Download Product Roadmapping: A Practical Guide to Prioritizing Opportunities, Aligning Teams, and Delivering Value to Customers and Stakeholders PDF

TitleProduct Roadmapping: A Practical Guide to Prioritizing Opportunities, Aligning Teams, and Delivering Value to Customers and Stakeholders
File Size12.2 MB
Total Pages216
Table of Contents
Praise for Product Roadmaps Relaunched
Table of Contents
	Dear Roadmap
	Who Is This Book For?
	How to Use This Book
	Why Listen to Us?
		C. Todd Lombardo
		Bruce McCarthy
		Evan Ryan
		Michael Connors
1 Relaunching Roadmaps
	What Is a Product Roadmap?
	Key Terms and How We’re Using Them
	Where Did Product Roadmaps Come From?
	Requirements for a Roadmap Relaunch
	A Roadmap Should Put the Organization’s Plans in a Strategic Context
	A Roadmap Should Focus on Delivering Value to Customers and the Organization
	A Roadmap Should Embrace Learning
	A Roadmap Should Rally the Organization Around a Single Set of Priorities
	A Roadmap Should Get Customers Excited About the Product Direction
	A Roadmap Should Not Make Promises a Team Cannot Deliver On
	A Roadmap Should Not Require Wasteful Up-Front Design and Estimation
	A Roadmap Should Not Be Conflated with a Release Plan or a Project Plan
2 Components of a Roadmap
	Primary Components
		Product Vision
		Business Objectives
	Meet the Wombat Garden Hose Co.
	Developing the Wombat Roadmap
	Secondary Components
		Features and Solutions Show How You Intend to Deliver on Your Themes
		Stage of Development
		Target Customers
		Product Areas
	Secondary Components Added to the Roadmap
	Complementary Information
		Project Information
	Components in Context
	Components in Context
	Components in Context
	Components in Context
3 Gathering Inputs
	Understand Where Your Product Is in Its Life Cycle
	New Product Phase
	Growth Phase
	Product Expansion Phase
	Harvesting Phase
	End-of-Life Phase
	Gathering Input from Your Market
		Understand Your Ecosystem
		Define the Problem and the Expected Outcome of the Solution
	Gathering Input from Your Customers
		Customer Roles
		User Types
		Users Versus Buyers
		Roles Versus Personas
	Gathering Input from Your Stakeholders
4 Establishing the Why with Product Vision and Strategy
	Mission Defines Your Intent
	Vision Is the Outcome You Seek
	Values Are Beliefs and Ideals
	Product Vision: Why Your Product Exists
		Value Proposition Template
		Example for Our Wombat Hose
		Duality of Company and Customer Benefit
		Product Strategy: How You Achieve Your Vision
		Objectives and Key Results
		The 10 universal business objectives
		Key results (and metrics)
		Outcome Versus Output
		Case Study: SpaceX
		Business Objectives
		Key Results
5 Uncovering Customer Needs Through Themes
	Expressing Customer Needs
	Themes and Subthemes
	Ways to Uncover Themes and Subthemes
		User Journeys and Experience Maps
		Existing Product Needs
		System Needs
		Opportunity-Solution Trees
	Using Job Stories and User Stories to Support Themes
		Themes Are About Outcomes, Not Outputs
	Relating Themes Back to Your Objectives
	Real-World Themes
		The High Cost of Space Travel
		Slack’s Theme-based Roadmap’s Gantt Chart with Benefits
6 Deepening Your Roadmap
	Features and Solutions: How They Can Work with Themes
		When and Why Do Features Appear on the Roadmap?
		Where Do Features Appear on the Roadmap?
		Buffer’s feature-level roadmap
		Feature questions
	Using Stage of Development
		Stage of Development Questions
	Communicating Confidence
		Confidence Questions
	Identifying Target Customers
		Target Customers Questions
	Tagging Product Areas
		Product Areas Questions
	Secondary Components Summary
		Strive for Balance
7 Prioritizing–with Science!
	Why Prioritization Is Crucial
		Opportunity Cost
		Shiny Object Syndrome
		Exponential Test Matrix Growth
		Features Versus Tests
	Bad (but Common) Ways to Prioritize
		Your, or someone else’s, gut
		Analyst opinions
		Sales requests
		Support requests
		Competitive me-too features
	Prioritization Frameworks
		Critical Path
		Desirability, Feasibility, Viability
		ROI Scorecard
	A Formula for Prioritization
		A simple scorecard
		A more complex scorecard
	Tools Versus Decisions
	Dependencies, Resources, and Promises (Oh, My!)
	Prioritization Frameworks
8 Achieving Alignment and Buy-in
	Alignment, Consensus, and Collaboration Walk into a Bar...
	Shuttle Diplomacy
		Shuttle Diplomacy for Product People
		Why Does Shuttle Diplomacy Work?
		How to Engage in Shuttle Diplomacy
		Shuttle Diplomacy Canvas
		What’s Difficult About Shuttle Diplomacy?
	Meetings and Workshops
		Presenting Recommendations
		Co-creation Workshop
	Software Applications
9 Presenting and Sharing Your Roadmap
	Why to Share Your Roadmap Internally
		The IKEA Effect
	Why to Share Your Roadmap Externally
	The Risks of Sharing
		Overpromising and Underdelivering
		The Osborne Effect
		Multiple Roadmaps? Not So Fast!
	Presenting the Roadmap to Stakeholders
	What the Development Team Needs in a Roadmap
		Secondary Components
		Complementary Information: Platform Considerations
		Complementary Information: Project Information
	What Sales and Marketing Need in a Roadmap
		Secondary Components
		Complementary Information: External Drivers
	What Executives Need in a Roadmap
		Complementary Information: Financial Information
	What Customers Need in a Roadmap
	The Roadmap Presentation
	Case Study:’s Roadmap Presentation
		Dropping Like a Lead Balloon
		CASE STUDY:’s Roadmap Presentation
10 Keeping It Fresh
	Roadmap Evolution
	How Far Out Should Your Roadmap Go?
	Planned Change
		Change Frequency
	Unplanned Change
		When Features Are Late
	When to Compromise on Quality
		Special Requests
		External Pressures
		Changes in Strategy
	Communicating Change
		What and When
		Roadmap Changes
		Forks in the Road
	Lather, Rinse, Repeat
11 Relaunching Roadmaps in Your Organization
	How to Get Started
		Step 1. Assess your situation
		Step 2. Get buy-in for change from from your key stakeholders
		Step 3. Train your stakeholders how to contribute
		Step 4. Start small and work incrementally
		Step 5. Evaluate your results and align on next steps
		Step 6. Keep relaunching
About the Authors

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