“Road maps show people how they can travel from one
place to another“
“A company roadmap is a document to capture and
quickly convey its big-picture plans and objectives “
“a document to capture and quickly convey a team’s
big-picture goals, specific objectives and their
imagined path to sucess”
The first purpose is because the management of a
company wants to make sure that the teams are
working on the highest value items first, relevant to the
The second purpose is because businesses may have
date-based commitments. The roadmap is where they see
and track those commitments.
Source: Adapted from SVPG.com
So they’re pretty
but, didn’t you say…….
They’re a waste
I did say that. Sorry.
Here’s a few reasons why.
1 - The intended goals / purpose are not stated, or are not clear.
Source: Not sure, found it on Pintrest
2 - They are often far too specific
3 - They do not account for “time to value”. Iteration is almost always
needed to realise the full value of a new product/feature.
Source: Dave Bignell product fail
4 - Detail on a roadmap can lead teams to auto-pilot. They build what they put down
on paper often months in advance.
Source: Aha.com – a company selling Product Management software……….
Roadmaps are often created in Excel /
PowerPoint and then shared via email. As
soon as anything changes, the distributed
copies are out of date. Keeping
stakeholders up to date can drain a lot of
time this way.
"Many untested hypotheses, based on assumptions, plotted in
an uncertain future, baring no
resemblance to reality"
- Jared Spool, uie.com
So roadmaps suck!
…but they really don’t have to.
Biggie’s top tips for better
1. Your roadmap should show where you intend to take your
product and what problems you will try to solve to get there.
2. Choose the granularity relative to the timeframe and
3. Avoid specificity. Focus on problems, JTBD or objectives as
descriptors of intent. The future is unknowable
4. Keep the format simple, centralised and accessible; minimise
your effort to produce.
5. Always remember that the roadmap works for you! It is a tool,
it is not your job.
New Product Roadmap – as at 19th February 2018
Objective Key Results Current initiatives (and potential next items)
Have a Real
To dramatically improve candidate’s
to discover relevant SEEK job ads via SEO
• 2.6M SERP SEO visits mthly • Company SERP scale
• Indexing pages for Company Reviews
Discover To increase candidates onsite
with relevant job ads
To increase candidate engagement in
events which are known to drive deeper
loyalty (app installs, jobmail sign up)
• 0.5 interest connections per visit
• 0.13 Loyalty events per visit
• Interest signals (C2C) scale
• SEEK Learning on site optimisations
• Tealium integration
Hobbit To increase the relevant jobs shown to
• TBC • TBC
Job search TBC • Development of Experimentation Framework
• Refactoring search endpoint
(iOS & Android)
To increase candidate engagement with
• 13.3m Visits to the app mthly
• 0.05 IOS and 0.1 for android Loyalty events per visit
• 0.5 IOS and 0.45 Android Interest signals per visit
• Push opt-in Optimisation on IOS
• Profile onboarding optimisation
• Sign in optimisations to address loyalty KR
• Android Deep Linking
• Follow company on IOS
Notifications To increase candidate engagement with
SEEK’s proactive communication
• 4.5m Visits from notifications
• 35% of Profiles updated their last role title in 6mths
• New recommendations push notifications
• WRU Optimisation (daily send)
Alexa* To enable candidates to easily browse key
SEEK content on Alexa
• Ongoing monitoring
To significantly increase the amount of
value information we know about
candidates to help them stand out
• Experiment goal: >5% of logged-in candidates exposed will update their • Experiment on SERP to nudge for salary and RTW to test