Real life OKRs used by real product teams. Product teams are usually structured around the following stages. below we’ll look at some example of OKRs under each of these

  • MVP & Product Discovery
  • User acquisition or Growth
  • Onboarding and Activation
  • Retention and Engagement
  • Monetisation or Revenue
  • NPS or Referral

= Objective and 🏳 = key Result

Product Discovery or Building MVP OKRs

Validate the product-market fit for our new fitness product
  • 🏳 Complete Design Sprint to explore solutions by end of the month
  • 🏳 Validate top hypotheses by talking to 5 users
  • 🏳 Complete competitor research and publish findings by end of month
  • 🏳 Publish a summary report on the findings by end of the quarter
◎ Launch our MVP to help people get fit
  • 🏳 Get first 100 users to sign up
  • 🏳 40% of users should be retained by week two
  • 🏳 Get to an NPS score of 35
  • 🏳 10% of our users should upgrade to our paid plan

Onboarding and Activation

Improve our onboarding funnel for better retention
  • 🏳 Improve website visit to sign-up conversion rate from 3% to 15%
  • 🏳 Improve product onboarding completion rate from to 50% to 70%
  • 🏳 Increase the activation rate of new users from 60% to 70%
◎ Deeply understand the onboarding needs of users
  • 🏳 Interview 5 users who drop-out of the onboarding process
  • 🏳 Interview 5 users who complete onboarding and are active
  • 🏳 Publish finding on a customer journey map by end of quarter

Product Led Growth

◎ Launch our MVP to help people get fit
  • 🏳 Get first 100 users to sign up
  • 🏳 40% of users should be retained by week two
  • 🏳 Get to an NPS score of 35
  • 🏳 10% of our users should upgrade to our paid plan
◎ Launch our MVP to help people get fit
  • 🏳 Get first 100 users to sign up
  • 🏳 40% of users should be retained by week two
  • 🏳 Get to an NPS score of 35
  • 🏳 10% of our users should upgrade to our paid plan

Retention and Engagement

Improve our product engagement
  • 🏳 Improve week 3 engagement to 20%
  • 🏳 Improve week 4 engagement to 20%
Improve our product retention
  • 🏳 Improve week 4 retention by 20%
  • 🏳 Improve week 8 retention by 50%
  • 🏳 Interview 10 users to learn reasons

Monetisation or Revenue

Accelerate revenue growth for our product
  • 🏳 Launch paid feature x to all users by end of November
  • 🏳 Run 3 pricing experiments to get to 100k MRR
  • 🏳 Generate x% of total revenue from this feature
Accelerate revenue growth for our product
  • 🏳 Launch paid feature x to all users by end of November
  • 🏳 Run 3 pricing experiments to get to 100k MRR
  • 🏳 Generate x% of total revenue from this feature

Recruitment and People

Build the worlds best product team
  • 🏳 Create a career growth framework for PM
  • 🏳 Identify 3 required courses every PM should take
  • 🏳 Publish internal PM Processes for better visibility


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