A product goal is a clear and concise statement that defines a product’s overall objective or purpose. It outlines what the product aims to achieve, often in terms of solving a problem or meeting a need for its users or stakeholders.
The product owner creates the product goal in collaboration with the stakeholders and the team.
Product Goal drives the Product Backlog.
Characteristics
The goal should be well-defined and easy to understand, leaving no ambiguity about what the product is intended to achieve.
Measuring progress toward the goal should be possible, usually through quantifiable metrics or key performance indicators (KPIs).
The goal should be realistic and attainable within the constraints of resources, time, and other factors.
It should align with the overall vision and objectives of the organization, as well as the needs and priorities of the target audience.
A timeframe or deadline should be associated with the goal, providing a sense of urgency and helping to focus efforts on its achievement.
The goal should address the needs and expectations of key stakeholders, such as customers, users, investors, or other relevant parties.
While the goal should be specific, it should also allow for adaptability and iteration based on feedback,
changes in market conditions, or other unforeseen circumstances.
Example
An example of a product goal for a social media platform could be:
“Increase user engagement by 20% within the next six months through the implementation of personalized content recommendations and gamification features, resulting in longer session durations and higher retention rates.”
