Product Design Question

“Walk me through how you would design X product.”  This could be asked with, “Walk me through how you might design an alarm clock for someone who is blind.  Walk me through how you might design a better wallet.  Walk me through how you might design an elevator for handicapped individuals.”  

This is a question you could be asked by a client, internal or external, in your journey to bringing a new product to market and we will discuss how you’d answer it in a concise, but productive way.  What you’ll want to do is have a framework in mind.  The framework would be as follows.

1. Ask clarifying questions, i.e. who might the wallet be used by? And what does better mean in the context of a wallet?
2. Communicate your answer outline, i.e. “Now that I understand the scope of this project I’d like to layout how I’d approach the design of this project.”  

          a.  First I’m going to reiterate what my business goals are. i.e. revenue, adoption, better conversion, etc.

          b.  Second I’ll identify my customer base and their use cases.

          c.  Third I’m going to brainstorm some features and evaluate the features against the business goals listed.  

          d.  Lastly I’ll discuss tradeoffs and summarize my recommendation.  

3. Identify the users and their use cases.  Could draw on whiteboard two columns.  Users on left hand side and use cases on right.  After listing the various users you’d ask which of the users the interviewer would like to focus on.  
4. Identify gaps in their use cases or room for improvement.  Could create a third column to list these. 
5. Brainstorm features and improvements.  Brainstorm solutions/features that address the gaps.  Ask the client if you’re on the right track or not. 
6. Prioritize and identify trade-offs of each feature/improvement.  Could be revenue generating vs time and cost to develop it.  Or by customer satisfaction.  Walk through pros and cons of each feature/improvement so you show you’re thinking about all facets of product.  
7. Summarize your recommendation.  

This is a brief, but effective way to quickly walk a client through how you’d design something for a product they need released to the market.

Create a New Product

If you are a Product Owner chances are you're not the one that will be coming up with a new product that the company is going to create.  Hypothetically though say you are at a startup and they want you to create additional revenue streams and so you’ll need to identify and validate a problem.  I’d recommend using a whiteboard to map out a structure or outline of how you’d find users, what questions you’d ask, and how I’d document their needs.  What follows is a framework you could use to do so.

1. Discuss prioritization methods.  What prioritization frameworks have you used in the past, i.e. rev vs time and cost to develop vs cust satisfaction or adoption.
2. Walk through how you would document requirements with users interviews and feedback and provide wireframes with tools like Lucidchart, Balsamiq, Axure, etc.  If you write specs take some time to walk through how you write them. 
3. Explain how you’d work with other teams to build the product.  Explain using agile (MVP and quick iteration) vs waterfall (planning for all possible outcomes, costs, features, etc up front) for the product being developed.  Walk through execution process and how you’d work with teams like engineering and design.  Walk through how you’d engage with the design team.  Do you like to provide more or less guidance?  How often do you check in with designers?  Explain how you’d work with engineering to cost and assess the technical designs that are proposed as well as how you would test the product to ensure product quality.  
4. Discuss launch plan and how you would track success.  Would you be conducting a beta test with a limited number of users?  Define which metrics you’d be tracking to measure success. 

This is a brief, but effective way to quickly walk a client through how you’d create a new product they need released to the market.

Improve an Existing Product

A core responsibility of a Product Owner is to always be improving and iterating on a product by adding value to it and its users.  If a client asks you how you’d improve an existing product here is a simple framework you could follow.

1. Discuss the product’s objective - keep it high level.
2. Figure out what the product needs to reach its objectives.  Here are a list of questions you’d start with and then drill down from there based on the answers you received.

           a.  What have you noticed about the product on its way to reaching its objective?  What has it been successful or not successful at doing? 

                 i.  Think acquisition funnel = acquisition, activation, retention, revenue, and referral.  

           b.  Does the product seem to have a hard time acquiring or activating users?  Does the product have features that encourage users to stick around for a long time?  Does the product have enough drivers that could incentivize users to convert into paying customers?  Is there a strong reason for the product to have users refer or recommend it to other users? 

3. Brainstorm improvements for these needs.  Which of the needs is the highest priority for the product and come up with ideas using that priority.  Or ask which need the interviewer needs you to focus on.  Explain your own prioritization first.  With ideas for improvements come up with short and long term implementations.  
4. Lay out your execution plan and success criteria.  With each improvement discuss the pros and cons or costs and benefits of each.  Explore how you’d roll out the execution plan in the short, mid, and long term with your improvement ideas and how you’d launch them.  Short = increasing revenue by improving the completion rate of purchases then briefly discuss how you might conduct split tests around the shopping cart experience.  Explain success metrics for each idea, i.e. for shopping cart is a 10% increase in purchase completion.  Additionally you’ll want to list out the metrics you plan to track in order to confirm the success of this improvement.

This is a brief, but effective way to quickly walk a client through how you’d improve a product they need released to the market.