let's say Adam is moving away from earth at a constant velocity of 0.1 c, and you observe him to be 1 light year away from earth in the telescope. this means that one year ago (!) he was 1 light year away from earth, and now he is 1.1 light year away from earth.
after 1 year, he is now 1.2 light year away from earth, but in your telescope you observe that he is 1.2/1.1 = 1.09 light year away from earth. that means you will calculate his velocity to be (1.09-1) light year / 1 year = 0.09 c