Launch Videos on Flipkart: A Complete Product Design Walkthrough

Flipkart PM Interview: Step-by step walkthrough for launching videos on Flipkart using CIRCLES framework.

Check answers for more Product Design Questions: https://www.crackpminterview.com/t/product-design-questions

“How would you launch videos on Flipkart?”

This is a classic product management interview question for product design and it’s different from “design a product from scratch”. Here, you’re working within an existing platform with established users, technical infrastructure, and business objectives.

The interviewer wants to see:

• Can you understand platform constraints?

• Do you think about feature integration, not just standalone products?

• Can you balance user needs with business goals?

• Do you consider technical feasibility and content strategy?

• Can you prioritize within an existing ecosystem?

This question is especially relevant because video is transforming e-commerce globally. From Amazon Live to TikTok Shop, video content is driving engagement and conversions. Flipkart, as India’s leading e-commerce platform competing with Amazon India, Meesho, and others, needs to stay competitive.

For a deep-dive on “How to answer Product Design questions in PM Interview?” - read here

In this post, I’ll walk you through exactly how to answer this question using the CIRCLES framework.

CIRCLES is an acronym that stands for:

• C - Comprehend the Situation

• I - Identify the Customer

• R - Report Customer Needs

• C - Cut Through Prioritization

• L - List Solutions

• E - Evaluate Trade-offs

• S - Summarize Recommendations

Now, let’s dive in and answer this question.

Step 1: Comprehend the Situation (⏱️ 2-3 minutes)

Before jumping into solutions, I need to understand what “launch videos” really means. This question is intentionally vague—”videos” could mean many things.

The Clarifying Questions I’d Ask

Me: “Great question! Before I start, let me ask some clarifying questions to make sure I’m solving the right problem.”

Question 1: What type of videos are we considering?

“When you say ‘videos,’ are we thinking about product demonstration videos, user review videos, live shopping streams, entertainment content, or are you leaving this open for me to decide?”

Why this matters: Different video types serve different purposes. Product demos drive conversion, user reviews build trust, live shopping creates urgency, entertainment increases engagement. Each has different content creation and business models.

Question 2: Where would these videos live on Flipkart?

“Should I focus on a specific placement—like product detail pages, homepage, a dedicated video section—or should I think holistically about video across the platform?”

Why this matters: Placement dramatically affects user experience and technical implementation. Videos on product pages serve purchase decisions. A dedicated video feed changes shopping behavior entirely.

Question 3: Who is the target audience?

“Are we targeting all Flipkart users, or should I focus on specific segments like fashion shoppers, electronics buyers, or users in particular geographies?”

Why this matters: Different user segments have different video consumption behaviors and needs. Fashion shoppers want styling videos; electronics buyers want technical deep-dives.

Question 4: What’s the primary business objective?

“What’s the main goal here? Are we trying to increase conversion rates, improve engagement and time on platform, reduce return rates, or create a new revenue stream?”

Why this matters: The business objective shapes everything—from metrics to features to go-to-market strategy. Optimizing for conversion looks different from optimizing for engagement.

Question 5: Any constraints I should know about?

“Are there technical limitations, budget constraints, timeline pressures, or content creation limitations I should consider?”

Why this matters: Real-world constraints shape feasibility. If sellers can’t create videos easily, user-generated content won’t scale.

Example Interviewer Response

Interviewer: “Good questions! I’ll leave the video type open for you to determine what’s most valuable. Think about video across the entire Flipkart platform, not just one placement. Focus on Indian users broadly, though you can prioritize specific segments. The primary goal is to increase conversion rates and reduce return rates while differentiating from Amazon. Assume reasonable budget and 12-month timeline, but be mindful of content scalability.”

Perfect. Now I have clear boundaries.

Understanding Flipkart’s Context

Before moving forward, let me establish context:

Flipkart Overview:

• India’s leading e-commerce platform (Walmart-owned)

• Competes primarily with Amazon India, Meesho, Myntra

• Strong in electronics, fashion, home goods

• Large user base in Tier 2/3 cities

• Mobile-first platform (80%+ transactions on mobile)

Current State:

• Primarily text and static image-based product pages

• Some seller videos exist but not prominent

• Customer reviews are text-based

• No live shopping or video feed features

Indian E-commerce Context:

• Rapidly growing market with increasing smartphone penetration

• Users across diverse literacy levels and language preferences

• Mobile data is cheap but bandwidth varies

• High return rates due to online-offline expectation mismatch

• Growing influence of social commerce (Meesho, Instagram Shopping)

State My Assumptions

Me: “Based on your input, here are my assumptions:

• We’re looking to integrate video as a core feature across Flipkart

• Primary goals are increasing conversion and reducing returns

• We need solutions that scale content creation (can’t manually create everything)

• Mobile-first approach given Flipkart’s user base

• Must work across varying internet speeds in India

• We want differentiation from Amazon India

Does that align with your thinking?”

🎯 Platform Feature Tip: When launching features on existing platforms, always establish context about the platform’s current state, competitive position, and strategic priorities. You’re not designing in a vacuum.

Now let’s identify our target customers for this video feature.

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Step 2: Identify the Customer (⏱️ 2-3 minutes)

Flipkart has millions of users, but not all users will benefit equally from videos. Let’s segment and prioritize.

Potential User Segments

Segment 1: Research-Heavy Shoppers (Electronics & Appliances)

• Buying high-consideration items (phones, laptops, refrigerators)

• Spend significant time comparing specifications

• Read multiple reviews before purchasing

• Want to understand features and functionality

• Concerned about making wrong expensive decisions

• Examples: 28-40 year old professionals buying gadgets

Segment 2: Tier 2/3 City Users (Visual-First, Mobile-Only)

• May have lower literacy levels or prefer visual content

• Smartphone is primary internet device

• More comfortable watching than reading long text

• Regional language preferences

• First-time or infrequent online shoppers

• Examples: Small town users new to e-commerce

Segment 3: Fashion & Lifestyle Shoppers

• Buying clothing, accessories, beauty products

• Need to see how products look in real life

• Want styling inspiration and usage ideas

• Concerned about fit, color accuracy, fabric quality

• High return rates due to expectation mismatches

• Examples: 18-35 year old women buying apparel

Segment 4: Deal Seekers & Browsers

• Come to Flipkart to browse and discover deals

• May not have specific purchase intent initially

• Respond well to engaging, entertaining content

• Influenced by trending products and recommendations

• Examples: Users checking daily for offers

Choosing the Primary Segments