What changes would you make to enhance the Spotlight feature on Snapchat?

This question is often posed by interviewers to evaluate if a candidate not only comprehends the company's product but also possesses the ability to think creatively and critically about enhancing it. Such questions are frequently found in interviews for product design and product management positions. To prepare for your response, begin by ensuring you have a good understanding of Snapchat Spotlight. This is a feature within Snapchat that enables users to share short, engaging videos, akin to TikTok. You should address both potential product enhancements and new feature suggestions. It’s important to grasp Snapchat’s demographics and user base, as features that appeal to its significant millennial and Gen Z audiences are more likely to thrive. Identify the current strengths and weaknesses, explain why certain improvements could be advantageous, and showcase how these changes could be effectively implemented.

I see a potential for Spotlight to enhance user engagement by refining its recommendation algorithm. Currently, the displayed content is primarily based on trending topics and does not specifically cater to individual user interests. By incorporating a machine learning algorithm, we can create a personalized feed that is more captivating for each user. Additionally, Spotlight is lacking in interactive features compared to other platforms. By adding functionalities such as reactions, comments, or the ability to directly share Spotlight content with friends, we could cultivate a stronger sense of community and interaction within the app. These enhancements would not only encourage users to spend more time on the platform but also attract more creators to share their content on Spotlight.

To enhance the Spotlight, I recommend implementing a category or tag system. This approach would allow users to more easily navigate content they are interested in, potentially leading to greater engagement and a more tailored user experience. Users could follow specific categories or tags that appeal to them, which would then prompt the Spotlight to display more content related to those topics. Furthermore, it would be advantageous to introduce a more integrated creator feature within Spotlight. For example, improving in-app editing tools with additional filters and effects akin to those found in competing apps could motivate users to create and upload videos directly within the platform. Additionally, establishing a reward system for popular or trending content could encourage more users to produce innovative content.