How to Improve Onboarding Flow in FAANG PM Interviews
Introduction
Welcome to the blog section dedicated to helping aspiring and seasoned product managers (PMs) excel in FAANG interviews. A critical part of PM interviews is responding to situational questions that test your problem-solving and strategic thinking. In this post, we will dissect the question, “How would you improve the onboarding flow (sign up -> outbound transaction) of a fintech product like Revolut by 15% in the next 3-4 months?” Understanding how to utilize structured frameworks to answer such interview questions is vital because they help in organizing your thoughts and delivering concise and impactful answers.
Detailed Guide on Framework Application
Selection of Framework
For improving an onboarding flow, the AARRR (Acquisition, Activation, Retention, Referral, Revenue) startup metrics framework fits well because it helps break down the user journey and focus on optimizing the early stages.
Applying the AARRR Framework
The following steps guide you through applying the AARRR framework to answer the interview question:
- Acquisition: Analyze the current signup sources and identify the best performing channels. Implement stronger calls-to-action (CTAs) or incentives for signing up. For Revolut, it might involve partnerships with influencers or cashback offers upon first sign-up.
- Activation: Ensure users have a smooth first-time experience. This stage could include simplifying the initial registration form, providing an engaging tutorial, or quick access to customer support. Hypothetically, Revolut could reduce the number of steps required to set up an account, or introduce an AI chatbot to guide new users.
- Retention: Keep users returning after their first transaction. Implement features like personalized notifications or loyalty programs. For example, Revolut could use data analytics to suggest customized saving plans or offer additional cashback on the second use.
- Referral: Encourage users to invite others. This might involve creating referral programs with rewards for both the new and existing user. Revolut could offer a bonus amount added to users’ accounts for each successful referral.
- Revenue: Ultimately, focus on monetization strategies once users are comfortably onboarded. In Revolut’s case, this could involve premium account offerings, or insurance products. It’s key to note, however, that for the purpose of the question, the emphasis is on the onboarding improvement leading up to the first transaction.
Fact Checks and Approximations
To ensure your response is practical, validate your suggestions by referencing industry benchmarks or approximate data points. For example, saying, “A 5% increase in retention can lead to a 25% to 95% increase in profits according to Bain & Company,” can back your retention initiatives.
Communication Tips
Be clear and articulate each part of the framework succinctly. Practice stating your thought process coherently, ensuring that each step logically leads to the next. Convey confidence through your body language and be prepared to discuss the reasoning behind your strategies.
Conclusion
To wrap up, improving the onboarding flow of a fintech product like Revolut by 15% is about looking at each stage of the user journey and optimizing it for better user experience and engagement. Remember to use frameworks like AARRR to structure your response and back your strategies with industry benchmarks when possible. With consistent practice using these frameworks and strategies, you’ll be well on your way to delivering stellar answers in your product management interviews.