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50 Product Management Case Studies

We often wonder what kind of process other product teams have created, planned, and most importantly, how they have implemented it. That is why we at Producter have compiled 50 different case studies for you.

a year ago   •   4 min read

We often wonder what kind of process other product teams have created, planned, and most importantly, how they have implemented it.

That is why we at Producter have compiled 50 different case studies for you.

Brought to you by Roadmape

1- Rules of Flow for Product Management: an AirBnB Case Study

“Engagement” is a term that is so overused in product management that it has almost lost its meaning. So often I’ve heard from teams, “We’ll measure the success of this test with engagement,” which could mean anything from feature click-through to bounce to we-aren’t-really-sure-this-will-drive-conversion-so-we’re-hedging-our-bet. Underneath, the reason this term has been co-opted and jargonized is that genuine, productive engagement can be ramped toward long-term customer loyalty. And loyalty pays off: a loyalty increase of 7% can boost lifetime profits per customer by as much as 85%, and a loyalty increase of 3% can correlate to a 10% cost reduction ( Brand Keys ).

2- The Psychology of Clubhouse’s User Retention (...and churn)

3- Netflix Q1 ’21 Subscriber Growth Miss: Can We Avoid Another One?

As a data analyst supporting a mobile subscription business , Netflix’s Q1 ’21 subscriber growth miss is a classic example of when I would get called for recommendations to prevent a miss in the future. I thought this would make an interesting case study to discuss my approach to finding insights to drive subscriber growth. Sadly I’m not a Netflix employee and will be limited to publicly available data but the wealth of information on the Internet about Netflix is sufficient to generate insights for this case study.

4- Amazon Go Green

As part of the Design Challenge from productdesign.tips, our team came together to find ways for Amazon to encourage more sustainability on their e-commerce platform. As with any unsolicited design project, the challenge comes with a lack of access to application analytics and technical feasibilities. Nonetheless, the question remains: How might we design checkout screens for an e-commerce app to help people recycle the goods they buy?

5- Quora Case Study – The Wonderful World of Quora

Quora has become a substantive resource for millions of entrepreneurs and one of the best sources for Business to Business market. Majorly used by writers, scholars, bloggers, investors, consultants, students this Q/A site has much to offer in terms of knowledge sharing, connection building and information gathering.

6- Building a product without any full-time product managers

Jambb is an emerging social platform where creators grow their communities by recognizing and rewarding fans for their support. Currently, creators monetize fan engagement through advertisements, merchandise, and subscriptions, to name a few. However, this only represents 1% of fans, leaving the other 99% (who contribute in non-monetary ways) without the same content, access, and recognition that they deserve.

8- What if you can create Listening Sessions on Spotify

Summary: The project was done as a part of a user experience design challenge given to me by a company. I was given the brief by them to work on a feature of Spotify and I spent around 25–30 hours on the challenge in which I went through the entire process, from the research to testing.

9- Redesigned Apple Maps and replicated an Apple product launch for it

Quick-fire question; what is the single most important and widely used feature in a phone — asides from texting and instant messaging friends, coworkers and family? Maybe you guessed right, perhaps this feature is so integrated into your life that you didn’t even think about it — either way, it is your phone’s GPS. It is reasonable to say that GPS technology has changed society’s lives in ways we never could’ve imagined. Gone are the days of using physically printed maps and almanacks, when we now have smartphones with navigation apps. Since the launch of the iPhone and the App Store, consumers have been able to use different apps for their personal navigation needs. Everyone has a preference, and apps have come out to try and address every need.

10- Intuitive design and product-led growth

In 2018, Miro was hardly a blip on the radar in the Design world. Fast forward two years, and suddenly Miro is solidly the number one tool for brainstorming and ideation.

Click below to see the complete list 👇

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6 Product Management Case Studies You Can't Miss

Associate Product Marketer at Zeda.io.

Mahima Arora

January 23, 2023

8 mins read

Transform Insights into Impact

Build Products That Drive Revenue and Delight Customers!

Product management case studies are detailed analyses of how a product was conceptualized, developed, and marketed. A typical product management case study contains the following:

• The pain points and expectations of the user
• Competing products in the market
• Development , delivery, and iteration methods
• Marketing strategies implemented to relay the product’s value proposition
• How the product was received
• Lessons for the product team

So, why should you learn about the development of a product in so much detail? The answer lies in the sixth bullet.

Let’s look at how reading case studies related to product management can help you.

How product management case studies help you

Here’s why reading product management case studies is a worthwhile investment of your time. A well-written case study:

• Gives you an in-depth understanding of real product problems : Meeting or exceeding the expectations of the customers is always challenging. Whether it is technical complexities, budget limitations, or organizational miscommunication, a case study helps you recognize the source of the problem which led to the development of a less-desirable product.
• Contains practical insights outside of the theory : Even a layman can learn the steps of SaaS product management . However, seasoned product managers know that developing a successful product takes more than learning the development steps. These case studies contain tons of real-life scenarios and the lessons that come with them.
• Educates you and makes you a better product manager: Product management case study examples take you through the journey of developing a product, which helps you improve your existing approach toward product development. You will also learn better ways to manage your team and resources.

In simple terms, a product management case study helps teams learn lessons that they can emulate to develop a more profitable product.

In this article, let’s look at six product management case studies that are a must-read for every product manager.

1. Slack: Initial product launch strategy

Stewart Butterfield started a gaming company called Tiny Speck to change the world of massively multiplayer online role-playing games (MMORPG). Him and his team created Glitch which was quite different from other games in that genre such as World of Warcraft.

Glitch was a 2D game that did not have the violent aspects that typical MMORPG games had at the time. It allowed extensive character personalization and Butterfield described it as “Monty Python crossed with Dr. Seuss on acid”.

While building Glitch, Butterfield and his team used the Internet Relay Chat (IRC), an online chat tool popular in the 80s and 90s. However, it fell short as the team found it difficult to keep track of past conversations, which motivated them to build their own communication tool.

As they developed Glitch, their internal chat tool gained more features based on their needs.

Despite lots of support from investors, Glitch was unable to attract enough players to keep running profitably and Butterfield eventually shut it down in 2012 .

After six months, in early 2013, Butterfield renamed their internal communication tool Slack - acronym for Searchable Log of All Conversation and Knowledge and requested his friends and colleagues to try it out and give feedback — they all loved it.

By May 2013, Slack was ready for the big reveal which posed a new challenge — executing the perfect launch strategy to drive demand.

Slack’s Challenge: Nailing the initial product launch

While launching an app that can have such an impact on how organizations work, it is crucial to get it right. At the time, there weren’t many team messaging apps and most teams had conversations via email.

Slack needed a significant number of early adopters to validate their hypotheses about team collaboration and collect data that will help them improve its services further. Consequently, this increased the stakes for the first launch.

How did Slack do it

CEO Stewart Butterfield revealed that on the first day of the launch, Slack welcomed 8000 new users which rose to 15000 at the end of the second week. The credit for this initial success, he explains, went primarily to social media.

Social media helped Slack deliver its PR pieces through its genuine users. This led to a snowballing effect because people interacted with people.

Slack recorded over 18 million active users in 2020.

Although the impact of social media-based word-of-mouth marketing will have different levels of success as it depends on factors such as the type of product and its use cases, you should have a social media marketing strategy to spread the word.

2. Superhuman: Finding product-market fit

‍ Superhuman is a premium email service for busy teams and professionals who need more of everything; speed, usability, and personalization. Apart from superb design, Superhuman processes and executes any request within 100ms.

Rahul Vohra built Rapportive in 2010 — a plugin that adds social profiles to Gmail which was later acquired by LinkedIn . This gave Vohra an intimate view of email and quickly realized that things will progressively get worse.

In his words, “I could see Gmail getting worse every single year, becoming more cluttered, using more memory, consuming more CPU, slowing down your machine, and still not working properly offline.” 

He also brought attention to the number of plugins people used, “And on top of that, people were installing plugins like ours, Rapportive, but also Boomerang, Mixmax, Clearbit, you name it, they had it. And each plugin took those problems of clutter, memory, CPU, performance offline, and made all of them dramatically worse.”

Vohra had one question in his mind — how different would the email experience be if it was designed today instead of 12 years ago?

‍ Superhuman was born to give professionals the email experience that they have been long waiting for. Smooth, easy on the eyes, and most importantly, blazingly fast.

But, there was one elephant in the room.

The idea of building a better email service than the existing players sounded great. However, going against some of the biggest brands of Silicon Valley required more than a bad personal experience with Gmail. 

The Superhuman team needed evidence that such a product is actually desirable.

Superhuman’s Challenge: Establishing product-market fit

The team at Superhuman was competing against the email services of Apple, Google, and Microsoft which made the product-market fit quite crucial.

But how do you know whether you have achieved product-market fit?

How did Superhuman do it

Vohra and his team came up with an innovative idea to measure product-market fit by testing crucial hypotheses and focusing on the right target audience.

Superhuman had two hypotheses :

• People are dissatisfied with Gmail and how slow it is.
• People are also dissatisfied with third-party email clients and how buggy they were.

In a product management case study , Vohra explained how to find the right audience — the users who would be ‘very disappointed’ if they could no longer use your product. After identifying them, all you have to do is build the product as they want it.

3. Medium: “Highlights” feature

Evan Williams co-founded Blogger and Twitter which has helped millions of people share their thoughts with the world. Although both platforms became quite popular, they still couldn’t deliver the best reading experience to their users. Blogger allowed readers to browse topics by authors only and Twitter made it difficult for authors to aptly describe themselves.

He quickly recognized the need for a publishing platform that delivers a diverse experience for the readers and allows the authors to speak their hearts.

That’s how Medium was born. It enabled readers to browse articles by topics and authors, helping them to gain different perspectives on any particular subject. It also allowed everyone from professional programmers to amateur chefs to share their insights with the world as they wanted it.

The developers slowly added more features to Medium such as tags, linked images, social cards, and sharing drafts as it evolved through the years.

One of the many notable features of the platform is the “Highlight” feature — where you can select any particular post section and treat it as a mini-post. You can comment on the Highlight or tweet it, which is handy for both personal revision and sharing interesting snippets with others.

Suggested Read: Want to become a Product Coach?

Medium’s Challenge: Determining whether “Highlights” added value

Medium faced a challenge while determining a metric that can give them an accurate assessment of the desirability of this feature. In other words, they needed a metric that would tell them whether the “Highlights” feature made user interactions better and more rewarding.

How did Medium do it

The team at Medium solved the challenge by shifting their focus to one crucial metric rather than multiple vanity metrics such as organic visits and retention time which signifies how much value your users are getting out of your product based on retention rate. 

For Medium, it was Total Time Reading (TTR) . It is calculated by estimating the average read time which is the number of words divided by the average reading speed (about 265 WPM) and adding the time spent by the reader lingering over good paragraphs by tracking scrolling speed.

4. Ipsy: Managing distribution 

Michelle Phan started her journey as a YouTuber who recognized the importance of makeup in someone’s self-expression. She has been sharing beauty tips and makeup tutorials with her audience since 2007. 

While on a trip to Thailand, she observed how little girls scrambled to pay for makeup samples in front of vending machines. Five years later, she launched a subscription-based Glam Bag program — where the customers will receive 4-5 deluxe-sized samples of makeup products.

MyGlam, as it was known back then, quickly gained over half-a-million monthly subscribers which created one of the biggest online beauty communities.

Phan quickly realized what she wanted to do — to build a brand for women who wanted to share their perspectives on beauty and meet like-minded people with similar interests and styles.

Ipsy , which comes from the Latin root “ipse” meaning “self”, was created by Phan, Marcelo Camberos, Jennifer Goldfarb, and Richard Frias to expand the user experience.

Although Phan knew how to convert viewers into paying customers, executing a marketing strategy by scaling it up was challenging.

Ipsy’s Challenge: Managing a content distribution strategy

The first makeup tutorial by Michelle Phan has now over 12 million views. Videos like that helped Phan get her first subscribers on her MyGlam program.

This shows the importance and impact of influencer-led content on revenue for businesses in the beauty industry.

However, running an influencer content distribution strategy involves collaborating with multiple passionate influencers. It was challenging to find like-minded influencers who will promote only one brand.

Phan and her team had a simple solution for this.

How did Ipsy do it

Phan and Spencer McClung, EVP of Media and Partnerships at Ipsy, partnered with beauty influencers like Bethany Mota, Promise Phan, Jessica Harlow, and Andrea Brooks who were already subscribed to MyGlam to create content exclusively for Ipsy.

In a case study analysis, McClung revealed that it put Ipsy on a content-based growth loop where the content was created by both the influencers and customers for the beauty community.

Sponsored content for products by influencers helped them increase their reach and helped Ipsy get more loyal customers. This growth loop gained Ipsy over 3 million monthly subscribers .

Suggested Read: Pivoting equals failure?🤯

5. Stitch Fix: Mastering personalization

Katrina Lake, the founder of Stitch Fix , realized back in 2011 that apparel shopping needed an upgrade. eCommerce failed to meet the expectations of the shoppers and retail shops were falling short in terms of options.

In an interview with The Cut , she revealed "Searching online for jeans is a ridiculously bad experience. And I realized that if I imagined a different future, I could create it."

After realizing that no one has merged data and fashion shopping, she set out to make a difference. She started a personal styling service out of her apartment in 2011 when she was pursuing her MBA from Harvard.

Lake relied on SurveyMonkey to keep track of her customer’s preferences and charged $20 as a styling fee. In late 2012 Eric Colson, then the VP of data science and engineering at Netflix, joined Lake on her journey of crafting the future of retail.

Lake and Colson wanted to give their customers much more than just personalized recommendations.

Stitch Fix’s Challenge: Building a personalized store

Stitch Fix wanted to give their customers more than just personalized recommendations — they wanted to build a personalized store for them where everything they look at, from clothes to accessories, matches their flavor.

But everyone’s body dimensions, preferences, budgets, and past choices are unique which can make building a personalized store difficult.

The team at Stitch Fix found a simple yet effective solution for this challenge.

How did Stitch Fix do it

Katrina Lake, CEO of Stitch Fix, revealed in a case study that personalization is crucial for the onboarding, retention, and monetization of customers.

When signing up, Stitch Fix asks you a few questions about your fashion choices and picks clothes that look the best on you. Furthermore, the collections in your personal store will keep improving as it continuously learns more about your personal preferences.

Also, there is no subscription fee which makes Stitch Fix a great option for occasional shoppers. Suggested Read: Canva’s Success Tale in the World of Design

6. Pinterest: User retention

Ben Silbermann started his tech career at Google’s customer support department. Although he loved the company and believed in its vision, he quickly became frustrated as he wasn’t allowed to build products.

With support from his girlfriend (now wife) Divya and a college friend Paul Sciarra (co-founder), Ben created an app called “Tote” in 2009 which was described as a “catalog for the phone”. Tote allowed users to catalog their favorite items and will be alerted whenever they were on sale so they can make a purchase.

However, the users used it to share their collections with each other instead. Ben recalled how he collected insects as a kid and loved sharing his collection with others. He recognized how people, in general, love to do that.

And, just like that, Pinterest was born where users can “pin” whatever they are interested in and add it to their personal collections.

Pinterest quickly became a hit and entered the global market.

Despite huge success within the US, Pinterest struggled to retain users globally. The team realized that the primary reason users churned is that something stopped them from getting the product’s core value — building personal collections.

Pinterest’s Challenge: Helping customers quickly realize the core value

There are many things that can prevent a user from accessing a product’s core value and one of them is internal friction within the product.

Pinterest’s product folks zeroed in on the one feature that was the gateway to the product’s core value — the “Pin It” feature.

Users outside the US simply couldn’t relate to the term, even though all it did was save the item they like to their personal collection.

How did Pinterest do it

The “Pin It” feature of Pinterest is linked directly to its brand identity. Casey Winters, former growth product lead at Pinterest, suggested changing it to “Save”, particularly in areas outside of the US.

As of the third quarter of 2022, it has over 445 million monthly users all over the world exploring various “ideas” to build collections for sharing with their friends.

Casey concludes in the product management case study that checking whether the users are getting your product’s core value is pivotal in solving most of your growth challenges.

Key Takeaways

Case studies for product management contain in-depth insights that help product teams improve their approach toward their product’s ideation, analysis , development, and commercialization.

The six product management case study examples we reviewed above give these crucial insights:

• Slack : Don’t forget to use social media for marketing your product before its launch.
• Superhuman : Focus on the users that will be “very disappointed” if they can’t use your product anymore to achieve product-market fit.
• Medium : Track the one metric that tells you whether your users are getting value from your product rather than vanity metrics such as organic traffic.
• Ipsy : Partner with influencers to educate your target audience on how to get the most out of your product.
• Stitch Fix : Learn about what your users want and recommend them just that.
• Pinterest : Continuously experiment by changing multiple variables to uncover new growth opportunities.

To put these lessons into practice, you need to provide your team with the right tools that help them interact with your users, learn about their preferences, monitor their usage data, plan the next steps, and manage product development effectively.

Zeda.io is a product management super-app that allows you to do just that. You can run your entire product management process , from ideation to delivery, in one place. Zeda.io comes with over 5000 integrations with Zapier, enabling you to hit the ground running in no time.

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• What is a product management case study?

Answer: A product management case study is a detailed analysis of how a product was developed and iterated over time for maximum success. These studies help product managers learn from others and improve their own approach toward product management.

• How do you prepare a product management case?

Answer: You can prepare a product management case study in four steps — understand customer needs, monitor the stages of development, identify the factors that affected the course of product development, and extract takeaways.

• What are the 3 major areas of product management?

Answer: Discovery — recognizing the need for a product, planning — creating a roadmap to plan the product’s development, and development — the various sprints through which a product is developed are three major areas of product management.

• What are the 7 steps of product planning?

Answer: Concept development, competitive analysis, market research, MVP development, introduction, product lifecycle, and sunset are the seven steps of product planning.

• What are the 5 dimensions of product management?

Answer: Reliability, usability, functionality, maintainability, and efficiency are the five dimensions of product management.

• What are the 4 P's of product management?

Answer: Product, price, place, and promotion are the 4Ps of product management which represent four crucial aspects product teams should simultaneously focus on while developing a product. 

• What are the 5 phases of the product management process?

Answer: Idea generation, screening, concept development, product development, and commercialization are the five phases of the product management process .

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What Are Product Management Case Study Interviews?

Author: Product School

Updated: August 2, 2023 - 10 min read

What is a product management case study interview?

A case study interview, also known as a case interview, is a tool used by many companies to assess a candidate’s analytical, creative, and problem-solving skills. Similar to coding interviews for engineers, they allow the interviewers to simulate a situation that allows your skills to be put into practice.

Quite simply, you’ll be given a situation, and asked to make suggestions or come up with a hypothetical solution or improvement.

In product management, this can be about any number of things. The realm of product managers is vast, and covers many different aspects of product development. As product managers sit at the intersection of business, technology, and design, you could be asked case questions under these umbrellas.

This means that you could be given a case question based on product design, monetization, market research, user segmentation, trends, data, technical development, go-to-market , prioritization…pretty much anything product managers are into!

Example case study interview questions

What’s your favorite product? How would you improve its design?

Which company do you think we should acquire next?

How would you go about launching our product in an emerging market, say, India?

What new feature would you build for Instagram?

How to ace a case study interview

The product design case interview

No, the interview isn't going to hand you a Wacom tablet and ask you to mock up an entire product on the spot! Instead, you’ll be asked to think through some solutions to pretty common design problems. Things like:

How would you improve our in-app messenger?

If we tasked you with making our user interface more inclusive of those with disabilities, how would you approach that?

How would you redesign our homepage to make it more appealing for X demographic?

We’re finding that X number of users don’t make it through the entire onboarding process. What would you do/design to fix that?

The key when being asked a question about how you’d improve the company’s product is not to insult it too heavily. Remember, the people who built it are in the room with you, so if you come in hot with “well, for starters, your homescreen is absolutely hideous and needs a complete do-over”, you’re not going to endear yourself to them. A product manager is a diplomat, so be as diplomatic as possible.

Instead of focusing on how you’d fix what you see as glaring problems, try to come up with something that adds to the product. “I think a chatbot in your user onboarding process would help people to navigate through the process. Here’s where I’d implement it…”

How to ace it

Give your hypothesis: Because everything in product starts with why .

Lay out your approach : Briefly summarize what your approach would be, given your hypothesis. Include things like the research you would need to do, and the preparation the team would need to make.

Identify the user: Companies want user-driven product managers, so definitely make sure you know which user you’re building for.

Describe the solution : How would you actually build the solution? No need to get too technical if that’s not where your skills lie. If that’s the case, talk about how you’d lead the engineering teams to build the solution.

Suggest testing: If you’ve got 2 ideas and you’re not sure which one is better, describe both and talk about the test you’d run to discover which one to roll with.

Prioritize features : Show off your prioritization skills if you’re suggesting more than one feature.

Suggest features for an MVP and plans for a V1 launch:

Finish off by helping the interviewers to visualize what the finished MVP would be like, as well as the plans you’d have for a full release later down the line.

The business-thinking case interview

Business thinking is vital for product managers, as you’re the person that ties what’s being built to the needs of the business. This is why you may be presented with a business problem, so that the interviewer can assess your thought process, and how you approach product strategy.

Business case questions may include things like:

Management wants to build X because a competitor has launched something similar. How would you respond?

If we wanted to move more into the B2B market by launching X, what would you do first?

How would you increase customer adoption for the feature we released last month?

We want to become more product-led in our growth strategy. What recommendations would you make in terms of pricing structure/increasing customer adoption?

Establish market characteristics : This is especially important if your case question is a go-to-market question. If you’re not sure what the market characteristics are, talk about what you would find out before starting the work.

Layout your approach: Briefly summarize what your approach would be.

Prioritize your actions: If you’ve been asked for a step-by-step approach, talk about why you’re doing things in that order.

Provide analysis : Business decisions require a heavy amount of analysis, so be sure to include some competitor/customer/market analysis.

Make recommendations: Talk about the end result in a business sense. Instead of getting into the weeds of feature building etc, give a step-by-step approach of how you’d take a new feature to market, or make business-oriented improvements to a product.

Remember that a business-thinking case question requires an answer that would make C-suite happy. Try to think through your answer for the eyes of management. Think about what brings most business value, and tailor your answer around that.

The technical interview

Here, by technical interview, we don’t necessarily mean the tech interviews that engineers can expect to go through. It’s very rare for product managers to be asked technical questions in an interview, unless they’re specifically applying for a technical product manager role. You’ll usually get some warning in advance that your technical prowess will be tested, either by the recruiter or a hiring manager.

The chances of being given an in-depth technical case interview (aka, a coding interview) are rare, so you’re more likely to be asked a few general questions to gauge your technical ability.

Things like:

What’s your experience with X or Y technology?

Do you feel comfortable managing a team of engineers?

Can you explain the most technical project you’ve worked on?

These are questions that you should be able to answer in the room, because they’re based on your direct experience. So you don’t need to put any special level of preparation into their answers.

You may also be asked some technical questions that allow you to show off your technical knowledge, but are open-ended enough that you can still answer even if you’re not very techy. The goal is to gauge how much technical know-how you already have, not to embarrass you and put you on the spot for not having a computer science degree.

These questions might include:

What feature do you think we should build next? How should we approach building it?

Would you build X solution in-house, or would you outsource development elsewhere?

What partners do you think we should integrate with next? (eg. Slack, Trello)

These are questions that you can approach in your own way, from a technical perspective if you come from that background, or from a people-management/design/business perspective if you don’t.

Product managers and tech skills…what’s the deal?

It’s highly unlikely that you’ll be asked to go through a technical interview, as product managers aren’t the ones who physically build the product. They provide the direction and the insights, and the engineers provide the solutions and the finished product. So what’s gained by seeing how well you can code?

Well, some roles are more technical than others, so obviously in these roles you’d need either a computer science degree or a proven record of technical work, like an engineering background.

But for a regular product manager, you’re less likely to be given a technical case interview, and more likely to just be asked a few very general questions to gauge your knowledge.

1. Give yourself time to think

The worst thing you can do is panic, and rush in with an answer. It’s OK to give yourself time to think. An interview is not a first date, and silences don’t have to be awkward! So pause, and give yourself time to consider your answer before you start.

That’s much better than giving a sub-standard answer that you can’t take back. The interviewer will expect you to need a moment to gather your thoughts, so don’t stress.

2. Hack: The McKinsey case study

Now, you’re bound to go off and do plenty more research on case study interviews, wanting to find out everything you can. So let us give you this secret hack: check out materials for McKinsey case interviews .

“But I want to work at Facebook/Google/Amazon!” we hear you say. “Why would I prep for McKinsey?”

McKinsey is one of the most difficult interviewers out there. Reviews by some previous interviewees makes it seem like the process was designed to help choose the next ruler of Westeros. Their standards are incredibly high, and their case interviews are something that people prep weeks, even months in advance for.

This has a double result for you. One, there are swathes of resources out there specifically to prep for this behemoth of a case interview. Two, if you can give a McKinsey-standard answer to a case interview, you’ll outshine the competition easily!

3. Practice ahead of time

While you can’t be totally sure what you’ll be asked in a case interview, you can still prepare.

The smart thing to do is to practice case interview questions ahead of time. The way to do this is to pick apart the job posting you’re interviewing for, and identify what the main responsibilities are.

Case interview preparation is absolutely essential for acing product manager interviews, as you’re bound to be asked a hypothetical question sooner or later in the interview process.

4. Don’t feel pressured to give a perfect answer

Companies know how much time, research, and information goes into making informed product decisions. So if they’ve asked you to propose a new feature for their product as part of your interview, they’re not looking for something they can actually implement from you. They just want to see how you think, and what your analytical and problem-solving skills are. It’s also a test of your communication skills, seeing how you present yourself and your ideas.

So don’t pressure yourself into giving an answer that’s on par with the work their existing product managers do. That’s like beating yourself up for not running as fast a Usain Bolt when you do your first ever 5K.

Prepping for product manager interviews?

We’ve got you covered! Check out these great resources:

Master The Product Manager Interview Playlist : We’ve collected together our best talks on acing the Product Management interview, from a look behind the scenes of recruitment, to how to break into the industry. Check out the entire playlist here , or enjoy this sample from Google’s Product Manager…

The Ultimate List of Product Manager Interview Questions: Prepare yourself for every kind of question you could ever hope to be asked in a product manager interview!

Product School resources: If you really want to deep-dive into the best interview techniques, and become the master of any interview you walk into, you should check out the resources we have in our community. We’ve got cheat sheets, templates, and more!

Hired — How to Get a Great Product Job: Tailored guide-to-go for product manager positions in top tech companies. As this book will show you,  some of the most successful product transitions originated from people in music production or finance, with full-time jobs or with no prior experience. The collection of stories of Product Management transition will show you how it’s done.

Updated: August 2, 2023

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Table of Contents

Product management case study with solution: how to solve the crm marketing case study.

• May 26, 2022

Here’s some good news: You don’t need years of experience to come up with an impressive Product Manager case study solution that will get you hired. If you’ve read our ultimate guide on  how to solve a Product Manager case study , you know any that case study question can be solved in four simple steps: 

• Evaluate the need 
• Validate the need 
• Set a goal for the feature
• Decision making

Keep in mind that your case study solution should be situational and contextual to the company your interviewing for. The above steps can help you get it right. 

With that in mind, how do you solve CRM Marketing case studies? Read on for a product management case study with solution walkthrough by one of our Product Gym coaches, Cody Chang , to give you a practical idea. 

We recommend you try solving the case study along with us : think about the questions first, then compare your own product manager case study solution with what we propose. Here’s what we’ll cover:

CRM Marketing Case Study Prompt 

While conducting customer interviews, you discover that service professionals (pros) get a lot of inbound phone calls they aren’t always able to answer right away. For these customers, service pros not getting back to these calls quickly can result in lost business. 

Determine whether you should bring a solution to market. If you do, what does this solution look like and what steps would you take to get it to market? In a 1–3 page document or several slides, outline the steps you’d take to go from zero to one on this idea and bring it to market. 

Here are some things to consider (not exhaustive): 

• How do you validate the problem exists? 
• How do you validate the solution? 
• What is your solution? 
• How do you bring the solution to market? 
• How do you know if it’s successful or not? 
• Who are your key stakeholders? 
• How do you monetize this solution? 

You will need to make a variety of assumptions throughout this exercise, please state those assumptions in your document. Please plan to spend no more than two hours on this exercise and send it back to me at least three hours ahead of our scheduled time. 

Want to follow along as you read the case study solution? Get more insight by watching the full presentation walk-through:

Product Manager Case Study Solution: Step 1

To get started, let’s recap the information above in a simplified form: 

• Company:  A CRM marketing tool. 
• What they do:  Connect tradespeople with leads. 
• Problem:  The tool is getting leads to the tradespeople, but they are not answering leads. 

In this scenario, we’re imagining a service professional, such as an HVAC technician, electrician, or plumber, who has the CRM tool installed on their phone or computer. However, though customer leads are pinging them, calling, or providing their information on a form, the service professionals are not getting back to them. 

Like with everything in product management, always start with the user when solving Product Manager case study interview questions. You should have a clear idea of the user persona, their needs, and their pain points. 

In this case, there are three different parties involved: 

1. The person that needs help

In this case, the customer making the call needs help. We can further group them in terms of urgency: 

• Immediate and needs their problem fixed as soon as possible (“ The toilet pipe in my bathroom just burst!” )
• Mid-level and can be solved within the week ( “My refrigerator is leaking some water but I can probably put a towel over it.” )
• Important but not urgent ( “My dishwasher’s door handle is loose and may fall off soon.” )

2. The service professional 

• This group would like to be matched with quality jobs such as those that pay well and don’t take too much of their time. 

3. The company/third party technician

• The CRM company is responsible for ensuring the service professionals receives qualified leads, i.e., you as the Product Manager or the company representative. 

Assumptions

Exploring the user personas above brings to light some assumptions we are making as a Product Manager. This is a stated requirement in this question, but make sure to include them early on in your Product Manager case study presentation, whether outlined or not. 

In this case, some early assumptions we are making are: 

• All leads are received by the service person but they are choosing to ignore them — it is not a technical problem such as the CRM’s servers being down. The company likely has already troubleshot for this. 
• The end-user, or the person in need, is going through a process to request help — could be a form or email routed through the CRM. 
• A qualified lead is a customer that has an actual need that requires a professional. 
• Calls are equal to an service professional request and not just general inquiries or exploratory calls. 

There are a lot of assumptions you could add to the list above. Many come to you as you solve your case study questions, so keep an open-ended list as you unpack your solution. 

Product Manager Case Study Solution: Step 2

Next, we need to validate the need . Here is where the data and metrics come in. If we think about the problem as a funnel, these questions come up in our analytics:

• What is the follow-up % that has been made already to missed calls? 
• How many follow-ups per missed call are there? 
• How many missed calls per service professional or per request? 
• Of the missed calls/callbacks, how many resulted in business/closes? 

It is possible to confirm that there is an actual problem from the above analytics. In this case, the data shows that the service professionals are following up on requests, but they are doing it too late. So, we want to unpack why the service professional is not responding to the requests on time.

Could it be that the leads come in when they are too busy to answer? Or maybe they are not quality leads? This is where the next step comes in. 

Product Management Case Study Solution: Step 3

Now that the need is validated, we can now work through the possible solutions to the problems outlined. Remember to keep the user in mind to ensure you are solving their pain points. 

In this section, you should list down all possible solutions or Minimum Viable Products (MVPs). 

Solve to Qualify the Leads

• What is their location radius? 
• What budget are they willing to work with?
• What is their area of expertise? 

This filter solves the need for the qualification of leads. 

If a service professional receives a qualified lead but still does not respond to it, it’s time to think about the next problem that the leads come in when they are too busy to answer. This brings us to our second solution:

Reminder for a Service Professional to Follow up 

This involves an auto dialler or auto-reminder. It could be through an email, text, or dashboard notification on the CRM’s desktop or mobile app. This needs to be done in a timely way and should prompt them to take action. This could be a CRM tool on its own where the information from the request form is sent to a ticketing system where the service professional can see it listed. 

Redirect Requests

Another solution would be for the service professionals to bid on requests, or have the option to redirect the request to another person. 

A service professional can choose to take the request or forward it to another person if they are unavailable. Also, a lead is automatically redirected to another service professional if the request is not responded to within a certain period. This could also incentivize the service professionals to respond quickly otherwise they lose business. 

Product Manager Case Study Solution: Step 4

Now you need to make the key decisions that will inform your presentation. Here’s what you should nail down: 

Designs/ Wireframes/ Areas of Improvement 

If your case study requires designs, consider where you would make the above changes in the CRM interface. What or how would you change the interaction model to achieve success? 

Pictures do speak louder than words, and as a Product Manager, your designs should do the same. The best way to ensure that everybody understands your product is to include wireframes and preliminary designs in your presentation. 

In this case, being an isolated design, we would draw out the forms that the end-users and service professionals would use. For the latter, a mobile-phone wireframe is probably best, given that the users are constantly out in the field. 

Case Study Presentation Pro Tip

If you are working on a product that already exists for your PM case study question, embed your solution within the product’s actual design to earn extra points. Google the product to find images of its interface and consider how you would change the interactions with the user to meet the requirements of the case study or achieve greater success. 

Engineering/User Stories 

Your Product Manager case study presentation will also include the user stories that the engineer would need to build the product. Here is an example of the stories for this product: 

As an end-user, I want to send my request to a service professional about my “problem” so that they can call me back. 

Acceptance criteria: 

Show header text: Request for service professional 

• Subtext: Describe your problem
• Show text field for the user, limit it to 500 characters 
• Toilet leak 
• Show scrubber tool of budget min and max 

Data/Analytics

The next part is all about the numbers: 

• Form completion rate (open/start vs. submit) 
• Form completion time 
• Click through on the form from service professionals 
• Accept vs. reject rate of calls and forms 
• Number of completed forms 
• Number of returned or answered calls 
• Number of closed leads 
• Number of reviews/ net promoter score (NPS) 
• Number of form rejections by service professionals 
• Qualified vs. unqualified leads 
• Number of unanswered qualified leads 

Future Iterations 

If you were successful in your MVP release, what later iterations would you have to further improve this product? Write them down in the form of a user story. 

Just like we did in the step above, try creating your own user stories for this section. Make sure that your stories are based on a marketplace. 

Potential Challenges 

To come up with potential challenges, think about the product lifecycle and its release: 

• Where do you feel that there would be a difficulty? 
• How would you solve it? 

This is the slide of your Product Manager case study solution to showcase your prior Product Manager experience and expertise. This part of your answer allows you to showcase to your interviewer that you are a retrospective Product Manager who reviews the data of your past launches and applies the learnings in the future. 

For example, a Product Manager with a business operations background would have a unique point of view on the questions above: 

• Challenge 1: Service professionals may not be properly trained to handle missed calls or access the information on the forms.
• Challenge 2: End-users may have a problem communicating the depth or scope of the problem because they are not professionals. 

There are many more potential challenges that may come up. Be sure to add all the ones that are relevant to your product. 

Executive Summary 

This is the last section of the Product Manager Case study presentation. Here is where you outline all the parts of your case study. Not everyone is going to pay attention as you go through your presentation, so the executive summary gives them a chance to “catch up” on your process and solution. 

Briefly outline: 

• What you know/don’t know
• Assumptions 
• Validation of the problem 
• The solution 
• How to measure success or how you would pivot 

In this question’s case: 

• No technical issues 
• (all other assumptions you generated) 
• MVP = Create a form to validate lead quality. 
• Number of completed forms, calls answered or followed up, closed business. 

Remember to incorporate the questions asked in the prompt in your summary. Be careful not to leave out any information that is important to solving the question. 

Ace Your Product Manager Case Study Solution and Presentation

There you have it, a step-by-step breakdown of how to solve your next Product Manager case study. Need more practice solving case studies for product management? Here’s our ultimate guide on case study questions , complete with case study question examples by topic.

If you still need help solving your case study, ​​ schedule a free call with us. We will walk you through possible first impressions, solutions, and presentations that may come in handy in your next Product Manager interview. 

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7 Product Management Case Studies To Live and Learn By

Product strategy case study

Product manager interview case study examples, bonus: two more resources you didn’t know you needed.

You will have some successes and make some mistakes. That is ok. The point is to learn from your mistakes, adapt and continuously improve.

For any product manager working in an Agile environment, this philosophy works pretty well with the iterative approach that Scrum and its related methodologies encourage. But, it is also worth learning from others who have been ‘doing’ in environments similar to yours. 

Why make avoidable mistakes when you can learn from what’s worked well for other product managers?

To help out with that, we’ve put together a collection of product management case studies. 

Want to learn from other product managers with remote teams? Looking for tips on the best way to prioritize ? Then we have you covered.

Get started with product management templates

.css-uphcpb{position:absolute;left:0;top:-87px;} 7 product management case studies and examples of product management in action

Roadmaps and prioritization case studies.

Where better place to start than the holy grail of product management excellence, roadmaps and prioritization techniques?

Prioritization and roadmapping may be interdependent, but they still serve very different functions. Your roadmap is ‘when you will build’ and your prioritization list tends to be ‘what you will build’ within that time frame. These two product management case studies focus on how teams used airfocus to improve their processes and productivity.

Aligning your roadmap and agreeing to your prioritizations is a mission-critical component of successful product teams. Our client, Mirrorweb , is an archiving solution provider that assists its clients with compliance requirements — and is a fantastic case study of how roadmapping and prioritization can make a product team more effective. 

Jamie Hoyle, the VP of Product needed to achieve two key objectives:

Visualize project management trade-offs and effort.

Make quantitative product decisions collectively and collaboratively.

Jamie chose airfocus based on a few stand-out features:

Easy to update and share roadmaps . This was an improvement from their previous situation, where their roadmap was updated monthly. 

Scoring matrix. This ranks features by relative effort and customer value. Bonus: It works in real-time, and you can customize your settings based on feedback loops.

New features, technical debt and client requests can be attributed to the roadmap to easily measure impact.

With airfocus, the Mirrorweb team was able to work with greater clarity and communication, despite moving into a fully remote set-up.

Then there’s NAMOA Digital , an end-to-end process management software solutions provider. NAMOA Digital’s team faced similar challenges related to roadmaps and prioritization. André Cardoso and the rest of his business solutions team knew that they had to solve a few key issues, including:

Lack of a strategically structured and prioritized request list.

No process for deciding where to invest the team’s resources. 

Missing an efficient and collaborative prioritization process.

No easy method to share roadmap decisions or align the whole organization with an agreed product strategy .

Andre was using excel formulas to create his prioritization criteria and kanban boards for workflows. By switching to airfocus , he was able to simplify and optimize the product management process with these key features:

Consolidated roadmap and prioritization list in an easy-to-access tool.

Customizable prioritization. Set your own total priority calculation with adjustable criteria, making deciding what to build next a breeze. Teams can contribute to the business goals or criteria.

Ask any world-class PM , and they’ll tell you that product strategies are a framework , not a ‘vision’. Frameworks are more useful when they are tangible and that’s why your product strategy should work to inform your roadmap, objectives, key results ( OKR ) and ultimately your backlog too.

Tech travel company, Almundo, transformed into a product-driven company with product-led growth by defining its strategy first. Their Head of Product, Franco Fagioli, approached setting the product strategy in a pragmatic way by asking the right questions: 

What is our organization’s purpose?

Where is our playground? Think segment, vertical, and channels.

How will we succeed? Define your approach by picking your Porter strategy . Will lower cost, differentiation, or focus be more valuable for your product, for example?

What capabilities do we need now? What skills will be required to deliver against the strategy and who do you know you can provide them?

What systems do we need? Are you going with Slack or Teams? What will be your Customer Relationship Management (CRM) system?

An insight for Almundo’s team was to recognize that the answers to these questions existed at different levels within their organization. Almundo's three levels needed to be merged into one framework. 

Corporate level

Strategic Group level

Individual Business level

Your team can tweak this approach according to the complexity of your set-up. In Almundo’s case, the team chose an iterative approach that combined the inputs into one roadmap. The roadmap covered their objectives, key results (OKR) and backlog.

So what does this product management case study teach us about product strategy?

Define your North Star . Start at the top and go through each level.

Prioritize and define . Keep OKRs minimal. A good guide is to stick to three objectives for the next quarter. Don’t add any KRs that you don't really need. Think like Mari Kondo.

Quarterly planning meetings . To start, these will cover future plans. Once you have the first quarter behind you, you can include learnings and results.

When you have a clear strategy in place, take a look at the elements related to delivering on that strategy . As you probably noticed, having good tools can make or break the creation and implementation of your strategic goals.

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Remote product management case study.

Oriflame is a long-standing airfocus client . They are a remote-working beauty brand with a presence in 60 countries. Although this global spread can add value in some ways, Product Managing Director, Joakim Wissing, was struggling to communicate his product strategy across a business that was divided into silos.

By implementing airfocus, he solved his two key issues:

A lack of cohesion and inconsistent understanding of the product strategy .

A reactive approach to project prioritization.

airfocus offered Joakim and his team solutions they couldn't get from their existing software.

Setting business values. Leaders can compare the value and costs of projects.

Strategic remote collaboration. Teams can think ahead by planning the year’s priorities with remote games of Priority Poker . The results are integrated into one system that makes them easy to share, access and update.

Integration. airfocus has two-way Azure DevOps integration. This means that features, epics and stories are continuously synced and remotely accessible.

Increased transparency. Agile methodologies tend to function best in organizations that have a culture of transparency and good communication. Great tools will help your organization increase these critical components.

Product prototyping case study

Whether you are doing your first prototype to test market fit or using prototypes to test out new features, it is worth checking in on how other teams approach this phase.

For Agile teams, one of the best product management case studies is the prototyping method used by the team working on a prototype for the Barbican, a highly-regarded arts and culture center in London.

The team worked over one sprint of two weeks to produce a prototype that combined the Barbican’s scattered ecosystem of various event advertising apps and a booking website . Their objective was to solve existing problems by creating one native app/website with all event information and ticket booking.

While the team had no distinct role definitions, Emily Peta, a UX designer , managed the workflow and the process stages. With one sprint to work with, the team still made sure to follow a comprehensive process that covered a number of crucial stages:

Competitor analysis

First, Emily’s team explored existing solutions that they could adapt for quick wins.

Keep your product strategy in mind, however, and remember what your brand stands for.

Remember Instagram trying to be TikTok? That was not a good look (and it wasn’t well received).

Product and user definition

The team then conducted ten user interviews and screening surveys to get an understanding of what people wanted from an exhibition app. Their affinity diagram highlighted three distinct phases:

Before: Users want to look for interesting exhibitions and book to see them.

During: Everything users want to do once they arrive at the exhibition.

After: Users want to share photos and leave reviews.

Considering their time constraints, they wisely focused on the ‘during’ phase and chose to answer one question: ‘How can we improve the experience of the user during an exhibition?’

To start finding solutions to this question, Emily and her team created:

One user persona (and while this is a good start, depending on your audience, you will likely need more than one).

Outcome statement. A good outcome statement should provide answers to these loose categories:

Next up, the team mapped out the user flow for the persona. This is an important high-level flow, so don’t skip it out. This user flow was used to plan the Minimum Viable Product (MVP) features along with a few other inputs and prioritization games like Crazy Eights. The outcome here was a focused list of features to start prototyping.

Technical requirements

Before moving into prototyping, it helps to consider the technical requirements that might affect your product. In this case, to meet the Barbican’s ‘during’ requirements, the solution needed to use Bluetooth and GPS for people on the go, so the decision was made to build an app and not a website.

Speeding through this stage — or worse, not doing it at all — can quickly send the development process off course.

Prototyping and testing

Finally, Emily and her team were ready to create low-fidelity mockups, testing them with users and then iterating based on the feedback. This is not a purely linear process, so look at it as a feedback loop: iterate, iterate, iterate but know when to stop.

Once the team was satisfied that the lo-fi prototype was good to go as an MVP, they mocked it up in InVision as a high-fidelity, interactive prototype that could be used for further testing and briefing build teams.

This is probably one of the best times to embrace the ‘fail fast’ philosophy. Being precious about prototypes defeats the purpose. Be ready to make mistakes and improve based on your learnings.

Customer/user feedback case study

It’s never too early to start listening to customers and/or users, and there are a whole bunch of ways to do this at different stages. For any team that has a product in the market already, real-time user analytics is super important to feedback into your decision-making processes.

Gumtree, an established trading website, has a wide range of products and customers. They needed a robust, real-time reporting tool to help them understand the requirements of so many different user types.

Sax Cucvara, Gumtree’s analytics manager chose Qualaroo based on the tool's ability to provide:

Segmentation . Gumtree was able to segment users by category, location and interest.

Easy implementation. The team could set up granular surveys in no time, getting real-time results to feedback back into feature iterations.

Customer feedback is important, so make sure you are getting quality feedback regularly. Tools like airfocus Portal and AI Assist , can make collecting and analyzing feedback much easier and less time-consuming.

Backlog prioritization case study

Rounding off our list of product management case studies, we’re back to the story of an airfocus client and what other teams can learn from them.

As any product manager knows, prioritizing your backlog is just as important as prioritizing your roadmap. Getting these aligned and in an easy-to-share format can save your team time and effort.

Our client, Flowe, is a digital bank subsidiary of Italy’s Banca Mediolanum. Marco Santoni is the data product manager on their Data Platform team and manages the internal product from features to analytics.

One of Flowe’s key challenges came from the Azure DevOps system's inability to prioritize their backlog. They frequently had over 150 ‘new’ items at any given time and no objective way to prioritize the tickets. After looking into a few tools, Marco went with airfocus because it offered:

Seamless integration with Azure DevOps. You can import existing roadmaps.

Priority Poker . Teams and stakeholders can collaboratively prioritize their backlog against three KPIs: development effort, business value, and productivity.

Real-Time results for ‘quick wins’ and ‘don't dos’ are based on prioritized scoring.

By implementing airfocus, the Flowe team can present their roadmap to the entire company weekly. This aligns everyone against a common goal and ensures increased transparency.

Product management is a team game. Having a transparent and collaborative approach is even more important in the current remote working era. airfocus facilitates easy and open collaboration across teams and geographies.

Interested in streamlining your processes and turning objective prioritization into a company-wide goal? Chat to our team for a demo.

When interviewing for a product manager position , you'll often be asked about various case studies you were involved in. Of course, it's good to have a few stories on hand and to know what kinds of questions to anticipate during these interviews. 

Here are a few product manager interview case study questions you might get.

How would you prioritize these features for this product?

You may be asked how you would prioritize certain features for an imagined or real product. For example, say a new smartphone is coming out, and the goal is to launch with three new features. 

How do you determine which feature to complete first, second, and third, and which can be sacrificed to finish the others? 

If you run into this sort of question, it's important to ensure you have all of the relevant information, such as the target demographic, what has made the product successful in the past, etc. So ask questions, or imply that you would collect the answers to these questions and then work from there. 

How would you suggest we launch this product in a new region?

Another question you might be asked during a product management case study for PM interview is how you would launch a product in a new region . Again, this question pertains to a real-world example, so it's important to have a solid answer prepared. 

It can be helpful to start by collecting more information from the interviewer or explaining what information you would collect. Then, formulate a strategy . That strategy could include specific features you would introduce, marketing campaigns you would engage in, and more. 

How would you improve our in-app messenger?

Sometimes, you may be asked something very specific, like how you would improve an in-app feature that already exists. As you may have guessed, you want to glean as much information from the interviewer as possible or state which information you would collect. 

Then, list some potential strategies based on your experience. What kinds of features would you launch or remove ? Would you prioritize performance, response times, etc.? How would you manage a budget? Lean on your past knowledge and experience to help you answer the specific question at hand.

Want to know about solutions to future problems that you didn’t even know exist yet? We can help you out with even more product management case studies for that. Dig in here.

Starting a new product management job and wondering how to approach your first few months?

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Case Studies

ClassPass - Finding Product Market Fit

Morning Brew - User Retention

Slack - Initial Launch Strategy

Superhuman - Finding PMF

Trulia - Marketplace Launch Problem

Thrive - Content Marketing

Survermonkey - Global Expansion

Strava - Solving For Motivation

Patreon - Doubling Onboarding

Medium - The 'Highlights' Story

Lumosity - The Power of Complexity

Ipsy - Leveraging Influencer Growth

Utilizing Engineering Talent

Tinder - Customer Conversion

StichFix - Customer Personalisation

Radical Product Upgrades

Pinterest - Boosting Retention

Dropbox - Product Development

Behind Every Great Product

AirBnB - Reducing Customer Churn

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50 Product Management Case Studies

Airbnb, Netflix, Uber, Quora and many more products.. We curated 50 product management case studies that will help you improve as a product manager in different stages of your career.

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