Product design question
How would you increase the number of users who save products to a list on Amazon's product details page? Suppose that user testing has shown many users are unaware the list feature exists.
- Redfin
- Product design
- Medium
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What this question tests
Product sense for a well-scoped funnel problem: discoverability of an existing feature, not building a new one.
How to approach it
- Confirm the core problem is awareness, not motivation or utility, since testing already ruled the latter out.
- Identify where on the product page users would naturally look for a save action, like near Add to Cart or in the image gallery.
- Propose concrete discoverability changes: a persistent 'Save for later' icon near the buy box, a first-use tooltip, or a post-visit nudge.
- Segment by user type: first-time visitors need onboarding-style discovery, repeat visitors need an always-visible habitual affordance.
- Define success as percent of PDP sessions triggering a save action, or save-to-purchase conversion over 30 days.
- Note the guardrail: new UI elements shouldn't cannibalize Add to Cart click-through.
What a strong answer includes
- Anchors specifically on 'users don't know this exists,' proposing a discoverability fix rather than redesigning the feature itself.
- Gives a concrete placement and visual treatment, not just 'make it more visible.'
- Names both a lift metric and a cannibalization guardrail.
Common mistakes
- Redesigning the save feature itself instead of solving the stated awareness problem.
- Proposing a solution with no way to measure whether awareness actually improved.
Likely follow-up questions
- How would you A/B test this without hurting Add to Cart conversion?
- Would you treat mobile and desktop placement differently?
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More questions from Redfin
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