Product design question
You are a PM at Flipkart. The company has decided to increase the userbase of age >60 years on the platform. What will you do?
- Flipkart
- Product design
- Hard
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What this question tests
Tests product strategy for growing an underserved user segment (60+) on an e-commerce platform, requiring understanding of that segment's specific barriers to online shopping.
How to approach it
- Clarify the goal: grow both acquisition and active usage of users 60+, not just one-time sign-ups, on Flipkart's e-commerce platform.
- Identify barriers specific to this segment: lower comfort with app navigation, distrust of online payments/security, difficulty reading small text/UI elements, and reliance on family members for online purchases today.
- Prioritize by leverage: trust in payment security and ease of navigation likely matter more than product selection, since this segment may already want to buy but avoid the app due to friction or fear.
- Propose product changes: a simplified 'Easy Mode' UI with larger text and fewer steps to checkout, more visible trust signals (large icons for cash-on-delivery, return policy, and customer support phone number), and voice-assisted search in local languages.
- Propose a go-to-market lever beyond product: family-assisted onboarding, e.g., a 'set up for a parent' flow that lets an adult child pre-configure the account, addressing the real-world pattern of family-mediated adoption.
- Define success: activation rate (first completed purchase) among 60+ sign-ups, and repeat purchase rate within 90 days, since the real goal is sustained usage, not just downloads.
What a strong answer includes
- Identifies specific, realistic barriers (payment trust, UI complexity, family-mediated buying today) rather than generic 'make it simpler' advice.
- Proposes a go-to-market mechanism (family-assisted onboarding) alongside product changes, recognizing this segment's real-world adoption pattern in India.
- Names concrete design changes (Easy Mode, larger text, visible COD/trust icons, local-language voice search) grounded in the stated barriers.
- Defines success with activation and repeat-purchase metrics specific to this segment, not generic platform-wide metrics.
Common mistakes
- Proposing generic accessibility fixes (bigger fonts) without addressing trust and payment security, which matter just as much for this segment.
- Ignoring the India-specific context of family-mediated online shopping for older users.
- No segment-specific success metric, measuring this initiative against overall platform KPIs instead.
Likely follow-up questions
- How would you measure trust improvements specifically, not just usage?
- How would you market this without stigmatizing the 'Easy Mode' as being 'for old people'?
- Which category (groceries, medicines, general goods) would you prioritize first for this segment?
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More questions from Flipkart
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