What it tests

Ability to diagnose low adoption, design a targeted engagement plan, and tie product usage to business outcomes

Format

1Candidate receives a usage report for a fictional account: 3 of 7 purchased modules have <20% adoption after 4 months
2Take-home: write a 2-page plan to drive adoption of the two highest-priority modules — including root cause hypotheses, engagement tactics, timelines, and success metrics
3Candidate submits the plan 48 hours before the debrief call
4Debrief: 20-minute walkthrough, then interviewer role-plays as the customer's head of engineering who is skeptical of the ROI of the unused modules

What to look for

Do they identify the right 2 modules based on business impact, or just pick the easiest ones?
Are the root cause hypotheses specific (e.g., 'no internal champion for module X') or generic ('users don't know about it')?
Is the engagement plan tactical and sequenced, or a vague list of 'training sessions'?
In the role-play, can they translate technical adoption data into a business ROI argument?

Adaptation guide

Replace the fictional modules with your actual product features. For PLG companies, provide real anonymized usage data from a churned or low-health account.

Full description

Format:

Candidate receives a usage report for a fictional account: 3 of 7 purchased modules have <20% adoption after 4 months
Take-home: write a 2-page plan to drive adoption of the two highest-priority modules — including root cause hypotheses, engagement tactics, timelines, and success metrics
Candidate submits the plan 48 hours before the debrief call
Debrief: 20-minute walkthrough, then interviewer role-plays as the customer's head of engineering who is skeptical of the ROI of the unused modules

Time: 2 hours (take-home)

What to look for:

Do they identify the right 2 modules based on business impact, or just pick the easiest ones?
Are the root cause hypotheses specific (e.g., "no internal champion for module X") or generic ("users don't know about it")?
Is the engagement plan tactical and sequenced, or a vague list of "training sessions"?
In the role-play, can they translate technical adoption data into a business ROI argument?

Adaptation: Replace the fictional modules with your actual product features. For PLG companies, provide real anonymized usage data from a churned or low-health account.