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OKR Go

Regan Davis
January 23, 2020

OKR Go

The system that organizations like Google, Twitter, and Walmart use to maintain an autonomy culture while still ensuring that the important things get done is called OKR's. The Objectives + Key Results framework allows departments, teams, and individuals to set goals and have them linked to the organization's overall strategy. OKR's help teams stretch themselves and bring ideas that impact the most important metrics you care about.

This workshop walks through how to set up OKRs in your own company, some of the pitfalls to avoid, and how to use OKRs to help align teams toward outcomes and experimentation.

Regan Davis

January 23, 2020
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  1. regan davis
    regandavis.com
    OKR
    GO

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  2. 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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  3. regandavis.com

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  4. regandavis.com

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  5. regandavis.com

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  6. regandavis.com

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  7. regandavis.com

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

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

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  11. RESOURCES
    ACTIVITIES
    OUTPUT
    OUTCOME
    IMPACT
    regandavis.com

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  12. RESOURCES
    ACTIVITIES
    OUTPUT
    OUTCOME
    IMPACT
    regandavis.com

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  13. measure your bets.
    regandavis.com

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

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

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

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

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

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  20. 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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  21. 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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  22. 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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  23. 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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  24. regandavis.com

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  25. huge mistakes
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  26. i set bad OKRs
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    1.

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  27. i worked alone
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    2.

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  28. new year’s
    resolutions
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    3.

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  29. strategy &
    tactics
    regandavis.com

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  30. Company/Strategic
    OKR
    Team/Tactical
    OKR
    Team/Tactical
    OKR
    Team/Tactical
    OKR
    (quarterly)
    (quarterly)
    (quarterly)
    (yearly)
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  31. regandavis.com
    (credit: Teresa Torres, Product Talk)
    Outcome (Impact)
    Problem/
    Opportunity
    Problem/
    Opportunity
    Problem/
    Opportunity
    Idea/Solution Idea/Solution
    Experiment

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

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

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  34. 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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  35. 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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  36. 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
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  37. but what about my
    features?
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  38. regandavis.com
    objective
    key results
    activities

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  39. regandavis.com
    o kr a

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  40. 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)
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  41. get
    uncomfortable
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  42. regandavis.com
    is the goal
    stretching

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

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  44. regandavis.com

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

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  46. the check-in
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  47. repetition
    repetition
    repetition
    habits require
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  48. Monthly
    Quarterly
    Bi-weekly
    • Cross-team Strategy
    • Craft Tactical OKRs
    • Planning Session
    • OKR check-in
    • Team meeting
    • Proceed or Pivot

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

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  50. 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
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  51. proceed or
    pivot
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  52. regandavis.com

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  53. 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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  54. regandavis.com

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  55. regandavis.com

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  56. —Jeff Bezos, CEO of Amazon
    “We’re working on much bigger
    failures right now."
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  57. recap
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  58. regandavis.com
    objective
    key results
    activities
    simple sentence
    2-4 measurable outcomes (from X to Y)
    things we might ”try”

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

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  60. awkward &
    uncomfortable
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  61. need alignment
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  62. pivoting is ok
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  63. regandavis.com

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  64. regandavis.com

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

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