Product design question
You are the Product Manager at Spotify. To increase new users and to improve retention, one of the frontrunner ideas is building a live concert feature within the app. Talk about this feature in detail and describe how you would go about validating and building it.
- Spotify
- Product design
- Hard
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What this question tests
Tests full product design and validation process for a bold, resource-intensive new feature: framing the opportunity, defining the MVP, and proposing a rigorous validation plan before a full build.
How to approach it
- Clarify the goal: a live concert feature should drive new user acquisition and improve retention by deepening the connection between fans, artists, and the platform.
- Identify the target users: highly engaged fans of specific artists, and artists themselves looking for a new revenue and engagement channel beyond streaming royalties.
- Define the feature concept: ticketed or free live-streamed concerts within the app, with interactive elements (live chat, song requests) that a passive video stream cannot offer.
- Propose validation before building: run a small pilot with a handful of artists and a limited audience, testing willingness to pay, attendance, and post-concert streaming lift for that artist.
- Define the MVP scope: start with live streaming plus basic chat, without complex features like multi-camera production, to test core demand cheaply.
- Define success: pilot concert attendance and pay conversion, and change in the artist's streaming numbers in the weeks following the concert, to validate the retention hypothesis.
What a strong answer includes
- Frames the concert feature as an interactive experience (chat, requests), not just a passive video stream, since that is the real differentiator from existing live-stream products.
- Proposes a deliberate, small-scale validation pilot before committing to a full build, respecting how resource-intensive live production features are.
- Defines success partly through a downstream metric, streaming lift after the concert, directly testing the stated retention hypothesis rather than just attendance.
- Scopes the MVP tightly (streaming plus chat only) to test demand cheaply before investing in complex production features.
Common mistakes
- Jumping straight to full production-quality live concerts without a validation pilot first.
- Measuring only attendance or ticket revenue without checking whether the feature actually improves retention, the stated goal.
Likely follow-up questions
- How would you price tickets to balance accessibility for fans against meaningful revenue for artists?
- How would you decide which artists to invite for the initial pilot?
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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