What is an Example of a Product Goal?
Using an online newspaper as an example, a clear Product Goal might be:
Quote
“How can we improve our website so that more readers sign up for free access? We’ll be successful if registrations rise from 30% to 33%.”
This is similar to the template recommended for Sprint Goals.
What Makes a Good Example of a Product Goal?
- It is outcome-focused: the goal targets a change in customer behavior (more readers registering) rather than features.
- It is measurable: the success condition is explicitly stated (registrations rising from 30% → 33%).
- It is relevant to the business model: registrations are a leading indicator in the subscription funnel, directly impacting revenue growth.
- It provides a basis for experiments: the team can hypothesize, build, and validate features in the backlog that might drive this increase.
Works Consulted
In addition to any sources cited above, the following works informed my thinking:(1)
1.
Flossmann S. Strategic Product Goals: A Guide to Achieving Measurable Results with Your Product [Internet]. scrum.org; [cited 2025 Sep 1]. Available from: https://www.scrum.org/resources/blog/strategic-product-goals-guide-achieving-measurable-results-your-product