Product Roadmaps are Hard

by C. Todd Lombardo

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ROADMAPS ARE EASY! C Todd Lombardo @iamctodd HARD

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WHAT TO COVER? HTTPS://BIT.LY/MTPROADMAP2020

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IT DEPENDS DISCLAIMER: THE ANSWER TO EVERYTHING IS @iamctodd

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A QUIZ: ROADMAP? OR NOT?

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BLINDED CLIENT WORK

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BLINDED CLIENT WORK

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BUFFER.COM

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BUFFER.COM

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ATLASSIAN

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ATLASSIAN

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Figure 1-1. Product roadmaps can take many forms, and aren’t necessarily a single artifact or document. In fact, it’s really not about creating artifacts at all—it’s about creating a shared understanding of where you’re going and why. Kanban board Slide deck Spreadsheet Other THEY TAKE MANY FORMS

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HOW-TO ROADMAP IN 30 SECONDS

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1. GATHER INPUTS @iamctodd

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1. GATHER INPUTS 2. ORGANIZE & PRIORITIZE THEMES @iamctodd

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NOW NEXT FUTURE 1. GATHER INPUTS 2. ORGANIZE & PRIORITIZE 3. PLACE INTO TIMEFRAMES ON YOUR ROADMAP THEMES @iamctodd

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NOW NEXT FUTURE 1. GATHER INPUTS 2. ORGANIZE & PRIORITIZE 3. PLACE INTO TIMEFRAMES ON YOUR ROADMAP 4. MAP TO SPRINT OR / RELEASE PLAN THEMES @iamctodd

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IF IT’S THAT EASY THEN WHY AM I SO…

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EITHER I’M GOING TO DISAPPOINT YOU BY GIVING YOU EXACTLY WHAT WE THOUGHT SIX MONTHS AHEAD OF TIME WAS THE BEST SOLUTION WHEN IT’S NOT, OR BY CHANGING COURSE AND HAVING LIED TO YOU. — David Cancel, CEO, Drift “

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ZOMG, THINGS WILL CHANGE!?

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HOW TO DEAL WITH SHORT TERM-itis

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HOW TO CONVINCE STAKEHOLDERS

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HOW TO TAILOR FOR DIFFERENT AUDIENCES

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FOR INNOVATION AND STARTUPS… IS IT NECESSARY?

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WHAT *IS* A ROADMAP?

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NOT A RELEASE PLAN OR A PROJECT PLAN A ROADMAP IS… @iamctodd

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A STRATEGIC COMMUNICATION TOOL A ROADMAP IS… @iamctodd

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A PRODUCT ROADMAP IS A PROTOTYPE OF YOUR PRODUCT STRATEGY. Janna Bastow, CEO ProdPad WHAT SHE SAID

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A STATEMENT OF INTENT AND DIRECTION A ROADMAP IS… @iamctodd

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NOT A LIST OF FEATURES WITH DATES A ROADMAP IS… @iamctodd

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Source: wodify.com/roadmap

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Source: wodify.com/roadmap

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Source: wodify.com/roadmap

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Source: wodify.com/roadmap

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Source: wodify.com/roadmap

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FEATURES ON A ROADMAP ARE OK. SOMETIMES. HOWEVER… @iamctodd

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WHHAAAAAAT!?

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LEVEL OF MATURITY A ROADMAP LOOKS LIKE LOW: JUST STARTING FEATURES, MAYBE DATES MEDIUM: AT THIS A WHILE FEATURES, BROAD TIMESCALES HIGH: WE’RE EXPERTS THEMES, BROAD TIMESCALES

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WHAT MAKES UP A ROADMAP?

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FIVE PRIMARY COMPONENTS

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PRODUCT VISION BUSINESS OBJECTIVES TIMEFRAMES THEMES DISCLAIMER @iamctodd

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vempathy.com

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vempathy.com

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vempathy.com

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BLINDED CLIENT WORK TIMEFRAMES

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MANAGES OUTCOMES MANAGES OUTPUTS

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WE REMOVE FEATURES AND DATES!? WAITAMINUTE. WHAT HAPPENS WHEN… @iamctodd

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@iamctodd

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WTF ARE THEMES?!? @iamctodd

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WTF ARE THEMES?!? PROBLEM + @iamctodd

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WTF ARE THEMES?!? PROBLEM + USER OUTCOME + @iamctodd

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WTF ARE THEMES?!? PROBLEM + USER OUTCOME + BIZ OUTCOME + @iamctodd

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WTF ARE THEMES?!? PROBLEM + USER OUTCOME + BIZ OUTCOME + OUTPUT @iamctodd

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THE PROBLEM Majority support tickets are for billing & invoicing issues

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THE PROBLEM Majority support tickets are for billing & invoicing issues Less customer issues with billing USER OUTCOME

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THE PROBLEM Majority support tickets are for billing & invoicing issues Less customer issues with billing USER OUTCOME BIZ OBJECTIVE Reduce support tickets related to billing

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THE PROBLEM Majority support tickets are for billing & invoicing issues POSSIBLE OUTPUTS Shared payments Recurring Invoices Membership payments Less customer issues with billing USER OUTCOME BIZ OBJECTIVE Reduce support tickets related to billing

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WE ACCEPT THAT WE DON’T KNOW WHICH SPECIFIC FEATURES WE’RE GOING TO BUILD, AND WE GIVE THE TEAMS THE FREEDOM. [ TO FIGURE IT OUT ] Elli Rego, Product Manager @ Wodify WHAT SHE SAID

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WAIT. WHAT ARE WE GOING TO BUILD?!

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DELIVERY ≠ DISCOVERY BUILD THE RIGHT THING BUILD THE THING RIGHT

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WE SHIP THE WRONG THINGS @iamctodd

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Always 7% Often 13% Sometimes 16% Rarely 19% Never 45% STANDISH GROUP ALMOST HALF OF WHAT WE SHIP IS NEVER USED

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BUT.. LEAN STARTUP!?

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LEARN BUILD MEASURE PRODUCT DATA IDEAS

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BUILD BUILD BUILD PRODUCT PRODUCT PRODUCT THANKS: W. BRÜNING

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THIS ASSUMES YOU KNOW WHAT PRODUCT TO BUILD

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OUTPUTS OUTCOMES IMPACT I DON’T THINK YOU MEAN WHAT YOU THINK IT MEANS… @iamctodd

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YOU’LL SHIFT FROM THE STANDARD APPROACH OF ‘LOOK AT US AND WHAT WE CAN DO’ TO ‘WE UNDERSTAND WHAT YOU’RE DEALING WITH AND WE CAN HELP YOU.’ ROADMAPS WILL BE YOUR COMPANY’S COMPETITIVE STRATEGIC ADVANTAGE. Jared Spool CEO of UIE “

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UNIVERSAL BUSINESS OBJECTIVES THREE DRIVERS AND TEN OBJECTIVES GROWTH Improve recurring revenue Grow market share Fulfill more demand Develop new markets PROFIT Support higher prices Improve lifetime value Leverage assets Lower costs VALUE Support core value Barriers to competition

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THINK IN PROBLEMS NOT SOLUTIONS

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THE FLOOR IS WET

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THE FLOOR IS WET I NEED A MOP

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THE FLOOR IS WET I NEED A MOP KEEP THE FLOOR DRY OBJECTIVE PROBLEM NEED

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PROBLEM SOLUTION THANKS: W. BRÜNING! AKA — FEATURES!

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PROBLEM SOLUTION Water on the ﬂoor Mop it up THANKS: W. BRÜNING! AKA — FEATURES!

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PROBLEM SOLUTION Water on the ﬂoor Mop it up WHY? Leaky pipe Fix the pipe THANKS: W. BRÜNING! AKA — FEATURES!

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PROBLEM SOLUTION Water on the ﬂoor Mop it up WHY? Leaky pipe Fix the pipe WHY? Too much pressure Lower pressure THANKS: W. BRÜNING! AKA — FEATURES!

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PROBLEM SOLUTION Water on the ﬂoor Mop it up WHY? Leaky pipe Fix the pipe WHY? Too much pressure Lower pressure WHY? Pressure regulator Replace regulator THANKS: W. BRÜNING! AKA — FEATURES!

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PROBLEM SOLUTION Water on the ﬂoor Mop it up WHY? Leaky pipe Fix the pipe WHY? Too much pressure Lower pressure WHY? Pressure regulator Replace regulator WHY? Maintenance schedule More frequent inspection THANKS: W. BRÜNING! AKA — FEATURES!

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STRATEGIC HIERARCHY

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COMPANY VISION STRATEGIC HIERARCHY @iamctodd Inspired by: Teresa Torres

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COMPANY VISION PRODUCT A VISION PRODUCT B VISION STRATEGIC HIERARCHY @iamctodd Inspired by: Teresa Torres

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COMPANY VISION PRODUCT A VISION PRODUCT B VISION OBJECTIVE OBJECTIVE OBJECTIVE STRATEGIC HIERARCHY @iamctodd Inspired by: Teresa Torres

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COMPANY VISION THEME PRODUCT A VISION PRODUCT B VISION OBJECTIVE OBJECTIVE OBJECTIVE THEME THEME THEME THEME THEME STRATEGIC HIERARCHY @iamctodd Inspired by: Teresa Torres

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COMPANY VISION THEME PRODUCT A VISION PRODUCT B VISION OBJECTIVE OBJECTIVE OBJECTIVE FEATURE THEME FEATURE FEATURE FEATURE FEATURE FEATURE THEME THEME THEME THEME STRATEGIC HIERARCHY @iamctodd Inspired by: Teresa Torres

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INNOVATION AND STARTUPS… DO THEY NEED ONE?

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COMPANY VISION THEME PRODUCT A VISION PRODUCT B VISION OBJECTIVE OBJECTIVE OBJECTIVE THEME EXPERIMENT FEATURE FEATURE FEATURE FEATURE FEATURE THEME THEME THEME THEME EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT EXPERIMENT STRATEGIC HIERARCHY — WITH EXPERIMENTS! FEATURE FEATURE EXPERIMENT FEATURE FEATURE EXPERIMENT ROADMAP @iamctodd Inspired by: Teresa Torres COMPANY STRATEGY PRODUCT STRATEGY

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SHORT TERM-itis

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WAIT. WHAT’S A PRODUCT VISION!??

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YOUR TIMELINES MAY VARY!

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PathCheck Foundation Started w/ TWO products, crafting a vision they realized they had THREE diﬀerent products. SafePaths SafePlaces

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@iamctodd “We help [type of customer] to [improve in some way] by [what we do best]”

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ZOMG, THINGS WILL CHANGE!?

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IF WE JUST HAD MORE ENGINEERS & DESIGNERS, PRIORITIZATION WOULD BE EASY!!

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IT’S NOT A RESOURCE PROBLEM. IT’S A PRIORITIZATION PROBLEM “BUT IF WE ONLY HAD MORE RESOURCES..” @iamctodd

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VALUE / EFFORT = PRIORITY

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VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative

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VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives

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VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives (BO1+BO2+BO3..)*(CI1+CI2..)

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VALUE / EFFORT = PRIORITY The time and resources required to execute the initiative Expected contribution to customer needs and business objectives (E)

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(V / E) * C = PRIORITY CONFIDENCE How certain are you?

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LIGHT. CHEAP. FAST. PICK TWO. Keith Bontrager YOU CAN’T HAVE YOUR CAKE (OR YOUR BIKE) AND EAT IT TOO

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THE ELASTIC TRIANGLE ALL ARE INTERRELATED Quality Schedule Scope Resources (inverse)

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REDUCTION IN SCHEDULE CHANGE ANY, QUALITY WILL BE AFFECTED Quality Schedule Scope Resources (inverse)

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ADD MORE RESOURCES? CHANGE OF TWO MAY NOT MAKE UP A DIFFERENCE Quality Schedule Scope Resources (inverse)

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CONVINCING STAKEHOLDERS

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ALIGNMENT: BE A CRISIS NEGOTIATOR

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STAKEHOLDERS (ONLY) LOVE THE ROADMAP WHEN THEIR FAVORITE THING IS ON IT WHERE’S MY FEATURE? @iamctodd

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HOW ARE WE GOING DO THAT? SAY ‘NO’ WITHOUT SAYING ‘NO’ @iamctodd Stolen from: Never Split the Difference by Chris Voss

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“THAT’S RIGHT” IS BETTER THAN “YOU’RE RIGHT” IT AIN’T ABOUT YOU @iamctodd Stolen from: Never Split the Difference by Chris Voss

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FORGET ‘YES’ GET TO ‘NO’ YES? NO. @iamctodd Stolen from: Never Split the Difference by Chris Voss

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SHUTTLE DIPLOMACY

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