PM Interview Framework
CIRCLES
Open-ended product design / improvement questions
When to reach for it
Any question that starts with Design / Improve / Build a product for…
The CIRCLES Cheat Sheet
- C
Comprehend the situation
Clarify scope, constraints, goal, and success metric.
- I
Identify the customer
Segment users; pick one segment to solve for.
- R
Report customer needs
List real jobs-to-be-done, not features.
- C
Cut through prioritization
Rank needs by reach × impact × feasibility.
- L
List solutions
Brainstorm 3+ distinct solutions, not variations.
- E
Evaluate trade-offs
Compare on user value, business value, and cost.
- S
Summarize recommendation
Pick one, name the success metric, state the risk.
| Step | Meaning | The Move |
|---|---|---|
| C | Comprehend the situation | Clarify scope, constraints, goal, and success metric. |
| I | Identify the customer | Segment users; pick one segment to solve for. |
| R | Report customer needs | List real jobs-to-be-done, not features. |
| C | Cut through prioritization | Rank needs by reach × impact × feasibility. |
| L | List solutions | Brainstorm 3+ distinct solutions, not variations. |
| E | Evaluate trade-offs | Compare on user value, business value, and cost. |
| S | Summarize recommendation | Pick one, name the success metric, state the risk. |
Top CIRCLES Pitfalls
These are the moves that turn a strong framework into a flat answer.
Skipping clarification and diving into solutions.
Picking a customer segment then designing for everyone anyway.
Listing features instead of solutions to a specific need.
Try it on this prompt
“Design a product to help new parents in their first 90 days.”