5 Questions Document

At Amazon, when developing a new product idea, you start Working Backwards. Working Backwards, also called Product Discovery in other companies, is the product development framework that Amazon uses to build new products and deeply understanding customer problems. When going through the Working Backwards process, you will engage with your customers, gather relevant information about them (such as anecdotes and quantitative data), perform research, consult with the various teams involved, read whitepapers, etc. To consolidate and synthesize all this information, it is recommended to create a 5 Questions (5Qs) document. I find the 5Qs document to be a highly effective tool for two primary reasons. First, it helps you remain highly focused on the customer's needs and approach the problem and solution from their perspective. Second, drafting the initial version of the 5Qs document can be done quickly, giving you a quick way to decide whether or not you want to purse your project.
In this article, we will discuss the benefits of using the 5Qs document and illustrate the concept through the example of Allmyapps, a startup I founded in 2008. Allmyapps was the first application store for Windows. It was a platform designed to help users search, discover and install their favorite applications on their Windows computers in a secure way. It provided a user-friendly interface allowing users to browse applications through various categories, select the ones they needed, and securely install them in a few clicks.

The Amazon 5 Questions (5Qs) document is a customer-centric approach to idea development that provides guidance throughout the Working Backwards process, discovery work, and user research. Its primary objective is to ensure that you have clear and concise answers to the following five fundamental customer questions:

1. Who is the customer?
2. What is the prevailing customer problem?
3. What is the solution?
4. How would you describe the end-to-end customer experience?
5. What is the most important benefit for the customer?

Note that some teams at Amazon recommend having a specific question related to metrics like ‘What success does look it? What are the KPIs?’. Even though it is really important, I usually prefer answering metrics-related questions in the Stakeholder FAQ of the PRFAQ document.

Let’s get started using the Allmyapps example. I will write the answers in the present tense but keep in mind we are in 2008 😄

1) Who is the customer?
The purpose of this question is to identify the primary customer of your product. It’s essential to focus on the primary customer and be specific about them. Secondary beneficiaries can be addressed in FAQs of the PRFAQ document.

Allmyapps answer: Allmyapps’ customer is a Windows user who wants a simple and secure experience for finding and installing his applications on his computers. In 2008, there are more than 100MM Windows users world-wide. These users are looking for a more streamlined and secure alternative to searching for applications on different websites and going through complicated and insecure installation processes. Additionally, these users want to keep their software up-to-date automatically in a secure way. These users are not very tech-savvy and/ or had limited time and patience to navigate complex installation procedures and want to keep their computer secure and up-to-date all the time. In 2008, the global software market was valued at approximately $303 billion, with the United States accounting for approximately 45% of the total market. The European market accounted for approximately 27% of the total market.

In this answer, the customer is specific. We gave insights and details on customer behaviors. It gives a good sense of what the customer is trying to accomplish and the pain point they have today. However, it is deficient in quantitative data, with only limited insights into the targeted market segment provided
Additionally, it's important to note that while the response concentrates on the primary customer persona, Allmyapps also includes other personas such as Windows software editors/developers. Although the Windows developer is a crucial persona, they are not the primary one, and their requirements should be addressed separately in another document and in the project PRFAQ.

2) What is the most critical customer problem/opportunity?
This question prompts you to consider how you know that you are focusing on the most important problem for the customer. To inform your answer you want to direct the reader to other documents that provide pieces of evidence about the customer's problem/opportunity.

Allmyapps answer: Today (2008), Windows users who need new applications have difficulty finding and securely installing them. They have to search for applications on different websites, forums, and download portals, which is time-consuming and confusing, then they have to install them one by one which is a multi-step process that requires customers to navigate through multiple pages and dialogs, accept different terms and conditions, and sometimes even install additional advertising software (adware) without the customer consent. Customers need an easy way to discover and securely install their Windows applications. Data: Windows usability study, interviews with Windows users, user surveys and feedback, market research on the Windows application ecosystem, and analysis of existing application discovery and management tools.

In this answer, the prevailing customer problem is clear in this response. The Fragmentation, complexity, and insecurity of the Windows application ecosystem make it challenging for customers to find the Windows applications they need and be sure they are safe to install. You can notice that even though there are other problems in this space for example the complexity of updating apps, the answer is focused on the discoverability of safe applications which is the most important customer problem. The response refrains from proposing solutions, allowing for various options to address the problem. However, like the prior response, it would have been more convincing if it had included more data to support its claims.

3) What is the solution?
The purpose of this question is to describe your solution at a high level.

Allmyapps answer: Allmyapps is the first application store for Windows making it easy for users to discover, install, and manage their favorite Windows applications. Directly from the comfort of their laptop, users can browse a curated library of thousands of popular applications, pick the ones they need and install them securely in a few minutes.
Alternatives considered and rejected: We decided to build a desktop application for the Allmyapps app store rather than a web application but we had long debates about this. The decision was made because we believed that a desktop application would more likely become the preferred place for users to manage their applications (think Spotify for apps). Also, a desktop application can integrate more closely with the operating system, which in our case was a clear advantage to build the 1-click application installation technology required to make users’ lives easier when installing their apps.

4) How would we describe the end-to-end customer experience?
The purpose of this question is to describe how your solution works and how the customer will interact with it. You want to describe every important step of the customer experience.

Allmyapps answer: Allmyapps is a convenient and user-friendly application store for Windows that simplifies the process of discovering, installing, and managing your favorite Windows applications. To get started, simply visit http://allmyapps.com and download the Allmyapps app store onto your computer. Once downloaded and installed, Allmyapps will automatically scan your computer to discover and regroup your existing applications on the app store home page, from where you will be able to easily launch them. If any of your applications are out of date, Allmyapps will notify you, and you'll be able to update them with just one action. This ensures that your computer stays up-to-date with the latest versions of your applications, making it more secure and efficient. Allmyapps provides a wide range of thousands of sought-after applications spanning multiple categories, such as productivity, entertainment, and gaming. All the applications available on the platform undergo rigorous curation processes to ensure that they are secure and free of malware or viruses. As a result, you can safely and confidently browse and explore our app store to find, install and enjoy new applications for all your needs.

 In this answer, the customer experience is described step by step, from the onboarding to the day-to-day usage of the appstore giving reader a complete walkthrough of the solution. The language used is simple and customer centric making it easy to understand for the target audience. The prevailing benefits, ease of use and security, are clearly stated and are articulated in the narrative. Overall this narrative If The response refrains from proposing solutions, allowing for various options to address the problem. However, like the prior response, it would have been more convincing if it had included more data to support its claims.

5) What is the most important customer benefit?
The purpose of this question is to identify the most valuable part of the solution. It means that if you solve this part customers will be delighted by your product.

Allmyapps answer: The most important benefit of Allmyapps is to offer customers a secure way to discover and install a wide and varied selection of Windows applications for their computer. Allmyapps offers ease of use and peace of mind for Windows users.

 In this answer, the most important benefit is clear, it’s security and with security comes peace of mind for customers. You can notice that even though there are other benefits such as ease of use and a wide selection of applications, the answer is focused only on security. It is important because it clearly positions your product for your audience. Highlighting several benefits usually blurs your message and makes it harder for your customers to understand if your product is a good fit for them.

The 5 Questions document serves as an excellent mechanism to further refine your vision for your idea. And it’s the prefect starting point for creating a PRFAQ. Back in 2008, I didn’t know about the Working Backwards process and the 5Qs document. I wish I knew. Like many entrepreneurs, I started building Allmyapps solely based on intuitions and what I believed to be a good product for my customers. In retrospect, not having those fundamental documents proved to be detrimental to the business. Without a clear understanding of the customer's needs and a systematic approach to product development, my startup failed to gain traction in the market.
To prevent such setbacks I really encourage you to thoroughly go through the Working Backwards and start with a solid 5 Questions document. You won’t regret it, trust me 😄

I hope you enjoy this article. If you have questions please reach out, I’d be happy to help!
Let’s build something great together!
Arnaud