In product development, goals can either be your greatest ally or your biggest source of confusion.

Too vague, and your team drifts without focus. Too rigid, and you miss opportunities to adapt. That’s where OKRs (Objectives and Key Results) come in; a simple yet powerful framework that brings clarity, alignment, and measurable outcomes to product teams.

What Are OKRs?

OKRs are a goal-setting framework designed to answer two key questions:

• Objective: Where do we want to go? (the inspirational, qualitative goal)

• Key Results: How will we know we’re getting there? (the measurable outcomes tied to that goal)

Example:

Objective: Improve user retention.

Key Results:

• Increase the number of weekly active users by 20%
• Reduce churn rate from 15% to 10%
• Achieve 30% higher onboarding completion rates

The objective sets the direction, and the key results keep progress concrete and trackable.

Why OKRs Work for Product Teams

Product teams face constant challenges, including balancing user needs with business goals, prioritizing features, and maintaining alignment across design, engineering, and leadership. OKRs help by:

• Aligning product and business strategy. Every feature ties back to company priorities.

• Driving focus. Instead of chasing every idea, teams commit to a few clear outcomes.

• Encouraging accountability. Success is measured by results, not just output.

• Promoting adaptability. OKRs are reviewed regularly, allowing teams to pivot when needed.

Common Mistakes with OKRs

• Confusing key results with tasks. (“Ship onboarding redesign” is a task, not a measurable result. “Increase onboarding completion rate by 20%” is a key result.)
• Setting too many OKRs. Overloading the team dilutes focus. Stick to 3–5 objectives max.
• Making them too safe. OKRs should stretch the team. If you hit 100% every time, you’re not aiming high enough.
• Top-down only. OKRs work best when teams contribute to setting them, not just receiving them from leadership.

A Simple Framework for Product OKRs

When setting OKRs, follow this three-step process:

• Connect to business goals. Start with the company’s top priorities (e.g., growth, retention, revenue).
• Identify the product’s role. Determine how the product can directly contribute to achieving those goals.
• Define measurable outcomes. Turn aspirations into numbers you can track.

Example OKRs for Product Teams

Objective: Improve customer satisfaction with the product.

• Key Result 1: Raise NPS from 40 to 55.
• Key Result 2: Reduce average response time to support tickets from 24h to 12h.
• Key Result 3: Achieve an 80% success rate in usability tests.

Objective: Drive adoption of the new mobile app.

• Key Result 1: Reach 50,000 active downloads in Q1.
• Key Result 2: Achieve 40% daily active users (DAU) by the end of the quarter.
• Key Result 3: Increase app store rating from 3.8 to 4.5.

Objective: Increase revenue from existing customers.

• Key Result 1: Boost upsell conversion rates from 8% to 15%.
• Key Result 2: Increase average revenue per user (ARPU) by 10%.
• Key Result 3: Launch and validate two new premium features by the end of Q2.

Making OKRs Part of Your Workflow

Setting OKRs is only half the job; living them is what makes the difference. Here’s how to make them stick:

• Review weekly. Check progress regularly to keep OKRs top-of-mind.

• Be transparent. Share OKRs across the company so that everyone is aware of the product's contributions.

• Learn and adjust. If an OKR isn’t working mid-quarter, adjust instead of forcing it.

• Celebrate progress. Recognize when key results are achieved to maintain high morale and motivation.

Final Thought

OKRs aren’t just about measuring success; they’re about creating focus and alignment so your product team delivers real business impact. By setting bold objectives and tying them to measurable results, you’ll move beyond “shipping features” to truly building value.

At Tomilak Inc., we help product teams craft OKRs that connect strategy with execution. If you want to bring clarity, accountability, and alignment to your team’s work, reach out for a free 30-minute consultation today.