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Feature Adoption Memo

Growth & Marketing

What it tests

Written clarity, strategic reasoning, and ability to drive adoption without engineering resources

Format

  1. 1Candidate receives a brief: a real or fictional product feature with low adoption — e.g. 'Our invoicing feature has 12% activation among eligible users. Improve it.'
  2. 2They write a concise memo (1-2 pages max) covering: diagnosis of why adoption is low, top 3 levers to pull, and a recommended 30-day plan
  3. 3Memo must include at least one experiment with a clear hypothesis, success metric, and rollback condition
  4. 4Interviewer reviews async, then runs a 20-minute debrief: 'Why this lever over that one?', 'What assumption are you most worried about?'

What to look for

  • Is the diagnosis grounded in user behavior data — or just assumptions dressed up as insight?
  • Does the 30-day plan reflect real prioritization, or is it a wish list with everything marked P0?
  • Is the writing clear and direct — do they bury the recommendation or lead with it?
  • In the debrief, do they hold their position under pressure or immediately cave to the interviewer's push?

Adaptation guide

Use a real underperforming feature from your product for maximum signal. Provide a one-paragraph context doc with usage stats so candidates aren't guessing in the dark.

Full description

Format:

  1. Candidate receives a brief: a real or fictional product feature with low adoption — e.g. "Our invoicing feature has 12% activation among eligible users. Improve it."
  2. They write a concise memo (1-2 pages max) covering: diagnosis of why adoption is low, top 3 levers to pull, and a recommended 30-day plan
  3. Memo must include at least one experiment with a clear hypothesis, success metric, and rollback condition
  4. Interviewer reviews async, then runs a 20-minute debrief: "Why this lever over that one?", "What assumption are you most worried about?"

Time: 90 minutes

What to look for:

  • Is the diagnosis grounded in user behavior data — or just assumptions dressed up as insight?
  • Does the 30-day plan reflect real prioritization, or is it a wish list with everything marked P0?
  • Is the writing clear and direct — do they bury the recommendation or lead with it?
  • In the debrief, do they hold their position under pressure or immediately cave to the interviewer's push?

Adaptation: Use a real underperforming feature from your product for maximum signal. Provide a one-paragraph context doc with usage stats so candidates aren't guessing in the dark.