How to Use the CIRCLES Framework for Product Sense Interviews (Even If You’re Not a PM)

In nearly every product-focused interview—whether you’re a PM, UX Designer, UX Researcher, or Data Scientist—you’re likely to be asked a version of this:

• “What’s your favorite product and how would you improve it?”

• “Design a better camera roll app for your phone.”

• “If you were the PM for Instagram birthdays, what would you build?”

  
  

These questions test product sense—your ability to understand problems, think creatively, and communicate structured solutions under pressure.

PM interview prep legend Lewis C. Lin introduced the CIRCLES framework in his book Decode and Conquer to help candidates navigate these scenarios with clarity. And while it was created for PMs, it’s absolutely useful for anyone working in product.

Let’s break down how to apply the CIRCLES framework for product sense interviews—tailored for PMs, designers, researchers, and more.

The Original CIRCLES Framework (PM Focus)

• Comprehend the situation

• Identify the customer

• Report customer needs

• Cut through prioritization

• List solutions

• Evaluate tradeoffs

• Summarize your recommendation

Each step helps you frame your thinking, build structure into your response, and align your solution with real business and user needs.

CIRCLES cheatsheet

Why Product Sense Isn’t Just for PMs

Strong product thinking is core to every product role. Whether you’re designing interfaces, planning research, or analyzing metrics, you need to:

• Think on your feet

• Articulate decisions clearly

• Collaborate cross-functionally

That’s why adapting the CIRCLES framework for your discipline is a smart move—especially in whiteboard and product case interviews.

CIRCLES Method illustrated

Adapting the CIRCLES Framework for Designers

If you're preparing for a design whiteboard challenge, use this version of CIRCLES:

1. Comprehend the Situation

Ask clarifying questions:

• What’s the company’s mission?

• Who are the users?

• What’s the timeline and available resources?

2. Identify the Users

Create lightweight personas. Call out their goals, needs, and behaviors.

3. Report User Stories

Use statements like:“As a [user], I want [goal] so that [benefit].”This centers your solution around the user—not just the UI.

4. Create User Flows

Sketch out high-level flows or step-by-step actions. Include key screens and interactions.

5. List Solutions

Brainstorm multiple design approaches. Explain your thinking behind each one.

6. Evaluate Tradeoffs

Discuss pros and cons. Make a recommendation that connects back to user goals and company mission.

7. Summarize Approaches

In 2–3 sentences, recap:

• What you designed

• Who it’s for

• How you’d improve it with more time

  
  

Pro Tip: Product Sense Interviews Are Interactive

Expect your interviewer to jump in. They might challenge your assumptions or throw in curveballs like:

• “What if the budget got cut?”

• “How would you handle international users?”

They want to see how you think, how you respond to feedback, and how well you integrate other perspectives into your solution.

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TL;DR: Practice Until It Feels Natural

Frameworks only work if they’re internalized. The best way to succeed in a product sense interview using the CIRCLES framework is to practice it again and again—until it becomes second nature.

Not just so you can ace interviews—but so you can actually become a sharper product thinker.

Want to refine your product sense with personalized feedback? Schedule a free 15-minute intro session with me below.

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