Design the Store Visit for a Tommy Hilfiger Shopper Who First Found a Garment Online
Company: Microsoft
Role: Product Manager
Category: Product Design & Strategy
Difficulty: medium
Interview Round: Other
You are a product manager at Tommy Hilfiger. Alongside its physical stores, the brand runs an online store. A customer browsing it has found a piece of clothing they like and now wants to go to one of the brand's physical stores to shop. What would you do to turn that visit into a "wow" experience: one good enough that the customer stops shopping at other stores and keeps coming back to yours?
The interviewer gives no further details, so setting the scope is part of the task.
```hint Use the head start
Unlike a walk-in, this customer told you what they want before arriving. Follow the visit from the online lookup to the days after the purchase, and look for the moments where that head start can remove a step or create a surprise.
```
### Clarifying Questions
- Is the main goal repeat visits and loyalty, more spend per visit, or turning more online browsing into store purchases?
- Which customers matter most here: someone buying for themselves who wants to check fit, someone who needs the item today, or a gift buyer?
- Are we designing for the brand's own stores, outlets, or counters inside department stores, where the brand controls less of the staff and stock?
- Does the customer have an account or the app, so the store can know who they are and which item they looked at?
### What a Strong Answer Covers
- A clear goal tied to loyalty and return visits, and a chosen customer segment with the reason for choosing it.
- Pain points across the whole visit, from before the customer leaves home to after they buy, connected to the fact that they started online.
- Solutions that use the customer's online intent, including at least one moment of delight beyond removing friction, prioritized by impact, effort and what store staff can realistically run.
- Success metrics for repeat purchase and loyalty, with guardrails such as staff workload, stock held for no-shows and privacy.
- Trade-offs and risks, and what would be piloted first.
### Follow-up Questions
- The customer arrives and the garment they wanted is not in their size after all. How should the experience handle that moment?
- How would you show that your changes make customers come back, rather than only making a single visit pleasant?
- Some customers find it unsettling to be recognized as soon as they walk in. How would you keep the personal touch without that discomfort?
Overview: A product sense question in which a Tommy Hilfiger shopper who found a garment on the brand's website wants to visit a physical store. It tests choosing a target segment, mapping pain points across the visit, prioritizing solutions that build loyalty and repeat visits, and defining success metrics with guardrails.