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Build a product for podcasts.

You are a PM at Meta (Facebook). You have been asked to build a product to cater to the podcasts market. How would you go about it?
Asked at Meta (Facebook)
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Great, before I start may I ask a few clarifying questions?

Sure.

  • Do you have a platform in mind? No.  The only thing is it's a Facebook product so you should approach it from that angle
  • OK.  any platform restrictions?  No.  Any regions?  No.  It's all up to you.
  • Any demographics?  No, it's up to how you want to define it.

OK, thanks for that.  Would you mind if I get a couple of minutes to jot down my thoughts, then come back with a list of users and their use cases, and a proposed solution?

Sure, sounds good take your time.

GOALS: OK first of all when I think along the lines of a facebook product I want it to tie to the company's mission of giving ppl power to build community and to bring the world closer.  In that sense, I feel like this product needs to adhere to those principles so it should be a mechanism for knowledge sharing, and people should be able to react to it and offer feedback.

OK, go on. 

User GROUPS: Now the users are quite wide ranging but I can list them and their use cases.

  • The podcast creator - these are often professionals or subject matter experts who want to share their thoughts, and also want to promote their ideas and hopefully be able to help others.  Some may have a monetary angle.
  • The podcast listener - these are ppl who are eager to learn so they will be consuming the podcasts on subjects they are interested in, and also to react to them and if they like the cast they may share it with their friends and family
  • There could be podcast sponsors as well.  Usually they come into play to help put together the production of the actual podcast, but for them it's just be able to get their name out there
Let's see what their pain points may be:
  • Podcast creator - it's often a singular experience when they will just keep talking and talking on a relevant subject.  Some may actuall incorporate interviews and production level type of mixing and presentation like 1619 by New York Times.  I think they have existing tools out there already but for the most part it's a very siloéd singular type of experience.  Perhaps the podcast can be more engaging if it's all live and not just pieced together.
  • Podcast listener - they just want to have an easy way to get podcasts as easily as possible.  Usually podcasts listeners don't get to participate.  They listen and they can't react to the content on the existing platforms.  They would have to blog about them, or heck, even share them to Facebook and comment on them.
Based on the pain points above I feel the biggest ones are the ability to particpate in a community style of podcasting, and also if there's an element to react to the podcasts while the listener is listening to them.
 
Would you mind if I take a couple of minutes and think about the solutions, prioritize them and offer a summary?  
 
Sure go ahead.
 
OK thanks.  I am ready to share the solutions I came up with.  As a recap, I have identified the goals of the podcast product, and the user groups of the podcast creator and listener, and prioritized the pain points of both groups.  
 
Here are the solutions I can think of and I would prioritize them based on impact and level of effort:
  1. Communal podcasting room - Impact - H, Effort - M
    • This will be like Facebook Rooms but without the video.  The main podcaster can kick off a session make sure the other particpants are invited and they can join in and begin a live type of discussion that can also be recorded.  
  2. Reactions to podcast Impact - H, Effort - L
    • We can leverage the existing post/live video/media reaction capabilities here so the effort should be low
  3. Ability to share the podcast via Facebook - like a post a user can share it to another Facebook user.  Impact - M, Effort - L
    • We can leverage the existing post/live video/media sharing capabilities here so the effort should be low as well
  4. VR Podcast - while I know this isn't the traditional audio format I don't see why that restricts the format with a VR flavor.  Creators can have a way to engage in a multiple way type of dialogue which they cannot do in person, and it can still be distributed just like a podcast, and shared with friends
    • Effort here is high because this needs to be a new format from the creation perspective, and also from the listener/watcher perspective here 
Based on all of the solutions above I would want to go with the VR Podcast here because that is more unique and it's an opportunity for both the creators to do something different along with the listeners to hear and see a different podcast experience.  
 
Thanks,  that's a great idea and next we can dive into how you would measure success of this solution.

 

 

 

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Solid answer with an interesting solution!  Take my feedback as fine tunning. 

 

Areas you did well.

1.       Use of a framework – it is clear that you are using a framework

2.       Clarifying questions – while you asked some good clarifying questions, I always like to throw in top of funnel questions like what our goal is, what is the problem with the current podcast system, etc.  You may get some info.

3.       Set a goal – I like that you tied the goal into sticking with fakebook’s mission – If you are going to do make that a statement – then carry it through the entire answer – maybe make it a criteria in your solution analysis

4.       User groups – (persona) – you defined a list of personas.  Might be worthwhile to breakdown that user groups. 

a.       People that listen to podcasts

                                                               i.      Heavy users all the time

                                                             ii.      Medium

                                                           iii.      Light

                                                            iv.      Only while driving (me)

                                                             v.      Only while working out (me – walking the dog)

                                                            vi.      In the office – while working

                                                          vii.      Etc.

5.       Solutions – three to four – one is a moonshot

Areas of improvement

1.       Pick a persona – I think you should just pick one persona – use some criteria – such as I’m going to focus on the listeners it is a larger audience and more closely tied to the Facebook mission. 

2.       Pain points vs user journey.  In my past critiques I used to say I think you can pick either user journey or pain points.  I am leaning away from that opinion.  I think a user journey is important to define actual pain points.

3.       Tie your solution to pain points.  You came up with a clever solution – what pain point does it solve?

4.       Use criteria to pick persona, pain point and solution, if you have a goal make sure you take that into consideration.  Given the tie into Facebook – maybe social sharing, the communal listening is cool (more of a live stream then on demand podcast). 

5.       Bonuses for measuring success and listing limitations. 

 

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