关于product sense产品思维框架的书籍ppt资料总结

分享一下自己平时整的关于准备pm面试中产品思维问题的笔记，部分内容来源不明，包括Cracking the PM Interview: How to Land a Product Manager Job in Technology, 以及一些linkedin slide share和网络名博。楼主是想申ds岗的，但是ds岗的产品题的准备资料其实就是pm岗的准备资料，所以在这里分享一下。看到有其他人分享cracking the pm interview这本书，那这篇帖子可以作为一个缩略版总结～
楼主默默去准备复面试了……求加米～

Cracking the PM interview — Product Questions
* Good framework have the following characteristics:
    * Ask appropriate questions
    * Understand and assess a goal
    * Apply a structured approach to accomplish the goal

* Type 1: Designing a product
    * Step 1: Ask questions to understand the problem.
        * "What, who, why, where, how" For example, design a pen, what kind of pen? A pen for whom? Why do we need it (what’s the goal?) How is it special (special features)? Where to launch?
    * Step 2: Provide a structure
        * “First, I’m going to talk about the goals. Then, I’m going to list out some potential features. Finally, I’m going to evaluate each of those features against the goals. Okay, starting with the goals…”
    * Step 3: Identify the users and customers
        * In some cases, users and customers aren’t the same person. The customer is the person paying for the product; the user is the one using it. There also may be multiple users. (e.g. Design a calculator, the potential users or customers may be the child, the teacher and the parent. Design a better stove, the users may be novice cooks, advanced cooks, children, elderly or disabled.)
        * Think carefully about what makes this type of user special
    * Step 4: What are the use cases? Why are they using this product? What are their goals?
        * For each user, make a list of the use cases.
        * Then assess, which use cases to design for.
    * Step 5: How well is the current product doing for their use cases? Are there obvious weak spots?
        * Go through each use case and assess how well the current products or solutions address those.
    * Step 6: What features or changes would improve those weak spots?
        * Name a few ideas and then ask the interviewer if they want you to dive deeper into any of them.
        * Explicitly tie your feature ideas to the use cases or goals. Make it really, really customer focused.
    * Step 7: Wrap things up
        * Give the interviewer an overview of your solution.

* Type 2: Improving a product
    * “Let me start first with understanding the goals of the product, then move on to the issues and how to solve those. Okay, so the goals of the product are…”
    * Step 1: What is the goal of the product?
        * What’s the product’s ultimate goal? What problem is it solving for the user?
    * Step 2: What problems does the product face?
        * Need to expand user base? Increase revenue? Increase user engagement? Increase conversions?
    * Step 3: How would you solve this problem?
        * Brainstorm a few ways, discuss pros and cons, be open about the tradeoffs of each option
        * Can be bold, crazy ideas, or they might be small, iterative improvements. Consider company size, risk tolerance, budget, culture.
        * You can say like this: “We can make a few quick fixes that will help mitigate the issues. However, if we are willing to take a bigger gamble, some additional options are open to us.”
    * Step 4: How would you implement these solutions?
        * What’s the plan to implement? What’s the challenges? How would you reduce costs and risks? (Maybe you want to roll out to a small group of users first).
    * Step 5: How would you validate your solution?
        * What metrics you would gather to see if your solution really worked.

* Type 3: Favorite product
    * Step 1: What problems does the product solve for the user?
    * Step 2: How does the product accomplish these goals? What makes user fall in love with the product?
    * Step 3: How does it compare to alternatives?
    * Step 4: How would you improve it?

Use CIRCLES Method Product Design Framework
* CIRCLES method:
    *
    * Comprehend:
        * You’re entitled to ask the interviewer clarifying questions. What can or should you ask the interviewer? Here’s a list:
            * What is it?
            * Who is it for?
            * Why do they need it?
            * When is it available?
            * Where is it available?
            * How does it work?
        * This list of basic questions is frequently called the “5W’s and H.” However, the interviewer may not have patience for you to ask 101 questions about the product. To start the interview, you really just need answers for the four bolded questions: what is it, who is it for, why do they need it, and how does it work? So we’ll call our version the “3W’s and H.”
        * If the interviewer refuses to answer your clarifying questions, make an assumption based on what you know. Then, give the interviewer an opportunity to correct you, in the event he thinks differently about whom it is for or how the product works.
    * Identify customers:
        1.
* Product design questions:
    * Define an objective for the product improvement
    * Choose and identify the most appropriate target customer
    * Empathize with the target customer
    * Articulate use cases (aka pain points)
    * Prioritize those use cases
    * Brainstorm creative ideas
    * Make a logical recommendation
* Examples of product design questions
    * Redesign the Facebook Newsfeed for the Web.
    * How would you improve Pinterest?
    * Create an experience around Disney theme parks using your phone.
    * Design the next product that Nest will offer, focusing on mobile app design.
    * If you were the CEO of LEGO, what new product line would you come up with to increase revenues? Why? Who is the target customer? How do you reach them? How does the product function and what does it look like (UI/UX)? What’s the potential market size?
* What are interviewers looking for?
    * Goals and metrics. Did the candidate define objectives before answering? Were the candidate’s selections reasonable?
    * Target Persona & Pain Points. Did the candidate choose a target persona? Did the candidate explain the persona’s pain points to the extent that demonstrated true consumer insight?
    * Prioritization. Did the candidate demonstrate ability to prioritize competing use cases or pain points in a compelling way?
    * Creativity. Did the candidate demonstrate sufficient creativity? Or were the ideas copycats of competitive features and products?
    * Development Leadership. When asked, did the candidate have a reasonable explanation of how a proposed feature would be implemented?
    * Summary and Next Steps. Did the candidate summarize their main argument at the end, including clear next steps?
* AARM method —> when asked about what appropriate goals and metrics to track
    * Acquisition
    * Activation
    * Engagement: Are users actively engaging with the product?
    * Retention: How often do users coma back? How many users come back after a certain amount of time? For some products, visiting once a month is good. For others, you’ll want a user to frequently visit.
    * Monetization
* Other formats or AARM (e.g. for Pinterest)
    * One:
        * Acquisition
        * Activation —> most important for Pinterest. Define activation: users use the product >1 times after they signed up
        * Engagement
        * Resurrection/Retention
    * Two:
        * Acquisition
        * Activation
        * Engagement
        * Virality
        * Resurrection/Retention
        * Monetization

Notes from Slideshare AARM strategy in detail:
1. Structure:
    1. Acquisition:
        1. Definition: When a customer comes to the site from various channels or downloads an app
        2. Break down in detail:
            1. Visit site —> Doesn’t abandon —> Happy 1st visit —> Email/Blog/RSS/Wdget Signup —> Acct Signup
    2. Activation:
        1. Definition:
            1. Start using a product, often by create a login
            2. In eCommerce, starting the shopping process by completing at least transaction
            3. In mobile, using the basic features of the app
            4. Customer enjoys the 1st visit: happy user experience
    3. Engagement:
        1. Definition:
            1. The period of time during which a user such stays involved with your product
            2. Customers come back and visit site multiple times
        2. Examples of engagement:
            1. Email open/RSS view/click through
            2. Repeat visitor
    4. Virality:
        1. Definition:
            1. The tendency of an image, video, or piece of information to be circulated rapidly and widely from one Internet user to another.
            2. Users like product enough to refer others
        2. Examples of virality:
            1. Refer 1+ user who visit the site
            2. Refer 1+ user who activate
    1. Retention: How often do users coma back? How many users come back after a certain amount of time? For some products, visiting once a month is good. For others, you’ll want a user to frequently visit.
    2. Monetization
2. Matching metrics to your business
    1. Types of metrics and measurement:
        1. Qualitative: usability testing / session monitoring
        2. Quantitative: traffic analysis / user engagement
        3. Comparative: A/B test, multivariate testing
        4. Competitive: monitoring & tracking competitors
    2. Customer funnel:
        1.
    3. Metric funnel:
        1.
    4. Select metrics to use based on your business model (how to do monetization) and your business stage in the lifecycle
    5. Strategy of choosing metrics:
        1. Choose one actionable metric to follow
        2. Understand your product market and follow
    6. Activation
        1. How to:
            1. Acquisition from all channels: SEM, SEO, PR, Biz Dev, direct, tel, TV, blogs, social networks, apps&widgets, domains, emails, affiliates, campaigns, contests…
            2. Goal: largest volume, lowest cost, best performance
        2. Criteria:
            1. 10-30+ seconds
            2. 2-3+ page views
            3. 3-5+ clicks
            4. 1 key feature usage
        3. For home page, do LOTS of landing page tests and A/B tests, just make lots of dumb guesses and iterate FAST.
        4. How to test activation:
            1. Performance: effectiveness and efficiency
                1. Method: task test, observe the steps user take to complete task actions
                2. Metrics: completion speed of tasks; number of clicks for task completion; number of times user hit “back”; bounce/abandon rate
            2. Satisfaction: how the information looks, how the content is organized, how user feels
                1. Method: open-ended test
                2. Metrics: satisfaction rating; ease of use rating; frequency of frustration; subjective feedback.
        5. Test is crucial to activate new users
    7. Engagement;
        1. How to do:
            1. Automated emails are simple and easy retention feature (set the lifecycle of emails), event-based emails as they occur, email daily/weekly/monthly newsletters
        2. Key takeaway from Yelp’s success:
            1. Align user motivation, behavior, and long-term value
            2. Reward members for contribution
            3. Re-engage your customers via the appropriate channel
            4. Listen to your customers and understand how they are using your product
    8. Referral and virality
        1. How:
            1. Only encourage users to refer after they have happy user experience
        2. Calculating growth
            1. Viral coefficient (K) = (number of invitations sent / number of users) * (invitations accepted / number of invitations sent)

感谢！祝楼主面试顺利！！

谢谢楼主分享

感谢楼主！ 面试加油！

总结的真好！！ 谢谢