Product design question
You are a Product Manager at Ola. The CEO and co-founder wants to make Ola users more ‘loyal’ and increase the stickiness of users to the brand/product. He thinks it is time for Ola to become a larger part of the customer’s life. Your mission is to see his vision to completion.
- Ola
- Product design
- Hard
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What this question tests
Tests open-ended product sense on loyalty and stickiness: identifying the right user segment, pain points, and a prioritized solution tied to a measurable goal.
How to approach it
- Clarify the CEO's definition of loyalty: repeat ride frequency, share of wallet against competitors, or engagement with non-ride products.
- Identify the target users: high-frequency urban commuters and occasional leisure riders behave very differently and need different levers.
- Surface pain points: price sensitivity versus competitors, inconsistent driver availability, and lack of reasons to open the app between rides.
- Prioritize by impact and feasibility: a loyalty or subscription program (like a ride pass) and expanding into adjacent daily use cases (food, payments) score highest.
- Propose the solution: a tiered Ola Money or ride-pass subscription with perks, paired with cross-sell into food delivery or bill payments already in the Ola ecosystem.
- Define success: growth in monthly active riders per user cohort, subscription attach rate, and share of transportation spend captured.
What a strong answer includes
- Distinguishes commuters (need reliability and price predictability) from occasional riders (need a reason to open the app) instead of one blanket loyalty plan.
- Proposes a concrete mechanism, a subscription ride-pass, rather than a vague 'improve loyalty' statement.
- Uses Ola's existing ecosystem (Ola Money, Ola Foods where relevant) to increase daily touchpoints instead of building something unrelated from scratch.
- Defines a measurable target, such as raising rides per active user per month by an illustrative 20 percent, tied directly to the CEO's stickiness goal.
Common mistakes
- Proposing generic loyalty points with no tie to Ola's specific cost structure or rider segments.
- Ignoring driver-side supply reliability, which is often the real blocker to frequency.
Likely follow-up questions
- How would you price a subscription so it does not cannibalize existing high-frequency riders?
- How would you measure stickiness differently for a commuter versus a leisure user?
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More questions from Ola
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