roadmapping the product roadmap (productcamp boston 2016)

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Product Roadmapping C. TODD LOMBARDO CHIEF DESIGN STRATEGIST @IAMCTODD

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Page 1: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Product RoadmappingC. TODD LOMBARDO

CHIEF DESIGN STRATEGIST @IAMCTODD

Page 2: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Overview

Page 3: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is a Product Roadmap?

Page 4: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is a Product Roadmap?

A strategic communication artifact that conveys the path you’ll take to fulfill your product vision.

It’s simple and focused on the big picture.

Page 5: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is a Product Roadmap NOT?!

Page 6: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is a Product Roadmap NOT?!

It is not a spec or release plan - so leave out the dates!

It is not a laundry list of features and components.

It should not include job or user stories.

It is not a single path (think tree, not road).

Page 7: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

Page 8: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

Page 9: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

Page 10: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

FOCUS ON OUTCOMES: forces the right strategic conversations about outcomes instead of deliverables

Page 11: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

FOCUS ON OUTCOMES: forces the right strategic conversations about outcomes instead of deliverables

EVOLVE: sets a stable direction but allows stakeholders to discuss change resulting from iterative learning

Page 12: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

FOCUS ON OUTCOMES: forces the right strategic conversations about outcomes instead of deliverables

EVOLVE: sets a stable direction but allows stakeholders to discuss change resulting from iterative learning

INSPIRE CONFIDENCE: answer “are we heading in the right direction?” and “is this the right order?”

Page 13: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

FOCUS ON OUTCOMES: forces the right strategic conversations about outcomes instead of deliverables

EVOLVE: sets a stable direction but allows stakeholders to discuss change resulting from iterative learning

INSPIRE CONFIDENCE: answer “are we heading in the right direction?” and “is this the right order?”

PRODUCE METRICS: keeps improvement iterative and incremental through outcome based planning

Page 14: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

What is it designed to do?

ALIGN: promotes buy-in from all teams and aligns everyone on the direction towards a specified future

CREATE COMMON LANGUAGE: specific enough for the ‘Traditionalists’ but not too detailed “Agile-ists"

FOCUS ON OUTCOMES: forces the right strategic conversations about outcomes instead of deliverables

EVOLVE: sets a stable direction but allows stakeholders to discuss change resulting from iterative learning

INSPIRE CONFIDENCE: answer “are we heading in the right direction?” and “is this the right order?”

PRODUCE METRICS: keeps improvement iterative and incremental through outcome based planning

PREVENT MISTAKES: avoid building the wrong thing, which is especially important for agile development

Page 15: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Who uses it? ALL Stakeholders!

Page 16: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Who uses it? ALL Stakeholders!

PRODUCT MANAGERS - communicate with stakeholders, get universal buy-in, and plan ahead.

DESIGN - understand direction and stay focused on user goals

DEVELOPMENT - allocate resources and speed future development

SALES & MARKETING- craft the story to entice new customers and upgrades

CUSTOMERS - understand value and what to expect in future versions

CUSTOMER SUPPORT - ensure reps are trained to help with new features 

EXECUTIVES & BOARD- keep track of progress and align with business goals.

PARTNERS - take stock of the relationship and anticipate synergies

Page 17: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

The Roadmapping Process

VISION OBJECTIVES PRIORITIZE ROADMAPUSER

GOALS SOLUTIONS

THEMES

Page 18: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Required Inputs

Page 19: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

1) Clearly defined Problem and Solution

Why? You have to know what you’re doing and why, before you start thinking about where you’re going.

PROBLEM SOLUTION

If this hasn’t happened yet, see our work on Design Sprints!

Page 20: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Clarify the Problem and SolutionBy the time you get to the Roadmapping phase you should already have a clearly defined problem with a solution that has been validated.

If that hasn’t happened yet, see our work on Design Sprints!

Purpose: You have to know what you’re doing and why, before you start thinking about where you’re going.

Problem: Travelers want a better way to find great eateries while on a trip.

Solution: A restaurant recommendation and booking engine that mirrors our highly successful hotel platform.

EXAMPLE

PROBLEM SOLUTION

Page 21: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

2) Developed Personas

Why? You need to be able to empathize with your users so you can understand and anticipate their needs.

Think? Feel?

Hear? See?

Do?

Think? Feel?

Hear? See?

Do?

Name: Dick

Age: 55

Job: Salesman

Tasks: Develop trust

Motivations: Happiness

Obstacles: Time

Name: Jane

Age: 27

Job: Advertising

Tasks: Create programs

Motivations: Viral reach

Obstacles: Superiors

Page 22: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

3) User Journeys for their current experience

Why? You need to fully understand how they’re currently solving the problem in order to make it better for them.

Jane wakes up

makes coffee

walks dog

catches train

reads paper

arrives at office

Page 23: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Personas & User JourneysMake sure you have your personas in place, and that you

understand the steps they currently take to solve the problem in

question. What are the alternatives they’re currently using and

where are their biggest pain points?

Purpose: Empathize with your users so you can understand and anticipate their needs.

EXAMPLE

• Extend user time in app

• Grow advertising market around restaurants

• Enhance user experience

Page 24: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

4) Talk to your users!

Why? You need to interact with actual users to validate their actions, needs and pain points.

Page 25: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

The Roadmapping Process

VISION OBJECTIVES PRIORITIZE ROADMAPUSER

GOALS SOLUTIONS

THEMES

INPUTS

Page 26: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

1. Set the Vision

Page 27: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Set the Strategic Product Vision

Your Strategic Product Direction is simply the answer to When, What, How, Who, Where, Why in a few simple sentences. Use the below framework.

Why? Get your vision into a clear statement to gain buy-in and alignment on direction from all stakeholders.

When: at a time when ___________

What: our product is the only ___________

How: that _____________

Who: for ______________

Where: in ______________

Why: who ____________

Page 28: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Think: Movies!

Page 29: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Set the Strategic Product VisionYour Strategic Product Direction is simply the answer to When, What, How, Who, Where, Why in a few simple sentences. Use the below framework.

Purpose: Get your vision into a clear statement to gain buy-in and alignment on direction from all stakeholders.

• At a time when travel is frequent, but travelers plan less…

• our product is the only international restaurant recommendation engine…

• that gives immediate recommendations based on location and review…

• for the everyday traveler…

• from countries all over the world…

• who want to save time and energy finding local eatery gems

• When: in an era of ___________

• What: our product is the only ___________

• How: that _____________

• Who: for ______________

• Where: in ______________

• Why: who ____________

EXAMPLE

Page 30: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

2. Create objectives

Page 31: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Identify 1-5 Strategic Objectives

What types of value do you want your product to add to your business? These should be high-level and define a desired end state. They should be specific, measurable, attainable, relevant, and time-bound.

Why? All items in the roadmap should map back to a strategic objective to create guardrails and guide direction.

Grow the user base

Enhance customer satisfaction

Improve performance

Validate learning

Increase revenue this year

Page 32: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Strategic ObjectivesCreate 1 - 5 high-level objectives that define the desired end state.

These should be specific, measurable, attainable, relevant, and

time-bound. Here are some examples:

• Grow the user base

• Increase customer satisfaction

• Improve performance

• Validate learning

• Increase revenue this year

New products may or may not benefit from multiple Strategic Goals

in the beginning because the goal is simply to build v1. Sometimes

these are best used for existing and growing products.

Purpose: Create guardrails for your roadmap. These high-level objectives define and guide your direction. All items in the roadmap should map back to a strategic objective.

EXAMPLE

• Extend user time in app

• Grow advertising business around restaurants

• Improve the app store ratings

Page 33: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

3. User goals

Page 34: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Define User GoalsUse your user pre-existing journeys to help you list the goals each persona needs to accomplish when using your product.

Why? Your user has to accomplish certain tasks while using your product in order to solve her problem.

Goal #1:

Goal #2:

Goal #3:

Goal #4:

Goal #5:

Persona: Jane the Business traveler

Page 35: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

User Goals Step 1: DefineUse your user journeys as a guide in helping you list the goals that each persona type needs to accomplish when using the product. This is a good time to check-in with actual users to really understand their needs.

Purpose: Empathize with the user and understand what goals she wants to accomplish in order for your product (aka solution) to solve her problem and be valuable to her.

EXAMPLE

Goal #1

Goal #2

Goal #3

Goal #4

Goal #5

Persona: JaneFind a restaurant at the last minute

Find a restaurant near my hotel

See feedback from other patrons

Find a restaurant by cuisine

Make me look knowledgable to my fellow travelers

Help me brag about where I’ve been

Persona: Jane

Page 36: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Prune User Goals

Purpose: Make sure everything you build relates to a goal you’ve validated as important to your user’s experience.

Why? Why? Why? Why? Why?

Goal #1

Goal #2

Goal #3

X

X

✓ ✓ ✓

✓ ✓

Is each goal relevant and validated? Try using the 5 Why’s test here.

Page 37: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

User Goals Step 2: Prune

Purpose: Make sure everything you build helps the user address an actual need or accomplish a real goal when using your product. Get rid of the rest.

Why? Why? Why? Why? Why?

Goal #1

Goal #2

Goal #3

X

X

✓ ✓ ✓

✓ ✓

Take some time now to prune your goals. Is each goal relevant and validated? The best way to do this is to talk to actual customers! However, you can also run the 5 Why’s test on each goal. Keep asking why the goal is important until you validate or invalidate it’s value.

EXAMPLE

Goal: Find a restaurant by cuisine

Why? Because I want to quickly find restaurants near me that serve the kind of food I’m in the mood for

Why? Because I don’t have time to do all the searching for myself

Why? Because I’m traveling and want to spend the time enjoying myself, not worrying about where to eat

Why? Because I want to have a great trip

Page 38: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

4. Solutions

Page 39: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Purpose: Considering all options helps us determine if building something is better than what already exists.

Open your mind about how each goal might be accomplished. Don’t assume your first idea is the right path!

Diverge on Possible Solutions

Goal

Potential Solution

Potential Solution

Potential Solution

Potential Solution

Page 40: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Purpose: Open your mind about how a goal might be accomplished. Don’t assume your first idea is the right path! Sometimes the simple or non-obvious solutions are best.

Consider every possible solution for the goal, even non-digital solutions or solutions not related to the product. Considering all options helps us determine if building something is better than what already exists.

EXAMPLE

Goal: Find a restaurant by cuisine

Diverge on Possible Solutions

Goal

Potential

Solution

Potential

Solution

Potential

Solution

Potential

Solution

List of Cuisines

Pictures of food by cuisine

Select country of origin on a

map

Auto-populate search box

Select flag for country

of originAsk a local

Ask hotel concierge

Page 41: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Converge on Solutions

Purpose: Narrow down the potential solutions and select which ones to move forward with.

Work with all stakeholders to choose which solution the group thinks is best for best for each goal you’ve identified. Do this by simple dot voting (each stakeholder gets 3 dots to vote on his/her top choices), or by using the $100 dollar test (each stakeholder gets $100 to spend any way they like on the solutions they think are best).

Goal

Potential Solution

Potential Solution

Potential Solution

Potential Solution

Goal

Potential Solution

Potential

Solution

Potential

Solution

Potential

Solution

$45

$25

$20

$10

Page 42: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

5. Goals + Solutions = Themes

Page 43: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Why? Themes are the items on your roadmap. They keep track of what’s important to the user and what has to be done to move the product towards solving their problem.

A well thought through goal plus a validated solution becomes what we call a “Theme”.

Goals/Solutions become Themes

GOAL ThemeSOLUTION =+

Page 44: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Purpose: Themes are the items on your roadmap. They keep track of what’s important to the user and what has to be done to move the product towards addressing their needs.

You’ve identified the most important goals your user will need accomplish, and selected the best method for how your product to help them do so. These goals/solutions have now made the transition to what we call “Themes”.

Goals/Solutions become Themes

GOAL ThemeSOLUTION =+

EXAMPLE

Find a restaurant by cuisine

Select country of

origin on map

Cuisine search and select by

map +

User Goal Solution Theme

=

Page 45: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

6. Determine Priorities

Page 46: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Now work with your stakeholders to prioritize the themes. Base this on three factors: Feasibility (technology), Desirability (human), and Viability (business).

Prioritize Themes

Why? Make sure you’re focusing on the most important themes, and building them in the right sequence.

Feasibility(technical)

Desirability (human)

Viability (business)

Engineering Design Sales

Marketing

Product Managers Executives

Page 47: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Next work with stakeholders to prioritize the themes so you can determine what is the best order to design and build. Base this on three factors: Feasibility (technology), Desirability (human), and Viability (business). It’s very helpful to rate the different factors by stakeholder team. For each theme rate the 3 factors from 1 to 5 (low to high).

Feasibility(technical)

Desirability (human)

Viability (business)

Prioritize Themes

Purpose: Make sure you’re focusing on the most important themes, and building them in th right sequence.

Engineering Design Sales

Marketing

Product Managers Executives

EXAMPLE

Feasibility Desirability Viability TOTALS

Restaurant reviews 5 5 5 15

User expertise rating 3 4 4 11

Cuisine search and select by map 2 4 3 9

Auto-populate search 5 2 2 9

Order of priority

Page 48: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Another valuable step is to scope the each theme. This helps you develop a rough understanding of how much time it’s going to take to design and build each theme.

You don’t want to use exact dates here, but rather ballpark measurements. A good tool for this is what is sometimes called “T-shirt” sizing. Like the sizes of a t-shirt, each theme can be labeled as tiny, small, medium, large, or huge. It’s helpful to have a comparison theme you’ve built in the past to use as your benchmark.

Scope your Themes

Purpose: Understand how each theme adds up to define the general length and breadth of the project.

Size

Cuisine search and select by map Large

Restaurant reviews Medium

User expertise rating Huge

Auto-populate search Small

EXAMPLE

Page 49: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

7. Roadmap Visual

Page 50: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Remember, roadmapping is not a single stream. Organizing your themes into a product tree can help structure product areas and see how the themes relate.

The Product Tree

Purpose: Visualize the structure of your product so you can see the big picture and know where to focus your resources.

Trunk = the core product

Branches = the streams,

product areas

Roots = infrastructure, engineering operates here

Page 51: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

User Profile

User Recommendations

Map of Cuisines

User Expertise

Rating

Search near me

Restaurant Reviews

Social media API’s

Share with Friend

Auto-pop Search

Search by City

OpenTable API

Customer Support

FAQ’s

Trip Advisor Example

Page 52: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Now it’s time to build your theme based roadmap. Since the roadmap is focused on describing major blocks of work, it’s best to use general timeframes.

The Timeframe

Why? Create the visual representation of your roadmap in a format that can be shared.

Current Term, Near Term, Future Term

Now, Next, Later

Next 6 weeks, next 6 months, next 6 years

3 or 6 month intervals, over 1 to 3 years

Page 53: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Finally, as we mentioned in the beginning, it’s helpful to map the themes on your roadmap back to your strategic objectives. A great way to do this is to simply color code your objectives.

Color Coding

Why? Make sure you’re building the right things for the right reasons.

Extend user time in app

Grow advertising market around restaurants

Enhance user experience

Page 54: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Now Next Later

User Profile Auto-pop Search Social media API’s

Map of CuisinesUser Reviews and Recommendations Share with Friend

Restaurant Reviews Search by CityUser Expertise

Rating

Customer Support OpenTable API

The Roadmap

Extend user time in app

Grow advertising market around restaurants

Enhance user experience

Page 55: Roadmapping the Product Roadmap (ProductCamp Boston 2016)

Two Versions

Generally it’s good to separate the roadmap into two versions: one internal with more detail, and external for more high-level communication.

High-level

Detail

Internal Initiatives Public Initiatives

CEO & Execs

Sales & Marketing

Product Managers

Dev Ops

Customer Support

Trusted Customers

Development Partners

General Public