Common interview questions for product managers - ability questions

ability problem

1. How do you do product demand analysis?

1. Divide by priority and importance
2. Difficulty of realizing the requirement
3. Authenticity of demand------5why analysis method---methodology
4. Demand value --- effective demand --- value + actual desire

Reference answer: Demand analysis is a very important part, and it takes a long time. First, we need to collect demand. The source of demand generally comes from operations. According to the collected demand, we manage the demand pool. Generally, we manage demand according to the priority of demand. For management, we analyze according to the difficulty of realizing the requirements. We give priority to those with a relatively high level of importance. At the same time, we will encounter a lot of pseudo-requirements at work. We use the 5why analysis method for analysis in this area. According to the requirements The value of classifies the requirement. Then transform the requirements into product design delivery technology for development, and schedule the functions according to the priority of the requirements.

2. How do you do user experience?

Five elements of user experience:

1. Presentation layer--human sensory experience--ten usability principles of product design--visibility principles
2. frame layer
3. structural layer
4. scope layer
5. strategic layer

Kano model----theory----extensibility----form your own methodology

The KANO model divides functions into five attributes according to the user's satisfaction with the functions, namely attractive attributes, expected attributes, indifferent attributes, necessary attributes, and reverse attributes.

Reference answer: Generally, user experience is done according to the five elements of user experience. The main one is at the product level, including the presentation layer, framework layer, strategy layer, structure layer, and scope layer. Experience analysis is performed at five levels, because this belongs to a design range. Generally speaking, user experience involves some aspects of human-computer interaction, mainly the experience design of functions. For example, experience design is based on the principles of product ease of use and usefulness to ensure that users are more in line with users in the process of using products. need. For example, when we design a button, we need to analyze what kind of application scenario the user is in. For example, at night, we need to design a style with a darker tone. (This is what we do when designing a certain product or function.)

3. How do you do product planning?

position

1. User needs

2. business model

3. Differentiation

4. Competing products

5. market

   Make products from demand

   Mainly focus on the design stage to answer

start with frame

1. core function points
2. Product frame diagram
3. Product Prototype
4. product prototype

SMART principle: S is specific (specific), M is measurable (measurable), A is attainable (attainable), R is relevant to other goals (relevant), T is a clear deadline ( time-based).

Pitfall avoidance: 1. There are big plans and small plans, and the big plans are departmental plans. 2. Don't talk about big plans, talk about small plans.

Reference answer: If you want to make a product plan, it is generally to make a product from zero to one. It needs to go through these stages, product positioning, product design, technology development, and project launch.

In the product positioning stage, several problems of this social product must be solved, such as market positioning, market size, business positioning, commercial value, user needs, and whether users have social needs in our opinion. It is a problem that we need to solve before planning.

In addition, how to plan the product and the situation of manpower organization also need to be done at this stage, because we have not yet entered the design stage, and the analysis of competitors also needs to be done. Identify product differentiation,

If this stage is solved, then we need to enter the next stage. In the product design stage, we need to complete the functional architecture design, product prototype and PRD document design. This stage is the stage of the main output. At this stage, we have to focus on functions. The design of the architecture includes whether it is an arrangement of rational functions and a whole structure of functions.

In addition, some implementation methods used in our products need to refer to the architecture of the technology. Whether it is an APP end or only a small program end, these are all things we need to consider when designing the architecture. Once this stage is completed , it can be delivered to the technical development side for product development. After the development and testing are completed, it can be launched and operated. According to the product data, user needs are further verified, and the next version of the iteration is carried out. This is the general flow and steps.

4. How do you write your PRD, how do you think it should be written well, is there any work you can read?

Tools----Word

PRD structure

1. Front: global description, noun explanation, project background
2. frame
3. structure
4. detail
5. Function---- Function Description
   1. logic
   2. process
   3. page
6. well written key
   1. Crowd - for technology research and development
   2. It is very important to dig out the details----Technology generally pays attention to logic
7. Have a work? ----have

Reference answer: Generally speaking, the tool used is Word, which is mainly to write a document for technology. In this document, we divide it into these parts to write.

Framework, structure, details, and functions. Functional description includes logic, process, and interface. Because it is mainly based on technology, we focus on the logic and logical flow of the functional details.

I think the key to writing this document well lies in who will read this issue, especially the technology, who is the main person who uses this document, so the technology pays more attention to the logic and process of the document, and we often write in terms of functional details. It is more detailed.
I didn't bring the document with me to the interview today. I can send you a copy when you need to read it.
(It’s best if you have it, if you don’t have it, go back and prepare one!)

5. How should you communicate with technology?

Transforming Unclear Needs into Clear Needs

communication content

1. Technical Thinking: Implementing Thinking
2. Difficulties in technical implementation require communication
3. Develop a lack of understanding of product issues

Typically deliver detailed documentation

Reference answer: Generally speaking, communication with technology is mainly the communication of requirements details. When technology is developed, it is a way of thinking about realization. This is the thinking mode of most technologies. The difficulties of technology realization, including the realization cost of requirements, are what we communicate with technology The key point is that there are often some requirements that the technology does not necessarily understand very deeply. At this time, we need to help the technology understand the requirements and help him sort out the demand plan and product details. For example, for some small functions, we will find technology to communicate alone. We need to hold a review meeting to solve the functions and multi-person participation requirements.

6. How did you do data analysis and what results did you get from the analysis?

Statistics

1. Third-party statistics - points that product managers can relate to
2. Data burying point-------points that product managers can relate to
3. Operational data
4. funnel analysis
5. retention analysis
6. conversion analysis

Case answer------an example of user conversion rate

Reference answer: Data analysis is also part of my work. For data analysis, we analyze operational data, for example, data on daily and monthly activities, and unit price per customer.
Of course, in actual data analysis, there are many indicators that need to be analyzed, the purpose is to mine needs and find the pain points of users . For example, when the churn rate is relatively high, what problem is causing it. There are also some conversion rates that require analysis and attention. Generally, when we analyze data, we do it through technical embedding , rather than using a third party. Data burying is also a job that our product managers need to do.

For example, when we were working on the indicator of user conversion rate, we used the funnel model to analyze the entire conversion situation of users from the home page to the order page, and found that although the user click rate on the home page is high, the order conversion rate is relatively high. Low, indicating that the user entrance is not a big problem, but the designed product page is not attractive enough. So later we improved the product page and increased the conversion rate by 20%.

7. How did you conduct competitive product analysis, and what results did you get?

Selection of Competitive Products—General Competitors, Core Competitors, and Important Competitors

Analyze the five elements

combined case

Reference answer: The competing product of our product is xxx, and there are some minor competing products. Then we analyzed this main competing product, mainly analyzing its several aspects, core business, its positioning, and the entire functional design logic of the product, interface style, mainly to study the content behind the competing product What kind of needs do users have? Similarly, we also do competitive product analysis with a certain purpose. For example, when we are not sure about a function design, we analyze the functions of competing products to introduce the demand problem behind it. It is a key point of our competitive product analysis.

8. How do you do user research? What is the result of your research? How do you prove that the result of your research is correct?

Questionnaire-----Tencent Questionnaire

Based on user questionnaires

process

1. Clarify the purpose of the research
2. Determine the scope of the study and users
3. real research method
4. Summary report

Reference answer: We conduct user surveys in the form of user questionnaires, and the tool we use is Tencent Questionnaire.

The specific steps are as follows. For our products, first of all, we first determine the purpose of the research, the scope of the research and the user group, and then we will determine the method of the research. Specifically, we conduct the survey through the online questionnaire of Tencent Questionnaire.

Generally speaking, we will conduct a survey on a certain issue. For example, we will conduct a survey on the user's use of our products. In terms of satisfaction, we can conduct a questionnaire survey. We can publish it through the online distribution of Tencent questionnaires, and we can also choose different user groups to conduct surveys.

Conduct data analysis on the collected questionnaires, and then summarize the analyzed structure to adjust one of our product solutions.

9. What skills do you think product managers need?

basic skills

1. Documentation ability
2. prototyping ability
3. Competitive Product Analysis Capabilities
4. Interaction design ability

thinking ability

1. user thinking
2. structured thinking

Quality

​ Communication, Coordination, Logic

Reference answer: I think a qualified product manager should have the following abilities, one is basic ability, the other is thinking ability, and there is also a quality requirement. Basic abilities include prototyping, document writing, competitive product analysis, user experience, and interaction design. These are some basic abilities that are used every day at work.

Then there is thinking ability, including organizational thinking, user thinking ability, and empathy, which are all important abilities in thinking. Then there is the ability of quality, communication, coordination, and logic. These abilities are some basic Ability, as well as management ability, are the abilities that product managers need. Because product managers are a position with relatively high comprehensive requirements, product managers have more ability requirements.

10. What kind of product do you think is a successful product?

1. Meet user needs
2. Meet user experience
3. realize business value

Reference answer: Everyone understands successful products from different perspectives. Generally speaking, products that satisfy user needs and meet user experience are good products, but I think the best products do not just solve user needs and experience In this regard, the commercial considerations of the entire company must also be met, because after all, the ultimate purpose of the product is to make profits, which is considered by the company. I think this kind of product is a successful product that makes users like it and at the same time realizes commercial value.

11. What are the daily tasks of a product manager?

1. Analyze needs
2. Draw prototypes, write documents
3. open review meeting
4. Communicate needs with technology

Reference answer: There are basically these tasks in a day. Requirements review will be a frequent thing to do. There are also drawing prototypes, writing documents, communicating requirements with technology, collecting requirements, conducting requirements reviews, and holding various meetings. Sometimes I also do user research, and I need to write some daily reports every day.

12. How to prioritize requirements?

importance

The priority of needs is divided into five levels

Demand pool management table for management

Four-quadrant rule

1. important urgent
2. important not urgent
3. not important urgent
4. not important not urgent

Reference answer: Generally, I divide the priority of requirements according to the importance level of requirements. Generally, I will divide the importance level of requirements into 5 levels. The higher the level, the higher the importance.

Because most of the requirements we collect are scattered requirements, we need to use the requirements pool management form to manage them, and manage them according to the four-term limit rule, and divide them into important and urgent, important and not urgent, urgent and not important, and unimportant and not urgent. , Prioritize important and urgent needs, and urgent and unimportant needs.

For some important functions, we will increase its priority to ensure that it will be launched on time, and we will lower its priority for unimportant functions. This is one way we do demand prioritization.

13. How to understand the position of product manager? If you are engaged in this position, what will you be responsible for?

Reference answer: The product manager is a very important position in the process from demand to design to R&D. If the demand is not well done, the product development will not be done well. Similarly, the product will not achieve the expected effect after it is launched.

At the same time, the product manager is also a key position responsible for the communication and coordination of various departments, as well as product planning and product life cycle management. The product manager is also responsible for this aspect. I think it is a position that tends to be comprehensive, so the things to be done are relatively complicated, and the requirements for comprehensive ability are relatively high.

The result of the product manager's responsibility is the responsibility for the process from demand to product design, so this place needs to be done well, and at the same time, product quality must be checked, including user feedback.

14. What qualities do you think a product manager should possess?

Reference answer: I think product managers need to have several key qualities, one is communication skills, coordination skills, and logic skills are necessary, and the other is learning ability, which is also one of the necessary capabilities for product managers, including the ability to resist pressure. Because Internet work is relatively stressful, we need to have the ability to withstand pressure. At the same time, emotional intelligence is also a key quality. Being able to communicate effectively with other departments is also a very core quality of product managers.

15. What kind of product manager do you think is a good product manager?

Reference answer: I think that in addition to the basic ability of the product manager, it also needs excellent quality and the ability to solve various complex problems, because product managers will encounter various problems in actual work that need to be solved. It is the most important ability of a product manager. At the same time, it needs to have a very high learning ability, so as to adapt to the ever-changing Internet market.

16. What do you think is the most important ability of a product manager?

Reference answer: I think the ability to solve various complex problems is the most important ability of a product manager. The so-called complex ability refers to the ability to adapt to changing needs in the face of changing markets at any time, and to find the most suitable solution To achieve the best product results is the most important ability, because in each stage, the work content of the product manager is actually different. Therefore, the abilities used in different stages are different.

17. What product manager capabilities do you have?

Reference answer: There are three main types of tools I have mastered. Prototyping tools like Axure and Ink Knife are mastered. There are also structural drawing tools Xmind, flowchart tools Edraw and Visio, and project management software Project. These basic tools are mastered. of.

18. How to perform version management?

project problem

1. Versions need to be synchronized
2. version needs to be backed up

Generally, the version number will be marked

Version number establishment rules

1. The version number is divided into three levels 1.1.1
2. Big update update the previous version number
3. Updates in Update Intermediate's version number
4. Minor update to update the last version number

Reference answer: Version management is a part of document management. Product managers do not have good version management tools. Generally, they will mark the version of the document. The version number of the document includes revision records and version rules. Generally, we will divide the version number into three parts. The first level of change is generally a large function, the intermediate version number change is generally a medium function, and the last version number is related to small function improvements. This is the method of version change.

19. How to carry out product architecture?

product planning

1. Product Architecture Diagram
2. Divided into front and back server three ends

Reference answer: The product architecture is generally composed of three parts, front, middle, and last. The front-end involves the display form of the product architecture, including the front-end interface and front-end ports. The back-end mainly manages and counts the front-end of the product. analyze.

At the same time, the architecture needs to be combined with specific business scenarios. When designing the front-end, it is also necessary to study the specific business and list the product structure diagram. The back-end mainly provides support services for the front-end and manages the front-end. architecture pattern.

20. What are the common business models on the Internet?

Reference answer: In fact, there are several common Internet business models, such as advertising monetization, which is a monetization model for most Internet products. Common ones such as Baidu, Toutiao, and Douyin are all monetized through advertisements. Lord's.

There are also some commission platforms that are relatively common business models, such as value-added services and virtual goods. For example, there are memberships, which are also common business models. Of course, there are other business models, such as the shopping model of Taobao. But that's what's mainstream.

21. How do you ensure that the product is launched on schedule?

management issues

project management

1. forward
   1. Clear requirements to ensure delivery to the technical side
   2. Preliminary requirements are guaranteed not to change as much as possible
   3. At the same time, conduct detailed pre-development communication with technology
2. middle
   1. Regularly follow up technology development during the development phase
   2. Help developers solve some problems with unclear requirements
3. back
   1. In the test phase, assist the test to complete the test cases and test tasks

Reference answer: To ensure that the main product is launched on schedule, management must be done well. In terms of project management, it is necessary to clarify the requirements in the early stage, and deliver the deterministic requirements to the technology development side. Try not to change the requirements in the early stage. Before the requirements are developed, the requirements and manpower need to be planned. Then enter the development cycle, the development stage needs to follow up the technical development regularly, help the development solve some unclear requirements, and ensure that there will be no delays at this stage.

If there is a delay, it is necessary to help the technology solve the problem in a timely manner and complete the launch on schedule. In the testing phase, it is necessary to assist the test to complete the test cases and test tasks. The product manager also needs to communicate with the technology in a timely manner during the technology development process. See See what problems the technology has encountered, and coordinate with the technology in a timely manner. Ensure that the entire duration of the project will not be delayed.

22. What product indicators should you pay attention to after the product is launched?

Reference answer: After the product is launched, we mainly focus on operational indicators. The core indicators are mainly user data, including user retention rate and conversion rate. These data are the focus of attention.

We will also pay attention to some other operational data, including some user feedback data. We also focus on important indicators such as the online duration of the live broadcast platform. Of course, the indicators of different products are different, so the focus will not be the same. Same. But on the whole, some macro data and user feedback data of the market are the points that product managers need to care about.

23. List several navigation methods commonly used in mobile design.

Top Tab Navigation, Bottom Tab Navigation, King Kong Area Navigation, Drawer Navigation, Card Navigation, Palace Grid Navigation, Rudder Navigation

Reference answer: Navigation is also a very important part of product design. Generally, there are several navigations that can be accessed at work, top Tab navigation, bottom tab navigation, King Kong area navigation, grid navigation, drawer navigation, and card navigation. Navigation and rudder navigation are commonly used mobile terminal navigation.

All kinds of navigation have advantages and disadvantages. Product design needs to be designed according to the specific situation. For example, the drawer navigation can be used for non-core functions that are not frequently used by users. Generally, tab navigation and palace grid are more commonly used now. Navigation and this category are more in line with quickly finding information.