Mastering Product Design Interviews: A Structured Approach
As a product manager, identifying user needs and creating features that meet those needs is crucial. However, rushing into solutions without fully understanding the problems can lead to half-met needs or partially solved solutions. To tackle this challenge, Lewis C. Lin developed the CIRCLES method framework, a structured approach to answering design questions.
Breaking Down the CIRCLES Framework
CIRCLES is an acronym that represents seven linear steps to solve a design problem:
- Comprehend the situation: Clarify as much information as possible by asking basic questions like who, what, where, why, and how.
- Identify the customer: Focus on a single customer segment and create a persona using a 2×2 matrix to visualize their behavior, demography, needs, goals, and frustrations.
- Report the customer’s needs: Describe the customer’s needs, user requirements, or use cases in a user story format.
- Cut through prioritization: Prioritize features based on value, time, and effort using a prioritization matrix.
- List solutions: Brainstorm as many ideas as possible and narrow them down based on feasibility, customer, and revenue criteria.
- Evaluate trade-offs: Critique solutions based on trade-offs and risks, considering short- and long-term pros and cons.
- Summarize the recommendation: Clearly and concisely summarize the final recommendation, highlighting the benefits of the proposed solution.
Alternative Methods to the CIRCLES Framework
While the CIRCLES framework is effective, it’s not the only approach to solving design problems. Alternative methods include:
- Double Diamond: A non-linear thinking process that explores problems and solutions through converging and diverging thinking patterns.
- Lean Circle: A reduced version of the CIRCLES method that simplifies the process into three stages: explore the problem, define and prioritize options, and deliver a solution.
Benefits and Weaknesses of the CIRCLES Framework
The CIRCLES framework offers several benefits, including:
- Effective brainstorming
- Identifying the best solutions
- Providing a structured answer
However, it also has some weaknesses:
- Based on clarifying questions, which may lead to biased assumptions
- Narrows the scope of testing and validating solutions using actual prototypes
By understanding the CIRCLES framework and its alternatives, product managers can develop a structured approach to solving design problems and create effective solutions that meet user needs.