KanDDDinsky 2022: How to relate your OKRs to your technical real-estate

A recipe for collaborative product ownership: Finding solutions to business problems that are feasible and sustainable.

How do you translate an OKR back to a hypothesis that can be challenged by the various roles within a team? How do you ensure that the communication around initiatives is not hindered by conflicting terminology or by misinterpretation? In what ways can you involve business stakeholders in finding solutions that will help them understand the technical constraints that a team has to take into account? And how do you prevent tech teams building the wrong thing the right way?

Imagine:

a way to visualize and clarify to the relationships between OKRs, hypothesis and the underlying technical constraints within the technical real-estate;
a clear path from "user need" to the responsible "components";
having a common language to talk about problems in context, removing ambiguity and confusion in the process;
and finally a way to collaboratively dive into the nitty gritty detail of the current landscape and the proposed solution;

In this session Marijn Huizendveld will take you through the process of leveraging your existing OKRs to clarify what needs to be done to all stakeholders and members of a team.

Transcript

1. @huizendveld
   #KanDDDinsky
   How to relate your OKRs
   
   
   to your technical real-estate
   

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3. @huizendveld
   #KanDDDinsky
   🎯
   =>
   🗺
   

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6. @huizendveld
   #KanDDDinsky
   This talk is not for you if you want to learn
   about either OKRs or Wardley Maps.
   
   
   

   This talk is about combining them.
   

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10. @huizendveld
    #KanDDDinsky
    🎯 Objective
    A big goal the team is so thrilled about
    

    it makes them jump out of bed each morning
    

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11. @huizendveld
    #KanDDDinsky
    📊 Key Results
    The metrics that inform us
    

    that we have achieved the objective
    

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12. @huizendveld
    #KanDDDinsky
    OKRHMs
    

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13. @huizendveld
    #KanDDDinsky
    ❤🩹 Health Metrics
    The metrics that tell us that we are sacri
    fi
    cing important
    assets in the process of achieving the objective
    

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14. @huizendveld
    #KanDDDinsky
    You can mess up trying
    
    
    to achieve your goals
    
    
    many times,
    

    But you can mess up your health
    
    
    only once.
    

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15. Finish the Phoenix Project
    

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16. @huizendveld
    #KanDDDinsky
    Finish the Phoenix Project
    Ob
    j
    e
    c
    t
    ives
    ar
    e
    ab
    out
    o
    ut
    c
    o
    m
    e,
    no
    t o ut
    pu
    t
    

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18. Catapult ourselves
    
    
    into the market
    
    
    for everyday items
    

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19. @huizendveld
    #KanDDDinsky
    📊 Key Results
    ✓💶 Revenue €100K within 30 days after launch
    
    
    ✓👉 15% of customers refer friends & family
    
    
    ✓⭐ 250 ≥ reviews of which 80% is 4 out of 5 stars
    

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20. @huizendveld
    #KanDDDinsky
    ❤🩹 Health Metrics
    ✓😃 Team happiness stable at 3 out of 3
    
    
    ✓👉 Cost of acquisition below average order pro
    fi
    t
    
    
    ✓⚖ Cash
    fl
    ow in ≥ Cash
    fl
    ow out
    

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22. @huizendveld
    #KanDDDinsky
    Sim
    pl
    e
    v
    is
    u
    al
    si
    gna
    l
    s
    Be t
    ran
    s
    par
    en
    t
    ,
    se
    nd
    t
    o an
    y
    on
    e
    in
    t er
    e
    s
    t
    e
    d
    

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23. @huizendveld
    #KanDDDinsky
    I 😍 OKRs when done right
    

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25. @huizendveld
    #KanDDDinsky
    🤯 Ehm…
    

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28. @huizendveld
    #KanDDDinsky
    Looking at the same thing
    
    
    from multiple angles
    
    
    will yield valuable insights
    

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30. @huizendveld
    #KanDDDinsky
    Stories are a bad format
    
    
    to gain situational awareness
    

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32. @huizendveld
    #KanDDDinsky
    Tell me, you have to go somewhere:
    

    

    What are the
    fi
    rst apps you open
    
    
    on your smartphone?
    

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33. These apps provide
    situational awareness
    

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35. Visibility Close to user
    Far away from user
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    

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36. Doctrine Principle
    

    Know Your Users
    

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37. Doctrine Principle
    

    Focus on User Need
    

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38. Visibility Close to user
    Far away from user
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    

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39. Doctrine Principle
    

    Everything Evolves
    

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40. Visibility Close to user
    Far away from user
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    

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41. Visibility
    Genesis Custom Build Product (+ rental) Commodity (+ utility)
    2020
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    

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42. Visibility
    Genesis Custom Build Product (+ rental) Commodity (+ utility)
    2020
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    HIV test Coffee
    Eggs
    Covid tests
    

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43. @huizendveld
    #KanDDDinsky
    How to make a map
    ✓Identify the user (the anchor of the map)
    
    
    ✓List the relevant needs of that user below
    
    
    ✓Ask “what component is needed?” in order to satisfy that user need
    
    
    ✓Put components on the axis of evolution
    
    
    ✓Everything evolves: genesis > custom build > product > commodity
    

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44. @huizendveld
    #KanDDDinsky
    Wardley Mapping our ecosystem
    ✓By mapping we make assumptions explicit
    
    
    ✓Maps make it easier to challenge the strategy
    
    
    ✓Maps allow us to ask: “Why here over there?”
    
    
    ✓Di
    ff
    erent areas of the map need di
    ff
    erent skills and attitudes
    
    
    ✓Trace the value chain to understand risk and impact on the end
    user
    

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45. @huizendveld
    #KanDDDinsky
    Great! Maps.
    
    
    But what about our OKRs?
    

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46. Visibility
    Genesis Custom Build Product (+ rental) Commodity (+ utility)
    2020
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Pricing
    Suppliers
    Shoppy Floppy
    Catapult into market
    High Average
    

    Order Value
    Perception of Value
    Price Communication
    Strikethrough pricing
    Component
    Pipeline
    Anchor
    Line of the present
    Needs
    Line of the future
    Future component
    

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47. Visibility
    Genesis Custom Build Product (+ rental) Commodity (+ utility)
    2020
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Pricing
    Suppliers
    Shoppy Floppy
    Catapult into market
    High Average
    

    Order Value
    Perception of Value
    Price Communication
    Strikethrough pricing
    Component
    Pipeline
    Anchor
    Line of the present
    Needs
    Line of the future
    Future component
    

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48. Visibility
    Genesis Custom Build Product (+ rental) Commodity (+ utility)
    2020
    Component
    Pipeline
    Anchor
    Lazy Person
    Consume Everyday Items
    Urgency
    Shoppy Floppy
    

    Offering
    Catalog
    Everyday
    
    Items
    Line of the present
    Pricing
    Suppliers
    Needs
    Shoppy Floppy
    Catapult into market
    High Average
    

    Order Value
    Perception of Value
    Price Communication
    Strikethrough pricing
    Line of the future
    Future component
    Novel Divergent Convergent Accepted
    

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49. @huizendveld
    #KanDDDinsky
    OKRs and Wardley Maps
    ✓⚓ Departments/tribes/teams can be an anchor on the map
    
    
    ✓🎯 The objectives can be the needs of the anchor
    
    
    ✓⭕ They hypothesis can be a set of components (within a pipeline)
    

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50. @huizendveld
    #KanDDDinsky
    OKRs and Wardley Maps
    ✓➡ As proof accumulates to support our hypothesis it will move to the
    

    right of the map
    
    
    ✓🚧 We can visualize the inertia that we experience to achieve our goals
    
    
    ✓👀 The map is a vehicle to point out organizational bias
    

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51. @huizendveld
    #KanDDDinsky
    “Don’t take what everyone says
    
    
    at the conference at face value”
    
    
    

    – Dennis Doomen
    

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53. @huizendveld
    #KanDDDinsky
    🤷 How does this relate to DDD?
    

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54. Mapping will help us
    

    Mapping will help us
    

    build up a common language
    

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55. Mapping will help us
    

    Mapping will help us
    

    think in abstractions
    

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56. Mapping will help us
    

    Mapping will help us
    

    focus on user needs
    

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57. Mapping will help us
    

    Mapping will help us
    

    di
    ff
    erentiate our approach
    

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58. @huizendveld
    #KanDDDinsky
    Looking back
    
    
    and into the future
    

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59. @huizendveld
    #KanDDDinsky
    OKRs work when
    ✓⚖ Frequently evaluated
    
    
    ✓🌙 Objective should inspire and aim for the moon
    
    
    ✓🧮 Key Results are measurable and indicate success
    
    
    ✓🛣 It is clear why we have chosen to pursue this objective over all
    

    other possible things that could have been done
    

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60. @huizendveld
    #KanDDDinsky
    Combine OKRs with Maps to
    ✓🗺 Articulate business- and technical strategy into a single picture
    
    
    ✓⛏ Uncover assumption below decisions
    
    
    ✓✋ Make it easier for people to challenge
    
    
    ✓🗣 Unify language between tech teams and stakeholders
    
    
    ✓📣 Share knowledge within the organization
    

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62. Feel free to reach out during or after the
    conference :-)
    

    marijn@huizendveld.com
    
    
    @huizendveld
    Marijn Huizendveld B.V.
    
    
    Anthony Fokkerweg 3 - 1059 CM Amsterdam - The Netherlands
    Eager to learn more?
    

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