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cover of episode Episode 289: OKRs in Product Development with Jeff Gothelf

Episode 289: OKRs in Product Development with Jeff Gothelf

2024/12/6
logo of podcast UI Breakfast: UI/UX Design and Product Strategy

UI Breakfast: UI/UX Design and Product Strategy
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Jeff Gothelf 阐述了其在 OKR 实施方面的独特视角，强调以客户为中心，并以衡量用户行为变化作为成功的关键指标。他认为，传统的 OKR 实施往往过于关注输出（例如功能、产品等），而忽略了这些输出是否真正为用户创造了价值。他主张将 OKR 的重点放在衡量用户行为的积极变化上，例如用户注册量、搜索次数、购买完成率等。通过追踪这些指标，企业可以更有效地评估其产品或服务的实际效果，并根据数据反馈不断调整策略，从而实现持续改进。他还强调了跨职能协作的重要性，认为设计师、产品经理和工程师等不同角色需要共同参与到 OKR 的设定和实施过程中，以确保 OKR 的目标与用户需求相一致，并能够有效地推动用户行为的改变。 Gothelf 还分享了多个案例，例如 Metro 公司如何利用 OKR 优化其餐厅供应仓库的效率，以及克利夫兰诊所如何利用 OKR 提升员工满意度和患者护理质量。这些案例都说明了 OKR 在不同行业和不同类型的组织中的应用价值。他建议企业在制定 OKR 时，首先要明确公司的战略目标，然后选择一个需要优先解决的关键问题，并定义解决问题后预期的人的行为变化。通过这种方式，企业可以更有效地将 OKR 与其业务目标对齐，并确保 OKR 的实施能够产生实际的业务成果。 Jane Portman 作为主持人，引导 Jeff Gothelf 阐述其观点，并就 OKR 的实施细节、衡量指标的选择、以及不同角色在 OKR 实施中的作用等方面提出了问题。她还与 Jeff Gothelf 讨论了 OKR 与其他产品开发方法论（例如精益 UX、敏捷开发和设计思维）之间的关系，以及如何将 OKR 应用于实际的产品开发过程中。Portman 的提问和总结，帮助听众更好地理解 Jeff Gothelf 的观点，并将其应用于实际工作中。

Deep Dive

Key Insights

Why is customer-centricity important in setting OKRs?

Customer-centricity ensures that OKRs focus on solving real problems for real humans, leading to meaningful outcomes and potential business success.

What makes a good objective in OKRs according to Jeff Gothelf?

A good objective is a qualitative future state that aims to create a positive change for the customer, with a clear deadline and being both ambitious and inspirational.

How should key results be defined in OKRs?

Key results should measure changes in customer behavior, focusing on outcomes rather than outputs like features or products.

What is the significance of cross-functional collaboration in determining OKRs?

Cross-functional collaboration ensures that all perspectives, especially those close to the customer, are considered, helping to define meaningful and achievable key results.

What are some examples of key results for a customer-centric OKR?

Examples include reducing the number of abandoned shopping carts by 90%, decreasing the time it takes to complete a purchase process by 50%, and increasing the percentage of repeat purchases within a certain period.

How can a company like an airline use OKRs to improve on-time departures?

By setting objectives around on-time departures and key results focusing on behaviors like faster baggage loading, quicker safety checks, and efficient boarding processes.

What role does design play in the OKR framework?

Designers bring a customer-centric perspective, helping to define what behavior changes are necessary and how to achieve them, making them crucial in the OKR conversation.

What are the first steps for a SaaS team to start implementing OKRs?

First, understand the company strategy. Second, identify the most critical problem to solve. Third, define the expected behavior changes if the problem is solved.

Chapters
Jeff Gothelf's approach to OKRs prioritizes customer centricity, focusing on behavioral changes rather than outputs. The measure of success is determined by answering the question, 'Who does what by how much?', emphasizing changes in user behavior.
  • Focus on behavioral changes in users, not outputs.
  • Measure of success: 'Who does what by how much?'
  • Qualitative future state for the customer is the objective, changes in customer behavior are key results.

Shownotes Transcript

How do you make your OKRs truly customer-centric? Our guest today is Jeff Gothelf, a coach, trainer, speaker, and author of five books. You’ll learn how to identify and drive results, why cross-functional collaboration is important in determining OKRs, how to get started with OKRs, and more.

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Show Notes

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