiple variations
- Favicon versions
Color System
- Primary colors (2-3)
- Secondary colors (2-3)
- HEX, RGB, CMYK codes
- Accessibility compliant
- Usage guidelines
Typography
- Heading font family
- Body text font family
- Font size hierarchy
- Web-safe/Google Fonts
- Line height specs
💎 UI/UX Design Principles
- Minimalism: Clean, uncluttered layouts with ample white space
- Visual Hierarchy: Clear prioritization of content using size, color, and placement
- Consistency: Uniform design patterns across all pages
- Accessibility: WCAG 2.1 Level AA compliance
- Mobile-First: Design optimized for mobile devices, then scaled up
- Conversion Optimization: Strategic CTA placement and user flow design
- Brand Alignment: Design reflects brand personality and values
📐 Design Specifications
| Element | Specification |
|---|---|
| Maximum Content Width | 1400px |
| Image Quality | High-res (2x for retina), optimized for web |
| Button Minimum Size | 44x44px (touch-friendly) |
| Line Height | 1.5-1.8 for body text |
| Contrast Ratio | 4.5:1 minimum (WCAG AA) |
| Grid System | 12-column responsive grid |
7. Integration Requirements
💳 Payment Gateways HIGH PRIORITY
- Shopify Payments (primary)
- PayPal Express Checkout
- Apple Pay integration
- Google Pay integration
- Buy Now Pay Later (Klarna, Afterpay, or Shop Pay Installments)
- Credit/Debit card processing (Visa, Mastercard, AmEx, Discover)
🚚 Shipping & Fulfillment HIGH PRIORITY
- Carrier-calculated shipping (USPS, UPS, FedEx, DHL)
- Flat rate shipping options
- Free shipping threshold
- International shipping zones
- Real-time tracking integration
- Print shipping labels from admin
- Local pickup/delivery options
📊 Analytics & Tracking HIGH PRIORITY
- Google Analytics 4 with enhanced e-commerce
- Google Tag Manager setup
- Facebook Pixel with event tracking
- TikTok Pixel integration
- Conversion tracking setup
- Goal and funnel configuration
- Heatmap tool (Hotjar optional)
8. Security & Compliance
🔒 Security Requirements
Data Protection
- SSL/TLS 256-bit encryption
- HTTPS for all pages
- PCI DSS Level 1 compliance
- Secure payment processing
- Regular security updates
Privacy Compliance
- GDPR compliance
- CCPA compliance
- Cookie consent banner
- Privacy policy page
- Data deletion requests
Authentication
- Two-factor authentication (admin)
- Password strength requirements
- Secure password reset
- Session timeout
- Account lockout protection
⚖️ Legal Pages Required
- Privacy Policy
- Terms of Service
- Refund & Returns Policy
- Shipping Policy
- Cookie Policy
- Accessibility Statement
9. Performance Requirements
⚡ Speed & Optimization Targets
Page Load Time
< 3s
Desktop & Mobile
Time to Interactive
< 4s
Mobile Devices
Lighthouse Score
90+
Performance
Uptime
99.9%
Monthly Average
🎯 Optimization Techniques
- Image Optimization: WebP format, lazy loading, compression
- Code Minification: CSS, JavaScript, HTML compression
- Browser Caching: Leverage browser cache for static assets
- CDN Delivery: Global content delivery network
- Database Optimization: Query optimization, indexing
- Critical CSS: Inline critical CSS for above-the-fold content
- Defer JavaScript: Non-critical scripts loaded asynchronously
- Font Loading: Font-display swap for custom fonts
📈 Core Web Vitals Targets
| Metric | Target | Description |
|---|---|---|
| LCP (Largest Contentful Paint) | < 2.5s | Loading performance |
| FID (First Input Delay) | < 100ms | Interactivity |
| CLS (Cumulative Layout Shift) | < 0.1 | Visual stability |
10. Project Timeline
Phase 1: Discovery & Planning (Days 1-3)
Deliverables: Project kickoff meeting, requirements gathering, sitemap, wireframes, content strategy
Client Input Required: Brand preferences, target audience info, competitor examples, initial content
Phase 2: Branding & Identity (Days 4-8)
Deliverables: 3 logo concepts, brand color palette, typography selection, brand style guide
Client Input Required: Logo feedback and approval, brand direction confirmation
Phase 3: UI/UX Design (Days 9-15)
Deliverables: Homepage design, product page design, collection page design, responsive mockups
Client Input Required: Design feedback, revision requests, final approval
Phase 4: Development (Days 16-22)
Deliverables: Shopify store setup, theme development, payment integration, shipping configuration, app installations
Client Input Required: Payment gateway credentials, shipping details, business policies
Phase 5: Content Integration (Days 20-23)
Deliverables: Product uploads (50 SKUs), page content, images optimized, SEO implementation
Client Input Required: Product details, images, descriptions, pricing
Phase 6: Testing & QA (Days 24-25)
Deliverables: Cross-browser testing, mobile testing, checkout testing, performance optimization, bug fixes
Client Input Required: Final review, test orders, feedback
Phase 7: Launch & Training (Day 25)
Deliverables: Website launch, domain setup, admin training session, documentation handoff
Client Input Required: Final approval, launch confirmation
Note: Timeline is based on 25 working days (Monday-Friday). Delays may occur if client feedback or required materials are not provided within agreed timeframes.
11. Success Metrics & KPIs
📊 Key Performance Indicators
| Metric | Target (Month 1) | Target (Month 3) | Measurement Tool |
|---|---|---|---|
| Website Traffic | 500+ visitors | 1,000+ visitors | Google Analytics |
| Conversion Rate | 1.5% | 2-3% | Shopify Analytics |
| Average Order Value | $60 | $75 | Shopify Reports |
| Cart Abandonment Rate | < 70% | < 65% | Shopify Analytics |
| Mobile Traffic % | 60%+ | 65%+ | Google Analytics |
| Page Load Speed | < 3 seconds | < 3 seconds | Google PageSpeed Insights |
| Email Capture Rate | 5% | 8-10% | Email Marketing Tool |
| Return Customer Rate | 10% | 15-20% | Shopify Reports |
✅ Launch Success Criteria
- All pages load successfully without errors
- Checkout process completes end-to-end
- Payment processing working for all methods
- Mobile responsiveness verified across devices
- All product information accurate and complete
- Email notifications sending correctly
- Analytics tracking properly
- SEO fundamentals implemented
- Security certificates active (SSL)
- Client training completed
12. Risks & Mitigation Strategies
| Risk | Impact | Probability | Mitigation Strategy |
|---|---|---|---|
| Delayed content/images from client | High | Medium | Set clear deadlines early, use placeholder content, regular follow-ups |
| Scope creep during development | Medium | Medium | Clear SOW, change request process, document all decisions |
| Third-party app incompatibility | Medium | Low | Test apps before integration, have backup alternatives |
| Payment gateway setup delays | High | Low | Start setup early, verify requirements, use sandbox testing |
| Performance issues with large images | Medium | Medium | Image optimization guidelines, automated compression, lazy loading |
| Browser compatibility issues | Low | Low | Regular cross-browser testing, use modern web standards |
| Client unavailable for approvals | High | Low | Set approval deadlines, escalation process, designated decision maker |
13. Appendix
📚 Reference Documents
- Project Proposal (v1.0)
- Client Questionnaire
- Brand Guidelines (to be created)
- Sitemap & Wireframes (to be created)
- Design Mockups (to be created)
- Technical Specifications
- Content Inventory Sheet
- Testing Checklist
- Training Documentation
🔧 Tools & Resources
Design Tools
- Figma / Adobe XD
- Adobe Illustrator
- Adobe Photoshop
- Canva (for quick assets)
Development Tools
- VS Code
- Git / GitHub
- Shopify CLI
- Browser DevTools
Testing Tools
- Google PageSpeed Insights
- GTmetrix
- BrowserStack
- Lighthouse
Project Management
- Trello / Asana
- Google Drive
- Slack / Email
- Loom (for videos)