You are the PM of an OTT service provider (over the top service provider just like Netflix and Hotstar). How would you go about identifying the product improvements required? Explain the thought process to prioritise the features to make it rank better on user experiences.

@mkanapaka 

The framework that you used isn’t one that I have seen often.  I’ll provide feedback on your answer and I will provide the framework I would use for this question.

What you did well

1.       Framework – you used a framework nd laid out for the interviewer what the framework was

2.       You provided a general background of the product

3.       User persona – you define user personas it might be helpful if answering the question to go deeper – if this question is really about your process then it’s ok

4.        

Areas to improve

1.       You start the framework with B -  what business objective we want to achieve – I didn’t see you provide a methodology for understanding the business objectives or define one.  To identify the business objectives I would

a.       Align product goals with corporate direction

b.       I would look at customer needs and market conditions

c.       I would look at competition

d.       I would look at metrics within the existing product and look for areas of improvement

e.       I would trace the user journey and find friction point

2.       You move onto U where you define two user personas.  I would use a set of criteria to pick which one to focus on.  Reach, Impact, alignment with goals, etc.

3.       You then move on to user problems (pain points)

4.       You pick amongst the pain points – again with criteria. 

5.       You don’t propose any solutions

How I would Answer. 

If it’s a framework question, then I would layout this framework – if it’s about actually doing product improvement I would use this framework

·       Ask clarifying questions

o   What’s wrong with the CX (customer experience) today?

§  What challenges does this cause for users?

o   If we improve the CX what is the outcome we are looking for?

o   Which step along the user journey (awareness, acquisition, activation, engagement, monetization) is the issue worst?

o   Ask who, what, where, when, why and how questions

·       Describe the product

·       State a goal – improve use experiences as related to … use info from the clarifying questions.

·       Define users personas

·       Use criteria to pick which persona to focus on

·       Define the pain points and or user journey

·       Use criteria to pick a step in the user journey / pain points to focus on

·       Brainstorm solutions (3-4 one can be a moon shot)

·       Use criteria to pick against the solutions (Reach, Impact, effort)  

·       Define how you would measure success

·       Are their any counter metrics your would watch

o   As we increase the CX with the free version I’d keep an eye on impact on paid subscriptions, etc.

·       Identify any limitations.

I find the courses and videos on the site very helpful.  You clearly know what you are doing – these questions are a game, where applying the framework and hitting all the steps makes a big difference.  You should check out the videos on the site as well.