Product manager interview: "Improve Google Maps"

@productplaybook

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Google Maps

Why it worked

The video provides a clear, actionable framework for a common product management interview question, using a relatable example (Google Maps) and breaking down user segmentation into digestible steps. The presenter's clear explanation and visual cues make complex concepts easy to understand.

Summary

This video explains a framework for product managers to segment and prioritize users, using Google Maps as an example. It outlines three steps: identifying ecosystem players, segmenting one side further, and prioritizing based on reach and underserved needs. The presenter details different user segments like commuters, errand runners, explorers, and travel planners, highlighting their distinct motivations and how Google Maps serves them.

Structure

1Introduction to product manager interview question: Improve Google Maps
2Common mistake: segmenting only by demographics
3Three-step framework: name sides, segment one, prioritize
4Identifying Google Maps ecosystem players: navigators, businesses, reviewers, API users
5Deep dive into navigators: commuters, errand runners, explorers, travel planners
6Prioritizing errand runners as highest in reach and underserved

Original caption

Replying to @ash tip for product sense interviews: when segmenting & prioritizing users👇 ❌ don’t just use demographics, like age or gender. these often lead to generic segments and stereotypes. ✅ instead: 1. Name all sides of the ecosystem (aka ecosystem players) 2. Pick 1 side, and segment further 3. Prioritize 1 segment based on reach and how underserved this segment is (and how helping these users aligns with your overall goal) 🤫 Bonus tip 1: for step 2, think about different MOTIVATIONS people have for using the product, and include the type of user who is most likely vs least likely to use your product. 🤫 Bonus tip 2 (from Lenny’s Newsletter): beyond motivations, also consider different: Behavioral patterns: How frequently and in what ways do they interact with similar products? Context of use: Where, when, and how do they engage with the product/experience? Expertise level: Are they novices, intermediate users, or experts? Goals and outcomes: What specific results are they trying to achieve? Product design interview, product sense interview, product manager interview, interview tips, product manager case question, product manager job, recruiting tips, job search tips, sample interview question and answer

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Transcript

let's do a interview question together. Here's how you define and prioritize a common mistake user segments. common mistake is segmenting only by demographics, like age or gender. Instead, do these 3 things. Step 1: name all different sides of the ecosystem. Step 2: pick one side of the ecosystem and segment it further. Step 3: prioritize based on reach and how underserved that user segment is in Google Maps. Ecosystem players include navigators, businesses, reviewers, and API users. Navigators use the map to get from point A to point B. Businesses create and manage their business page. Reviewers add reviews to businesses. API users are typically engineers that use the Google Maps API in their app or product. I would focus on navigators because they drive daily engagement. Within navigators, you have commuters, errand runners, explorers and travel planners. For commuters, their primary motivation is to get from point A to point B as efficiently as possible. Errand runners are a little bit different. Instead of just point A to point B, they might want to hit a bunch of different spots along the way and find the optimal route. For example, they need to pick up groceries, drop off dry cleaning, return clothes to the mall and pick up their kids from school on the way. They might be open to different grocery store options, which route is most efficient. So their primary motivation for using the app is being able to compare different routes. Third is explorers. People who want to discover new places spontaneously. For example, you're at dinner with your friends and now you're really feeling dessert to figure out what's nearby and matches what you're looking for. And lastly, you have travel planners. Their experience today is really fragmented using social media to discover new things, then putting into Google Maps and making a list and sharing with your friends. Among all these segments, among all these segments, errand runners are the highest in reach and underserved.