How will you improve Youtube Music? [Product Management Interview Question]

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TechnoManagers is the complete guide for Product Management and Quant Interview preparation.

This is a potential product improvement question for PM interview

Interviewer: How would you improve YouTube Music?

Shailesh: Okay, let me clarify some questions; so in improvements, are we looking at specific metrics like user acquisition, user engagement or monetisation.
Interviewer: Let’s assume we need to improve engagement.

Shailesh: Do we want more engagement worldwide or in some specific geography or demography? I am asking this question because the engagement depends on user behaviour which may depend on their geography. To increase the engagement for particular demography, we can have personalised offerings depending on their behaviour.
Interviewer: Let’s say we want to improve engagement worldwide.

Shailesh: Alright, let me reiterate the goal; we want to improve the engagement of Youtube music globally.
Okay, the way I would like to go about it is. First, we can see our customer segment and their user journey. From there, we can think of some of the pain points and their priority. We can have some solutions for the pain points and success metrics for the evaluation of the solution. Finally, we can think of some future opportunities, trade-offs etc.
Interviewer: Perfect, please go ahead.

Shailesh: To be on the same page, let me say my thinking of Youtube Music. Youtube Music is the subscription-based music streaming service developed by Youtube for the users who primarily consume music through Youtube. The service covers verified artists as well as small creators.
Interviewer: Yes

Shailesh: Let see who are our customer segments/Persona

Customer Segment

  1. Music creators
  • Well known creators who have a lot of followers on Youtube
  • Immerging creators

 2. Music consumers

  • Users who listen to all kinds of music share it with friends and family
  • Users who listen to the same music don’t want to discover
  • Users who are confused/moody, what to listen to and end up

For engagement, I would like to focus on Music consumers. Let’s see some of their pain points.

Pain points

  1. Socialising is an important trait of human behaviour. Currently, on YouTube, people find it hard to listen to music together; they share the link via social media.
  2. Sometimes people get confused by the wide variety of music on the platform and end up wasting a lot of time thinking about what they should listen to.
  3. Sometimes people feel left out/embarrassed while discussing songs with friends if they haven’t listened to any popular music. Unawareness about the popular song can be a pain for some folks.

Solution/Features

Music Camps: YouTube can have music camps where people can add their friends and listen to the music together. The same song will be heard on all the other devices if they have joined the music camp. Everyone has the authority to choose the song.

Mood-based AI recommendation: YouTube can have an AI recommendation engine to play music according to your mood. It can ask a simple question at the start like “How are you feeling”, depending on the answer, it can provide a recommendation. Over time this AI recommendation engine will learn and automatically suggests songs depending on your mood. Like Monday to Friday, if you have opened the YouTube music between 5:30–8:30 PM (after office), it can recommend the soothing/relaxing music. This will help users who are lazy to discover new songs.

YouTube Social: Currently, on YouTube, user profiles exist, but we haven’t established a culture of the following and sharing. We can empower the users to express themselves using music. We can have a newsfeed in which people can see what their friends are listening to. They can express their reaction and discuss music, increasing the user session time.

YouTube Social and Music Camps are the features we can try to build in an earlier phase because they will increase the engagement massively by the network effect.

Success metrics:

  1. Music camps created/joined per week per user
  2. Increase in daily active users
  3. Increase in the average customer session length
  4. An increase in the number of times YouTube is opened in a day

 

-TechnoManagers

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