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SaaS & Product

What Are Product OKRs? A Simple Guide for Product Teams

blog author
Jinwoo Park

January 21, 2025

A clear objective for a product team is like a compass for a ship. Without it, you'll likely go in circles. But not just that, you need measurable results to support that objective. That is where product Objectives and Key Results come in. OKRs are a proven framework for defining and achieving goals, whether it's reducing churn or raising retention. 

In this guide, we’ll dive into everything you need to know about product OKRs. Whether you’re a product manager, product marketer, or head of product, this article will show you how OKRs can be used in your overall product strategy and transform your team’s focus and outcomes. We'll also show good OKR examples so you know exactly what to do. 

What Are Product OKRs?

First, let’s break it down. OKRs have two parts: Objectives and Key Results. 

  • Objectives: These are your big, inspiring goals. Objectives often are ambitious and align with your company’s mission. Think of your objectives as the “what” you want to achieve.

  • Key Results: These are the measurable outcomes that show you’ve achieved your objective. Your product key results are specific, quantifiable, and time-bound.

Here’s is an example of an OKR:

  • Objective: Increase user engagement.
  • Key Results:
    • Improve onboarding completion rate by 20%.
    • Reduce time-to-value from 14 days to 10 days.
    • Boost monthly active users by 15%.

By focusing on both objectives and key results, product teams stay aligned and prioritize outcomes over outputs. This approach is crucial in product management as it ensures every effort is tied to measurable impact.

Benefits of Using OKRs in Product Management

So what exactly is the benefit of using OKRs as opposed to other frameworks of product strategy? Here are a few compelling reasons for it: 

  • Alignment Across Teams: OKRs connect individual and team goals to broader company objectives. Everyone pulls in the same direction during the sprint, driving better organizational cohesion.

  • Focus on Impact: Instead of tracking how much work you’ve done, OKRs measure the results of that work. It’s about outcomes, not outputs. For instance, rather than focusing solely on sprint completion, prioritize metrics like usability improvements, churn reduction or even gross profit margin.

  • Better Decision-Making: With clear OKRs, it’s easier to prioritize initiatives that deliver the most value, whether it’s feature definition, enhancing team velocity, or improving retention.

  • Improved Accountability: OKRs make sure that everyone knows what’s expected of them, and progress is transparent. This builds a culture of accountability and measurable success within the team.

For product managers, this framework ensures that your team stays laser-focused on what matters most: delivering value to users through a well-thought-out product strategy. 

How to Create Effective Product OKRs

Now that we know how important OKRs are, ready to craft your own OKRs?

Follow these simple steps toward creating a good objective, as well as key results. 

1. Start with Company Goals

Begin by identifying your company’s overarching goals. These could include growth targets, market expansion, or customer retention. Aligning product OKRs with these strategic objectives ensures your efforts contribute directly to the company’s success.

Then you can narrow down the critical areas that need focus. For example, if your company aims to enhance customer satisfaction, your product OKRs might target improving usability or reducing response times.

2. Focus on Outcomes

Your objectives should reflect outcomes, not activities. Instead of focusing on what the team will do, emphasize what they will achieve. Avoid setting objectives that are task-oriented. Instead, aim for results that create measurable value.

OKR Examples that are Outcome-Focused:

  • Bad: “Launch a new onboarding flow.”
  • Good: “Increase onboarding completion rates by 25% and reduce churn by 10% within six months.”

3. Use the SMART Framework

Ensure your OKRs (in particular your key results) are:

Specific: Clearly define what needs to be achieved.
Measurable: Quantify success with metrics or KPIs.
Achievable: Set realistic targets based on team capacity and resources.
Relevant: Ensure OKRs align with the company’s and team’s goals.
Time-bound: Attach a deadline to maintain focus and urgency.

4. Limit the Number of OKRs:

Don’t overwhelm your team. Focus on 1-3 objectives with 2-4 key results each. Too many OKRs can dilute team velocity and focus. Plus, priorities can shift. One moment you were focusing on churn and retention, next you could be more focused on getting new customers. 

5. Incorporate User Feedback:

Use feedback data to identify areas of improvement. For instance, if users drop off during onboarding, set OKRs to address this gap. Conduct user testing and usability tests to validate changes. 

In addition, conduct quarterly reviews to evaluate and refine OKRs, ensuring they remain aligned with your overall product management objectives. 

Common Mistakes to Avoid for OKRs

Despite their usefulness, setting an objective and key results can take your product management sideways if not done right. So here are some pitfalls to watch out for:

  • Too Many OKRs: If you have too many objectives and product key results to go after, you’ll dilute your focus. Keep it simple and impactful.

  • Vague Objectives: Objectives like “Improve product performance” are too broad. Be specific about what success looks like.

  • Unmeasurable Key Results: Key results should have clear metrics. If you can’t measure it, you can’t manage it. Use metrics such as monthly recurring revenue or lifetime value.

  • Focusing on Outputs: Watch out for just going through launches without knowing what it exactly means for your product. It’s not about how many features you ship; it’s about the value those features deliver to users. 

  • Neglecting Regular Reviews: OKRs need ongoing attention. Regular check-ins ensure you stay on track and adjust for changing priorities or outcomes.

Real-Life Product OKR Examples

Now, let's take a look at some practice OKR examples to give you a better understanding of how to set up your objective and key results. 

OKR Example 1: Enhancing User Onboarding

  • Objective: Create a seamless onboarding experience.
  • Key Results:
    • Increase onboarding completion rate to 85%.
    • Reduce time-to-value from 10 days to 7 days.
    • Achieve a 90% satisfaction score for the onboarding process.

OKR Example 2: Driving User Engagement

  • Objective: Boost engagement among new users.
  • Key Results:
    • Increase weekly active users by 20%.
    • Improve feature adoption rates for top three features by 15%.
    • Decrease churn rate for new users from 10% to 7%.

OKR Example 3: Improving Product Quality

  • Objective: Deliver a more reliable product.
  • Key Results:
    • Reduce bug reports by 30%.
    • Achieve 99.9% uptime.
    • Decrease average resolution time for issues from 24 hours to 12 hours.

OKR Example 4: Optimizing User Onboarding Journey

  • Objective: Shorten the time it takes for users to experience product value.
  • Key Results:
    • Conduct five user interviews to identify onboarding pain points.
    • Test three variations of the onboarding flow.
    • Increase the percentage of users completing onboarding steps by 30%.

Tracking and Adjusting Your OKRs

OKRs aren’t “set it and forget it” goals. Regular tracking and adjustments are key. Here’s how to stay on top of them.

  • Weekly Check-Ins: Review progress during team meetings. Are you on track? If not, what needs to change? Incorporate usability tests and user research data to refine your approach.

  • Use Tools to Streamline Tracking: Platforms like Userflow help you visualize and monitor your OKRs. With real-time data and dashboards, you can quickly identify areas that need attention. Product managers can also use these insights to validate their product key assumptions.

  • Adapt as Needed: If priorities shift, don’t hesitate to adjust your OKRs. They’re meant to be flexible and responsive to change.

  • Celebrate Milestones: Recognize and celebrate when your team achieves key results. It boosts morale and reinforces the importance of OKRs.

Turbocharge Your Product Strategy With Product OKRs

Product OKRs are a powerful way to optimize product management, focus on outcomes, and drive success with results that matter. But setting your objective and key results is just a start. Actually acting on your OKRs is a crucial part of user testing your product strategy. 

This is where we recommend Userflow. With a suite of product management tools for engaging users, Userflow can quickly and easily deliver on your objectives, and help your meet your key results. Try it for free now!

2 min 33 sec. read

blog single image
SaaS & Product

What Are Product OKRs? A Simple Guide for Product Teams

blog author
Jinwoo Park

January 21, 2025

A clear objective for a product team is like a compass for a ship. Without it, you'll likely go in circles. But not just that, you need measurable results to support that objective. That is where product Objectives and Key Results come in. OKRs are a proven framework for defining and achieving goals, whether it's reducing churn or raising retention. 

In this guide, we’ll dive into everything you need to know about product OKRs. Whether you’re a product manager, product marketer, or head of product, this article will show you how OKRs can be used in your overall product strategy and transform your team’s focus and outcomes. We'll also show good OKR examples so you know exactly what to do. 

What Are Product OKRs?

First, let’s break it down. OKRs have two parts: Objectives and Key Results. 

  • Objectives: These are your big, inspiring goals. Objectives often are ambitious and align with your company’s mission. Think of your objectives as the “what” you want to achieve.

  • Key Results: These are the measurable outcomes that show you’ve achieved your objective. Your product key results are specific, quantifiable, and time-bound.

Here’s is an example of an OKR:

  • Objective: Increase user engagement.
  • Key Results:
    • Improve onboarding completion rate by 20%.
    • Reduce time-to-value from 14 days to 10 days.
    • Boost monthly active users by 15%.

By focusing on both objectives and key results, product teams stay aligned and prioritize outcomes over outputs. This approach is crucial in product management as it ensures every effort is tied to measurable impact.

Benefits of Using OKRs in Product Management

So what exactly is the benefit of using OKRs as opposed to other frameworks of product strategy? Here are a few compelling reasons for it: 

  • Alignment Across Teams: OKRs connect individual and team goals to broader company objectives. Everyone pulls in the same direction during the sprint, driving better organizational cohesion.

  • Focus on Impact: Instead of tracking how much work you’ve done, OKRs measure the results of that work. It’s about outcomes, not outputs. For instance, rather than focusing solely on sprint completion, prioritize metrics like usability improvements, churn reduction or even gross profit margin.

  • Better Decision-Making: With clear OKRs, it’s easier to prioritize initiatives that deliver the most value, whether it’s feature definition, enhancing team velocity, or improving retention.

  • Improved Accountability: OKRs make sure that everyone knows what’s expected of them, and progress is transparent. This builds a culture of accountability and measurable success within the team.

For product managers, this framework ensures that your team stays laser-focused on what matters most: delivering value to users through a well-thought-out product strategy. 

How to Create Effective Product OKRs

Now that we know how important OKRs are, ready to craft your own OKRs?

Follow these simple steps toward creating a good objective, as well as key results. 

1. Start with Company Goals

Begin by identifying your company’s overarching goals. These could include growth targets, market expansion, or customer retention. Aligning product OKRs with these strategic objectives ensures your efforts contribute directly to the company’s success.

Then you can narrow down the critical areas that need focus. For example, if your company aims to enhance customer satisfaction, your product OKRs might target improving usability or reducing response times.

2. Focus on Outcomes

Your objectives should reflect outcomes, not activities. Instead of focusing on what the team will do, emphasize what they will achieve. Avoid setting objectives that are task-oriented. Instead, aim for results that create measurable value.

OKR Examples that are Outcome-Focused:

  • Bad: “Launch a new onboarding flow.”
  • Good: “Increase onboarding completion rates by 25% and reduce churn by 10% within six months.”

3. Use the SMART Framework

Ensure your OKRs (in particular your key results) are:

Specific: Clearly define what needs to be achieved.
Measurable: Quantify success with metrics or KPIs.
Achievable: Set realistic targets based on team capacity and resources.
Relevant: Ensure OKRs align with the company’s and team’s goals.
Time-bound: Attach a deadline to maintain focus and urgency.

4. Limit the Number of OKRs:

Don’t overwhelm your team. Focus on 1-3 objectives with 2-4 key results each. Too many OKRs can dilute team velocity and focus. Plus, priorities can shift. One moment you were focusing on churn and retention, next you could be more focused on getting new customers. 

5. Incorporate User Feedback:

Use feedback data to identify areas of improvement. For instance, if users drop off during onboarding, set OKRs to address this gap. Conduct user testing and usability tests to validate changes. 

In addition, conduct quarterly reviews to evaluate and refine OKRs, ensuring they remain aligned with your overall product management objectives. 

Common Mistakes to Avoid for OKRs

Despite their usefulness, setting an objective and key results can take your product management sideways if not done right. So here are some pitfalls to watch out for:

  • Too Many OKRs: If you have too many objectives and product key results to go after, you’ll dilute your focus. Keep it simple and impactful.

  • Vague Objectives: Objectives like “Improve product performance” are too broad. Be specific about what success looks like.

  • Unmeasurable Key Results: Key results should have clear metrics. If you can’t measure it, you can’t manage it. Use metrics such as monthly recurring revenue or lifetime value.

  • Focusing on Outputs: Watch out for just going through launches without knowing what it exactly means for your product. It’s not about how many features you ship; it’s about the value those features deliver to users. 

  • Neglecting Regular Reviews: OKRs need ongoing attention. Regular check-ins ensure you stay on track and adjust for changing priorities or outcomes.

Real-Life Product OKR Examples

Now, let's take a look at some practice OKR examples to give you a better understanding of how to set up your objective and key results. 

OKR Example 1: Enhancing User Onboarding

  • Objective: Create a seamless onboarding experience.
  • Key Results:
    • Increase onboarding completion rate to 85%.
    • Reduce time-to-value from 10 days to 7 days.
    • Achieve a 90% satisfaction score for the onboarding process.

OKR Example 2: Driving User Engagement

  • Objective: Boost engagement among new users.
  • Key Results:
    • Increase weekly active users by 20%.
    • Improve feature adoption rates for top three features by 15%.
    • Decrease churn rate for new users from 10% to 7%.

OKR Example 3: Improving Product Quality

  • Objective: Deliver a more reliable product.
  • Key Results:
    • Reduce bug reports by 30%.
    • Achieve 99.9% uptime.
    • Decrease average resolution time for issues from 24 hours to 12 hours.

OKR Example 4: Optimizing User Onboarding Journey

  • Objective: Shorten the time it takes for users to experience product value.
  • Key Results:
    • Conduct five user interviews to identify onboarding pain points.
    • Test three variations of the onboarding flow.
    • Increase the percentage of users completing onboarding steps by 30%.

Tracking and Adjusting Your OKRs

OKRs aren’t “set it and forget it” goals. Regular tracking and adjustments are key. Here’s how to stay on top of them.

  • Weekly Check-Ins: Review progress during team meetings. Are you on track? If not, what needs to change? Incorporate usability tests and user research data to refine your approach.

  • Use Tools to Streamline Tracking: Platforms like Userflow help you visualize and monitor your OKRs. With real-time data and dashboards, you can quickly identify areas that need attention. Product managers can also use these insights to validate their product key assumptions.

  • Adapt as Needed: If priorities shift, don’t hesitate to adjust your OKRs. They’re meant to be flexible and responsive to change.

  • Celebrate Milestones: Recognize and celebrate when your team achieves key results. It boosts morale and reinforces the importance of OKRs.

Turbocharge Your Product Strategy With Product OKRs

Product OKRs are a powerful way to optimize product management, focus on outcomes, and drive success with results that matter. But setting your objective and key results is just a start. Actually acting on your OKRs is a crucial part of user testing your product strategy. 

This is where we recommend Userflow. With a suite of product management tools for engaging users, Userflow can quickly and easily deliver on your objectives, and help your meet your key results. Try it for free now!

2 min 33 sec. read

A clear objective for a product team is like a compass for a ship. Without it, you'll likely go in circles. But not just that, you need measurable results to support that objective. That is where product Objectives and Key Results come in. OKRs are a proven framework for defining and achieving goals, whether it's reducing churn or raising retention. 

In this guide, we’ll dive into everything you need to know about product OKRs. Whether you’re a product manager, product marketer, or head of product, this article will show you how OKRs can be used in your overall product strategy and transform your team’s focus and outcomes. We'll also show good OKR examples so you know exactly what to do. 

What Are Product OKRs?

First, let’s break it down. OKRs have two parts: Objectives and Key Results. 

  • Objectives: These are your big, inspiring goals. Objectives often are ambitious and align with your company’s mission. Think of your objectives as the “what” you want to achieve.

  • Key Results: These are the measurable outcomes that show you’ve achieved your objective. Your product key results are specific, quantifiable, and time-bound.

Here’s is an example of an OKR:

  • Objective: Increase user engagement.
  • Key Results:
    • Improve onboarding completion rate by 20%.
    • Reduce time-to-value from 14 days to 10 days.
    • Boost monthly active users by 15%.

By focusing on both objectives and key results, product teams stay aligned and prioritize outcomes over outputs. This approach is crucial in product management as it ensures every effort is tied to measurable impact.

Benefits of Using OKRs in Product Management

So what exactly is the benefit of using OKRs as opposed to other frameworks of product strategy? Here are a few compelling reasons for it: 

  • Alignment Across Teams: OKRs connect individual and team goals to broader company objectives. Everyone pulls in the same direction during the sprint, driving better organizational cohesion.

  • Focus on Impact: Instead of tracking how much work you’ve done, OKRs measure the results of that work. It’s about outcomes, not outputs. For instance, rather than focusing solely on sprint completion, prioritize metrics like usability improvements, churn reduction or even gross profit margin.

  • Better Decision-Making: With clear OKRs, it’s easier to prioritize initiatives that deliver the most value, whether it’s feature definition, enhancing team velocity, or improving retention.

  • Improved Accountability: OKRs make sure that everyone knows what’s expected of them, and progress is transparent. This builds a culture of accountability and measurable success within the team.

For product managers, this framework ensures that your team stays laser-focused on what matters most: delivering value to users through a well-thought-out product strategy. 

How to Create Effective Product OKRs

Now that we know how important OKRs are, ready to craft your own OKRs?

Follow these simple steps toward creating a good objective, as well as key results. 

1. Start with Company Goals

Begin by identifying your company’s overarching goals. These could include growth targets, market expansion, or customer retention. Aligning product OKRs with these strategic objectives ensures your efforts contribute directly to the company’s success.

Then you can narrow down the critical areas that need focus. For example, if your company aims to enhance customer satisfaction, your product OKRs might target improving usability or reducing response times.

2. Focus on Outcomes

Your objectives should reflect outcomes, not activities. Instead of focusing on what the team will do, emphasize what they will achieve. Avoid setting objectives that are task-oriented. Instead, aim for results that create measurable value.

OKR Examples that are Outcome-Focused:

  • Bad: “Launch a new onboarding flow.”
  • Good: “Increase onboarding completion rates by 25% and reduce churn by 10% within six months.”

3. Use the SMART Framework

Ensure your OKRs (in particular your key results) are:

Specific: Clearly define what needs to be achieved.
Measurable: Quantify success with metrics or KPIs.
Achievable: Set realistic targets based on team capacity and resources.
Relevant: Ensure OKRs align with the company’s and team’s goals.
Time-bound: Attach a deadline to maintain focus and urgency.

4. Limit the Number of OKRs:

Don’t overwhelm your team. Focus on 1-3 objectives with 2-4 key results each. Too many OKRs can dilute team velocity and focus. Plus, priorities can shift. One moment you were focusing on churn and retention, next you could be more focused on getting new customers. 

5. Incorporate User Feedback:

Use feedback data to identify areas of improvement. For instance, if users drop off during onboarding, set OKRs to address this gap. Conduct user testing and usability tests to validate changes. 

In addition, conduct quarterly reviews to evaluate and refine OKRs, ensuring they remain aligned with your overall product management objectives. 

Common Mistakes to Avoid for OKRs

Despite their usefulness, setting an objective and key results can take your product management sideways if not done right. So here are some pitfalls to watch out for:

  • Too Many OKRs: If you have too many objectives and product key results to go after, you’ll dilute your focus. Keep it simple and impactful.

  • Vague Objectives: Objectives like “Improve product performance” are too broad. Be specific about what success looks like.

  • Unmeasurable Key Results: Key results should have clear metrics. If you can’t measure it, you can’t manage it. Use metrics such as monthly recurring revenue or lifetime value.

  • Focusing on Outputs: Watch out for just going through launches without knowing what it exactly means for your product. It’s not about how many features you ship; it’s about the value those features deliver to users. 

  • Neglecting Regular Reviews: OKRs need ongoing attention. Regular check-ins ensure you stay on track and adjust for changing priorities or outcomes.

Real-Life Product OKR Examples

Now, let's take a look at some practice OKR examples to give you a better understanding of how to set up your objective and key results. 

OKR Example 1: Enhancing User Onboarding

  • Objective: Create a seamless onboarding experience.
  • Key Results:
    • Increase onboarding completion rate to 85%.
    • Reduce time-to-value from 10 days to 7 days.
    • Achieve a 90% satisfaction score for the onboarding process.

OKR Example 2: Driving User Engagement

  • Objective: Boost engagement among new users.
  • Key Results:
    • Increase weekly active users by 20%.
    • Improve feature adoption rates for top three features by 15%.
    • Decrease churn rate for new users from 10% to 7%.

OKR Example 3: Improving Product Quality

  • Objective: Deliver a more reliable product.
  • Key Results:
    • Reduce bug reports by 30%.
    • Achieve 99.9% uptime.
    • Decrease average resolution time for issues from 24 hours to 12 hours.

OKR Example 4: Optimizing User Onboarding Journey

  • Objective: Shorten the time it takes for users to experience product value.
  • Key Results:
    • Conduct five user interviews to identify onboarding pain points.
    • Test three variations of the onboarding flow.
    • Increase the percentage of users completing onboarding steps by 30%.

Tracking and Adjusting Your OKRs

OKRs aren’t “set it and forget it” goals. Regular tracking and adjustments are key. Here’s how to stay on top of them.

  • Weekly Check-Ins: Review progress during team meetings. Are you on track? If not, what needs to change? Incorporate usability tests and user research data to refine your approach.

  • Use Tools to Streamline Tracking: Platforms like Userflow help you visualize and monitor your OKRs. With real-time data and dashboards, you can quickly identify areas that need attention. Product managers can also use these insights to validate their product key assumptions.

  • Adapt as Needed: If priorities shift, don’t hesitate to adjust your OKRs. They’re meant to be flexible and responsive to change.

  • Celebrate Milestones: Recognize and celebrate when your team achieves key results. It boosts morale and reinforces the importance of OKRs.

Turbocharge Your Product Strategy With Product OKRs

Product OKRs are a powerful way to optimize product management, focus on outcomes, and drive success with results that matter. But setting your objective and key results is just a start. Actually acting on your OKRs is a crucial part of user testing your product strategy. 

This is where we recommend Userflow. With a suite of product management tools for engaging users, Userflow can quickly and easily deliver on your objectives, and help your meet your key results. Try it for free now!

About the author

blog author
Jinwoo Park

Userflow

Content Marketing Manager at Userflow

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