Stay Focused on the Pain Point
The product design case is centered around problem identification. But the product community’s focus on structured interviews has some folks so hyper-focused on the framework that they lose track of the pain points/problem identification focus they need to retain during interviews.
Product design prompts are heavily focused on testing your ability to identify the problem and stay focused on that problem. Don’t forget that.
In this article, I am going to jump into some areas of product interview prep where you can keep yourself focused on the problem. I point out some common pitfalls so you can avoid them.
The Basics
JTBD or Problem to Solve
People buy products and/or give your product their attention because you solve a problem for them. If you don’t solve the problem, you will not find product market fit.
While we get caught up in showing we are structured with a number of interview frameworks, it can be easy to lose track of fact that the whole point of the framework is to display to the interviewer that you can identify a pain point and solve for it.
We have discussed the JTBD framework, but any product sense/design case framework is all about problem identification and solutions for said problem.
If you are finding yourself more focused on the framework than the problem, take a step back.
Pain Points
Make them Different
When we get nervous, it can be easy to list pain points that are basically the same or part of a similar class of issues. If you can’t explain succinctly to your interviewer what the difference is between each of the pain points on your list, stop. Quickly check, and try again before listing your options for your interviewer.
We did a group session on an App for Laudromats the other day, and the list of problems looked something like:
Carrying your Laundry - bulking and heavy
Not Knowing if A Washer is available
Waiting in line behind X people for a washer/dryer
Not Knowing if Dryer will be available when your wash is complete
Not Knowing if your clothes are dry enough to pull before the cycle completes
Waiting in hot, stuffy place
Running out to find someone took your laundry out and put it on the counter
The list contains a number of problems that are essentially the same concept: availability. The more succinct list looks more like this:
Transporting laundry
Knowing the availability of machines
Knowing when clothes are dry
The discomfort of staying in a location with little to do while it gets hot
Next time you list pain points, try to avoid ones that are too similar.
Solutions
Creativity vs. Focus
I have seen some folks (and I fall into this myself) who are so focused on displaying creativity that they lose track of the pain points. For roughly 80%+ of interviewers, the miss on the pain point outweighs any creativity you have shown.
You need to balance creativity with focus on the problem you identified. Remember, reusing a concept from another space counts as creativity. Using what you have at hand differently counts as creativity. Don’t come up with ideas involving crazy robot solutions if they don’t address the problem you identified.
Do not be creative just for the sake of creativity in your interview. Remember the pain point.
Keep your eye on the prize.
Communication Tip
Keep Coming Back to the Pain Point
Just as we use repeated themes in public speaking, if you are struggling to stay focused on the pain point and user struggles, consider re-iterating your problem statement at the top of each section. Consider the following transition points:
From Strategy to User: “Now I will consider the high-level opportunity is to solve X problem for a user.”
From User to Pain Point: “I will think about the pain points of X (user) as they struggle to complete X JTBD.”
Pain Point To Solution: “Now, I will present three ideas focused on X pain point.”
Solution to Metrics: “To measure our ability to solve X pain and meet Y goal, I will use the following metrics.”
Recruiter & Hiring Manager Convos
Pain Point Focus in your Elevator Pitch
When you talk about the products you worked on, show your user and problem focus by challenging yourself to introduce your top three experiences through the lens of the problem you were solving for users and a metric that helps display how impactful you were at solving that pain point.
I hope this problem/pain point-focused post has helped you see the number of ways you can keep that pain point focused throughout your interview.
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