OKR Go - Speaker Deck

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regan davis regandavis.com OKR GO

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regan davis product leader from chicago, il HISTORY Director of Product @ Spothero VP of Product @ Jellyvision VP of Product @ info.com regandavis.com

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regandavis.com

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regandavis.com

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but that’s what teams need what execs want how I’m judged regandavis.com

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minimum viable product culture customer focused outcome driven iterative entrusted regandavis.com

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minimum viable product culture customer focused outcome driven iterative entrusted regandavis.com

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RESOURCES ACTIVITIES OUTPUT OUTCOME IMPACT regandavis.com

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RESOURCES ACTIVITIES OUTPUT OUTCOME IMPACT regandavis.com

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measure your bets. regandavis.com

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objectives + key results regandavis.com okr (credit: John Doerr, Measure What Matters)

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objectives + key results regandavis.com okr (credit: John Doerr, Measure What Matters) (goals + measurements)

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objectives + key results regandavis.com okr I will achieve ______________ as measured by _____________. (credit: John Doerr, Measure What Matters) (goals + measurements)

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—Marissa Mayer, former CEO of Yahoo “If it doesn’t have a number, it isn’t a key result." regandavis.com

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regandavis.com objectives simple, short, aspirational key results 2-4 outcome goals, separate metrics from tasks

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a change in behavior business results that drives outcome regandavis.com (credit: Josh Seiden, Outcomes Over Output)

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regandavis.com objective Create an Awesome Customer Experience How would we know if we created an awesome experience? ? (credit: Felipe Castro)

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regandavis.com objective key results Create an Awesome Customer Experience Increase Repurchase Rate from X to Y Improve NPS promoters from X to Y

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regandavis.com objective key results Create an Awesome Customer Experience Increase Repurchase Rate from X to Y Improve NPS promoters from X to Y Is there something we should be careful of? ?

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regandavis.com objective key results Create an Awesome Customer Experience Increase Repurchase Rate from X to Y Improve NPS promoters from X to Y Maintain CAC under Y%

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huge mistakes regandavis.com

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i set bad OKRs regandavis.com 1.

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i worked alone regandavis.com 2.

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new year’s resolutions regandavis.com 3.

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strategy & tactics regandavis.com

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Company/Strategic OKR Team/Tactical OKR Team/Tactical OKR Team/Tactical OKR (quarterly) (quarterly) (quarterly) (yearly) regandavis.com

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regandavis.com (credit: Teresa Torres, Product Talk) Outcome (Impact) Problem/ Opportunity Problem/ Opportunity Problem/ Opportunity Idea/Solution Idea/Solution Experiment

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regandavis.com (insipred by: Andrew Cedotal, on slideshare) o Rule the Galaxy

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regandavis.com Rule the Galaxy Too Many Jedi Unknown Rebellion Outcome Problems/ Opportunities Ideas Moon Shaped Superweapon!

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regandavis.com Rule the Galaxy Too Many Jedi Unknown Rebellion Moon Shaped Superweapon! Outcome Problems/ Opportunities Ideas Strike Fear Planet Destroying Superweapon!

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regandavis.com Rule the Galaxy Kill the Jedi Quash the Rebellion Strategic Objective Team OKRs Strike Fear into Hearts of Many • Kill 98% of all Jedi • Search Feelings 3x a week • Choke 2 Admirals • Find 3 Rebel Bases • Launch 100 probes • Keep Bounty Hunter costs below 15% of budget • Increase Taxes from 10% to 60% • Destroy at least 1 planet • Ensure 95% compliance with Imperial Brand Guidelines

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Strategy / Product Team Key Result “Instant” shipping % of orders fulﬁlled within 2d / 1d / 2h Memberships & discounts % of visitors subscribing to Prime within 1 week Personalization % of recommended items added to cart New content experiences % of users ﬁnishing purchased e-books, videos New devices % of users engaging with device 3x / week regandavis.com

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but what about my features? regandavis.com

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regandavis.com objective key results activities

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regandavis.com o kr a

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o kr a Surge Repeat Purchasers • Increase # Subscribers to 15k/mo • Improve % of Recurring Purchases to 15% • Shorten browsing experience to 3 clicks • Prime Day (drive subscriptions) • Subscribe and Save (automate recurring purchases) • Fire Phone (subscribers, recurring purchases, shorter experience) regandavis.com

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get uncomfortable regandavis.com

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regandavis.com is the goal stretching

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regandavis.com makes the team stretching • rethink the way they work • ask hard questions • have difficult conversations before building

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regandavis.com moonshots roofshots (credit: Felipe Castro) regandavis.com

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the check-in regandavis.com

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repetition repetition repetition habits require regandavis.com

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Monthly Quarterly Bi-weekly • Cross-team Strategy • Craft Tactical OKRs • Planning Session • OKR check-in • Team meeting • Proceed or Pivot

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check-in questions confidence progress activities impediments (credit: Felipe Castro) regandavis.com

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Key Result Conf Score Activities Increase # New Subscribers /mo (from 10k to 15k) 0.50 0.30 Price test, Referral Bonus test Improve % of Recurring Purchases (from 5% to 15%) 0.35 0.40 Email marketing campaign, Fire Phone Shorten browsing experience (from 10 clicks to 3 clicks) 0.80 0.55 Checkout ﬂow redesign, recommendation o Surge Repeat Purchasers regandavis.com

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proceed or pivot regandavis.com

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o kr a Increase Repeat Purchasers • Increase # Subscribers to 15k/mo • Improve % of Recurring Purchases to 15% • Shorten browsing experience to 3 clicks • Prime Day (drive subscriptions) • Subscribe and Save (automate recurring purchases) • Fire Phone (subscribers, recurring purchases, shorter experience) regandavis.com

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—Jeff Bezos, CEO of Amazon “We’re working on much bigger failures right now." regandavis.com

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recap regandavis.com

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regandavis.com objective key results activities simple sentence 2-4 measurable outcomes (from X to Y) things we might ”try”

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Company/Strategic OKR Team/Tactical OKR Team/Tactical OKR Team/Tactical OKR (quarterly) (quarterly) (quarterly) (yearly) regandavis.com

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awkward & uncomfortable regandavis.com

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need alignment regandavis.com

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pivoting is ok regandavis.com

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questions? NEXT STEPS regandavis.com/speaker regandavis.com/feedback [email protected] regandavis.com download feedback contact