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WTF is a Product Roadmap?C. Todd Lombardo
Chief Design Strategist
Fresh Tilled Soil
@iamctodd
Bake a Cake…
Voila!
PASTRY CHEF
PASTRY CHEF STAFF
PASTRY CHEF STAFF INGREDIENTS
PASTRY CHEF STAFF INGREDIENTS RECIPE
PASTRY CHEF STAFF TOOLSINGREDIENTS RECIPE
PASTRY CHEF STAFF TOOLSINGREDIENTS RECIPE
CAKE EATERS
PASTRY CHEF STAFF TOOLSINGREDIENTS RECIPE(Product Manager) (Team) (Components) (Roadmap) (JIRA, Heroku,
Sketch, Swift, etc)
CAKE EATERS(Users)
..Without a Recipe?
..Without a Recipe?I BET IT WON’T BE AS GOOD
PASTRY CHEF STAFF TOOLSINGREDIENTS(Product Manager) (Team) (Components) (JIRA, Heroku,
Sketch, Swift, etc)
CAKE EATERS(Users)
PASTRY CHEF STAFF TOOLSINGREDIENTS(Product Manager) (Team) (Components) (JIRA, Heroku,
Sketch, Swift, etc)
CAKE EATERS(Users)
Cake or death? Eddie Izzard A FUNNY GUY
Focus ○ Make a cake, not cookies or
brownies.
Focus ○ Make a cake, not cookies or
brownies.
Alignment ○ Everyone is on board with the
cake style, flavor, and timing.
Focus ○ Make a cake, not cookies or
brownies.
Alignment ○ Everyone is on board with the
cake style, flavor, and timing.
Priority ○ When to mix flour & eggs, bake
the cake, slice the strawberries, and when you can place the candles on top
Focus ○ Make a cake, not cookies or
brownies.
Alignment ○ Everyone is on board with the
cake style, flavor, and timing.
Priority ○ When to mix flour & eggs, bake
the cake, slice the strawberries, and when you can place the candles on top
Visibility ○ How long until the cake is done?
The cake needs to be ready for candles by 1:00pm.
Focus ○ Make a cake, not cookies or
brownies.
Alignment ○ Everyone is on board with the
cake style, flavor, and timing.
Priority ○ When to mix flour & eggs, bake
the cake, slice the strawberries, and when you can place the candles on top
Visibility ○ How long until the cake is done?
The cake needs to be ready for candles by 1:00pm.
Coordination ○ What’s a birthday cake without
candles and a song?
Focus ○ Make a cake, not cookies or
brownies.
Alignment ○ Everyone is on board with the
cake style, flavor, and timing.
Priority ○ When to mix flour & eggs, bake
the cake, slice the strawberries, and when you can place the candles on top
Visibility ○ How long until the cake is done?
The cake needs to be ready for candles by 1:00pm.
Coordination ○ What’s a birthday cake without
candles and a song?
Visionary ○ Maybe you need something
besides a cake next year?
What a Roadmap is not
What is not a Product Roadmap
It is not a release plan - so leave out specific dates!
What is not a Product Roadmap
It is not a release plan - so leave out specific dates!
It is not a list of features and/or components.
What is not a Product Roadmap
It is not a release plan - so leave out specific dates!
It is not a list of features and/or components.
It should not include job or user stories.
What is not a Product Roadmap
It is not a release plan - so leave out specific dates!
It is not a list of features and/or components.
It should not include job or user stories.
It is not a commitment.
What is not a Product Roadmap
It is not a release plan - so leave out specific dates!
It is not a list of features and/or components.
It should not include job or user stories.
It is not a commitment.
It is not waterfall… i.e.not a Gantt Chart
What is not a Product Roadmap
My First Roadmap…
Title (H1)
More often than not, the lack of a roadmap encourages you to do too many things not as well. Anthony Accardi CTO OF RUE LA LA
My 3-month Diversion…
Well.. WTF is it?!
What is a Product Roadmap?
Focused on the big picture.
Strategic communication artifact that conveys the path you’ll take to fulfill your product vision.
McCarthy-Baron Strategic Pyramid
Where Does it Apply?
Who Uses it?
Stakeholders
Stakeholders
DESIGN DEVELOPMENT
</>
PRODUCT
Stakeholders
EXECUTIVES & BOARD PARTNERS CUSTOMER SUPPORT
!
SALES & MARKETING
CUSTOMERS
DESIGN DEVELOPMENT
</>
PRODUCT
How to Make a Roadmap
VISION BUSINESS GOALS PRIORITIZE ROADMAPUSER
GOALSPRODUCT
GOALS
Restaurants
Disclaimer: this is not real!
Required Inputs
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
2) Understanding of Your Users Needs
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
3) User Journeys for the 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
Vision
When: at a time when ___________
What: [our product] is the only ___________
How: that _____________
Who: for ______________
Where: in ______________
Why: who ____________
Source: Janna Bastow
At a time when travel is frequent, but travelers plan less…
Trip Advisor has 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 need to save time and energy on finding local eateries.
Goals: Business
1) Expand the customer base
2) Extend user time in app
3) Grow advertising around restaurants
4) Enhance user experience
1-5 Strategic Objectives
Goals: User
Goal #1:
Goal #2:
Goal #3:
Goal #4:
Goal #5:
Find 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
Goals: ProductAKA Solutions
List of Cuisines
Pictures of food by cuisine
Select country of origin on a map
Auto-populate search box
Select flag for country of origin
Ask a local
Ask hotel concierge
Find a restaurant by cuisine
List of Cuisines
Pictures of food by cuisine
Select country of origin on a map
Auto-populate search box
Select flag for country of origin
Ask a local
Ask hotel concierge
Find a restaurant by cuisine
Connect
BUSINESS GOALS
USER GOALS
PRODUCT GOALS
BUSINESS GOALS
USER GOALS
BUSINESS GOALS
USER GOALS
PRODUCT GOALS
Grow advertising around restaurants
Find a restaurant by cuisine
Business Goal:
User Goal:
Product Goal: Pictures of food by cuisine + restaurant restaurant sponsored food pictures
Prioritization
Strong. Light. Cheap. Pick Two.
Keith Bontrager FOUNDER, BICYCLE PARTS COMPANY
Best Prioritization Methods
Credit. Bruce McCarthy
Best Prioritization Methods
Your CEO’s gut Not close enough
Worst
Credit. Bruce McCarthy
Best Prioritization Methods
Your CEO’s gut Not close enough
Analyst opinions Mostly backward-looking
Worst
Credit. Bruce McCarthy
Best Prioritization Methods
Your CEO’s gut Not close enough
Analyst opinions Mostly backward-looking
Popularity Most customers are small
Worst
Credit. Bruce McCarthy
Best Prioritization Methods
Your CEO’s gut Not close enough
Analyst opinions Mostly backward-looking
Popularity Most customers are small
Sales requests Change every week
Worst
Credit. Bruce McCarthy
Best Prioritization Methods
Your CEO’s gut Not close enough
Analyst opinions Mostly backward-looking
Popularity Most customers are small
Sales requests Change every week
Services requests Mostly incremental
Worst
Credit. Bruce McCarthy
Prioritization is hell. Boaz Katz CEO, BIZZABO
Feasibility (technical)
Desirability (human)
Viability (business)
Engineering
Design Sales
Marketing
Product Managers Executives
Source: IDEO
Feasibility (technical)
Desirability (human)
Viability (business)
TOTALS
Restaurant reviews 5 5 5 15
User expertise rating 3 4 4 11
Find restaurant by cuisine
2 4 3 9
Auto-populate search 5 2 2 9
Order of priority
Shuttle Diplomacy
I have a draft of our product prioritization for next year… Can you help me?
You PRODUCT PRO
The Roadmap
Many Formats
Key Elements○ Broad time frames
○ Themes by time
○ Key features (optional)
○ High-level product goals
○ Metrics for each stage
○ Dependencies & risks
○ Status/stage
○ Sales & Marketing Effects
○ Safe harbor statement
Customer Facing Roadmap
Q3-2016 Q4-2016 H1-2017 H2-2017
Theme A Theme C Theme DTheme E, Phase II
Theme BTheme E,
Phase ITheme F
Source. Bruce McCarthy
Customer Facing Roadmap: Lean Edition
CURRENT PLANNED CONSIDERING
Theme A Theme C Theme D
Theme B Theme E
Source. Bruce McCarthy
Internal Facing RoadmapQ3’13 Q4’13 H1’14 H2’14
Themes Theme A Theme C Theme D Theme F
Likely Features
Feature 1 Feature 2 Feature 3
Feature 1 Feature 2 Feature 3
Stage Active Development Prototype Testing Discovery Discovery
Metrics Ship all MVP features10 schools 6 renew
4 say “must have”10 schools 10 schools
Dependencies & Risks
Claire sick for 3 wksUX resource from
Project BeetleNew PM hire
S&M Improved competitive position
Annual industry event New regulations
Source. Bruce McCarthy
Portfolio Roadmap
Q3’13 Q4’13 H1’14 H2’14
Product Y Stage: Development
Goal: Product/Launch FitMVP Soft Launch Learn Product/Market Fit Grow
Product X Stage: Introduction
Goal: Product/Market FitProduct/Market Fit
Scale On-Boarding Process
Enhance Product Value Grow
Product Z Stage: Growth
Goal: 50% Sales GrowthChannel Enablement Key Integrations Critical B&R UX Standardization
Source. Bruce McCarthy
Timeframe
LaterNow Next
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
Extend user time in app
Grow advertising around restaurants
Enhance user experience
Color Coding
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
Process
VISION BUSINESS GOALS PRIORITIZE ROADMAPUSER
GOALSPRODUCT
GOALS
Artifact ≠ Deliverable
Thanks Kim Goodwin!
Output ≠ Outcome
Life is a journey, so is your roadmap
Why you do this job I don’t know, but it does explain all the beer. Product Manager’s Spouse
Owner Designer Developer
Credit. Bruce McCarthy
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