Formulating a Product Goal
Product Goals are intermediate goals that help a Scrum Team learn and progress toward their Product Vision.
When formulating a Product Goal, it should be:
- Aligned with and makes progress toward the Product Vision
- Clear and concise
- Outcome-driven to reflect a customer want or need
- Transparent with a shared understanding across the Scrum Team and stakeholders
Product Goal Example:
Consider the example of a company that runs a boutique dog hotel.
The boutique dog hotel’s Product Vision:
To be the premier destination for dog boarding, providing our guests with a luxurious and pampered experience that goes beyond their owner’s expectations.
These are Product Goals that may be a step toward that vision:
- Open the first branch that can safely host up to 12 canine guests simultaneously by next summer
- Increase the number of returning canine guests by 25% within 6 months of opening our first branch
- Create a safe and secure environment where dogs can relax and play without worry
Product Goals are hypotheses that a Scrum Team uses to progress toward their Product Vision. They can change as the team learns more about stakeholder and customer needs and help the Product Owner manage the Product Backlog.