Strategy question
Define the customer journey map for creating a customer care team for a Shopify app.
- Shopify
- Strategy
- Hard
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What this question tests
Whether the candidate can map an end-to-end customer journey and use it to justify the structure of a new support function.
How to approach it
- Define the customer: a merchant running a Shopify app-integrated store, not the end shopper, since this is a B2B support journey.
- Map the journey stages: app discovery and install, onboarding and setup, day-to-day usage, troubleshooting an issue, and renewal or churn decision.
- Identify pain points at each stage, such as confusing setup documentation, slow response to bugs, and unclear escalation paths for urgent issues.
- Design the care team around the highest-friction stages first, for example prioritizing fast, clear onboarding support and rapid bug triage over general FAQ coverage.
- Define success per stage, such as time to first successful setup, first response time on tickets, and churn rate among merchants who contacted support.
What a strong answer includes
- Explicitly maps each journey stage before proposing the team structure, rather than jumping straight to org design.
- Prioritizes onboarding and bug triage as the highest-friction stages, tying resourcing decisions to real merchant pain points.
- Defines a distinct success metric per journey stage instead of one generic support satisfaction score.
Common mistakes
- Designing a generic support team structure without grounding it in an actual mapped journey.
- Treating all support tickets as equally urgent instead of prioritizing by journey stage impact.
Likely follow-up questions
- How would you staff for the onboarding stage differently than ongoing support?
- What would you do if most tickets cluster around one confusing setup step?
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More questions from Shopify
Learn the skill behind it
Chapters of the AI PM course that teach what this question tests.
- Chapter 4: Discovery and strategy for AI products
- Chapter 9: Prove it paid off: outcomes, economics, and pricing
- Chapter 14: Get the job: the AI PM interview loop