SOLVING

PRODUCT MANAGEMENT
TEST CASES
HOW I ANSWERED IT BUSINESS ANALYST & PRODUCT MANAGER

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Disclaimer:
I only provide sample test cases and answers based on my previous experiences.

This information solely used as comparison on different approach between Business Analyst vs
Product Manager on solving a problem.
FYI, both approaches helped me to pass to the user interview phase.

Use this tips at your own risk!

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Approach 1. Business Analyst Way

Before Product Management Experience
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Test Case Example

ASEAN’s logistics cost is the most expensive in the world. Everything gets moved by trucks, but
billions of kilometers are driven empty. One of our missions is to make the lives of our transporters
better by bringing closers loads that helps them get more optimum capacity utilization rate, so that
they can get higher income per kilometer.

As a new Product Manager, how would you design a product to achieve this goal and offer more
relevant loads recommendation for our transporters?
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Empty Truck Problems

Current Position Pick Up Location Delivery Location Home or Transit

Truck Utilization
case: moving truck

Trip to Pick Up Location is an Trip to Delivery Location is a Trip back to Home or Transit
Empty Truck Trip. The further Full Truck Trip, however there Point is another an Empty
the journey, the lower the is chance the trip becomes Truck Trip. The further the
utilization. underutilized if truck is not full. journey, the lower the
utilization.
 Operational Cost Loss  Opportunity Loss
 Operational Cost Loss
 Opportunity Loss

zZz

Truck Utilization
case: idle truck

No delivery order.

 Opportunity Loss
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Desired Outcome

zZZ

Truck Utilization Truck Utilization

case: moving truck Trip to Pick Up Location is an Trip to Delivery Location is a Trip back to Home or Transit case: idle truck No delivery order.
Empty Truck Trip. The further Full Truck Trip, however there is Point is another an Empty
the journey, the lower the chance the trip becomes Truck Trip. The further the  Opportunity Loss
utilization. underutilized if truck is not full. journey, the lower the
utilization.
 Operational Cost Loss  Opportunity Loss
 Operational Cost Loss
 Opportunity Loss

zZZ

Truck Utilization Truck Utilization

case: moving truck Shortest pick up point. Effective load selection and New profitable delivery route. case: idle truck New profitable delivery route.
truck sharing.
 Reduce Operational Cost Loss  Eliminate Operational Cost
 Eliminate Opportunity Loss
 Eliminate Opportunity Loss Loss
 Create Profitable Opportunity
 Create Profitable Opportunity  Eliminate Opportunity Loss
Transaction
Transaction  Create Profitable Opportunity
Transaction
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Hypothesis & Success Metrics

“Collaborative Logistics Network and Shared Transportation can reduce Empty Truck trips & Idle Trucks.”
main assumption: current marketplace is balance, shipper vs transporter.

Business Metrics
1. Utilized Truck Mileage, focusing more empty truck improvement.
2. Load Utilization Rate, focusing more on relevant load improvement.
3. Earning per Kilometer, focusing more on transporter earning.

Shipper Transporter
1. App installation 1. App installation
2. Registration and verification 2. Registration and verification
3. Exploration 3. Exploration
4. Order creation 4. Bidding
5. Payment 5. Receivement payment
6. Retention 6. Retention
7. Referral 7. Referral
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Idea Population
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Prioritization
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Approach 2. Product Manager Way

After Product Management Experience
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Test Case Example

RedVeggie doesn’t maintain its own inventory or warehouses - we at as a layer on top of retailers
systems. We currently work with more than 100 supermarkets.

RedVeggie Shoppers pick and pack thousands of products from our supermarket partners
everyday. An order can contain fresh produce, frozen food, and other household items. Our drivers
deliver thousands of orders to our customers daily. We use two-wheelers to deliver the orders and
we are exploring the opportunity to utilize four-wheelers. We also work with 3PL to deliver some of
our orders in some specific conditions.

Our fulfillment engine is responsible for showing available delivery slots to our customers. It is also
capable of batching orders together to be fulfilled by our Shopper & Driver.

As a new Product Manager, what would you improve on our current product?
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Persona

Customer - Dea Rizqi

Bio Motivation
Dea Rizqi just got married with the love of her life. She wants Incentive
to impress her husband with her new cooking skill she learnt
from her mother. Fear

Sadly, she is too busy to buy her groceries from supermarket. Growth
She need to answer question, make product catalogue, take
Young Millennial order, and package the order for her IG online business Power
@lemonlushluxury.2. She also prefer not to do it by herself
Age: 28 due to COVID-19 situation that rising again rapidly recently. Social
Work: Entrepreneur
Status: Married Just like other young millennials, Dea is spoilt by how
Location: Jakarta convenience to do anything currently. So, when she saw an
Character: Warm ads of RedVeggie on Youtube, she finally give it a chance and
want to prove how helpful the personal shopper!
Assumption
Personality Goals This user persona represents
Introvert Extrovert Buy her groceries as convenience as ever. major use case of
RedVeggie.
Thinking Feeling
Frustrations This user persona also more
Sensing Intuition For groceries shopping, Dea was expecting an easy way to likely to be a selection bias
do it using RedVeggie App. However, as a new user to the due to no resource to do
Judging Perceiving app, she found it hard to input the order. proper research.
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User Journey Map
1)Dea is happy to explore new app for 5)Dea find the promotion section
groceries shopping. and very happy that her 7)Dea is puzzled with
husband’s favourites drink Yakult two free text box for
She also find it more convenience to and Greenfields Choco Malt are on 6)Checkout address, she thinks this
not do it in traditional way anymore. 30% discount. is uncommon.
6)Dea decides to pick
only snacks and drinks
1)Start Order 3)Dea decides to select the nearest 5)Find Promo for this trial order.
7)Insert Address
store that offering Instant Delivery.
She appreciates the
3)Select Store Go Green initiative and
choose No Bag option.

2)Find Store
Happiness Line
4)Explore Product
2)Dea does not understand why 8)Dea is confused when the
she need to select store for screen said instant delivery is full.
grocery shopping. Is grocery 4)Dea finds the catalogue
8)Select Instant Delivery
items supposed to be a general too confusing, especially
sections not related to She complains many times why
items that available anywhere? mislead customer with
products, such as the bank
promo, point booster, and unavailable service.
Dea also could not find her
favourite nearby store Naga recipes.
Swalayan on the list.
9)Once again, Dea is confused with the time frame
options. She feels it’s weird and question why does she
need to select time box like a massage service.
Assumption
She is also very angry when she finds out that there is no
This user journey map is only based on available time box for the next 4 days.
observation on 1-3 new users of RedVeggie
and app store review, so kindly expected a She thinks that overall activity is waste of her time and 9)Schedule Later
selection bias too here. ready to submit the disappointment to app store review.
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User Journey Map - continue 18)After a long time, Dea finally
receives the items she ordered
3 days ago.
14)Dea is happy that she can pay
using her husband’s credit card.
16)Dea is happy to get 18)Finally Arrived
12)Find Schedule progress update about her
14)Payment Using CC order.
12)Finally, after several
tries Dea finds store 19)With how much
with available time. 16)Shopper Pick Order investment she put to
input an order, she also
13)Finalize Order 15)Replacement does not expected an
out of stock.
15)Dea stumbles upon another
13)Dea feels it is not convenient to
inconvenience with replacement
get the items 3 days from now.
strategy. She needs to define it
Moreover, these are just snacks and
per item.
19)Some Items Unavailable
beverage.
Happiness Line 17)Not On Time
She also find it tricky to select the There is no 1 button to change all
10)Despite of bad history best time for shopping. strategy.
with the app, Dea tries once 17)After how hard she tried to
again to input the order. get the schedule, she does not
expected a late delivery.

10)Order Again 20)Ineffective Replacement

20)Dea believes that some
replacement items do not match
with the out-of-stock items.

11)Search Schedule
21)Dea is furious that her CC is charged
11)Learning from past experience, Dea with full prices.
skim step 1) to 9) fastly to find store
with available time. After contacting the customer care, she is 21)CC Charged Full
informed to wait up to 14 working days for
refund. Which is too long.
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Selected Problem Statement

“Users waste their time to input the order

and in the end they can not check it out.” #PAIN #Happiness #Engagement
#Retention #Transaction

[Product] Bad UX [NonProduct] Not Efficient Ops

1. App does not show unavailable store in the start, 1. All shoppers are occupied with orders.
causing users invest much effort and time with no reward
2. Shopper handles all kind of items: fresh produce,
(order) in the end.
frozen food, snack, drink, and other household items.
2. Heavy effort and many decision to make for users on
3. Driver only deliver the items from store to customer.
scheduling order.
4. Delivery slot is fixed leads to fleet utilization by reducing
3. Some UX do not follow Indonesia popular Jakob’s Law.
order handling number potential.

Problem Measurement

95% 05:13
Order drop rate, especially Conversion rate Fleet Utilization Rate, i.e. Time Spent
on CheckOut page. from Acquisition to Activation. Order per Personnel or per Order Session.
Idle Time.
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Ideation
Improve Utilization Minimize Out of Stock Cross Selling Business Improvement

UX Revamp Cross Buying Capability Knowledge Based System Own Warehouse Hubs
Overhaul ordering UX to Shoppers could buy products Building item replacement and Easier to do bulk and periodic
improve customer conversion from any partners. suggestion based on expert order distribution with higher
rate. will increase shoppers volume or bigger trucks.
effectivity.

Schedule Remodel Information Sharing ML for Recommendation Acquiring Minimarket

Improve how scheduling work RedVeggie shares order Update KBS above with Expand coverage and give
to increase operational information with real time stock statistics (market basket customer more options: easy &
efficiency. with partners. analysis) and ML based. fast shopping. Minimarket with
same brand tends to have the
same planogram, which leads
to easier shopping experience.
Fleet & Service Restructure Auto Schedule
Explore on upgrading fleet job With stock information, system
role to get better utilization. could create an auto-schedule
for cross buying.

Bulk Delivery
Pack and deliver orders with
near destination.
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Hypothesis

“Remodeling the Schedule will increase fleet

Hypothesis 1.
utilization more than current max target.”
Order numbers and fleet utilization.

“Improved utilization will also increase

Hypothesis 2.
product metrics in overall.”
Adoption rate, transaction number, customer happiness, and retention

Assumption
Current max fleet utilization is
1 order per hour.
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Selected Ideas - detail
UX Revamp Schedule Remodel Service & Fleet Improvement
Overhaul ordering UX to improve Improve how scheduling work to increase Explore on upgrading fleet job role to get better
customer conversion rate. operational efficiency. utilization.

Supported Research: Supported Research (personal questionnaire): Supported Research (personal questionnaire):
Direct observation 78% prefer to choose day only rather than day-time. 89% prefer to choose completeness over quality and
36% prefer to use instant delivery than sameday.

Concept: Concept:
1. Store shows the fastest available 1. Jakob’s Law on schedule: premium instant & Concept:
schedule for delivery, no more timeslot, sameday, and overnight(s)/ regular. 1. Upgrade schedule with focused services based on
misleading information. 2. First come, first serve. delivery speed, product quality, and item completeness.
2. Toggle off store with unavailable 3. Time slot selection is only optional. For example:
schedule for the next 4 days. Driver with no extended shopping experience, should be able
to handle regular orders with no special handling required
Opportunities: items.
Opportunities: 1. Increase daily order.
2. Upgrade some fleet with shopping capability and area
1. Increase daily order. 2. Increase maximum utilization potential of fleet.
coverage.
2. Increase utilization of fleet. 3. More manageable expectation for customers.
3. Fleet distribution based on historical data and
3. Increase conversion rate & reduce 4. Async orders will make it easier to upgrade to
forecast.
drop rate. special services such as: bulk & periodic transport.

Opportunities:
Challenges: Challenges:
1. Increase daily order.
1. Low ceiling solution. 1. Operational revamp need time for optimization.
2. Increase maximum utilization potential of fleet.
3. Improve value propositions for both customers & fleet.

Challenges:
1. Big business changes, need proper planning.
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Prioritization

Quick Win Vision Based on PICK Chart, UX Revamp should

Service & Fleet be directly implemented to stop the
Restructure bleeding on ordering process.

Most Viable Product

Schedule However, the solution itself is a low ceiling
Remodel solution only because the root cause of no
available schedule is not solved yet.
Value Delivered

UX Revamp Improve utilization to 100% max.

Minimum Lovable Product
That’s why, after delivered the MVP,
deploying Schedule Remodel is a must-go
option to increase potential max utilization
and create a solid base for future features
Consider Delete
and services.
Improve utilization to more than 100%.

Assumption
I will use Schedule Remodel as selected
solution to make it more interesting.
Technical Complexities & Business Effort
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PRD  example
Schedule Remodel

Eps1. Core Engine For New Schedule

In general, new schedule works like a stack or queue, however some delivery order type could disrupt the stack and queue.

CRUD - Creation

Regular Order (same day and overnights)

New generation of regular order will be added in the tail or end of stack.
Because the new order is in the end, there is no possibility of subset orders.
1 1 2

Instant Order

Unlike regular order, new generation of instant order will be added in the head
or start of stack. After that, postpone all others regular orders.
1 2 1

Time Slot Order

Different from another others, new generation of time slot order will reserve
specific time slot on the day. After that, postpone all subseting regular orders.
1 1 2
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Solution Simulation

Activity 5 6 7 8 9 10 11 12 13 14 15 16 17 18

1. Order - same day 1 Buffer

2. Order - same day 1 2 Buffer

3. Order - time slot 1 2 3 Buffer

4. Finish Order - faster 1 2 3 Buffer

5. Order - instant
1 4 2 3 Buffer

6. Order - same day 1 4 2 5 3 Buffer

7. Order - time slot 1 4 2 6 3 5 Buffer

8. Cancel - time slot 3 1 4 2 6 5 Buffer

9. Finish Order 4 - late 1 4 6 2 5 Buffer

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Wireframe - example

Service Availability
Cari lokasi Pilih Pengiriman

Optional subsection, Instant 21 22

60 menit Juni
appears only if there Juni
+25,000 +10,000 Tidak
are available time slots Tersedia
based on selected
date.
Pilih Slot Waktu
Opsional dan akan dikenakan biaya tambahan
Detail Lokasi

Ini merupakan
Cari lokasi contoh detail lokasi 1 PM - 2 PM + 5,000
+ 5,000 V

pengantaran diperkirakan akan sampai pada

3PM

Pilih Pengiriman Detail Pembayaran

Subtotal Rp 50.000
Pengantaran Rp 10.000
Book Slot Waktu Shopper Rp 5.000
Instant 21 22
60 menit Juni
Juni
Total Rp 65.000
+25,000 +10,000 Tidak
Tersedia

pengantaran diperkirakan akan sampai pada 7PM

Lanjut Pembayaran