Product Management presentation given during #ProductCon Online in July 2020 by Google Waze CPO.

1. www.productschool.com
HOSKR: A Better-Than-OKR
Framework for Your Feature
by Google Waze CPO

2. CERTIFICATES
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5. THE PRODUCT
PHILOSOPHER
JULY 2020
RAPHA COHEN, CHIEF PRODUCT OFFICER, WAZE (A GOOGLE COMPANY)

6. FRAMEWORKS ROCK

7. RUN YOUR LIFE WITH OKRs

8. RUN YOUR LIFE WITH OKRs

9. HOLISTIC
OBJECTIVES
INDISPUTABLE
ACHIEVEMENTS
RUN YOUR LIFE WITH OKRs

10. How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

11. O: DEVELOP A HEALTHY RELATIONSHIP WITH
MY TEENAGERS
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

12. 12
O: DEVELOP A HEALTHY RELATIONSHIP WITH
MY TEENAGERS
KR: 4 COOL INSTAGRAM POSTS EVERY DAY
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

13. AM I CAPABLE OF
HITTING MY KEY
RESULTS?
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

14. AM I CAPABLE OF
HITTING MY KEY
RESULTS?
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

15. AM I CAPABLE OF
HITTING MY KEY
RESULTS?
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

16. AM I CAPABLE OF
HITTING MY KEY
RESULTS?
DO MY OBJECTIVES
ACTUALLY
MATTER?
How do I connect
between my
Objective and my
Key Results?
HOW DO I
CONNECT
BETWEEN MY
OBJECTIVE AND
MY KEY RESULTS?

17. WORLDVIEW AS FRAMEWORKS

18. WORLDVIEW AS FRAMEWORKS
PAIN BOREDOM
SCHOPENHAUER
BIRTH
DEATH

19. WORLDVIEW AS FRAMEWORKS
THESIS ANTITHESIS
HEGEL
SYNTHESIS

20. WORLDVIEW AS FRAMEWORKS
PROLETARIAT BOURGEOISIE
MARX
FIGHT
MEANS OF
PRODUCTION
WORK CAPITAL

21. WORLDVIEW AS FRAMEWORKS

22. WORLDVIEW AS FRAMEWORKS
1. WHAT MOTIVATES PEOPLE ?
2. WHAT CHANGES WITH YOUR
PRODUCT ?

23. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE

24. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (BAD PM)
DRIVE
MORE
GOODIES ON
ROAD
POINTSHORMONES

25. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (BAD PM)

26. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GOOD PM)
KPI: DRIVEN MILES PER USER = MILES PER SESSION x SESSIONS PER USER

27. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GOOD PM)
KPI: DRIVEN MILES PER USER = MILES PER SESSION x SESSIONS PER USER
WHAT: INCREASE MILES PER SESSION

28. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GOOD PM)
KPI: DRIVEN MILES PER USER = MILES PER SESSION x SESSIONS PER USER
WHAT: INCREASE MILES PER SESSION
HOW: IMPROVE END OF DRIVE BY HELPING USERS TO FIND PARKING SPOTS ON WAZE

29. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GOOD PM)
KPI: DRIVEN MILES PER USER = MILES PER SESSION x SESSIONS PER USER
WHAT: INCREASE MILES PER SESSION
HOW: IMPROVE END OF DRIVE BY HELPING USERS TO FIND PARKING SPOTS ON WAZE
DATA*: 1. 50% OF USERS IN NON-COMMUTE TRIPS CLOSE APP AFTER ETA CHECK
2. NON-COMMUTE TRIPS ARE 50% OF ALL TRIPS ON WAZE
* ALL MADE UP

30. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GOOD PM)
KPI: DRIVEN MILES PER USER = MILES PER SESSION x SESSIONS PER USER
WHAT: INCREASE MILES PER SESSION
HOW: IMPROVE END OF DRIVE BY HELPING USERS TO FIND PARKING SPOTS ON WAZE
DATA*: 1. 50% OF USERS IN NON-COMMUTE TRIPS CLOSE APP AFTER ETA CHECK
2. NON-COMMUTE TRIPS ARE 50% OF ALL TRIPS ON WAZE
KEY RESULT: 12% LIFT IN MILES PER SESSION
* ALL MADE UP

31. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GREAT PM)
ADVERSITY
ALTRUISM
TOWARDS
COMMUNITY
ANIMOSITY
TOWARDS
STRANGERS

32. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GREAT PM)
ADVERSITY
TRAFFIC
ANXIETY
STRESS
WORLDVIEW:
CUT IN LINE
DRIVE IN CRAMMED JUNCTIONS
ALTRUISM
TOWARDS
COMMUNITY
ANIMOSITY
TOWARDS
STRANGERS
ROAD
RAGE

33. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GREAT PM)
DRIVE WITH
WAZE
HELP
COMMUNITY
GET HELP FROM
COMMUNITY
DRIVE
WITH
WAZE
● PREDICTABILITY
● LOVE
● LESS TIME ON ROADS
● ALTRUISM
● LOVE
DRIVE
WITH
WAZE
DRIVE
WITH
WAZE
DRIVE
WITH
WAZE

34. OBJECTIVE: HAVE USERS DRIVE
WITH WAZE MORE (GREAT PM)

35. WORLDVIEWS HAVE A
PITFALL

36. WORLDVIEWS HAVE A
PITFALL
MAKE THEM ADAPTIVE TO REALITY

37. YOU STILL MUST HAVE ONE
“WITHOUT DATA, YOU’RE JUST ANOTHER PERSON WITH AN OPINION, BUT
WITHOUT AN OPINION, YOU’RE JUST ANOTHER PERSON WITH DATA”

38. HOW DO YOU SET THE RIGHT
KEY RESULTS, ASSUMING THAT
YOU HAVE THE RIGHT
OBJECTIVE?

39. GOALS - SIGNALS - METRICS
GOALS
HOW DO YOU WANT
USERS TO ENGAGE WITH
YOUR PRODUCT?

40. GOALS - SIGNALS - METRICS
GOALS METRICS
HOW DO YOU WANT
USERS TO ENGAGE WITH
YOUR PRODUCT?
HOW CAN YOU CAPTURE
DATA ABOUT YOUR
SIGNALS

41. HAPPINESS
ENGAGEMENT
ADOPTION
RETENTION
TASK SUCCESS

42. GOALS - SIGNALS - METRICS
GOALS SIGNALS METRICS
HOW DO YOU WANT
USERS TO ENGAGE WITH
YOUR PRODUCT?
WHAT USER
BEHAVIOR WOULD
INDICATE YOUR GOAL
HAS BEEN MET?
HOW CAN YOU CAPTURE
DATA ABOUT YOUR
SIGNALS

43. HOW CAN YOU HELP MAKING
SURE THEY’RE SOMEWHAT
ACHIEVABLE?

44. SET SUCCESS METRICS BEFORE
ANYONE TOUCHES THEIR KEYBOARD

45. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS

46. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
WORLDVIEW

47. A GROWTH
MODEL: KPI
TREES
Profit (π)
Revenue (R) Cost (C)
Variable CostsFixed Costs#Transactions$ / Transaction

48. KPI TREES
(GROWTH MODELS)
→
KPI GRAPHS
(WORLDVIEWS)

49. KPI TREES
(GROWTH MODELS)
→
KPI GRAPHS
(WORLDVIEWS)
R
R/D D
RD / R
D R / D
RD / R
R / D
RD / R
RIDERS
DRIVERS
ACTIVATE ACTIVATE

50. WAZE’S MOST FUNDAMENTAL KPI GRAPH

51. WAZE’S MOST FUNDAMENTAL KPI GRAPH
PLANNING
DRIVING
REPORTING
DATA TIME SAVED
DATATIME SAVED

52. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS

53. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS

54. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS

55. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS

56. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
WORLDVIEW

57. OKRs vs.
HOSKRS IN
REAL LIFE

58. Proprietary and confidential

59. Proprietary and confidential

60. CRACKING CARPOOL WITH OKRs
OBSERVATION: 65% OF CARPOOL RIDES ARE BETWEEN EXES*
* ALL MADE UP

61. CRACKING CARPOOL WITH OKRs
OBSERVATION: 65% OF CARPOOL RIDES ARE BETWEEN EXES
OBJECTIVE: MAKE THE EXPERIENCE FLAWLESS FOR HISTORICAL PAIRS OF CARPOOLERS

62. CRACKING CARPOOL WITH OKRs
OBSERVATION: 65% OF CARPOOL RIDES ARE BETWEEN EXES
OBJECTIVE: MAKE THE EXPERIENCE FLAWLESS FOR HISTORICAL PAIRS OF CARPOOLERS
DATA: UXR SHOWS MOST USERS CAN’T EASILY FIND THEIR EXES IN THE APP

63. CRACKING CARPOOL WITH OKRs
OBSERVATION: 65% OF CARPOOL RIDES ARE BETWEEN EXES
OBJECTIVE: MAKE THE EXPERIENCE FLAWLESS FOR HISTORICAL PAIRS OF CARPOOLERS
DATA: UXR SHOWS MOST USERS CAN’T EASILY FIND THEIR EXES IN THE APP
METRICS: RETENTION, TASK SUCCESS

64. CRACKING CARPOOL WITH OKRs
OBSERVATION: 65% OF CARPOOL RIDES ARE BETWEEN EXES
OBJECTIVE: MAKE THE EXPERIENCE FLAWLESS FOR HISTORICAL PAIRS OF CARPOOLERS
DATA: UXR SHOWS MOST USERS CAN’T EASILY FIND THEIR EXES IN THE APP
METRICS: RETENTION, TASK SUCCESS
KEY RESULT: INCREASE SHARE OF RIDES OF PAST CARPOOLERS FROM 65% TO 85%

65. CRACKING CARPOOL WITH HOSKR
RIDE WITH
SOMEONE NEW
BUILD
COMMUNITY
LIQUIDITY
TRUST
PREDICTABILITY
PLANNING
OPTIONALITY
WORLDVIEW

66. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
By allowing drivers to
pre-approve incoming
ride requests in
exchange for a small
financial upside, we will
create a superior
experience for riders

67. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
(1) Driver centric: Fully utilize
my car and save more
money

68. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
(1) Driver centric: Fully utilize
my car and save more
money
(2) Rider centric: Relax and
book my commute

69. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
(1) Driver centric: Fully utilize
my car and save more
money
(2) Rider centric: Relax and
book my commute
(3) Business Centric: we can
monetize this feature

70. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
Only a fraction of
engaged drivers are
interested
Those set rides before
they get incoming
requests
When such a ride is
available, riders flock in
masses

71. HYPOTHESIS
OBJECTIVE
SIGNAL
KEY RESULTS
Driver Adoption: X% of
Drivers set Carpools Y
hours ahead
Rider engagement:
Riders with such option
are Z% more likely to
book a Carpool vs.
exes

72. WHAT JUST HAPPENED?
OKR OBJECTIVE = HOSKR FAILURE SIGNAL
(!!!)

73. BE A PRODUCT
PHILOSOPHER
FORM A COHESIVE VIEW OF THE
INTERACTIONS BETWEEN USERS
ACTIONS AND THE UNIVERSE

74. THANKS.

75. www.productschool.com
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