Design a Social Travel Product
Google PM Interview: Product Design - Design a Social Travel Product
The primary responsibility of a product manager is to lead the vision, design, and development of a product. When a business decides to create a product, it is based on the recognition of a genuine customer need, one for which the customer is willing to pay. The product manager plays a crucial role in recognizing customer needs and steering the design and development of products that effectively address those needs.
This product design interview question assesses your comprehension of the process involved in transitioning from customer needs to product development. This process entails clearly defining the customer's identity and understanding what they aim to achieve. It also involves outlining various use case scenarios where the customer engages in activities related to the product, and subsequently, prioritizing the features to be developed.
What is the interviewer looking for?
The interviewer is gauging your performance based on the following:
Can you offer insightful observations about the customer and their requirements?
Are you capable of presenting a variety of use case scenarios that cover different aspects?
Is your response well-organized and coherent, or does it deviate from the main topic?
Do your solutions delve beyond superficial suggestions, offering in-depth descriptions?
Can you introduce unique ideas that set you apart from other candidates?
Does your demeanor convey confidence and credibility? Would your guidance be compelling to engineers and product professionals?
How to answer Product Design Questions?
Here is a step-by-step guide/framework, you should follow while answering product design interview questions:
Ask clarifying Questions to narrow the scope. (Q)
Define the Goal you want to achieve. (G)
List the User Segments and choose one segment to focus on. (U)
List and prioritize the Pain Points. (P)
List out your Solutions. (S)
Evaluate the solutions and prioritize them. (E)
Walk through the MVP & Define the Success Metrics (M)
Summarize your answer (S)
State which solution you would recommend.
Recap what the solution does and why it is beneficial.
Explain why you prefer this solution.
(PQ-GUP-SEMS) -> Mnemonic to help you remember the steps & their order.
Answer
1. Ask Clarifying questions
Here are some clarifying questions,
Is the social travel product primarily targeting individual travelers or groups of travelers?
It’s up to you to decide.
Are there any specific features or functionalities that the stakeholders are particularly interested in for this product?
It’s up to you to decide.
Are there any existing competitors in the market that we should be aware of?
Yes, there are existing competitors in the market.
What platforms or devices should the product be compatible with (e.g., mobile, web)?
The product should be compatible with both mobile devices (iOS and Android) and web browsers to ensure accessibility for all users.
Is there a specific target demographic or user segment we should focus on?
It’s up to you to decide.
Are there any budget constraints or technological limitations we should consider?
No budget constraints.
What are the primary goals or objectives for this social travel product?
It’s up to you to decide.
Is there any specific timeline or deadline for the development and launch of this product?
While there is no fixed deadline, the stakeholders aim to launch the product within the next 6 months to capitalize on the upcoming travel season.
Will there be any partnerships or integrations with other travel-related services or platforms?
Yes, there may be opportunities for partnerships or integrations with travel booking platforms, accommodation providers, and local attractions to enhance the user experience.
How will success be measured for this product?
It’s up to you to decide.
2. Define the Goal
The primary goal of implementing the social travel product is to attract a significant number of new users who plan trips with friends. This involves leveraging the product's features to encourage existing users to invite their friends to join the platform and start planning trips together.
Metric: % increase in the number of new users referred by existing users over a specified period, such as week-over-week or month-over-month.
A key objective is to ensure that both existing and newly acquired users actively engage with the product's features. This includes participating in group trip planning, sharing itineraries, and providing feedback on travel experiences.
Metrics:
% increase in user interactions within the app, such as messages sent, itineraries shared, and recommendations exchanged.
D7 (7-day) and D30 (30-day) retention rates to measure the percentage of users who continue to use the product after a week and a month, respectively.
3. User Segments:
At this step, list down the different user groups that are part of the ecosystem of the problem you’re solving for.
User groups should be distinct from each other and have unique characteristics.
Here are some of the major user segments:
Solo Travelers: Individuals who prefer traveling alone, seeking independence and self-discovery during their trips. They might be adventurous and enjoy exploring destinations on their own terms.
Couples: Romantic partners who travel together, whether for leisure, anniversary celebrations, or honeymoons. They often seek intimate experiences and opportunities to create lasting memories as a couple.
Families with Kids: Parents traveling with children, aiming for kid-friendly destinations and accommodations. They prioritize safety, convenience, and activities suitable for various age groups.
Retirees: Older individuals or couples who have more flexibility in their schedules and finances, often seeking leisurely travel experiences, cultural immersion, and relaxation.
Adventure Seekers: Enthusiasts who crave adrenaline-pumping activities such as trekking, mountain climbing, water sports, and wildlife safaris. They prioritize thrill-seeking experiences and unique adventures.
Focus Segment: Families with Kids
While all user segments present unique opportunities, focusing on families with kids aligns well with the mission of making travel accessible and enjoyable for everyone. This segment faces distinct challenges and preferences that a social travel product can effectively address, making it an ideal target for strategic product development.
Rationale for Choosing Families with Kids:
Market Potential: The family travel market is significant, with parents constantly seeking suitable destinations and activities for their children. By catering to this demographic, the social travel product can tap into a sizable user base and drive adoption.
Unmet Needs: Families with kids encounter specific pain points, such as finding kid-friendly accommodations, planning age-appropriate activities, and managing trip logistics with children in tow. Addressing these needs through the product can provide significant value and differentiate it from competitors.
Long-Term Value: Building loyalty among families with kids can lead to repeat usage and positive word-of-mouth referrals. Additionally, as children grow older, their travel preferences evolve, presenting opportunities for ongoing engagement and feature expansion within the product.
Community Building: Family travel often involves social interactions and shared experiences. By facilitating collaboration among families, the social travel product can foster a sense of community, where parents can exchange tips, recommendations, and support each other in planning memorable vacations.
Impact on Users: Enhancing the travel experience for families with kids can have a profound impact, not only on the parents but also on the children. Creating stress-free, enjoyable vacations contributes to lasting family memories and strengthens familial bonds, aligning with the product's mission of enabling meaningful travel experiences.
4. Pain Points
Following are some of the Pain Points for the ‘Family with Kids’ user segment,
Challenge in locating accommodations that are safe, convenient, and suitable for families with children.
Unable to identify activities and attractions that cater to children of different ages.
Managing travel logistics such as packing, transportation, and navigating unfamiliar destinations while ensuring the comfort and safety of children.
Unable to address mealtime preferences, dietary restrictions, and ensuring access to kid-friendly dining options while traveling.
Unable to handle unexpected interruptions, emergencies, or health-related issues that may arise during travel, such as illnesses, accidents, or lost belongings.
Unable to strike a balance between adult-oriented activities and attractions and those suitable for children, to ensure that both parents and kids have fulfilling experiences.
Unable to ensure the safety and security of children in unfamiliar environments, crowded tourist areas, and during transportation, including concerns about childproofing accommodations and monitoring children in public spaces.
Unable to keep the children entertained and engaged during long flights, road trips, or other modes of transportation, while minimizing boredom and restlessness.
Unable to balance the costs of family travel, including transportation, accommodations, meals, and entertainment, while staying within a budget.