Netflix Product Manager Interview: Inactive Users
Summary
TLDRIn a mock product management interview, Chloe Anna discusses strategies to address Netflix's 10% inactive user issue. She proposes a 'Netflix Wrapped' feature to re-engage users by highlighting past favorites and suggests leveraging user data for personalized content suggestions. Chloe emphasizes the importance of defining 'activity' and hypothesizes that users are bored, leading to her strategic approach. Metrics for success include weekly active users and content engagement post-implementation.
Takeaways
- 🔍 Chloe, the interviewee, is about to become an RPM at Facebook and is being interviewed for a hypothetical role as a PM at Netflix.
- 📉 The interview scenario presents a problem where 10% of Netflix users are inactive, and Chloe is tasked with addressing this issue.
- 🤔 Chloe begins by seeking clarification on what constitutes 'inactive' users and who can provide her with data to understand the problem better.
- 📝 She outlines a structured approach to tackle the problem, which includes quantifying the issue, proposing a game plan, and evaluating potential solutions.
- 🎯 Chloe identifies Netflix's mission as keeping users happy and entertained, setting a high-level objective to maintain a certain number of active users.
- 📈 She considers various factors that might affect user activity, such as new streaming services, changes in Netflix's interface, new content releases, and public sentiment on social media.
- 💡 Chloe hypothesizes that users may be inactive due to boredom and proposes several solutions, including a 'Netflix Wrapped' recap, new or revived content, and new features like a 'mood quiz'.
- 📊 To measure success, Chloe suggests metrics such as weekly active users and user engagement with content highlighted in the Netflix recap.
- 🚀 She emphasizes the importance of capturing user attention and getting them to log in as a prerequisite for increasing activity.
- 🔄 Chloe acknowledges the need to balance creative solutions with practical implementation, considering factors like production timelines and legal issues.
- 🌟 The interviewer provides feedback, commending Chloe's structured approach and goal-oriented thinking, while also suggesting additional metrics to consider, such as acquisition and retention rates.
Q & A
What is the main issue addressed in the mock interview?
-The main issue addressed is that 10% of Netflix users are inactive, and the interviewee is tasked with proposing solutions to re-engage these users.
What is Chloe's initial approach to defining 'inactive' users?
-Chloe suggests defining 'inactive' users as those who haven't logged in and watched content within a certain period, such as weeks or months.
How does Chloe plan to gather more information to quantify the problem?
-Chloe plans to gather information by checking for new streaming services, changes in Netflix's platform, new content releases, global activity trends, and any negative publicity or discussions on social media.
What is Chloe's hypothesis for the cause of user inactivity?
-Chloe hypothesizes that users might be inactive because they are bored with the content available on Netflix.
What are the potential solutions Chloe proposes to address the issue of inactivity?
-Chloe proposes solutions such as a Netflix recap feature, introducing new or revived content, and implementing new features like an 'in the mood' quiz and a 'you used to love this' content row.
Why does Chloe consider the 'Netflix recap' feature as a potential solution?
-The 'Netflix recap' feature is considered because it could remind users of the content they used to enjoy and potentially reignite their interest in using Netflix.
What metrics does Chloe suggest to measure the success of the proposed solutions?
-Chloe suggests monitoring weekly active users and the engagement with content highlighted in the recap as key metrics to measure success.
What are some potential cons Chloe identifies with the proposed solutions?
-Some potential cons include the possibility of the 'in the mood' quiz being annoying to users and the 'you used to love this' row going unnoticed among other content rows.
How does Chloe reflect on her own performance during the mock interview?
-Chloe reflects that she should slow down, ask more clarifying questions, and ensure she is pacing herself and checking in with the interviewer throughout the discussion.
What feedback does the interviewer provide to Chloe regarding her approach to the mock interview?
-The interviewer appreciates Chloe's goal-oriented approach and creative solutions but advises her to consider short-term solutions that can re-engage users who haven't logged in, and to also think about acquisition and retention metrics.
Outlines
🔍 Identifying Inactivity at Netflix
The mock interview begins with a scenario where the interviewee, Chloe, is tasked with addressing a 10% inactivity rate among Netflix users. She starts by seeking clarification on what constitutes inactivity and how it is measured. Chloe proposes a structured approach to diagnose the problem, involving gathering more information and defining the company's high-level objectives. She suggests that Netflix's mission is to keep users entertained and defines active users as those who frequently log in and engage with content. Chloe also discusses the importance of identifying the root cause of inactivity before proposing a solution.
🤔 Hypothesizing the Cause of User Inactivity
In this paragraph, Chloe continues her structured approach by hypothesizing potential causes for the observed inactivity. She explores the possibility of market saturation, considering the impact of new streaming services like Disney Plus, and checks for any recent changes on Netflix's platform that could have affected user behavior. Chloe also looks into the release of new content and the company's public image on social media. She concludes that there are no significant external factors or internal changes that could explain the drop in activity, leading her to hypothesize that users may simply be bored with the content.
🎬 Strategies to Re-engage Inactive Netflix Users
Chloe presents several strategies to re-engage inactive users, starting with a 'Netflix Recap' feature inspired by Spotify's Wrapped, which could remind users of their past viewing habits and激发 interest in the platform. She also suggests creating new content or reviving old shows that were canceled, leveraging fan bases to re-attract viewers. Chloe introduces the idea of a 'Mood Quiz' to help users discover content based on their current preferences and proposes a new row in the content feed that highlights shows users used to love or haven't watched in a while. She discusses the pros and cons of each strategy, considering the potential impact on user experience and the practicality of implementation.
📊 Selecting the Best Strategy and Defining Success Metrics
Chloe narrows down the potential strategies and decides that the 'Netflix Recap' could be the most effective in attracting inactive users back to the platform, as it leverages social media buzz and the curiosity of users about their viewing history. She acknowledges that new features might not be as effective since inactive users may not see them. Chloe identifies success metrics for the strategy, focusing on weekly active users and engagement with the content highlighted in the recap. She emphasizes the importance of monitoring these metrics to assess the success of the implemented solution.
🏆 Reflecting on the Mock Interview and Receiving Feedback
In the final paragraph, Chloe reflects on her performance in the mock interview, noting the need to slow down and ask more clarifying questions. She appreciates the feedback she receives, which praises her for staying focused on the goal of increasing active users and for her creative solutions. The feedback also suggests additional metrics to consider, such as acquisition and retention rates, to fully assess the success of the strategy. The video concludes with advice for the audience preparing for product management interviews and a prompt to engage with the content by liking and subscribing.
Mindmap
Keywords
💡Product Management
💡Inactive Users
💡Netflix
💡User Engagement
💡Mock Interview
💡RPM at Facebook
💡Metrics
💡Content Saturation
💡Social Media
💡User Experience
💡Recap
Highlights
Chloe Anna introduces herself as an upcoming RPM at Facebook.
The mock interview scenario involves addressing 10% of Netflix users being inactive.
Clarification of the definition of 'inactive' users is sought to understand the problem better.
Chloe proposes a structured approach to quantify the problem, propose a game plan, and evaluate the solution.
The overarching mission of Netflix is identified as keeping users happy and entertained.
Activity on Netflix is defined as logging in and engaging with content.
Chloe hypothesizes that the drop in activity could be due to market saturation and new streaming services.
No major changes on Netflix's end or new content releases are identified as potential causes.
The issue is confirmed to be global, affecting users across all countries.
Chloe suggests a Netflix recap similar to Spotify's Wrapped to re-engage inactive users.
The potential of leveraging social media to create buzz around the Netflix recap is discussed.
The idea of reviving old content or bringing back canceled shows is proposed to attract users.
Chloe introduces the concept of an 'In the Mood' quiz to personalize content suggestions.
A new feature to highlight content users used to love or haven't watched in a while is considered.
The importance of defining metrics for success, such as weekly active users and content engagement, is emphasized.
Chloe reflects on her performance, noting the need to slow down and ask more clarifying questions.
The interviewer provides feedback, praising Chloe's goal-oriented approach and creative solutions.
Additional metrics for measuring success, such as acquisition and retention rates, are suggested.
Transcripts
10 of netflix users are inactive
what do you do
[Music]
hey everyone welcome back today we have
a product management
mock interview with chloe and before we
get started chloe can you tell the
audience
a little bit about who you are yeah so
hi everyone my name is chloe anna
um i'm about to be an rpm at facebook
uh in a couple of months so yeah excited
to be here
awesome love to see it so for today's
question suppose you're a pm
at netflix you notice that 10 of netflix
users
are inactive what do you do
okay um so the first thing i want to do
is you know just clarify a few things so
do we already have
like a set understanding um on what we
would consider inactive or is that
something you'd want me to define
myself like are we saying you know we
haven't seen x monies or 10 of users
logging in
in x amount of time is that something
you want me to just figure out
yeah if you can figure that out that'd
be great okay
great um alrighty yeah so that's that's
pretty much the only thing that
i would want to clarify off about maybe
maybe something else actually so
am i assuming that you know i can get
information from you
like you're like my data science team or
whatever it can just get more
information for you to kind of quantify
the problem
yeah of course okay cool so
um i'll think about my structure for a
little bit and then i'll hop right into
my answer um so in terms of structure
i'm thinking that first i want to get
some more information kind of quantify
the problem right if i was a pm in
netflix this is
these are the steps that i would take um
and then i'll propose like a game plan
and then
evaluate and just think through um you
know what a final like
starting point would be for me does that
sound good
yeah that sounds good cool
so just to ground myself uh here a
little bit when i think about
netflix right if they're like like what
their overarching
mission would be i would say that you
know it's to keep users happy or like
entertained right so
some like high level objective could
look like um
as a company like netflix we would want
to maintain x number of active users
um you know like at a given time let's
say like week to week or even monthly
like x number of active users and so
delving into what i would consider
activity right
netflix is pretty straightforward you
kind of just log in and you watch
content so in my head
i would think as out think activity to
be you know frequently logging in
uh that could be you know again some
some time that would make sense for us
like frequently logging in
and then also engaging with content so
when i think about engagement i think
about
you know like rating like up or down or
maybe adding you know content to your
list and
netflix has that thing that's like my
list and you can add like shows and
watch for computer
movies that you um watch frequently
that's kind of what i'm thinking about
for activity does that make sense
yeah so you've listed several different
things here like pressing the ratings
the logging in action i'm wondering if
you had to just pick
one activity what would you say is the
most critical
for you to define a user as active
yeah that's a that's a great question i
think in my head i'd probably say that
first one right so like logging in and
then like
clicking or watching at least one thing
right so logging in and then clicking on
a show clicking play and like watching
it
and that's kind of what i would think is
like active right so that action is
happening
let's say um you know
weeks a week or even just over over some
time let's say week to week
all right so just this activity of
logging in and
watching a show 10 of users are not
doing this so now we want to know what
you would do
exactly yeah that's a great way to kind
of just hone in so ten percent of users
are not logging in and they're not
watching content
why like what would i do how would i go
about solving that
okay so to check back in with my little
like plan that i came up with quantify
the issue propose game plan and
evaluate uh we're still under
quantifying the issue so what i'd want
to
do next is kind of hypothesize right get
some more information and see whether i
can
sort of diagnose the issue at hand so
going through a few things here
um i know that the market the streaming
market is kind of saturated or is
heading towards saturation a lot of
people are coming out with new
um new services so i would ask you as
you know my
go-to person on my team um
do we are there any like new streaming
services that have come up
um recently or in that same timeframe
that we noticed the drop
in activity i've looked at some reports
and news articles and it seems like
disney plus
is pretty big we definitely still have
traditional competitors like hulu and
hbo okay so in my head though
those maybe have been around for at
least six months so in the past um
let's say in the past month there
haven't been any like new people coming
out or like disney plus or who
haven't changed their plans like make it
made it like super cheap or anything
like that
not that i'm aware of okay cool
um and then have we done anything
differently like did we switch around
you know where the play button is or uh
did we
make everything green on the front
screen like did we change anything on
our end recently
the engineering team is always shipping
new things every week so it's kind of
hard to tell
but just overall there haven't been any
major feature changes or
improvements or new features shipped
cool so they ship new things so nothing
like out of the ordinary has happened
right yeah all right so have we released
uh any new content lately like have we i
know obviously corona
put um you know a stop in our production
our regular production cycle but
have we like released anything new uh
lately
yeah so with kovid we have seen a
slow down in the new content that's been
released
all right so nothing nothing new lately
cool um and then just reclining from our
final couple of things i'll say
is this happening like in all countries
like we're seeing this drop like amongst
all our users nowhere in particular
yeah globally okay globally
um and then a final thing are we
trending on twitter do we have any bad
vr is anyone talking about us writing
articles if we
do something really bad lately it's just
this typical memes about netflix there
isn't really anything negative there
typical means nothing negative perfect
okay so just to recap the information
that we have so far
um you know aren't there aren't any new
like major streaming services that's
that's uh come into the market recently
so we know of our disney pluses
or our disney plus and our hulu um
and they haven't done anything radical
like they haven't made their plans super
cheap or anything like that
uh nothing like new or out of the
ordinary on our end
we obviously because of corona haven't
been releasing any new content and then
thankfully we are not
training on twitter um and then
obviously we're seeing this drop all
across the board
perfect um yeah so i think now i
probably want to pivot into
um proposing my game plan right if i
could conclude given all the information
that
um i've gotten so far i think i probably
conclude that our users are just kind of
bored
um you know i'm kind of go i'm gonna
hypothesize a hypothesis i'm going to
center my game plan around that
assumption that our users are bored
um and that's what we're targeting
that's the reason why we've seen that
drop that 10 drop in activity from our
users does that sound good or is there
anything else you want me to consider
yeah that sounds good okay um great so
i think an overall goal here um with
because you know we identified the
problem to be users aren't logging in
and watching
right so our goal here would be to get
users to log in and watch in other words
get their attention in other words spice
it up all right we want our users to be
happy and entertained
so i've thought about this um in a few
ways or i've come up with a few
solutions of what i would do if i was a
pm on netflix
the first thing i think about is you
know along those same lines of like
getting our users attention
um i would want to do something like
like a netflix wrapped or like a netflix
recap so
kind of similar to um what spotify has
done over the past couple of years where
users
you know either at the end of the year
we could just kind of drop it by
surprise like right now
given the situation at the end um
you know users get like a recap of like
content that they've engaged with in the
past or like their favorite shows or
things that they've rewatched a certain
number of times
you know just to get the buzz going um a
pro there would be obviously leveraging
social media like getting people talking
is always a good thing
well not necessarily always a good thing
but we can get their attention that way
actually a con would be that it could
potentially backfire so one thing that
we know
um happens is that multiple people maybe
use one
netflix account it's pretty common and
so we could potentially have a situation
where like hey this was your favorite
show
and this is what you did and it actually
wasn't me it was my sister who
has refused to stop using my netflix
account
so that would be uh you know potential
con in that case so if the problem here
is that people
are bored with the content what do you
think the goal for such a netflix recap
would be what would it do
yeah that's a great that's a great um
question so i think in my head because
we technically can't like
go out into the world and interview how
many
you know i wouldn't say a million like
subscribers uh we have or like how many
are inactive
we'd want to sort of like get their
attention um in some way and so because
i hypothesized or the
conclusion that i came to um you know my
hunch was that users were bored
i feel like one thing that um you know
sort of a recap or like rap
thing would do or could potentially do
just get them excited again like remind
them of like
old content that they used to watch or
like haven't watched them especially
because
you know you did mention that we haven't
like been putting out new content
recently so it's very possible that they
may have felt like oh you know i've been
i've binge watched everything that i
already
used to like but there's that one show
that i used to love like my sophomore
year of high school that i haven't
watched them forever so that's just kind
of some ways like bring them back around
get them excited again about their
accounts
um another sorry did that make sense i'm
kind of
going forward yeah it makes sense i see
you're kind of trying to get them to
come back through some throwback content
exactly exactly that's pretty much the
point there um
yeah i was gonna say one thing oh yeah
so one thing that we could also leverage
again because
you know this would be great for users
who um
you know have been inactive in the sense
that they haven't been logging in but
maybe they've been users for a long time
so we have
a great idea of like what they like like
what they used to watch we have like a
lot of
their you know previous history and
previous data that we could leverage
um so that's what i'm thinking about
with that first idea and then to go
through these really quickly
the next thing i want to do is content
right so this could either be
new content or reviving old content what
i mean by that is like
we have a reputation or we've really
sort of developed a reputation of like
cancelling things after like a couple
seasons so
in this case we'd either want to um you
know bring up new content or uh maybe
i don't know if you can un-cancel a show
or like bring back a show that we
may have canceled recently in the past
and so a pro here would be obviously new
stuff
like on you know if there's new content
being put out people love that
um another pro also would be uh that we
can sort of leverage that fan base that
we may have
upset um in the past so bringing back a
show that people love
that we have to cancel for whatever
reason um would be able to get
um you know maybe some of those
uninactive users active again or and
potentially even bring in new users
um which would tie back to that first
thing i said right like maybe for us
our main like high-level goals to always
have like x number of users like active
you know and at a given time um
does that make sense yeah that makes
sense okay and then so
some cons obviously would be corona like
we had mentioned that there was a pause
in our production cycle because of uh
code i know some
uh production companies are able to um
have been able to start um
setting things back up again um so
potentially we could let things out but
i think logistically it would still
be a bit challenging to like get my
brand new content in another thing is
legally
i'm not sure what like bringing back uh
content that had been canceled or like
shows that had been cancelled
what that would look like because there
probably was a reason why we had to
cancel them if we
lost the rights or anything like that um
yeah so just covet logistics
and then legal stuff also time right
producing new content
always like that takes time so if we're
looking at
you know a drop of 10 of users over like
you know whatever period we define
then we can't like promise them like new
content in the week right it will take
some time to um
get that up and produce okay so the
final thing that i want to look at are
new features
so the first idea i have under this is
uh what i want to call the
in the mood quiz and so what the how
this would work is you log in so
you know for the users that are inactive
we're able to identify those specific
users
you log in um onto your netflix and
you're able to sort of like do a little
quiz like
you know um like is this a movie night
or is this just a
binge shows on your own kind of night
right and so with that information like
with
the answers they give we can then like
suggest like hey why don't you watch the
show or why don't you like re-watch the
show that you
um used to use to like so a pro here
would be
giving people like an exciting way to
find new content
um and then obviously a con is that it
might just be annoying might backfire
like maybe
people like log on and they just don't
want to take that quiz
hopefully there would be a way to like x
out or something but it could still just
be like
um potentially give a dip in their user
experience
and then the second thing and last thing
that i want to look at under those like
new features
uh the new features idea is um
so you know on that there are those
little like they're all the different
rows of content and so there's like the
first row that's like
uh trending right now like around the
world or there's like my list
and there's you know recently added and
stuff like that and so
a row that i would propose would be
something like um you know you used to
love this or like you haven't watched
this in a while so it would accomplish
the same thing
as you know what we said with the
netflix recapping just getting people
reminded about what they used to love or
like what they
um you know what they haven't engaged
with in the world so it would be a great
way to like re-engage people
um and then a potential con is that it
just might go unnoticed i know that
there are a bunch of those
shows like oscar nominated bubba bun and
if you don't scroll all the way down you
may not see
um you know the like useful of this um
row or whatever you want to call it so
to recap we looked at
the netflix recap no pun intended um new
content we're reviving old contents or
bringing back shows that have been
canceled and then finally the new
features which would be the in the mood
quiz
and um you know you used to love this
like grow
um yeah do you have any any feedback
would you like me to narrow down on one
that i would probably like
uh you know propose to my team like hey
we should do this to get our users
active again
in the beginning we talked about how
these users are inactive and we define
them as they're not logging in and
they're not watching a show so
if they're not logging in they probably
wouldn't see those two new features that
you're building no matter how cool they
are
i'm wondering how you might start them
and bring them back to the funnel
that's a great that's a great idea so if
i if i may
i think what i would do um is probably
not go with those two features to start
like if
i had to propose like one out of the you
know several different solutions that i
propose i probably wouldn't go
with the new features because like you
said obviously people aren't logging in
then they're not going to see it anyway
um and again because we're trying to
sort of maximize
um you know attention like an attention
grabbing solution one that we think that
would you know
really get them hooked or most users
hooked i think i probably would lean
into that first one so the netflix recap
next
netflix raft thing um and the main
reason for that especially like you said
our goal here obviously is to get users
to watch right but before they watch
they have to log in and one thing that i
know like the spotify rap thing did is
like
it got a lot of people like wanting to
log in right like hey i want to know
what my spotify app says
so in that same regard if we're able to
you know drop this
it gets users talking obviously again
leveraging social media everyone's
talking about like hey
either and it could be a good way or a
bad way to be like hey my netflix raft
is like kind of bad
it just gets people talking against
everyone like hey let me go log into
netflix i haven't logged in in a while
what's on my netflix wrapped um and that
just like gets them back onto
onto our platform and then that most
likely will encourage them to either
watch something that was in their raptor
like hey i haven't scrolled through
netflix in a while
like what haven't i watched and then um
watch content
and make them happy so yeah that's
that's uh that's sort of what i would do
if i was a pm on netflix and i came
across this
um this issue awesome um just one quick
follow-up question
what are some metrics you would use to
determine success
okay so the metrics that i would uh look
at first i want to look at
um you know weekly active uh subscribers
or active users so in this case because
our initial problem is that users aren't
logging in they're not active
i want to see after we've pushed out
like our netflix wrapped or recap
solution um our user is like how are
they feeling like are they coming back
are they engaging with content so i look
over week to week initially just to get
a feel and make sure that we're
um we're seeing that dip like even now
or like go back up into
you know users being active again um and
then the other thing that i would look
at
is if we're thinking of i didn't really
delve much into what the
netflix recap would look like but say we
have a thing where it's like here all
the shows that you watched
like last year right and it shows you
like five or here are your top five
shows that you watched last year like
three shows or whatever
of the content that was you know given
to say you as like
a netflix user here are the blue shirts
i want to see like how many of our users
went back and actually engaged
with the content that we uh kind of
highlighted in the recap
so this would help us see like whether
that was um
not only effective in getting people to
log in like that'd be a great way to
like okay yes they actually logged in
they actually
looked at their recap but we'd also want
to see whether they went that extra step
and like watched or like
um you know engage with the content that
we've pushed out to them
and yeah so i'd probably look at those
hand in hand initially after we
if we were to go with that solution cool
if you had to pick one as your north
star
northside would be the first one just
again seeing like are people have people
logged in like have they
um watched anything so that would be the
weekly
active users over and i really monitor
that metric like over
you know say the first like three weeks
after we pushed out the netflix recap
solution
awesome chloe so this is awesome for our
interview we're done here
and i'm curious before i give you any
feedback if you could give some
self-reflection
okay so in terms of uh self-feedback i
think the first thing i probably do
um is slow down i feel like i got a
little better over time but
you know in the beginning just making
sure that i'm pacing myself i'm not
talking too quickly
um i think i did a good job of sort of
checking in
although sometimes because i was talking
really fast and i said pause like check
in but that's also super important make
important making sure that you're kind
of looped in with me at each
point um i think i probably should have
asked a bit more
you know clarifying questions uh one
thing that i know i should have asked is
like
is this happening over a particular time
so i kind of kept saying like oh
sometimes
like we defined like we would define um
so i probably should especially like hey
we've seen this drop like over a month
or you know this has happened in the
past day
um and then
yeah i think my structure was also kind
of good just it was sort of high level
and i found that
that's always best and so instead of
going into the like very detailed this
is what i'm going to say and this is
what i'm going to say this one
so i just kind of keep it high level and
making sure that i sort of check in with
you as i go
uh yeah what did you what did you think
you probably have a lot of work
well overall i thought this was a great
mock interview i loved how in the
beginning you
stated the goal which was around the
active users and throughout the entire
interview like two or three times you
always
went back to that goal and thought like
hey does this feature
help us meet this goal and that was
really really powerful
and you also had some really creative
solutions
around like spotify recap and taking
inspiration from
like some sort of buzzfeed quizzes kind
of and i really liked your
approach on how you would tackle this so
like we we went through the root cause
pretty quickly and you were able to
identify
the root cause and when we went to the
solutions i like them the one thing that
i would say is just always
remember in the beginning we defined the
inactive users
as you know they haven't logged in so
some of those solutions might not fit
um maybe some of those are longer term
features after we meet some of the
shorter term
and the last piece of feedback i have to
give is around your metrics i think the
two you gave were good one was
super high level in terms of are we
getting users and the other one was
around
the engagement for the specific feature
that you described which was the recap
feature
two features or two metrics that i would
add is one around acquisition which is
around
how many people are coming in and using
this
maybe you know you're sending this
through push notifications or emails
and then the other one is around
retention so if we bring back a user are
they a quality user do they come back
and do they stay and are they retained
overall this is a great interview thanks
and for the audience
good luck in your upcoming pm interview
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