This common product management interview question is meant to test your ability to propose impactful changes to an existing product. Weak answers will either be one obvious improvement or a rambling set of changes which do not move any metrics. A strong answer starts with identifying the goals of the product and the target customers. A key metric or metrics should be identified by which to measure the improvement.

From there, a set of use cases can be identified which will lead to a set of alternatives for product improvements. An important skill to demonstrate when answering this question is the ability to prioritize. From the set of possible personas, use cases, and improvements, select the ones that most closely meet the goals and metrics identified at the outset. Presenting several alternatives at each level is a great opportunity to show creativity and your ability to think outside the box. In some cases, linking to product strategy will be critical to providing an on target answer.

Answering this question without building the links between strategy, business metrics, and user needs will result in a random response that will likely miss the mark.