preface

To answer these questions first, you should choose an APP that you are familiar with and comfortable using, rather than trying to memorize other people’s answers.

What kind of APP is more appropriate?

There is nothing wrong with choosing a niche APP that the interviewer has never used before. The advantage is that the interviewer can talk a lot about you without having met you, and it reflects your curiosity about new things and basic product manager qualities.

The other is to choose an APP that has entered the public horizon, but not such super apps as wechat, QQ, Taobao and Zhihu. There is no need to talk about such a giant and fully verified product. It is impossible to say clearly about such an APP, after all, the framework layer is so big. Second will also give the interviewer feel that you have no characteristics, extremely easy to hang.

Generally, choose the APP of such scale, good user experience and industry reputation, let you use cool APP.

PS: Several apps commonly answered in the interview: Jiji, Weiwei, netease Cloud Music, Ball Emperor, Gift saihuo, etc.

What’s your favorite APP

My answer is: my favorite APP is Wechat Reading.

The following is the logic of why you choose this APP ~ that is, the logic of your answer to this interview question.

The first logic:

Answer according to the scene and function of the APP, that is, why this APP makes you comfortable to use, what functions it provides and what needs it satisfies you;

The second logic:

Five elements of user experience factors, namely the presentation layer, the structure of the framework layer, layer, the scope and strategy layer five aspects to answer, recommend you take a look at the book “the user experience factor”, through the logic to answer, can reflect a certain professionalism, say so, but if the interview may feel you pack to force too much, need to have a good grasp.

Why do you like this APP

The following will take the APP wechat Reading as an example to analyze and answer the questions in combination with the two answers and logic just mentioned:

The first logic

First of all, analyze the scenes and demands of wechat Reading APP, which can be broken down into three scenes before reading, reading and after reading for hierarchical answers.

  1. Before reading: Find good books, good prices.
  2. Reading: A good reading experience.
  3. After reading: social needs, self-actualization needs, knowledge review knowledge precipitation.

(1) Reading: Good reading experience

  • A relatively rich variety of books, basically can meet their own reading needs, find want to read books (investment, economics, the Internet, historical novels).
  • Immersive reading experience, clean and concise page, simple and convenient operation experience of writing ideas and scribing lines.

2) Find good books: I often have a book shortage and don’t know what to read

  • Personalized recommendation: Accurate recommendation based on reading history, updated daily.
  • Recommendation dimension: reading behavior (add bookshelf, buy, read, comment, write ideas, share recommendation, score high) Recommendation of book type, author of book, people who are interested in the book are reading it.
  • Recommendation method: recommendation based on book, recommendation based on author, recommendation based on similar tag users.
  • Operation recommendation: weekly recommendation of discovery page, advertising recommendation of book city, classified recommendation, list recommendation, special recommendation, hot recommendation.
  • Friend recommendation: What books are your wechat friends reading? I hope to have a common topic with my friends and find good and interesting books.
  • Random recommendations: Shake random personality recommendations (shake to get red envelopes, more than expected).

(3) Social needs: Exchange ideas with friends and clash ideas

  • Ideas exchange circle: similar to the circle of friends, you can like, comment and forward your friends’ ideas. You can also express your thoughts on reading through the circle of ideas, and get recognition from other friends, so as to achieve spiritual satisfaction.
  • In addition to communicating with wechat friends, you can also exchange ideas with book friends who read the same book. You can look up other book friends’ ideas on books and arouse resonance.

(4) Self-actualization needs

  • The ranking of friends’ reading time is similar to the ranking of wechat sports, which fully inspires our interest in reading.
  • Ideas, book reviews, etc. can be shared to the idea circle, and friends can like and comment recognition.

(5) Price advantage

  • Because reading time can be exchanged for book coins every week, the cost of reading can be greatly reduced.
  • You can also get red envelopes of book money.
  • Free books, limited-time specials, etc.
  • Pricing has a greater advantage, the latest launch of unlimited cards: monthly cards, quarterly cards, annual cards, more affordable.

(6) Demand for knowledge review and knowledge precipitation

  • Avoid having no memory points, forgetting quickly or not learning anything, and review quickly.
  • Easy to quickly find your previous notes, lines, ideas, bookmarks, etc.
  • You can see popular underlined and other book friends’ ideas and get new knowledge.

The second logic: Five elements of user experience

(1) Performance layer: visual design, performance style

  • The visual interaction effect is good and the operation is simple.
  • The page is clean and simple, without too many pop-ups, banner ads and other bells and whistles, suitable for immersive reading.

(2) Frame layer + structure layer: page design and information display

  • Page design and information display level is relatively clear, easy to operate.
  • Discovery, bookshelf, ideas, my hierarchy clear, functional division.
  • Visual focus and information hierarchy is clear, clear priorities, in line with browsing habits, users will not be dazzled when using.

(3) Scope layer: function list

  • The function is better, the user experience is better.
  • Which features address your needs? Refer to the first logic above and which features are good.

(4) Strategic layer: APP’s strategic development direction and business model

  • The trend of voice knowledge payment, wechat reading provides the listening experience.
  • Supply chain integration, publishing services, IP building.
  • Business model: sales of e-books, publishing services, radio services, IP building.

Do you think that’s enough to satisfy your interviewer?

You are probably thinking too much. The above answers will probably help you reach 80 points. How do you get the remaining 20 points?

After answering the question why do you like it, the interviewer will communicate with you. The most common question is do you have any suggestions for improving this APP?

Instead of waiting for the interviewer to ask you a question, you can go straight to what you like about it and what could be improved. In addition, there is another answer that will add extra points, that is, what are the features of this APP compared with similar competing products? We will also conduct a comparative analysis between this APP and competing products.

Taking wechat reading as an example, the APP has the following suggestions for improvement:

  • Book list function: the current comparison is weak, not like netease cloud music can share and view friends book list.
  • In terms of activity and retention, the task system and membership system can be established, personalized MEDALS and self-realization needs can be better satisfied.
  • Book currency sharing function, can only be shared with friends, can not be shared to the circle of friends.
  • Recommendations can be made better. The current recommendations are scattered, and the accuracy can also be better.

conclusion

In fact, this problem can be derived from other problems, for example, to analyze the idea of an APP, the above method can also be used; Interview is a methodology can be summed up, but in fact, the real accumulation of life and work.

For example, this question examines the main abilities of product managers as follows: sensitivity to new things, logical ability of product analysis, competitive product analysis ability, learning ability and other ability models; Therefore, it is mainly necessary to summarize and precipitate their own work and form their own methodology, so that no matter what problems they encounter, they can be flexible and easily solved!

 

This post was originally posted by @HarryLi everyone is a product manager. Reprint without permission is prohibited.