The One-Page Launch Dossier: Ship a Playable, PRD, ASO Assets & JSON‑LD in 90 Minutes

The dossier is a deliberate anti-bloat artifact: one side of A4 (or one scrollable screen) that contains the launch-grade inputs contractors actually need. It replaces vague feature documents and long-winded roadmaps with prescriptive, copyable fields and deliverables: a playable specification (steps + success criteria), a concise PRD summary, ASO-ready captions and screenshot briefs, and a JSON‑LD feature card for search/landing pages.

It is not a full engineering spec or a requirements backlog. Think of it as the minimum viable brief that prevents back-and-forth and kickstarts a build/design session. Use it to buy clarity and speed — then follow with a lightweight ticket queue if the work grows past the first milestone.

Keep fields short and action-oriented. Each field is designed to be copy-pasted into a ticket, Figma frame, or App Store screenshot canvas. Key sections: Title & short hook (30–60 chars), One-line value prop, Primary user, Top 3 jobs-to-be-done, Playable flow (3–6 steps), Acceptance criteria (pass/fail), Screenshots brief (3–5 frames, caption + CTA), Store metadata draft (title, subtitle, long description short bullets), and JSON‑LD feature card fields (name, description, platform, category, screenshots array).

Below are the exact field names to include in your dossier so outputs are immediate and precise: each should be a single sentence or bullet that a contractor can act on without clarification.

1) Playable spec (Figma frame + click-through). Use the dossier's Playable flow and Screenshots brief to create 3–5 Figma frames that map the user path. Label each frame with the step number, user intent, and acceptance criteria. If you use a Figma starter file, export frames as a single prototype link and include the link in your contractor brief.

2) One‑page PRD (Markdown). Convert the dossier fields into a single Markdown PRD: title, problem, goal metric, success criteria, brief scope (in scope / out of scope), and dependencies. This is the build contract engineers will reference when estimating and delivering.

3) JSON‑LD feature card. Create a small JSON‑LD block that captures name, short description, platform, category, and screenshot URLs. This serves two purposes: a structured feature card embedded on your landing page and a machine-readable descriptor for some app indexing scenarios. Follow Schema.org's SoftwareApplication example to keep fields valid; JSON‑LD is intentionally simple and portable.

Block a single 90‑minute uninterrupted session (calendar + Do Not Disturb). Invite at most one collaborator (design or engineering) if you want synchronous feedback — otherwise run solo. Use a timer and follow this minute-by-minute structure: 0–10: fill header fields (title, hook, metric). 10–35: map the playable flow and acceptance criteria. 35–60: write screenshot briefs, store copy drafts, and assign priorities. 60–80: convert to Figma frames and copy into Markdown PRD. 80–90: generate JSON‑LD feature card and create the contractor delivery ZIP (prototype link, MD, screenshots brief, JSON).

The discipline is ruthless trimming: if a sentence isn't actionable in 10 seconds, rewrite it. At the 80-minute mark, stop polishing and package what you have — speed beats perfection for early launches.

Treat screenshots and short captions as conversion copy, not decoration. For each screenshot brief include: leading benefit statement (6–10 words), an explicit micro-CTA (e.g., “Start a 7-day plan”), and a visual priority (what to zoom or highlight). Use the top screenshot slot to communicate the app’s core value quickly — that frame carries the highest conversion weight.

Include a mini ASO checklist in the dossier so the contractor can produce deliverables that meet store expectations: final image sizes, localized text slots, and A/B variants. Use a short metadata draft (title, subtitle, 3–5 feature bullets) so the marketing owner can iterate fast. If you want to be thorough, keep a simple tracking plan to measure screenshot experiments after launch.