Interview methods for product managers
How does a product manager introduce himself?
Self-introduction is divided into two parts, namely: self-recognition; Job cognition. Self-knowledge: Introduction of basic personal information. Job cognition: The cognition of the job.
What is self-knowledge:
Personal Characteristics Previous work experience mainly responsible for products and results
What is job recognition
: What does your interest in the position bring to the company that makes you qualified for the position
Such as:
I have been engaged in product-related work for three years since I graduated from university. During these three years, I have been in touch with different product projects, including commercial system background, web page and APP products.
After so many experiences, I am now able to independently take charge of product projects and master the processes of user research, demand analysis, function definition, product design, product iteration management and data analysis and feedback.
In my recent job, I was independently responsible for several important modules of an e-sports social APP, with a total of 160W users and 4W daily activities.
I have known about your company before, and I am quite looking forward to this interview opportunity. With my product expertise, I think I am qualified for this job opportunity. What qualities/abilities do product managers need?
1. Soft power: Keen insight, logical thinking and analysis ability, efficient execution ability, good pressure tolerance, self-motivation, dream and momentum, continuous improvement and strong learning ability
2. Product professional skills: Demand analysis, product design, document writing, user research and other professional technical knowledge of the industry, Internet products and dynamic analysis ability
3. Team cooperation ability Certain understanding of development, design, operation, testing team cooperation ability ability to deal with crisis
How to introduce the products I was responsible for before?
1. What are the product definitions and problems solved for target users? 2. What is the product scale? What is the profit model? What are the competing products on the market? 3. What were you responsible for in the project? What are the results?
For example, Daishen e-sports App is an e-sports social app, mainly aimed at e-sports players and college users. Users can read game information on it, find interested circles and release dynamic friends, release events and compete with others, and invite beautiful women to play online/first. You can learn game teaching skills on it. The cumulative users of the product are 160W, and the daily active users are 40,000. The main profit points are advanced courses of Daishen Training camp, playing service and advertising business. Competing products on the market include Tencent’s Handheld League of Heroes, data retriepper, fish Bubble, etc. In fact, our app is very similar to sports apps, which are all competitive sports. Therefore, many sports apps have also become our indirect reference products. I am mainly responsible for the overall APP planning in the team. There are three product managers in our team, and I am responsible for the information, social circle, event module and personal center module. The modules I am in charge of were all built by me. There were no such functions before. Basically, app users are active in these modules.
How to write the product documentation?
Documentation must be formal and sustainable so that a change in personnel does not affect the development status of the product. Contains version descriptions, requirements descriptions, product architecture diagrams, business logic diagrams, page flowcharts, wireframes, and interaction descriptions. Field description: Field length, character type, and value range For example, if the maximum length of a mobile phone field is 11 characters, how will it be displayed if the field length is less than or more than 11 characters? For example, type means what can be typed? Numbers? Letters? Chinese characters? If the value range refers to a drop-down menu, you must specify which drop-down menu will appear. Collation: Whether the data is sorted by time, by a field, or by other rules. Status description: Initial status, common status, special status. For example, the initial option status of an interface, whether it is optional or not, whether it is on or off, the difference between not logged in and logged in, and so on. Operation instructions: button feedback, click before, click after, click in, not click feedback content: feedback after user interaction, such as pop-up prompts, page jump, loading process and other data source: as long as there is data on the page, it is necessary to tell the development of this data is how to come.
For example (mobile phone number input box, drop-down options box, list data sorting, button status, interactive feedback information, data source) an input box for a registered mobile phone, its maximum input length is 11 bits, the character type is number. Fill in the value range of the region drop-down box, how many provinces and cities, and so on. If it is a list of data, what is the ordering of the data? By time or by initials or type? The status of a button, such as the “like” button, is initially gray and becomes red when clicked. There is also feedback on page interactions, such as pop-up prompts, page bars, loading processes, and so on. As long as it’s data on the page, you have to tell the developer where that data came from.
How to communicate effectively with developers?
Requirements clarification Solutions are identified to prepare for special events, to keep product requirements documentation up to date with the solution as the main means and to inform all relevant personnel
This is often reflected in the background. For example, a picture on a page is taken from another place, but this picture is relatively small and can be trimmed. If you do not communicate with the developer, it may not be trimmed, resulting in blurred images or out of proportion. And the position of the cut should be clear.
What is a good user experience?
Divided into three levels:
The product is useful to the user. Users can meet their needs at minimal cost. Finally, emotionally, the product is comfortable to use, user-friendly, interactive, visual and service are good.
In general, the user experience is not static and will change with the development of time, technology and ideas. 10 years ago, Nokia’s smart phone was a good product, which was brilliant at that time, but now, it is not a good user experience at all. Another example is Feimin 3 or 4 years ago. At that time, it was a very popular product and could be seamlessly connected with mobile phone short messages. But now people no longer rely on short messages and mobile phone address books. Fexin is not an experienced product right now. How to do competitive product analysis?
Competitive product analysis is carried out from the following aspects:
Product & Market positioning Target user positioning demand scenario analysis of user pain points and core needs Analysis of similar competitive products profit model & promotion channels analysis of product framework & interface analysis
However, the analysis of competitive products made in this mode is relatively deep and comprehensive, and it is impossible to carry out such analysis on all products. I think the analysis of competitive products should not be carried out blindly and must have a clear purpose. And just pick a few leading products in the industry or emerging hot products. For example, if I just take a few popular live streaming apps for analysis, I may understand the characteristics of live streaming apps later. A lot of these online apps are still not very good at the end. When making such analysis, I should clarify my research purpose. For example, I should analyze the product model of live-streaming app, or the difference between live-streaming app and PC, as well as the core pain points of users for live-streaming app. Then such research is valuable and gives me clear guidance. Or I want to investigate the differences in payment processes of e-commerce sites, or I want to analyze the order and transaction processes of takeaway products.
How to do data analysis?
Data can be divided into two types: 1. Business data indicators 2. Product data indicators Business data indicators are generally proposed by the operation, and they have their own assessment objectives. Product metrics are data about how users are using the product, usually accumulations, daily live, startup times, retention, and so on. In addition, data burying points for key pages and button clicks of app and server loading speed can help optimize user experience of the product.
Analyze the advantages and disadvantages of a product in your life.
Analysis object: BANK ATM Product positioning: self-service withdrawal, transfer, query and other functions for users. User positioning: people with deposits and the ability to operate ATM. Users pain point: quick withdrawal, no need to enter the business hall to take the number queue. Enterprise strategy: automatic deposit and withdrawal process, reduce labor costs, reduce business hall costs, can set up ATM outlets anywhere. Challenges: Cumbersome trading processes. Improvement: Optimization of transaction process is slow, and it is troublesome to conduct different transaction processes. Improvement: use swipe card mode
List 1 APP that you think is good, why?
Product name: Keep Product positioning: develop professional fitness courses for users Target users: people who have no time to go to the gym, people who want to customize professional courses, and people who occasionally exercise. Core pain points: short video tutorials, professional series of courses, and demand scenarios shared by fitness experts: Office workers do not have time to go to the gym, so they can use Keep to provide a set of professional fitness training after work. Look for specific training programs that work on areas of your body that feel unhealthy or fatigued. Instead of spending money on a professional trainer, use Keep to create a professional gym training program. If it is not enough for me to practice on my own, I can find talented people on Keep and encourage and exercise myself by sharing their fitness information.
What are the profit models of the Internet?
- Flow realization: advertising, diversion
- Commission sharing: e-commerce platform, group purchase, game distribution, Internet finance
- Value-added services: Premium features, membership
- Charging mode: enterprise service, database
What is the most important quality of the product?
1. Ability of demand analysis to explore the core demands of users and know what users want. Be able to identify and remove requirements, rather than add them indefinitely, and convince others why. 2. Logical analysis ability to judge market trends and analyze product business models. Ability to clearly analyze the business logic flow of a function. 3. Team cooperation ability can closely drive the cooperation between different teams. 4. Ability to execute and complete tasks according to the planned schedule.