Design a Podcast feature for Instagram
Product Design Question - Asked at Google, Meta, Microsoft and other large tech companies.
Why are Product Design Questions asked?
Product Design Interview Questions are asked in order to evaluate a candidate's ability to think critically and creatively when designing new products. These questions are used to assess a candidate's ability to:
Develop a structured thought process when faced with ambiguous or uncertain conditions. This includes the ability to understand and analyze customer needs, identify pain points, and develop solutions that align with the goals of the product.
Identify and evaluate pain points in the customer journey. This includes understanding the customer's needs, wants, and frustrations, and developing solutions that address these pain points.
Utilize creativity and imagination to design new products that are practical, usable, and innovative. This includes the ability to think outside the box, come up with unique solutions, and iterate on designs based on feedback.
Estimate the implementation efforts and costs associated with the design. This includes understanding the resources and skills required to bring the product to market, and the costs associated with development, testing, and deployment.
In summary, Product Design Interview Questions are used to evaluate a candidate's ability to think critically, creatively, and strategically when designing new products. These questions aim to assess the candidate's ability to understand customer needs, identify pain points, develop innovative solutions, and estimate implementation efforts and costs.
How to Answer Product Design Questions?
Here is a step by step guide/framework, you should follow while answering product design interview questions:
Describe the Product
Ask clarifying Questions to narrow the scope.
Define the Goal you want to achieve.
User Segment Analysis.
List and prioritise the Pain Points.
List out your Solutions.
Evaluate and Prioritise the Solutions.
Understanding User Journey.
Define the Success Metrics.
Summarise your answer.
Step 1: Describe the Product
Once you are clear with the question, start by explaining your understanding of the product. Cover the following things about the product,
What does the product do?
Who uses it?
How are they using it?
What pain point is it solving for the users?
Instagram is a photo and video-sharing social networking service that enables users to capture, edit, and share moments from their lives through visually captivating content. Whether it's a stunning landscape, a mouth-watering meal, or a joyful gathering, Instagram provides a platform for users to express themselves artistically and engage with others through images and videos.
Instagram's mission is to "bring you closer to the people and things you love." The platform aims to create a space where people can connect, share, and discover meaningful content with their friends, family, and communities. Instagram's mission centres around fostering connections, inspiring creativity, and providing a platform for individuals to express themselves, discover new ideas, and build relationships through visual storytelling. By enabling users to capture and share moments from their lives, Instagram strives to enhance the sense of belonging, creativity, and inspiration in the online social landscape.
Instagram can be accessed from a desktop web, mobile web, and mobile app (Android, IOS).
Some of the major competitors of Instagram are TikTok, Snapchat, Facebook (including Facebook Stories and Facebook Live), YouTube, Pinterest, Twitter, LinkedIn, etc
Step 2: Ask Clarifying Questions
Q1) Should podcasts integrate with Instagram's existing features (e.g., Stories, Reels, Direct Messages), or function as a standalone feature?
A) It will be a core standalone feature of Instagram.
Q2) Should the feature cater to all Instagram users, or should we target specific user segments (e.g., content creators, influencers, businesses, general users)?
A) Upto you to decide.
Q3) Are there specific types of podcasts we should prioritize (e.g., entertainment, educational, personal stories), or should it support all types?
A) Upto you to decide.
Q4) Do we need to prioritize any particular geographies or languages for the feature's initial rollout?
A) Consider it to be launched globally with English as the primary language.
Q5) Should we enable live podcasting or focus solely on pre-recorded and uploaded content?
A) Upto you to decide.
Q6) Are there specific metrics (e.g., listener engagement, play duration, shares) that should be prioritized for success measurement?
A) Upto you to decide.
Q7) Are there any existing third-party podcast platforms or services that we should consider integrating or partnering with?
A) No, assume it will be built from scratch.
Q8) Should the feature include monetization options for creators (e.g., ads, subscriptions, donations), or is this out of scope?
A) Monetization options should be considered.
Q9) Do we need to include tools for podcast creation within Instagram, or assume creators will upload pre-recorded content?
A) Upto you to decide.
Q10) Should this feature be designed for both mobile and desktop platforms, or is mobile the primary focus?
A) Mobile will be the primary focus.
Step 3: Define the Goals
The primary goal of introducing a Podcast feature for Instagram is to allow users to publish and listen to original audio recordings on various topics directly within the app. This aligns with Instagram’s mission of fostering self-expression and inspiration by offering a new, engaging content format.
By integrating podcasts, we aim to:
Enhance user engagement and increase time spent on the platform by introducing a long-form audio content format that complements Instagram’s existing features.
Provide users with additional opportunities for self-expression through podcast creation, enabling creators to share stories, insights, and expertise in an audio-centric format.
Track and optimize engagement metrics such as daily and monthly active users (DAU, MAU) for the podcast functionality to ensure widespread adoption and usage.
Create potential monetization opportunities through ad placements, sponsorships, and subscription models tied to podcast content.
Step 4: User Segment Analysis
To effectively design a podcast feature for Instagram, it’s important to segment users into distinct groups and address their unique needs. The primary user groups are Podcast Creators and Podcast Listeners, with Creators further divided into Experienced Creators and Beginner Creators.
1. Experienced Creators
Who they are: Established podcasters who currently publish their content on platforms like Spotify, Apple Podcasts, or YouTube.
Goals:
Tap into Instagram’s audience for increased visibility and engagement.
Leverage Instagram’s features (Stories, Reels) for podcast marketing.
2. Beginner Creators
Who they are: Aspiring podcasters who are eager to start but haven’t due to perceived barriers.
Goals:
Need an intuitive, Instagram-integrated tool to create and publish podcasts as easily as posting a photo or video.
Require guidance and inspiration for content creation (e.g., trending topics, audience preferences).
Build confidence through initial engagement from their followers.
3. Podcast Listeners
Who they are: Instagram users who consume long-form audio content for entertainment, education, or relaxation.
Goals:
Easily discover and listen to podcasts from their favourite creators.
Access all types of content (including podcasts) from creators they follow without switching platforms.
Receive tailored suggestions to explore podcasts matching their interests.
Focus Segment: Beginner Creators
Reason:
Reach or Market Size:
Beginner Creators represents a vast and untapped market, as many Instagram users aspire to create content but lack the tools or knowledge to start. The potential reach includes millions of users globally, especially in younger demographics.
Frequency of Use:
Beginner Creators are likely to use the feature frequently as they explore podcasting, build their audience, and consistently create content to grow their presence.
Underserved Users:
Beginner Creators are currently underserved by existing podcasting platforms, which often lack the simplicity and integration required to encourage new creators. Instagram can uniquely cater to their needs with easy-to-use tools and built-in access to their followers.
Step 5: Pain Points
Many beginner creators find existing podcasting tools overwhelming due to technical complexities like editing software, hosting platforms, and RSS feeds.
They struggle with knowing how to start a podcast due to lack of knowledge or experience, including selecting equipment, defining their content strategy, and structuring episodes.
They lack a built-in audience, which makes it challenging to gain initial traction and sustain motivation.
They often feel unsure about choosing a theme for their podcast or coming up with engaging content for episodes.
Podcasting is perceived as time-consuming, especially for beginners juggling other commitments or side hustles.
They worry about investing time and effort into podcast creation only to see minimal listens or interactions.
Beginners lack a clear path to earning from their podcasts, making it less appealing as a long-term endeavor.
They may lack access to affordable and reliable recording equipment, editing tools, or professional guidance.
Absence of social integration with their podcasts, doesn’t let them share and promote their content easily.
Beginners often feel self-conscious about putting their voice and opinions out there, fearing criticism or lack of acceptance.