Answer structure

The process for the exercise is similar to building a real product. The high-level parts of such a process are: understanding what you’re building, coming up with a solution and measuring its success.

To go through this process, you can answer 6 questions — “Five Ws and How” (5W1H):

• Why am I building this?
• Who am I building for?
• When and where will it be used?
• What am I building?
• How could I measure it?

Your job during the interview exercise is to demonstrate how you answer these questions and follow a process.

Framework Cheat Sheet

Why — Understand your goal

• Why is this product or feature important?
• What problem are we trying to solve?
• What impact does it have on the world?
• How does this product benefit customers?
• [For existing product] How does it extend the company’s mission?

Who — Define the audience

• What are the categories of people who have significantly different motivations for using this product? Pick one.
• What are the different groups inside this audience that have different needs? (age, gender, location, occupation, mobility etc.)

When and where — Understand customer’s context and needs