Amazon India festive clothing sale: engagement-led homepage redesign and metrics

You are a product manager for Amazon's consumer shopping app in India. The annual festive-season sale is coming up, and you are asked to redesign the home page shoppers land on during the sale and to say which metrics you would track to judge the new page. When you ask for context, the interviewer tells you: - The goal is engagement. You can define the specific KPIs as you go. - The market is India. - "Home page" means the consumer shopping experience, not the separate app for sellers. - Treat clothing as the category the sale is focused on. - The project has no constraints you need to plan around. ### Clarifying Questions - Is the redesign for the mobile app, the mobile website, desktop, or all of them? - Does the redesigned page exist only for the sale and then revert, or is the sale the launch of a permanent new home page? - Is the redesign a response to a known problem with the home page in past festive sales, or an opportunity to raise engagement with no specific problem behind it? ### Part 1 — Redesign the home page for the sale Choose the shoppers you would design for, describe the problems they run into on the home page during a crowded clothing sale, and propose the redesigned page. Prioritize your ideas and say what ships before the sale and what comes later. ```hint Who arrives during a sale Festival traffic is not the same mix of shoppers as an ordinary week. Ask which groups grow the most during the sale and which of them depend on the home page rather than going straight to search. ``` #### What This Part Should Cover - A reasoned choice of shopper segments for a festive sale in India, and which segments are deprioritized - Home-page problems specific to those segments while they shop for clothing during the sale - Concrete page changes ranked by impact and effort, with a phased plan ### Part 2 — Metrics to track Name the metrics you would track to decide whether the redesign worked: one primary metric, supporting metrics for each change you proposed, and guardrails that would show the new page is hurting the sale. ```hint Engagement that leads somewhere On a shopping page, some engagement is a bad sign: a shopper who clicks around without finding anything is busy but unhappy. Pick a primary metric that rises only when shoppers find something they want. ``` #### What This Part Should Cover - A precisely defined primary metric that links engagement to the purpose of the sale - Supporting metrics mapped to each proposed page change - Guardrails for revenue, sellers, frequent shoppers and page performance under festival load ### What a Strong Answer Covers - Use of the interviewer's context (engagement goal, India, consumer app, clothing focus) to narrow the scope early - Ideas tied to festive clothing shopping, such as occasions, sizes, gifting and deal overload, rather than generic home-page polish - A consistent thread from chosen segments to pain points to page changes to metrics - Awareness of the risk of changing the home page during the busiest days of the year, and how to reduce it ### Follow-up Questions - The sale lasts only days. How would you test the new page, and how would you handle novelty effects and the unusual traffic mix? - In your test, engagement on the new page rises but orders per visitor fall. What do you conclude, and what do you check first? - How would your design change if the focus category were electronics instead of clothing?