App development has moved on dramatically in the last few years. From AI-driven personalisation and cross-platform frameworks like React Native, to ever-higher expectations around accessibility, data security, and performance, today’s apps need to deliver more than just functionality.

A clear, well-thought-out brief is your first safeguard against wasted spend, miscommunication, and missed opportunities. It keeps your goals front and centre, helps your development partner plan efficiently, and ensures everyone’s aligned from day one.

Think of your brief as the map for your digital journey. It highlights the destination, defines the best route, and helps you spot obstacles before they appear. And just like a great map, it evolves - refined with each new piece of insight from your team, your users, and your developers.

At The Distance, we see it all the time: when businesses take the time to create a clear brief, their projects run smoother, collaboration is stronger, and the final product delivers far greater impact.

Before you dive into the details, keep these three principles in mind. They’ll help you build a stronger foundation for your brief and for your app.

1. Put it in writing.
   Always document your ideas. Even if it starts as a rough outline, getting it on paper (or in Notion, Confluence, or Google Docs) keeps everyone aligned. Written clarity avoids confusion later and acts as your single source of truth throughout development.
2. Talk to your users early.
   Don’t assume what your audience wants, ask them. Quick interviews or surveys can reveal what really matters to the people who’ll be using your app. It’s one of the simplest ways to make better decisions before you commit budget to features.
3. Stay focused.
   Ambition is great, but clarity wins. Start with the core problem your app solves, not everything it could do. A focused first release gives you a strong foundation to build on and ensures your app delivers real value from the start.

When we work with new partners, this is the framework we follow to build a meaningful, detailed brief that sets the whole project up for success.

This is where you define your idea in its simplest form.

Try summarising it in one sentence:

“Our app helps [target audience] to [solve problem] by [core feature or function].”

This “elevator pitch” approach keeps your message concise and clear.

You can then expand with a few details:

• What the app will do at its core
• What business goals it supports
• Which platforms it will be available on (iOS, Android, or cross-platform)
• Whether you’re enhancing an existing system or creating something new

If you already have early ideas for technology choices (like using React Native for cross-platform efficiency), include that too. It helps developers plan the right architecture from the start.

No one knows your customers better than you do. Use this section to bring them to life.

Outline who your users are, their key demographics, behaviours, and pain points. Include:

• Age range, job roles, or industries
• Their goals or frustrations that your app will address
• Accessibility considerations (for example, visual impairments or motor challenges)

If you already have user personas, attach them. If not, even a simple outline can go a long way. The clearer your audience picture, the more precisely your development partner can tailor the user experience.

Competitor analysis isn’t just about keeping up; it’s about understanding where you can stand out.

List the apps or digital products that operate in a similar space. For each, note:

• What they do well
• What users complain about (check app store reviews!)
• How your app will deliver something different or better

You can even look beyond your direct competitors, think about the apps your audience already loves using day-to-day. What makes them enjoyable? Seamless onboarding? Personalisation? Clean design? These insights can help shape your own app’s experience.

This is the heart of your brief, and where many projects go off track if not clearly defined.

Start with your must-have features, then move on to your nice-to-haves. Prioritising upfront helps developers plan efficiently and prevents “feature creep” later.

When listing features, focus on the value each one delivers to users or your business.

For example:

• Push notifications → to keep users engaged with real-time updates
• Secure login → to protect user data and build trust
• AI-driven recommendations → to personalise the experience

You can also outline how you’ll measure success. Will you track engagement, retention, conversions, or revenue? Defining this early helps your partner suggest the right analytics and reporting tools.

If your app will display or manage content (like news articles, videos, or community posts), define how that will work.

Think about:

• Who creates the content (your team, users, or both)
• How often it’s updated
• What media types are included (text, images, video, audio)
• Whether you’ll need a content management system (CMS)
• How content should be stored and retrieved

This section is often overlooked, but it’s crucial. A strong content plan prevents future bottlenecks and helps developers choose the right architecture early on.

Design isn’t just about making something look good, it’s about making it feel right for your users.

In this section, describe your visual preferences and brand requirements:

• Provide your brand guidelines, colour palettes, and fonts
• Share examples of apps or interfaces you admire (and explain why)
• Note any accessibility requirements (colour contrast, font sizes, etc.)

Modern users expect inclusive, easy-to-use apps. Aesthetics play a huge role in achieving that - particularly in sectors like travel, health, and finance where trust and usability are paramount.

Remember: your design should reflect both your brand personality and your users’ expectations.

Every project needs boundaries, and a clear understanding of both time and budget helps your partner scope the work effectively.

Be transparent about your approximate budget range. This isn’t about limiting possibilities, it’s about helping your developers recommend the best technical approach within your means.

Include:

• Ideal launch date (and whether it’s tied to a key business event)
• Any non-negotiable milestones
• Buffer time for testing, feedback, and app store submission

Testing, refinement, and review are essential stages, don’t rush them. A well-tested app always outperforms one pushed out too quickly.

At The Distance, we treat every brief as a starting point for collaboration, not a fixed specification.

Once we’ve run an initial discovery workshop, we help our partners turn ideas into a detailed draft brief, capturing their goals, audiences, and priorities. From there, we iterate together, ensuring every aspect aligns with your business objectives and user needs.

This shared understanding doesn’t just make the process smoother; it results in better apps. Apps that perform. Apps that evolve. Apps that truly deliver value for your organisation and your customers.