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.

Transcript

1. regan davis regandavis.com OKR GO
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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8. but that’s what teams need what execs want how I’m judged regandavis.com
9. minimum viable product culture customer focused outcome driven iterative entrusted regandavis.com
10. minimum viable product culture customer focused outcome driven iterative entrusted regandavis.com
11. RESOURCES ACTIVITIES OUTPUT OUTCOME IMPACT regandavis.com
12. RESOURCES ACTIVITIES OUTPUT OUTCOME IMPACT regandavis.com
13. measure your bets. regandavis.com
14. objectives + key results regandavis.com okr (credit: John Doerr, Measure What Matters)
15. objectives + key results regandavis.com okr (credit: John Doerr, Measure What Matters) (goals + measurements)
16. objectives + key results regandavis.com okr I will achieve ______________ as measured by _____________. (credit: John Doerr, Measure What Matters) (goals + measurements)
17. —Marissa Mayer, former CEO of Yahoo “If it doesn’t have a number, it isn’t a key result." regandavis.com
18. regandavis.com objectives simple, short, aspirational key results 2-4 outcome goals, separate metrics from tasks
19. a change in behavior business results that drives outcome regandavis.com (credit: Josh Seiden, Outcomes Over Output)
20. regandavis.com objective Create an Awesome Customer Experience How would we know if we created an awesome experience? ? (credit: Felipe Castro)
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
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? ?
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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25. huge mistakes regandavis.com
26. i set bad OKRs regandavis.com 1.
27. i worked alone regandavis.com 2.
28. new year’s resolutions regandavis.com 3.
29. strategy & tactics regandavis.com
30. Company/Strategic OKR Team/Tactical OKR Team/Tactical OKR Team/Tactical OKR (quarterly) (quarterly) (quarterly) (yearly) regandavis.com
31. regandavis.com (credit: Teresa Torres, Product Talk) Outcome (Impact) Problem/ Opportunity Problem/ Opportunity Problem/ Opportunity Idea/Solution Idea/Solution Experiment
32. regandavis.com (insipred by: Andrew Cedotal, on slideshare) o Rule the Galaxy
33. regandavis.com Rule the Galaxy Too Many Jedi Unknown Rebellion Outcome Problems/ Opportunities Ideas Moon Shaped Superweapon!
34. regandavis.com Rule the Galaxy Too Many Jedi Unknown Rebellion Moon Shaped Superweapon! Outcome Problems/ Opportunities Ideas Strike Fear Planet Destroying Superweapon!
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
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 regandavis.com
37. but what about my features? regandavis.com
38. regandavis.com objective key results activities
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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) regandavis.com
41. get uncomfortable regandavis.com
42. regandavis.com is the goal stretching
43. regandavis.com makes the team stretching • rethink the way they work • ask hard questions • have difficult conversations before building
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45. regandavis.com moonshots roofshots (credit: Felipe Castro) regandavis.com
46. the check-in regandavis.com
47. repetition repetition repetition habits require regandavis.com
48. Monthly Quarterly Bi-weekly • Cross-team Strategy • Craft Tactical OKRs • Planning Session • OKR check-in • Team meeting • Proceed or Pivot
49. check-in questions confidence progress activities impediments (credit: Felipe Castro) regandavis.com
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 regandavis.com
51. proceed or pivot 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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56. —Jeff Bezos, CEO of Amazon “We’re working on much bigger failures right now." regandavis.com
57. recap regandavis.com
58. regandavis.com objective key results activities simple sentence 2-4 measurable outcomes (from X to Y) things we might ”try”
59. Company/Strategic OKR Team/Tactical OKR Team/Tactical OKR Team/Tactical OKR (quarterly) (quarterly) (quarterly) (yearly) regandavis.com
60. awkward & uncomfortable regandavis.com
61. need alignment regandavis.com
62. pivoting is ok regandavis.com
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65. questions? NEXT STEPS regandavis.com/speaker regandavis.com/feedback regan@regandavis.com regandavis.com download feedback contact