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WTF is a Product Roadmap

C. Todd Lombardo
September 09, 2016

WTF is a Product Roadmap

Presented at MOBX2016 in Berlin. With many different variations, some good and some bad, a product roadmap can be elusive. This talk addresses why it is important and presents an approach to make one.

C. Todd Lombardo

September 09, 2016
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  1. WTF is a Product Roadmap? C. Todd Lombardo Chief Design

    Strategist Fresh Tilled Soil @iamctodd
  2. Bake a Cake…

  3. Voila!

  4. None
  5. PASTRY CHEF

  6. PASTRY CHEF STAFF

  7. PASTRY CHEF STAFF INGREDIENTS

  8. PASTRY CHEF STAFF INGREDIENTS RECIPE

  9. PASTRY CHEF STAFF TOOLS INGREDIENTS RECIPE

  10. PASTRY CHEF STAFF TOOLS INGREDIENTS RECIPE CAKE EATERS

  11. PASTRY CHEF STAFF TOOLS INGREDIENTS RECIPE (Product Manager) (Team) (Components)

    (Roadmap) (JIRA, Heroku, Sketch, Swift, etc) CAKE EATERS (Users)
  12. ..Without a Recipe?

  13. ..Without a Recipe? I BET IT WON’T BE AS GOOD

  14. PASTRY CHEF STAFF TOOLS INGREDIENTS (Product Manager) (Team) (Components) (JIRA,

    Heroku, Sketch, Swift, etc) CAKE EATERS (Users)
  15. PASTRY CHEF STAFF TOOLS INGREDIENTS (Product Manager) (Team) (Components) (JIRA,

    Heroku, Sketch, Swift, etc) CAKE EATERS (Users)
  16. Cake or death? Eddie Izzard A FUNNY GUY

  17. None
  18. Focus ◦ Make a cake, not cookies or brownies.

  19. Focus ◦ Make a cake, not cookies or brownies. Alignment

    ◦ Everyone is on board with the cake style, flavor, and timing.
  20. 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
  21. 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.
  22. 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?
  23. 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?
  24. What a Roadmap is not

  25. What is not a Product Roadmap

  26. It is not a release plan - so leave out

    specific dates! What is not a Product Roadmap
  27. 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
  28. 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
  29. 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
  30. 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
  31. My First Roadmap…

  32. Title (H1)

  33. 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
  34. My 3-month Diversion…

  35. Well.. WTF is it?!

  36. 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.
  37. McCarthy-Baron Strategic Pyramid

  38. Where Does it Apply?

  39. None
  40. Who Uses it?

  41. Stakeholders

  42. Stakeholders DESIGN DEVELOPMENT </> PRODUCT

  43. Stakeholders EXECUTIVES & BOARD PARTNERS CUSTOMER SUPPORT ! SALES &

    MARKETING CUSTOMERS DESIGN DEVELOPMENT </> PRODUCT
  44. How to Make a Roadmap VISION BUSINESS GOALS PRIORITIZE ROADMAP

    USER GOALS PRODUCT GOALS
  45. Restaurants Disclaimer: this is not real!

  46. Required Inputs

  47. 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
  48. 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
  49. 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
  50. Vision

  51. When: at a time when ___________ What: [our product] is

    the only ___________ How: that _____________ Who: for ______________ Where: in ______________ Why: who ____________ Source: Janna Bastow
  52. 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.
  53. Goals: Business

  54. 1) Expand the customer base 2) Extend user time in

    app 3) Grow advertising around restaurants 4) Enhance user experience 1-5 Strategic Objectives
  55. Goals: User

  56. Goal #1: Goal #2: Goal #3: Goal #4: Goal #5:

  57. 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
  58. Goals: Product AKA Solutions

  59. 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
  60. 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
  61. Connect BUSINESS GOALS USER GOALS PRODUCT GOALS

  62. BUSINESS GOALS USER GOALS

  63. BUSINESS GOALS USER GOALS PRODUCT GOALS

  64. 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
  65. Prioritization

  66. Strong. Light. Cheap. Pick Two. Keith Bontrager FOUNDER, BICYCLE PARTS

    COMPANY
  67. Best Prioritization Methods Credit. Bruce McCarthy

  68. Best Prioritization Methods Your CEO’s gut Not close enough Worst

    Credit. Bruce McCarthy
  69. Best Prioritization Methods Your CEO’s gut Not close enough Analyst

    opinions Mostly backward-looking Worst Credit. Bruce McCarthy
  70. Best Prioritization Methods Your CEO’s gut Not close enough Analyst

    opinions Mostly backward-looking Popularity Most customers are small Worst Credit. Bruce McCarthy
  71. 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
  72. 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
  73. Prioritization is hell. Boaz Katz CEO, BIZZABO

  74. Source. Boaz Katz HTTP://BIT.LY/1QWKYSL

  75. Feasibility
 (technical) Desirability (human) Viability (business) Engineering Design Sales Marketing

    Product Managers Executives Source: IDEO
  76. 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
  77. Shuttle Diplomacy

  78. I have a draft of our product prioritization for next

    year… Can you help me? You PRODUCT PRO
  79. The Roadmap

  80. Many Formats

  81. 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
  82. Customer Facing Roadmap Q3-2016 Q4-2016 H1-2017 H2-2017 Theme A Theme

    C Theme D Theme E, Phase II Theme B Theme E, Phase I Theme F Source. Bruce McCarthy
  83. Customer Facing Roadmap: Lean Edition CURRENT PLANNED CONSIDERING Theme A

    Theme C Theme D Theme B Theme E Source. Bruce McCarthy
  84. Internal Facing Roadmap Q3’13 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 features 10 schools 6 renew 4 say “must have” 10 schools 10 schools Dependencies & Risks Claire sick for 3 wks UX resource from Project Beetle New PM hire S&M Improved competitive position Annual industry event New regulations Source. Bruce McCarthy
  85. Portfolio Roadmap Q3’13 Q4’13 H1’14 H2’14 Product Y Stage: Development

    Goal: Product/Launch Fit MVP Soft Launch Learn Product/Market Fit Grow Product X Stage: Introduction Goal: Product/Market Fit Product/Market Fit Scale On-Boarding Process Enhance Product Value Grow Product Z Stage: Growth Goal: 50% Sales Growth Channel Enablement Key Integrations Critical B&R UX Standardization Source. Bruce McCarthy
  86. Timeframe Later Now Next

  87. Now Next Later User Profile Auto-pop Search Social media API’s

    Map of Cuisines User Reviews and Recommendations Share with Friend Restaurant Reviews Search by City User Expertise Rating Customer Support OpenTable API
  88. Extend user time in app Grow advertising around restaurants Enhance

    user experience Color Coding
  89. Now Next Later User Profile Auto-pop Search Social media API’s

    Map of Cuisines User Reviews and Recommendations Share with Friend Restaurant Reviews Search by City User Expertise Rating Customer Support OpenTable API
  90. None
  91. Process VISION BUSINESS GOALS PRIORITIZE ROADMAP USER GOALS PRODUCT GOALS

  92. Artifact ≠ Deliverable Thanks Kim Goodwin!

  93. Output ≠ Outcome

  94. Life is a journey, so is your roadmap

  95. roadmap@ctodd.co

  96. 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
  97. http://bit.ly/mobx16-roadmap SLIDES AVAILABLE HERE

  98. ctodd@freshtilledsoil.com