The operating checklist

From product truth to useful learning.

A durable checklist for iOS-first teams, with Google Play considerations where the systems differ. Copy it into a brief, or work through it beside the browser-local workbench.

Open workbench Read the metadata guide

Ground truth

Name the audience and job-to-be-done.
Inventory only shipped, inspectable capabilities.
Record pricing, privacy, device, and market constraints.
Choose one primary conversion promise.

Discovery

Collect customer language from reviews, support, interviews, and search suggestions.
Cluster terms by intent—not just lexical similarity.
Map priority phrases to a page promise and proof.
Remove trademarks, competitors, irrelevant terms, and fake volume claims.

Metadata

Keep the name distinctive and within the platform limit.
Make the subtitle or short description explain a real use.
Lead the description with product, person, and outcome.
Validate Apple keywords by UTF-8 byte length.
Write What’s New for customers, not the release pipeline.

Creative

Give each screenshot one job.
Make the first frames legible at thumbnail size.
Show real UI or clearly disclosed illustrative content.
Keep claims consistent with the shipped experience.
Preview localization for expansion and cultural fit.

Learn

Write the decision and hypothesis before the test.
Choose one primary measure and a stopping rule.
Log version, dates, audience, and confounders.
Read conversion alongside retention and product quality.
Record the result—including inconclusive results.

Before you ship: confirm current requirements in App Store Connect and Play Console. This checklist helps you think; the platforms remain the source of truth.