Grading Advice No. 2: Design Elements
Over the years, I have identified good/bad lists of responses for Design Cases. Here are a few of the things interviewers are looking for, even if they can’t articulate it exactly as I have below.
As you read the lists, ask yourself, how often do I find myself falling into the bad descriptions?
Clarifying Questions
The Good
Start with the essence of the prompt
Confirm company (if not clear)
Confirm budget without begging
The Bad
Fishing not Strategic questions
Not asking about the actual prompt
Start with location questions
Ask about location when it doesn’t have major impact
Ask for goal or users to be handed to you
Confusing or vague ask around MVP to end-run the budget ask
Started with budget question, not core problem
Ask more than 3 to 5 questions (3 is ideal)
Don’t ask any questions
Strategic Why
The Good
Discuss Trends: Users & Tech
Set mission/goal
If setting goal: focused on User
Display an understanding of why the space is important
Prioritize a single use case without sounding like a robot going through a list
(may push goal off until later in case)
The Bad
No Insights/Trends
Didn't address why this is an important or interesting problem
Confused mission and goal
Too focused on business goals and not focused enough on user problems
No strategic overview done at all
No mention of competition
Users
The Good
Motivational-focused grouping related to prompt
Behavioral-focused grouping related to prompt
Follow the Rule of Three
Structured but not too frameworky
User Journey is strong, clear, and concise
Pain Points clearly identified
Pain Points prioritized naturally
Goal refined before moving forward
The Bad
Segment based on demographics (age, income level, etc)
Not using behavioral or motivational groupings
Less than 3 or more than 4 groupings/segments
No prioritization of users
Prioritization sounds too robotic (framework-y)
Considering designing for multiple users
User Journey skipped and no empathy displayed (you don’t have to do a user journey but pain points need to show high empathy)
Mixing user motivation and situational context
Solutions
The Good
3 Solutions or 3 Features
Xreative ideas
L/M/H creativity showing a range of ideas
Walk thru user experience/explain design
Natural, conversational prioritization
Addressing trade offs 'inline
The Bad
Derivative: basically providing an idea that is already in the market, lacking creativity
Not thinking big
More than 3 ideas
Pitfall: Focusing on Marketing not Features
Pitfall: Not talking about tradeoffs
Pitfall: Running out of time before presenting trade offs
Communication (Overall)
The Good
Concise
Gathering thoughts appropriately
Clear structure without being too frameworky
Timing: 20-30 mins
The Bad
Rambling
Framework is too obvious and robotic
Pitfall: Not Gathering thoughts
Pitfall: Not summarizing in sections
Pitfall: Not Sharing Thoughts
