design an app for the six flags amusement park chain [Music] hey everyone welcome back to another exponent product manager mock interview my name is kevin way and i'm super excited to be doing a product sense question today so we're going to be doing a product sense product design type question where we'll test alex's creativity skills around designing a product um and before we kick things off alex do you want to give a quick intro about who you are and what you do yeah absolutely hey guys i'm alex i have four years of product management experience
uh first one year at microsoft and then three years at meta where i was part of the rotational pm program and then a full-fledged pm we worked on a variety of things stories gaming ar glasses and then ultimately ads uh i've i personally love interviewing i've given over uh over a hundred of these and i think set the record for for rotational fans uh giving interviews so uh really excited to be seeing you all today i'm currently in uh indiana with extended family but i'll be moving to palo alto soon to start at stanford gsb
nice very exciting so here's the question that we're gonna be talking about today so alex design an app for the six flags amusement park chain gotcha gotcha so um i'll start off uh as i always do with with some general clarifying uh questions here so first of all uh when you say app i assume you mean mobile app like iphone android that kind of thing we can assume it's like an iphone or android app yeah got it got it um and then is this for a specific like region country worldwide yeah so some context six
flags only has parks in north america so why don't we just focus on like the u.s or north america region got it got it and uh this app are is it gonna be uh externally facing like to customers slash part goers internally facing to employees up to me how does that look yeah great question um i'll leave this up to you based on whatever justifications you'd like to bring to the table got it okay so overall sounds pretty open-ended are there any other specific constraints not yet mentioned that i should be aware of no um
if you do have any other questions feel free to ask me but i think this is enough for us to get going here perfect sounds good kevin will do um so uh we'll start up i'll just lay out the overall structure that i plan on uh taking with this and then you can let me know if that's uh if that's what you're looking for um so overall pretty standard structure with some bells and whistles i'll start off with some broader contexts give the context of what i know about the park uh its competitors as well
as like writing a mission statement uh so to speak for this app then i will move on to audience specifically narrow down to an exact segment of users that we are optimally uh building for uh next i'll do the same with user needs uh enumerate a bunch of them and then get a small constellation of needs that we want to focus on and then lastly i will move on to solutions brainstorm a set of possible features of this app and then prioritize a few based on an mvp and then maybe we can talk uh metrics
or something if uh if we have time at the end how does that all sound cool yeah sounds good cool all right so as i mentioned i'll start off with the broader context so i'm going to take some notes uh for a minute or two and then i'll be right back to you all right i am uh i'm all ready um so uh first of all some broader context about what i know uh about six flags so as you mentioned it's a large amusement park chain in north america amusement parks here meaning the most uh
archetypal definition of the word so you got you got roller coasters you got all the rides you got kitty rides uh games food um all that kind of thing and i'd say it's it's distinct from uh a disney world per se where that's more about the overall experience this is really about the direct uh attractions um overall it's the kind of thing that attracts uh young people and families uh entrance price is probably somewhere around 50 bucks it's something that people will mostly go to uh once a year or less and although some people especially
those that live closer can get can get season passes first of all just make sure with you kevin does that all sound like a like a good overview sure yeah this sounds like the six flags i have in mind perfect perfect so next we'll talk about competition i always love to discuss these in these interviews and this is an interesting one because most of the time six flags doesn't actually have any direct competition i actually grew up in gurnee illinois right next to six flags great america and as far as i'm aware there are no
other large theme parks in the entire chicago uh area and so on the surface there's no competition but if you dig a little bit deeper there is lots of competition first of all there are other day outings you got zoos you got beaches uh everything there um but then you also have competition in staying in the home uh or going to other people's homes watching movies things that are much less logistics intensive and in fact we'll get to this later but it but it does make me think that making it less logistically intensive could be
a really great use case of this app um so that's competition then i have an overall mission statement just to just to ground us in my overall thinking as we go through the rest of the problem and uh that is uh assist uh with the overall part going experience uh not the prettiest mission statement in the world i'm sure we could uh spend some time in it in a boardroom wordsmithing it um but the keyword i want to call out here is assist um for a couple of reasons so first of all uh as i
mentioned it's very logistically intensive there's a lot to do and so an app that can help people do things can streamline the process and make it easier would be super useful and then second i use assist because it is inherently a secondary word this app is not the core experience if someone comes to the park and they have this amazing immersive entertainment app i can guarantee you it's not going to be as immersive as that giant roller coaster um and so really building something that can unlock uh the core value prop of the park in
an assisting way is uh is really important to me so how does that all sound yeah this sounds good um where would you go from here yeah next i'd like to talk about the audience i think there's a there's a fine line to walk here i want to narrow it down enough so that we can like really serve uh these users yet still keep those users broad enough such that it's worth building the app in the first place so uh if you don't mind i'll take a moment and uh we can dive right into that
yeah sounds good all right so uh i would like to narrow down the audience in three different ways and i'll and i'll walk you through them and then give you a chance to ask any questions if needed um so first of all it comes back to the question i asked at the very beginning is this going to be externally facing i.e to the park goers customers are internally facing to the employees to me it's very clear that we want this to be externally facing the reason is because externally the use case is much more the
same between all the people and the kind of mass communication and standardization that an app provides is really useful for that employees everyone's got a different job literally by nature and so we can communicate with them in uh in other ways and would not need an app for that so for that i'm choosing externally facing uh second uh i'd like to narrow down the specific demographic i mentioned that uh six flags is commonly families and young people so i'm dividing this into three groups um parents children and we'll call them teenagers although you would love
you know college students and other young adults in there too and so among these i i think it's pretty clear for me to choose the parents uh for two reasons here so first of all i would assume this is an assumption i'm going to be i'm going to make but i'll be shocked if the data doesn't show this that most of the people are families especially given that each individual person needs their own tickets you have a family of five that's five tickets i'll assume that's the overwhelming majority and then second i'd rather not focus
on the children because again our mission to assist and with the focus on intensive logistics and that'll just be inherently handled by the parent rather than the child if they're there with the parent um and then third i'd like to narrow down based where people are in our funnel very broadly defined you could say that someone has never heard of six flags uh that they're considering going to six flags that they go to six flags maybe once in every once in a blue moon or that they go frequently and uh with this one i'd like
to choose uh once in a blue moon i think earlier on it's it's more of a marketing push and if you're if you're trying to get a message out to people they're not going to download an app they might not even know to download an app in some cases and so a tv commercial i think would which for example would much better uh suit them and then i think the super regular users while they would in theory use the app frequently the logistics get a lot easier for them they know where all the bathrooms are
they know like what's the best order to do the rides all that kind of thing and so for that reason i'm choosing uh once in a blue moon so to recap um we are focusing on uh let's say customer parents that go to six flags occasionally got it um so just to play that back to you it sounds like you're a parent you're picking parents over children and young adults just due to reach an impact just like most of the people who are visiting are going to be parents and this is where we'll have the
most impact if we want to reduce the logistical like burden uh here so we'll be picking parents and uh how would you define like occasional or like once in a blue moon in terms of frequency yeah good question i'll say once every one to five years and i'm sure we could segment the data most most generally but anecdotally from the people that i know that go to six flags vary occasionally it's some have every year going some have like whatever they feel like it which is every few years okay and are these people who are
also going to have the highest um sort of need for logistical help i would say so yes because people that go more often become more familiar with the park and the processes and everything that it takes that's not to say that the people that come regularly wouldn't have any use for the app but i think we should really build things that help you and we might be getting ahead of ourselves here but might help you like navigate the park for example find food um things like that that those more hardcore users might already know about
cool sounds good um i'll turn it back to you and see where you want to go from here perfect so again to recap we're looking to assist with the overall experience and we are targeting parents who come once in a blue moon so next i would like to focus on user needs and kind of do basically the same or a similar exercise as narrowing down to the audience uh but for this one i'm just gonna take a moment list out as many needs i can think of then i'll very quickly uh read through them and
uh and then i can move forward to prioritizing how does that sound great yeah it sounds good so uh overall i'm gonna enumerate all these needs i'll just say um i would generally put these needs into two buckets one being functional needs like things that are very utilitarian like park the car is one of them uh and then also what i'm calling for lack of a better term aspirational needs these are the touchy feely type needs how do we want how do they need to feel to get a meaningful uh experience and i'm not these
these are two categories just for the sake of explaining them i'm not inherently prioritizing one category over another rather i'm prioritizing the individual needs specifically so i'll just very quickly run through them there's a lot of them um so as i'm moving through them just stop me if you ever want me to explain more so functional needs get to the park park the car get a ticket understand what attractions are available navigate the park plan around ride lines uh eat and go to the bathroom now aspirational needs i think these ones these ones get a
little more interesting they need to be entertained and to witness their children being entertained they need to occupy their children in these long lines uh they want to tailor their experience to uh their own family feel like they are they're choosing their experience uh they wanna feel safe they wanna be able to document the experience uh they so awkwardly worded they want to feel like the bodily needs are attended to you it's a really cringy way of saying your food bathroom kids are very finicky um and then uh the last fun one i put is
they want a sense of discovery of finding something new of seeing something new uh around the corner um so those are all the needs if i don't need to explain any of them further i can take a moment to just prioritize a couple of them that i think are most relevant given our mission yeah um just zooming out a bit and asking sort of like a meta question so we talked about how parents have the highest logistical like barriers um we talked about how you know i ask you the question like whether like occasional or
once in a blue moon visitors have like the highest logistical barriers are we going in a direction where we've listed out functional and aspirational needs and we're going to see how we can build a solution where we can reduce the logistical burden for for these users or like what's the goal that we're moving towards here exactly it's it's too the mission i wrote is to assist with the experience in fact i might even say a better way of wording it is what you said is reduce reduce the overall logistical burden um essentially saying saying the
same thing although i think you said it a bit better um i would say this does not necessarily mean that we're immediately going towards functional things i think both are important in fact it's it's the feeling of logistical burden that's actually more important than the logistical curtain itself each individual element isn't particularly burdensome but it's the overall overwhelmingness that i think can turn people away from an amusement park cool cool cool yeah um awesome we're on the same same page about the goal is here um yeah i would love to see where you go from
here after you've listened to all these different pain points so i have picked three needs not to say the other needs are irrelevant but i need to be ruthless especially for building an mvp and then we can always focus on other needs later once the core product is available so it's two functional and one aspirational functional needs are understanding what activities and attractions are available to me this is just so core as i said it's not like disney world that's just this overall experience that you can really go through it's really about like okay i
do this and then this and then this and it's not particularly pretty or magical to use the disney term in the in the middle so i think that's just absolutely critical second one related to that they need to be able to navigate this park these places are sprawling it takes i'd be walking around the whole uh six flags where i grew up would probably take like like at least a half hour maybe 45 minutes like all the way around and that was you didn't stop anywhere and so being able to navigate the park to me
is just is so critical um the last one aspirational my most important although most poorly worded is uh feeling like the bodily needs are are attended to this really cuts into the parent use case um given that kids you know someone has to go to the bathroom someone else is hungry someone's tired to really be able to assist with that is is absolutely key i don't know if you've ever been to an amusement park you look there's meltdowns all around you um and so those are the three needs that i have chosen um to advance
our our mission of assisting with the experience or reducing the burden of the experience cool uh were these the functional and asperger's no needs that were like the highest barriers to parents having a good time like trying to understand what the criteria was for why you picked these and not the other ones great question you know what i forgot to mention that um the biggest the biggest criteria here is is just how much i thought it cut into the mission and so in other words yes exactly uh exactly what you said these seem to be
uh the highest uh highest um priority things and i think the way the way it turned out a lot of these are very high priority just because they're so frequently so it's not to say that parking your car isn't a high priority you could say it's the highest priority because otherwise you're not going to get there but that happens once um whereas these i found just reduce the overall was just these i should say they create the overall logistical burden um because they need to be done so frequently does that make sense yeah that makes
sense it sounds like frequency and just like impact to the goal is what you were using to prioritize these three over the other pain points yes frequency and impact well i would say um basically yes but uh i would say impact above all and it just so happens that this impact comes through frequency if there was something on this list that was so horrible and so painful but only happened once a day that would get prioritized got it okay um cool yeah this sounds good perfect so now uh let's move on to i think we're
ready to move on to solutions if you're if you're fine with that just a brief recap we are focusing on reducing the overall burden of um of like or overall logistical burden i should say of the six flags experience for parents that come once in a blue moon um by focusing on helping them understand the activities navigate the park and uh and having all the bodily needs of their family attended to while they're at the park um so with that i am going to turn a new page and uh i'm gonna write down as many
solutions as i can think of take like a minute or two sure yeah sounds good all right i'm ready um so again like with the needs i just tried to list as many as as humanly possible so i'll run through them really quick and if there's anyone that i explain too quickly or that doesn't make sense just let me know and i'm happy to uh happy to elaborate more um so first is a park map with a live location of the user available on it um second is index information on each thing in the map
so that's every food stall every bathroom every ride attraction game etc um second is ability to search to find the nearest x so that can be food bathroom uh anything anything like that we just need something nearby next we have recommendations for given age ranges you can input the age of your child and say oh you know they'll love this kitty rider oh maybe they'll like this more thrilling ride um something like that uh next we have wait times a lot of times i mean you can have like two three hour lines at some point
for some of the top rides of these parks and the parks often already show how long it'll take so putting that in the app uh would be very beneficial um uh you have the ability for them to purchase a fast pass while they're waiting in line to be able to skip the line uh you can have some of some of the more fun ones uh an ar scavenger hunt so you could hold the uh hold the phone up this would be something kind of more direct as children you can hold the phone up and have
an interesting experience there i find treasure hunt for certain things um like that you could have uh licensed content in line so if so for example there's like a specific i don't like netflix only for six flags or like something like an airline would have where there's specific things that people can watch to occupy themselves in line uh and then uh last one is a monetization play uh the app after the person's leave there could be upsells months or years later for them to come back maybe specific deals uh and things like that so those
are uh those are the overall ideas i think i think some are more related to the mission than others and so i'll prioritize based on that but first i just wanted to see if you had any questions about any of them yeah um so let's say you know we're building this app for six flags uh we know that we want to reduce the logistical burden for parents who are coming once in a blue moon exactly um and let's say that six flag also has a sort of goal in mind also of visitors riding a certain
number of rides maybe the data scientist for six flags has told you like hey we found that visitors who come once in a blue moon like once they ride like n number of rise then they truly like find the value of like riding like these thrilling roller coasters um well i see okay so you know with this like new information with this new data um which one of these i i love how you've kind of like given me a bunch of solutions right like which one do you think you would pick uh now that you
have this additional information yeah that is i could tell you there are definitely some that i will not pick sorry ar scavenger hunt not not gonna happen this time maybe next year but um yeah i uh i'll take a minute to think through this especially with that new information and then i'll prioritize um both based on the overall mission in specific context of these rides so so to say all in one statement to reduce the logistical burden and allow people to experience as many attractions as possible is that is that kind of what you're saying
yeah that's what i'm saying that sounds good and after you pick the solution i love to hear sort of like an end-to-end experience of what it looks like and how you would test or how you would launch this um this this feature i would like this uh this mvp solution to be a combination of five of the features honestly some of the more small features uh that we could release all as once as as the first version so this is first of all the uh the park map with live location to me that's just the
cornerstone i can't see any six flags visitor experience app existing without this especially because the parks are uh are so sprawling next is the information on each specific item uh along with like what age range it's recommended for you can bundle that in one connect it to the map um third is i also believe is a critical feature is finding the nearest x so that's that's bathroom food make sure everyone is uh is taken care of so i think those are important to the mission regardless table stakes i think as you said with people riding
the most rides i think then two features that become especially palatable are first of all wait times um so people can really make those choices is it worth walking 15 minutes for batman just to wait in an hour and a half line or can we ride the whirling i'm using actual ride names um uh that that's right here um immediately for for a five minute wait time and so that'll help people make those choices and honestly encourage people to ride more rides um and then uh the next one is the uh fastpass purchase ability that
way people that want to ride more and want to get ahead of the line to experience as much as they can in that day are able to do so so i'd say this is a combination of those three like absolute table stakes eddie f has to have features and then these two features to increase the number of rides people go on okay um these are all like great features they all definitely you know the park with the map finding nearby things to do like these definitely selling p zeros um what does the experience look like
though like let's let's say i'm a parent um this is my first time visiting six flags in like two or three years i'm walking in the front gate with my like you know my spouse or my my kids like what am i experiencing you know yeah absolutely so uh i'm going to talk about two components here um with the second component being the app experience help but the first component being how do they get the app it doesn't just show up on the phone right um and i actually see this as a pain point because
you'll picture your you're there with your family you're sweaty you you just waited 30 minutes in line for a ticket you got through security it's all done and then you get in uh and of course there will be signs to like download the app uh but people might not do that immediately so i think it's important to show the value prop and then to have additional um messaging around the park that people can download the app particularly in lines for rides i think that'll be that'll be very very critical to encourage people to download the
app and and to show its value um so that's kind of how you get into the app the app experience itself i would say the core feature like really like the home screen that everything comes from is really going to be that map because you can really get to anywhere from it and it'll help it'll help you spatially orient yourself in the park and so from that map that's where you can get to the information on each thing as well as the age recommendation that's where you can search on the map just like with google
maps like find the nearest x um and then uh as well as finding the wait times and then once you get into the individual ride descriptions that's where you can purchase the fastpass so overall i think it'll be a relatively simple app which i think is important given that people are using it for the first time that centers on the map and then as you click in additional functionality is unlocked does that answer the question or should i go in more depth yeah um let's say that uh i think that definitely answers my question right
it sounds like you're definitely digitizing a lot of the frequent manual experiences that people are doing um you know you're coming in the first thing you see is the map and you're able to double click and look into you know what are the nearest things to do or some of the other pain points that you wanted to solve for how would you test this out to see that this is a better experience to help reduce logistical burden versus you know like the manual ways um these parents are currently finding their ways around the park yeah
yeah great question so the simplest possible answer and it's not a good answer it's just to launch the minimum viable product and and put up the signs and see if people use it and what happens however i think we can do better than that i think we can be uh we could be scrappy especially because we're very resource constraints in fact they compared bankruptcy like 12 years ago we're brought back from the debt so we're gonna we're gonna run a tight ship um i think it would how i would do it in practice it would
start with it would start with like very broad user research to understand the overall pain points and that could even include like with their permission obviously like following a family around the park to see what they do and what the most frequent pain points are that they encounter given the frequency is so heavily correlated with logistical burden um second then i think we could release um the like almost pre-mvp we can call it of just very simply the map with descriptions and see if people are using it track if people are using it not just
once but multiple times in a day to indicate that it's useful um and then those can both be stepping stones that if it gets a green flag at both of those then we could ultimately build the mvp at first glance that's how that's how i would go to market okay and what would you be measuring in like during this experiment yeah great question do you want me to go full out in like determining a target metric or more just in broad strokes um i'd love to just hear like what a target metric is and maybe
if you wanted to propose a counter metric that would be helpful too yeah yeah that would be great i'm gonna uh i'm gonna take a moment to think about that and then i'll just do as before list a few and then pick one and tell you why uh yeah you could just for the sake of time you can just pick one um just pick a target metric and maybe a counter metric and then just to be clear man i should have asked this to me what is your exact definition of a counter metric because that's
where you get weird is it a guardrail is it a counter how would you define counter so let's say that you are a pm for a new team at six flags and never had a pm before um so it's really up to you on how you wanted to find that the team is just looking for you to help launch this successfully got it got it but the counter specifically that's just that's basically just how do we know that we're not gaming the metric in this sense yeah that's yeah we can define it as such so
at first glance my metric is the number of users that are that are using the app at least five times in one day per week um so i'll just briefly explain what that is so overall number uh of people they need to use it at least five times because that shows some sort of stickiness rather than just trying it out once and saying ah this isn't useful putting it away never to be seen again um and uh that's that's in a given day or that's five times in a given day because that's the amount of
time people will spend at these parks and then uh i said per week because that can mitigate some of the ups and downs that you'll get um via like weekend weekday that kind of thing without being too lagging so does that make sense so you're trying to measure whether an adult a parent uh who is an occasional user is is coming to the park and is downloading and using the app at least five times during their visit almost um i would say yes except the beginning part i would actually be uh measuring all users because
if someone else who's a young adult finds utility in the app then that's great that's a win the the specific parent sub sub segment is more about prioritizing needs and exactly what we're going to build but this app is open to anyone and therefore i would consider uh its its use as long as it's good use by anyone as a success okay um and okay and what would the counter metric here be the counter metric i i would say as defined by to making sure we're not uh we're not gaming it overall is just quite
simply comparing it against the number of people in the park and this is pretty simple basically if it if if your usage doubles but the number of people going to the park doubles that's not really a win for the app especially if you have like the same number of signs advertising for it and in fact if you wanted to get really really fancy um you could bundle these metrics into one like mega metric counter metric and do a percentage okay cool cool uh cool um we're i think we're good for this mock interview um thanks
for walking me through this this exercise um and i'd love also just for the rest of the the video i'd love if you can give the audience maybe some tips on how they might want to approach like a product sense question maybe you know if they're interviewing meta for example yeah absolutely i'm actually so so glad you asked i actually i had some tips written down that i was going to ask you at the beginning if i could say at the end and then of course i forgot to ask you um so i'm glad so
uh so i can't i can't speak to the rubric used as as meta specifically there's like an nda there but i can give plenty of tips that will be useful at meta and a variety of other companies and i actually in writing these i specifically optimized for tips that i don't see in the canon of pm interview prep as often as i think they deserve to be um so i'll just i'll just run through them um pretty quickly uh so uh first of all is i would say take time to think uh like at each
at each new section take time to think in fact when this video if this video gets posted when it gets posted um uh the parts where i'm taking time to think will likely be cut out i promise you you want to take time to think most candidates don't do this and i've learned that it's objectively um correct because it allows your answer to be much more structured and thorough um second i'm gonna say very broadly is keep your interviewers engaged so uh an ugly little truth about interviewing is that most many if not most interviewers
find it to be like kind of a drag it like it takes them away from the rest of their day and a lot of them think it's the most boring part of their day i don't personally i love giving them but that's the mentality that a lot of interviews are going to go in there with and so it's important to see it as a performance and making sure that their eyes aren't uh aren't glazing over yeah i mean like if you put yourself in the interviewer's shoes like this is probably like the sixth meeting you
have during the day and then now you the recruiter put some time on your calendar was like hey some come talk to this candidate and oh exactly um yeah it's true just a couple sub uh parts of that i would say just make sure you're not rambling you can ask the interviewer does that make sense to make sure that they're like listening and engaged uh and then i would say third is just show that you're enjoying it this sounds really vague but i promise when candidates are are really enjoying themselves and having fun with it
i have a lot more fun as an interviewer too which uh i mean it doesn't affect the actual evaluation but it does keep me as the interviewer engaged um third i would say is be as ridiculously structured as you can be sometimes with these interviews the muse comes and you have amazing ideas sometimes the ideas are okay but a very repeatable thing that you can do successfully is just be super structured say first this then this then this you can uh you can recap things uh really a really good guy uh giving advice on this
is in the consulting space victor chung if uh anyone knows who he is uh he's he talks about consulting interviews and how to be structured there um hopefully this isn't too long i'll just i've got a couple more um fourth i would say you'll want to scope down the problem early i think a lot of these interviews are very intentionally vague sometimes like crazily vague and so if you don't scope it down you can go in a certain direction and then get done for the inter by the interviewer for not explaining why you're going in
uh in that direction when in reality you could have just taken a minute to say okay well what does movies mean does it mean like created content on youtube or like professionally produced on netflix and making that distinction will will make you come off much better as a candidate um and then the last one i wanted to say and what i did here is try your best to just brainstorm a lot of things i found that this is what can separate a a good candidate from a really really good candidate in fact i would push
candidates to see how many things they can think of canonically it's three like if you read some of the interview books it's three examples but try to try to think of five ten whatever uh whatever you can even if you end up eliminating them it's a really good way to show your creativity so anyway that was a lot of talking but kevin do you have anything uh anything to add to those yeah i thought those were uh great pieces of advice i think especially just the whole structure thing like you're especially now more than ever
we're all interviewing very remotely there's no whiteboard you can't read body language um being able to like show structure like you know tell the interviewer what you're going to say should tell them and then tell them again what you just said like this is really going to ingrain like what what you're trying to say you're you're interviewer again like putting yourself in an interview they've probably gone through six meetings in the day they're very tired now they have to like talk to you um they're probably typing like your your responses into like some kind of
internal feedback form so they might not be like hearing everything you're saying they might be focused on like typing what you're saying um so you know like being able to reiterate like the most important things that you're trying to say just to make sure that it's in that feedback form uh is very helpful um other than that yeah go ahead no i just said absolutely could i could not agree more in fact that might being structured might be the most important of uh of these i would say it's just so critical and it's a very
learnable skill cool uh great alex well that's all for today's video and for the viewers watching at home thanks for tuning in and good luck with your upcoming pm interview [Music]