Framework within a Framework: Strategy in Product Design

The S.U.S.S. and 4 Ws frameworks help you think through the product design interview process. However, the least structured, but perhaps most important, part of the framework is the strategy (why) section. The place where you address the why as well as show your product insight chops.

Try this Framework within the Product Design Framework to make you structured thinking sound insightful while still being comfortable having a conversation.

4 Key Areas

Focus on three key areas, and narrow if needed before diving into users

• Context*

  • Company | Mission | Opportunity

  • Industry | Competition

• User Trends

  • How have user behaviors shifted

  • What are some universal truths

• Tech Trends

  • What are the tech trends influencing the space

  • Think about what you are reading (Today in Tech from AngelList daily email is great)

• Use Case (optional)

  • IF you have a broad prompt, narrow down your focus area

    • For example: education, maybe pick childhood vs adult ed before moving forward

For Example:

The Prompt: Design the generation of TV service

• Industry Context

  • For years it was all about cable >> Streaming led to a proliferation of choices.

  • We see the big plays competing to create content.

  • Amazon and Netflix shook up the industry.

  • Disney adding to the frey with its unique content advantage.

  • Covid led to an increase in adoption of streaming services over cable

• User Trends

  • People are now getting exhausted by 3+ accounts and constantly.

  • We see people moving to online gaming as entertainment. Maybe that trend of social watching will lead to TV.

  • Streaming services have taught us to expect personalization.

• Tech Trends

  • Ubiquitous high-speed internet

  • Mobile is the default choice

  • Moving from devices, some you own, some you don’t

  • Improving AI models improves personalization

  • Hardware keeps getting smaller

  • Interactive Experience becoming more normal (AR/VR)

• User Case

  • I would like to focus on Streaming Services

  • OR I would like to think about innovating in the hardware space

  • I would like to focus on content delivery problems

  • And here is why…. for example: User frustration with 5 different streaming services is hitting a breaking point.

*This section is the hardest because it varies depending on the prompt. You need to be careful and not ramble on.