Design a Self-Driving car
Google PM Interview: Product Design Question - Design a Self-Driving car
1. Describe the Product
A self-driving car (also called an autonomous or driverless car) is a vehicle that can drive itself without a human at the wheel. It uses sensors like cameras, radar, and LIDAR to “see” the road, and AI software to make decisions—such as steering, accelerating, and braking—completely on its own.
The type we’re talking about is a Level-4/5 autonomous car, which can handle all driving tasks in specific areas, safely taking passengers from one place to another without any manual input. It can detect obstacles, follow traffic rules, plan routes, and respond to unexpected situations, all while keeping passengers safe.
Self-driving technology isn’t just about the car—it’s also about the service around it. This could be:
A personal self-driving car you own.
A robo-taxi service (like Waymo One) you can book for rides.
These vehicles could help reduce accidents, cut traffic congestion, and provide independence for people who can’t drive—like the elderly, visually impaired, or children.
2. Ask Clarifying Questions
Before diving into design, I would ask a few clarifying questions to define our scope and constraints:
Q) Who are we building this self-driving car for – general public, a specific demographic (e.g., seniors, kids, visually impaired), or for commercial use like ride-hailing?
Interviewer: Its upto you to decide.
Q) Where will this service operate – dense cities, suburbs, highways, or a mix?
Interviewer: Assume it will operate in urban and suburban areas with supportive infrastructure and favorable regulations.
Q) What level of autonomy are we aiming for – full autonomy (Level 4/5) or partial driver assistance?
Interviewer: Assume Level 4 autonomy in a geofenced area, allowing the car to operate without a human driver in defined zones.
Q) What is the current state of technology and expected launch timeline?
Interviewer: Assume the required AI, sensors, and supporting tech are ready or will be ready soon. The focus is on designing product features, not solving core R&D challenges.
Q) Are we selling these cars to individuals or offering them as a service?
Interviewer: Assume we are offering an autonomous ride-hailing service (similar to Waymo One) rather than selling cars directly to consumers.
Q) Any resource or budget constraints we should consider?
Interviewer: Assume there are no strict limits on resources or timeline – the priority is building the right product for the target segment.
3. Define the Goal
The mission for our self-driving car is to make transportation safer, more accessible, and more efficient, thus improving Adoption and Sustainable Business Growth. This aligns with the broader societal goal of reducing accidents, empowering non-drivers, and improving urban mobility.
Success would mean creating a trusted, user-friendly, and scalable service that becomes the preferred local transport choice for our target segment, while expanding to broader audiences.
4. User Segments
There are several user segments that a self-driving car service could serve. Key user segments include:
Commuting Professionals: Adults who drive to work or run errands daily. They value time, convenience, and might use a robo-taxi to avoid driving stress and multitask during rides.
Families with Children: Parents who need to transport kids to school or activities. Children themselves (especially older kids/teens) are indirect users – currently they rely on adults for rides.
Elderly and Disabled Individuals: People who cannot drive (or prefer not to) due to age or physical limitations (e.g. blind or visually impaired users, wheelchair users). They need accessible, reliable transportation for independence.
Rideshare/Taxi Companies and Drivers: (As a B2B segment) Companies that might integrate autonomous cars into fleets. However, for this exercise we’ll focus on end consumers rather than B2B.
Urban Travelers without Cars: People in cities who don’t own a car and typically use public transit or rideshare – they could be early adopters of robo-taxis for convenience and cost.
User Segment Prioritisation Criteria:
a. Reach or Market Size
b. Frequency of Use
c. Underserved Users.
Focus Segment: Commuting Professionals
Large, addressable urban/suburban market.
Daily, high-frequency use ensures recurring revenue.
Strong willingness to pay for time savings and convenience.
Early adoption can drive network effects, making it easier to expand to other segments.
5. User Pain Points
For commuting professionals using a self-driving car , there are several pain points and concerns to solve,
Many commuting professionals remain skeptical of fully autonomous cars due to safety concerns such as accident risks, lack of control, and doubts about the system’s ability to handle emergencies.
They worry about cybersecurity threats, fearing that the vehicle could be hacked or remotely interfered with, putting both their safety and personal data at risk.
They need the service to be highly reliable and punctual, as late arrivals or inconsistent performance could jeopardize their work schedules.
They are concerned that autonomous routing may be overly cautious or inefficient, leading to longer commutes or poor adaptation to real-time traffic conditions.
They feel uneasy about the absence of a human driver to assist in unexpected situations, such as rerouting for a last-minute stop or helping in case of discomfort or distress.
They require clear and immediate communication channels to reach human support during the ride for reassurance or issue resolution.
They need in-car amenities like Wi-Fi, charging ports, and adjustable temperature control to make productive use of their commute time.
They want assurance of privacy inside the vehicle, with no unwanted audio or video monitoring during confidential calls or personal downtime.
They worry about the car’s ability to handle unusual road situations like construction, detours, or aggressive drivers without freezing or making poor decisions.
They are concerned about being stranded in case of a system failure or mechanical breakdown without a driver to manage the situation.
They view cost as a potential barrier, especially if the service is priced significantly higher than personal driving or public transport.
They need assurance that the service will be available consistently during peak commuting hours and across the areas they travel.