Product design question
Design a new feature for Instagram targeting under-served users.
- Product design
- Hard
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What this question tests
Inclusive product design identifying a specific underserved segment and designing with their real constraints in mind.
How to approach it
- Pick a specific underserved segment rather than a vague 'everyone', for example users with low-bandwidth or unreliable internet access in emerging markets.
- Name pain points: high-resolution photo and video content consumes significant data, making Instagram expensive or slow to use on limited data plans.
- Propose a feature: a low-data mode that compresses media aggressively and preloads only text and thumbnails until a user chooses to load full content, similar to what Facebook Lite offers.
- Prioritize this over cosmetic features since data cost is a hard, binary barrier to entry for this segment, not a minor inconvenience.
- Define success as adoption rate of low-data mode in target markets and session frequency increase among users who previously churned due to data cost concerns.
What a strong answer includes
- Chooses a specific, real underserved segment, low-bandwidth emerging market users, rather than a vague catch-all group.
- References a real precedent, Facebook Lite, showing the proposed solution is grounded in an already validated approach.
- Frames data cost as a binary access barrier, not a minor UX issue, correctly prioritizing it above cosmetic improvements.
Common mistakes
- Choosing an underserved group so broad or vague it does not lead to a specific, actionable feature.
- Proposing a feature that ignores the real constraint, data cost or device limitations, facing this segment.
Likely follow-up questions
- How would you make this discoverable to users who need it without stigmatizing them?
- How would you balance rich media quality against low-data mode's compression?
More product design questions
- How would you improve Instagram?Meta · Product design · Easy
- How would you improve Instagram stories?Meta · Product design · Easy
- Design a podcast feature for Instagram.Instagram · Product design · Easy
- Design instagram for small businesses.Instagram · Product design · Medium
- How would you improve Instagram Shopping?Instagram · Product design · Medium
- As a PM at Instagram, what new feature would you propose to enhance the platform?Instagram · Product design · Medium
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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 7: AI UX and human oversight: design for a system that is wrong sometimes
- Chapter 14: Get the job: the AI PM interview loop