The part that tripped me up was the 'last three months' constraint.
Choose three products you genuinely use and can speak about authentically, ideally with varying complexity (e.g., a consumer app, a B2B tool, and a hardware device). When the interviewer picks one, define user engagement for that product, outline key metrics, and discuss trade-offs and factors the company should consider.
Pro tip: Show product sense by acknowledging that engagement isn't one-size-fits-all—what matters for a fitness app differs from a productivity tool. Also, mention how you'd balance engagement with user well-being and long-term retention.
Clarify what 'engagement' means in the context of the chosen product, considering its core value proposition and user goals. For example, for a fitness app, engagement might mean completing workouts, while for a messaging app, it could be daily active conversations.
Select a mix of quantitative metrics (e.g., DAU/MAU, session length, frequency, retention, feature adoption) and qualitative signals (e.g., user feedback, NPS) that reflect engagement. Prioritize metrics that align with the product's north star.
Describe how you would collect data: event tracking, analytics tools (e.g., Google Analytics, Mixpanel), user surveys, A/B testing, and cohort analysis. Mention the importance of data infrastructure and privacy considerations.
Explain how you would segment users (e.g., new vs. returning, power users vs. casual) and identify patterns, anomalies, and correlations. Use frameworks like HEART or AARRR to structure analysis.
Consider business goals, user experience, ethical implications, and potential unintended consequences (e.g., optimizing for time spent might harm user well-being). Weigh short-term engagement against long-term retention and monetization.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.