Introduction
In the realm of product management, particularly within FAANG companies, interview questions can be remarkably diverse, scenario-based, and designed to test a range of competencies. This section dedicates itself to providing a blueprint for answering a common type of interview question faced by aspiring or experienced PMs: “What would you do if you observed a 35% decline in installs on DoorDash’s iOS app?” It is vital to harness structured frameworks to dissect such questions methodically, thereby demonstrating your analytical prowess and decision-making skills.
Detailed Guide on Framework Application
Choosing the Right Framework
For a question that involves addressing a decline in app installs, a hybrid approach of the AARRR (Acquisition, Activation, Retention, Referral, Revenue) framework and the Five Whys method is appropriate, allowing for a funnel-based diagnosis complemented by a root-cause analysis.
Step-by-Step Implementation
- Acquisition Analysis:
First, consider the Acquisition stage of the AARRR framework. Ask questions about any recent changes in the iOS App Store strategy, marketing efforts, competitive landscape, and broader market trends. Check analytics for changes in traffic sources. For instance, if there was a cut in marketing budgets, this could directly impact app installs.
- Activation and Retention Assessment:
Investigate if there are issues with the Activation or Retention stages that might indirectly influence acquisition, like poor onboarding experiences or app performance issues leading to negative reviews and reduced visibility.
- Referral and Revenue Reflection:
Review any possible impacts on Referral or Revenue that might harm the app’s reputation and, subsequently, its installs. For example, if a popular referral program was recently ended, it could cause a decline in word-of-mouth acquisition.
- Five Whys Exploration:
Apply the Five Whys technique to dig deeper into the underlying causes identified. For example, if reduced marketing spend is the culprit, ask why the budget was cut and so on until you reach the fundamental issue.
Hypothetical Example Demonstration
Imagine discovering that the 35% drop coincided with the removal of a key promotional feature on the app’s description page. Applying the Five Whys could reveal that this was due to an A/B test that inadvertently left out this feature on the iOS version.
Fact Checks and Assumptions
While we cannot know the exact marketing budgets or app store algorithms, we do know that significant reductions in visibility on the App Store can influence installs. Assessing industry benchmarks and general user behavior trends can guide our hypothesis.
Communication Tips for the Interview
- Begin your response by acknowledging the seriousness of a 35% decline and the need for a structured analysis.
- Clearly state your chosen frameworks and the rationale behind this selection.
- Present your hypotheses in a logical sequence, connecting the dots for the interviewer.
- Show that you are data-driven by discussing how you would validate your assumptions.
- Demonstrate your problem-solving attitude by not just identifying problems, but also suggesting tested improvements or experiments.
Conclusion
Interview questions on product decline are tests of a PM’s analytical skills and problem-solving abilities. By systematically applying a combination of the AARRR framework and Five Whys, you reveal a structured approach towards troubleshooting and strategic thinking. Reflecting on real-world scenarios and practicing these frameworks will not only help you ace the interview but also equip you for the challenges of a product management role.