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Outcomes oriented roadmap:
from vision to reality
SpringOne 2021
Julia Keis & Fani Bahar
September 2021

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Fani Bahar
Senior Product Manager
Julia Keis
Product Manager

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https://www.audi.com/en/career/professionals/audi-software-development-center.htm
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Strong teamwork
Practice agility
Learn together
Photos: Max Pöschl - Audi AG

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Is this talk for you?
For Product Manager
For Developer
For Designer
For Leadership

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When will it be finished?

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Realize the problem

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Output vs. Outcomes
Problem: Marty McFly needs to escape from Biff in Back to the Future
Car-icon: 'photo3idea-studio: Flaticon.com'. This cover has been designed using resources from Flaticon.com
Hoverboard-icon: 'smashicons: Flaticon.com'. This cover has been designed using resources from Flaticon.com
Output Outcome
Marty needs a
fast car to
escape
Give Marty the
chance to
escape

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Our Roadmap: The Problem Discovery
Photo by Glen Carrie on Unsplash

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1. Collaborate together, this in not one man show
Photo by Chang Duong on Unsplash

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Include your team from the start
Having a collaborative discussion about our product roadmap
➔ Product roadmap is not produced by the Product Manager only
➔ Each team member has the voice to influence the product roadmap
➔ Make team members feel safe (psychological safety) articulating their opinion

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2. Articulate vision easily so everyone can understand it
Photo by Anastasia Petrova on Unsplash

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Vision matters
Understand the better future for your product
Vision = WHAT + WHY
Vision: To build trustable place
where people can discover and
owned the car of their dream
➔ Vision is not a detail plan for your product
➔ Vision should give a clear direction for your team
not limitation
➔ Every team member can contribute to define the
vision together

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3. Having strategy as guiding path to achieve the vision
3. Having a strategy as guiding path to achieve the vision
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“A Vision without a strategy remains an illusion” - Lee Bolman
➔ By defining strategy you will also know what product
you will and will not build and why
➔ At the end, product strategy will cover set of
choices you and your team make about path to take
Strategy matters too
How you can achieve your vision?
Vision: To build trustable
place where people can
discover and owned the car of
their dream
Get big on sustainable
market
Expand worldwide
Optimize the inventory

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4. Focus on the outcomes of the product
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Outcomes is about the impact
Focus on the problem we need to solve for the user
➔ Outcomes is a result of consequences of
something.
➔ It gives you the reason why specific feature are
expected to deliver a value
➔ Brainstorm the solution or feature based on
the prioritized outcomes
Increase customer
trust on our
sustainable car
Vision: To build trustable place
where people can discover
and owned the car of their
dream
Improve customer
car buying
experience
Validate customer
trust criteria for
sustainable market
Get big on sustainable
market
Give interactive
experience when
customer is
selecting their car

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5. Metrics to measure our success
Photo by Daniil Silantev on Unsplash

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➔ Measure your outcomes will tell you if you
make the right decision
➔ If your stakeholder has a fixed idea, ask them
what metrics we can track to make sure the
idea delivered as expected
Measure your success
Metrics tells your success or failure
Conversion rate
increase by 10%
Our car brand
trust increase
by 20% in
sustainable
market
Increase customer
trust on our
sustainable car
Improve customer
car buying
experience
Validate customer
trust criteria for
sustainable market
Get big on sustainable
market
Give interactive
experience when
customer is
selecting their car

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Example
Metrics Metrics Metrics
Current Near Term Future
Conversion rate
increase by 10%
Our car brand trust
increase by 20% in
sustainable market
Increase customer trust on
our sustainable car
Improve customer car
buying experience
Validate customer trust
criteria for sustainable
market
Give interactive experience
when customer is selecting
their car
Outcomes
Features
Metrics
Implement easy
customer support
Provide marketing
campaign focus on
sustainable features
Provide customizable
car
Improve accessible energy
source
Optimized the possible
configuration option to
reduce car waste
Our car service is available
in 2 new market in Europe
Implement energy source
map
Provide home based
energy source
Implement analytics to
understand the best selling
configuration
Build after sales
self-service car
configuration
Research the most fitting
country to enter

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6. Frequently review roadmap your team
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Use roadmap as communication tool
➔ Review with team in regular basis
how was healthy our progress
➔ Define action items to improve your
roadmap and the progress
➔ Make sure that your outcomes based
roadmap is regularly reviewed and
updated

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Outcomes oriented roadmap: from vision to reality
Team
- No one man show
- psychological safety
Summary
Understanding
- Articulate vision &
strategy
- Let people explain the
vision & strategy in
their words
Impact
- Define and prioritize
outcomes
- Find the right metrics
- Trust your metrics

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Get in touch
Fani Bahar
Senior Product Manager
Julia Keis
Product Manager