You are the PM for a consumer photo products app where users create photo books, cards, and personalized gifts. The business has strong traffic during holiday periods, but outside peak season only 22% of new users who upload photos start a project, and just 9% complete a purchase within 30 days. Your leadership team has a long backlog of ideas including AI-assisted design, faster checkout, collaborative editing, subscription perks, and project reminders, but engineering capacity this half is limited. You need to decide which features to build first to improve activation and conversion without diluting the core product experience.
How would you decide what to prioritize first, and what would you recommend building now versus later? Walk through how you would evaluate user needs, business impact, and trade-offs when resources are constrained.