The CIRCLES method: A PM’s guide to talking about design

The CIRCLES method, developed by Lewis C. Lin, is a structured framework designed to assist product managers in addressing design questions by encouraging a thorough understanding of user needs before developing solutions. This method is especially useful in product management interviews, where candidates often rush to solutions without fully grasping the problems. The acronym CIRCLES stands for Comprehend the situation, Identify the customer, Report the customer’s needs, Cut through prioritization, List solutions, Evaluate trade-offs, and Summarize the recommendation. It emphasizes lateral thinking, helping PMs to prioritize features, feedback, and experimentation, as well as to ask the right questions to uncover customer pain points. While the CIRCLES framework is beneficial for brainstorming and providing structured answers, it has drawbacks, such as reliance on assumptions and potentially biased prioritization, which may limit its effectiveness compared to other methods like the Double Diamond or Lean Circle. Despite these weaknesses, the CIRCLES approach remains a valuable tool for structuring responses and impressing interviewers with clear, concise solutions.