[OKR target management] case analysis

First explain KPI and OKR The difference between ：KPI It is the result oriented of digitalization , and OKR It is performance management that focuses on the tracking process . The specific cases are as follows ：

  Through the above case , You can see their advantages and disadvantages , Can completely master high-quality OKR Writing method and evaluation criteria . According to the above two sections O and KR Knowledge points of relevant writing , Come and see these with you OKR How is it written .

  Case study 1： It's Baidu Robin Lee's OKR Robin Li OKR There are three in total O ： first O It is to create an unprecedented prosperous and powerful reactionary mobile ecosystem . first KR 1 The chief executive is safe and controllable 、 Attractive 、 Loyal service 、 Lower the threshold of product values , Continuously optimize the user experience , Increase the total time share of Baidu memory products . KR 2 That is to abide by the commercial values of good money and expel bad money , Realize in IC Revenue growth based on brand reputation and optimized user experience , How many billions of income , Increase by hundreds . KR 3 That is, products should be innovative , Can't always meto Treatment layer .
the second O It's the mainstream AI Track mode can run through , Achieve sustainable growth . Support this O Of KR 1 Is to enter thousands of households , The number of daily transactions exceeds hundreds of millions . KR 2, Intelligent driving 、 Intelligent Transportation , Find the path of large-scale development ,20192020 How many times does the distance accelerate ？ KR 3 It's cloud and AI ToB At least how many trillion levels of business , Can become the first in the industry .

Third O Is to improve Baidu's organizational ability , Effectively support the rapid growth of business scale , Don't delay strategy . Then support this O Of KR 1 Is the successful implementation of OKR The system , Effectively reduce communication and coordination costs , Encourage everyone to strive for higher goals , Get more than KPI Manage better performance .KR 2 Is to stimulate from instas To the consciousness of the front-line staff's master , Make it compare to 2018 I am more willing and able to drive myself , Manage their respective areas . KR 3 It is to establish a reasonable metabolic machine room for managers , Create at least two outstanding leaders recognized in the industry .

evaluation ： Published in Baidu OKR In the case , Due to the sensitivity of business data , The relevant quantitative data results are not transparent . But I believe that emerging partners can still find Baidu boss OKR Other questions . such as o1 Of KR 3 There is no quantification at all .O2 Of KR 1 There is no specific implementation path . But if you've seen 2020 The little buddy running in the fourth quarter of the year should know , Baidu Xiaodu advertised in the program , Please also speak for the author, teacher Sha Yi . So this KR Written as Xiao Lu by inviting Sha Yi to speak , And cooperate with the running program , Improve users' awareness and utilization of small actions , The number of daily interactions has exceeded hundreds of millions , It's a good KR present .
In this case , Except for most of them as a whole KR There is a lack of quantitative process to achieve goals . Out of the path , There are also well written ones, including KR such as OE It has created an unprecedented prosperous and powerful Baidu mobile ecosystem , It shows Baidu's determination to theorize . From the past bat Keep pace with , Now Baidu and Alibaba 、 Tencent has long not been an order of magnitude , Baidu just failed to grasp the trend and opportunities of mobility . So this O We will firmly position ourselves for mobile self breakthrough , It is in line with the principle that we should formulate a challenging or self driving direction .
O3 Of KR 3 There is not only the quantification of the process of establishing a reasonable mental metabolism mechanism of managers , There are also values that create results of no less than two leaders .

  Case study 2: It's Kwai who opened three battles OKR The well quickly OKR its O It is through k3 Battle in 2020 Around the Spring Festival , Kwai Da 3 Billion DAU Support this O Of KR 1 Rely on the speed version , Before the Spring Festival DAU The peak is me 3 Billion KR 2 By enriching the vertical content 、 A large number of contracts MCN Carry out activity planning and operation , Give flow support and other measures to retain , Ensure that before the Spring Festival DAU Peak breakthrough 3 Billion KR 3 Is to rely on red envelopes in the Spring Festival Gala , Next month after the Spring Festival DAU The average is 3 Billion .
comment ： Kwai opened three campaigns OKR From the goal O The formulation of is full of challenges , It is not only the competitive pressure brought by Tiktok in the industry , Force Kwai to accelerate the pace of competing for the market , meanwhile DAU 31 The growth target is also for the Kwai at that time DAU achieve 2.5 Billion breakthrough . Besides , For the entire k3 The battle , Kwai has a clear finish DAU 31 Implementation path and implementation , stay KR We need to reflect these quantitative key elements . Such a strategic level OKR When aligning from top to bottom , It will be clear at a glance , Reduce understanding costs and communication ambiguity , The team and organization form a joint force faster , With the realization around the Spring Festival , The efficiency of achieving goals can also be more guaranteed .
So I give you the Kwai k3 The battle OKR The typical case is well written OKR But if you refer to what I taught you to write KR The final form of universal formula , It seems to be in Kwai KR There is also a lack of attention to the user dimension . At this point , A Kwai executive once told reporters , Kwai is not the data that deserves the most rethinking in strategy , Not playing , But the setting of strategic goals , The goal of the third campaign is more just the goal of the company's perspective , Not the goal of user perspective . Kwai will return to its original intention in strategic thinking in the future , Think about what users really need . In other words, Kwai lacks insight and solution to user problems in setting the three goals .
In the third battle OKR turn , What is missing is this part . From this case , I will remind you again , For those who prefer business objectives OKR The formulation must return to the perspective of users or customers , stay KR We must think clearly about solving the problems of users or customers , Make it clear , It is the assignment of valuable goals for the organization's operation .

  Case study 3： The head of front-end research and development of a department in JD OKR Its KR Of O The purpose is to build front-end tool capabilities , Continue to improve front-end development efficiency and user experience support . This O Of KR 1 It is to solve the problem of front and rear end separation by practicing skeleton Technology . The page loading white screen is too long, which leads to the problem of poor user experience , Let the satisfaction of merchants increase to 85 branch . KR By upgrading bot design Mobile component library UI Release 2.0 edition , Solve the problem of mobile H5 And applet plug-in page and sold App The overall front-end specification is inconsistent , So as to improve users' awareness of overseas App Using experience of , Precipitation team mobile terminal components gain capacity . KR 3, by way of practice PWA Progressive network application technology , Try to introduce excellent front-end technology into business projects , So as to improve the user experience of the project , Precipitation team PWA practical experience .

comment ： First of all, let me show you the front-end development team owner To develop , There is ability in this 、 efficiency 、 The three key words of user experience correspond to what I said earlier O Need to focus on revenue 、 User efficiency 、 Ability to develop these four types , This is valuable for the organization . So the O It's a typical value led equality O Writing . Next in all KR In making , Not only the specific implementation path is clear , More importantly, each KR We can see from the content that we want to solve users' problems , So as to improve the user experience . This KR The case is for technology research and development OKR The formulation is very referential . R & D students may pay too much attention to function development and online , In the long run, it will lead to a lack of business awareness , It will also make R & d feel like a tool . And it is meaningful to organize all aspects of Chinese work, which needs to be done closely around the value of users and customers , In this way, the organization can base itself on people and feel that it is creating value .
therefore , In the research and development of students OKR In the making , It is not only necessary to have the description of the function online , It should also be able to return to the perspective of users and customers , Combined with the universal formula I give you , Write down the organization and operation problems solved . The OKR Another advantage of formulation is in KR 3 The specific practice method in adopts a new pwi Front end technology challenges KR Roof placement , It's about going back to the industry , Bring new technologies and methods in the industry to the organization , Only in this way can we create a breakthrough performance effect for the organization . Of course KR 3 The weakness of is that we have made clear the specific user problems we have solved , At the same time with KR 21 sample , There is a lack of quantitative numerical results to measure the improvement of user experience . KR 2 and KR 3 Quantify the user experience , The results can be modeled KR 1 Design and improve with the improvement of satisfaction . So when we finish watching R & D OKR after , Let's take a look at an exploratory project OKR Case study . This case is the case of a commodity management project in JD OKR The project OKR Of O It's about building an industry-leading commodity operation position , Support for businesses to reduce costs and increase efficiency . This O Of KR 1 Namely 8 In the middle of August, through industry research and competitive product analysis 、 Business and business department research , Output Research Report and conclusion , Accurately identify the pain points of business product release . KR 2 Namely 8 At the end of the month, through the statistics of commodity release, property merchants use market data to verify the hypothesis of identifying the pain points of commodity release KR 3,9 month 30 Circle the pilot merchants of commodity release and transformation before the th , The simplified version of the intelligent commodity release process through the pilot category has not yet been approved, and the new gray scale covers at least how many three-level categories , Ensure that the automatic provision rate of product information reaches more than percent ？ KR 4 stay 10 month 31 How many dilapidated applications of intelligent simplified versions of three-level categories have been completed before the th , Ensure that the automatic filling rate of product information is above that of individual recruitment .
Next, I will comment , I shared it with you first , Because the project has a clear start and end time and important milestone nodes , So at the project level OKR In making ,KR It needs to be quantified in the form of time plus output . In this case , We can see every KR There are clear time nodes . And for the phased output of exploratory projects , Non empirical research 、 data validation , Suppose the pilot application is in the stage of large-scale expansion , Not every stage will have numerical results that quantify the business effect . The Research Report of the preliminary meeting verifies the validity of the hypothesis , As a key output project, quantitative business effects will be produced only when it enters the stage of trial operation and large-scale operation . It's like the appliance 9 month 30 Number and 10 month 31 Two time nodes on the th , Only when the automatic filling rate of product information reaches more than% will there be a quantitative business effect .

about KR Formulation strength , We don't need to write every day's work in the project KR in , Instead, write the key outputs at the key time points . And from KR 1 We can know from the formulation content that the project is carried out through benchmarking with the industry , The team is almost conducting exploratory attempts and verifications in the way of internal entrepreneurship , So complete the whole OKR Are full of challenges .
Finally, I would like to make a special point , On the implementation , Project type OKR Quarter not fully followed OKR Governance rules , That is, it is not carried out according to the quarterly cycle OKR The dismantling of . For the consistency and continuity of project management , Show a complete OKR It will be more reasonable . For example, this project spans 8 To 10 element , Across different quarters .
In the case , Of the founders OKR Company strategy , OKR R & D director , OKR Project type , Explain and interpret the complete case , Let you know how to write well OKR Have a more comprehensive and profound understanding , Avoid stepping on the pit in practical application .