Driving Innovation: A Framework for Building New Features

This blog explores a systematic method for proposing and executing a new feature idea, drawing insights from the book ‘Decode and Conquer: Answers to Product Management Interviews.’

Choosing the Right Framework

For feature ideation and development questions, a combination of frameworks such as the CIRCLES Method and the RICE Scoring Model can help clarify thought processes and prioritize feature development.

Applying the CIRCLES Method and RICE Scoring Model

Identifying the Feature Using the CIRCLES Method

• Comprehend the Situation: Understand the context in which the feature would exist. Who are the users? What is the product’s current state?
• Identify the Customer Needs: Determine what needs or issues the feature would address for the users.
• Report the Customer Needs: Clearly articulate these needs and show how the feature connects to them.
• Cut through Prioritization: Narrow down the features by their potential impact and urgency using a scoring framework like RICE.
• List Solutions: Enumerate possible solutions or variations of the feature that could meet the needs identified.
• Evaluate Trade-offs: Discuss what compromises or technical challenges would need to be managed.
• Summarize your Recommendations: Conclude with a clear statement on what feature to build and why.

Assessing and Prioritizing the Feature with RICE

• Reach: Estimate the number of people the feature will impact within a given time frame.
• Impact: Predict the feature’s effect on user experience or revenue.
• Confidence: Reflect on how confident you are with your Reach and Impact estimates.
• Effort: Evaluate the resources and time needed to implement the feature.

Hypothetical Example Based on the Framework

Let’s say you propose a social sharing feature for a food delivery app:

• Situation: The app lacks social connectivity, which could increase engagement.
• Customer Needs: Users want to share their food orders with friends.
• Report: “Users have expressed interest in a feature that would allow them to share their favorite meals.”
• Cut: “This feature scores high on RICE due to its potential virality (Reach) and increased user engagement (Impact).”
• List: “The feature could include options to share via different platforms and incorporate reviews.”
• Evaluate: “Integrating with existing social platforms requires partnerships but provides free marketing.”
• Summarize: “Based on the RICE score and user demand, I recommend this social sharing feature as a priority development.”

Fact Checks and Realistic Approximations

Use industry knowledge to provide realistic estimates for Reach and Impact. If specific metrics aren’t known, draw from comparable features in similar apps to justify your estimations.

Tips on Communication

Keep your explanations of frameworks and methodologies clear. Articulate how each step informs the next, and be prepared to justify your reasoning if challenged. Demonstrate both analytical thinking and user empathy throughout your answer.

Conclusion

Successfully articulating your process for building a new feature can set you apart in a product management interview. By harnessing the power of structured frameworks like the CIRCLES Method and RICE Scoring Model, you can demonstrate not only innovation but also strategic prioritization and sound decision-making. Practice applying these frameworks to various feature ideas to strengthen your preparation for FAANG interviews.