Aligning Teams Through Product Roadmaps

1. #UXDXAPAC Aligning Teams Through Product Roadmaps Aligning Teams Through Product Roadmaps Marrisse Asuncion Senior Product Manager, Quipper Philippines Inc. UXDX APAC

2. #UXDXAPAC Aligning Teams Through Product Roadmaps About Me ● Senior Product Manager at Quipper ○ Started my career as a content writer ○ Managed various edtech products ● I love… ○ Traveling & camping ○ Quick morning runs ○ Playing with our puppy

3. #UXDXAPAC Aligning Teams Through Product Roadmaps Agenda | 01 02 03 04 Product Roadmap and Company Vision Deciding on a North Star Building Your Roadmap & Adapting to Change Setting Metrics to Measure Success

4. #UXDXAPAC Aligning Teams Through Product Roadmaps Product Roadmap and Company Vision 01

5. #UXDXAPAC Aligning Teams Through Product Roadmaps Me as a new PM

6. #UXDXAPAC Aligning Teams Through Product Roadmaps Product Roadmap and Company Vision A roadmap is ≠ a Gantt chart

7. #UXDXAPAC Aligning Teams Through Product Roadmaps Quipper’s Mission & Goals

8. #UXDXAPAC Aligning Teams Through Product Roadmaps Why Care About Vision & Strategy? Give your team a clear mission Get buy-in from stakeholders Build a solid & robust roadmap Choose the right metrics for success

9. #UXDXAPAC Aligning Teams Through Product Roadmaps Deciding on a North Star 02

10. #UXDXAPAC Aligning Teams Through Product Roadmaps Why Is a North Star Important? Serves as your key metric of success Guides prioritization decisions Guides your team and stakeholders Helps with compelling storytelling

11. #UXDXAPAC Aligning Teams Through Product Roadmaps Deciding on a North Star What’s the one thing your users can do with your product to help solve their problems?

12. #UXDXAPAC Aligning Teams Through Product Roadmaps Some examples… Company / Product North Star Time spent by subscribers listening to music Monthly active users Number of purchases per month

13. #UXDXAPAC Aligning Teams Through Product Roadmaps How to Decide on a North Star Understand your engagement game Choose actionable input metrics Understand your critical events and success funnel Conduct workshops with your team & stakeholders

14. #UXDXAPAC Aligning Teams Through Product Roadmaps Understanding Your Engagement Game Attention Game Transaction Game Productivity Game Deﬁnition Maximize the time users spend in-product Help customers make a purchase with conﬁdence Create an easy way to complete tasks or gain mastery over a certain task Industries Social media sites & products driving revenue from ads E-Commerce B2B software Companies / Products

15. #UXDXAPAC Aligning Teams Through Product Roadmaps Customer Value Exchange

16. #UXDXAPAC Aligning Teams Through Product Roadmaps Choosing Your Input Metrics A north star metric consists of 4 dimensions: f(Star) = Breadth X Depth X Frequency X Eﬃciency What is the reach of your product? How much are users engaging with your product? How eﬃcient is your product being delivered? How often are your users engaging with the product?

17. #UXDXAPAC Aligning Teams Through Product Roadmaps Metrics I’ve Used Game: Attention Game North star metric: Average time spent on site Breadth Depth Frequency Eﬃciency Registration rate Time spent per user per session # of sessions per user Bounce rate Number of site visits Number of meaningful events per session Retention rate App crashes

18. #UXDXAPAC Aligning Teams Through Product Roadmaps Understanding Critical Events & Success Funnels ● A critical event is an action that users take in your product that aligns closely with your core value proposition ● It’s the action you want to drive your users toward and get them to perform ● A good rule of thumb is to have one critical event per core product oﬀering, but products with several distinct user ﬂows can have more than one

19. #UXDXAPAC Aligning Teams Through Product Roadmaps Some examples… Company / Product User Segment Critical Event Someone looking for accommodations Book lodging Someone who needs groceries Schedule a delivery Students Complete a course or an assessment Teachers Assign activities to classes Learners (self-paced) Complete recommended content or book Masterclass services

20. #UXDXAPAC Aligning Teams Through Product Roadmaps Understanding Critical Events & Success Funnels Register to the site Browse content Complete content Visit pricing page Complete purchase ● Success funnels help you understand how users progress through steps leading to your critical event ● A funnel analysis will help you understand where users are dropping oﬀ and identify potential areas for improvement

21. #UXDXAPAC Aligning Teams Through Product Roadmaps Conducting Workshops ● For the north star framework to be successful, you have to get buy-in from your team and your stakeholders ● The best way to do this is to conduct a series of workshops ○ A RACI chart might help you understand who needs to be involved in the workshops

22. #UXDXAPAC Aligning Teams Through Product Roadmaps Building Your Roadmap & Adapting to Change 03

23. #UXDXAPAC Aligning Teams Through Product Roadmaps ● Technically, no. If your company & product strategy change, you may need to adapt your north star metric to such changes. ● But remember that one quality of a good north star metric is that it should remain relevant for years. It should not be short-term. Is a North Star Permanent?

24. #UXDXAPAC Aligning Teams Through Product Roadmaps

25. #UXDXAPAC Aligning Teams Through Product Roadmaps Building Your Roadmap

26. #UXDXAPAC Aligning Teams Through Product Roadmaps Top-Down vs.Team-Driven Roadmaps Top-down Roadmap Team-driven roadmap CEO / Founder sets the agenda for the roadmap PM collaborates with stakeholders and gets user feedback to corroborate issues CEO / Founder spells out the “how” of the execution PM ideates possible solutions with the team Common in startups where founders are the ﬁrst Product Managers PM crafts the roadmap and gets buy in from stakeholders before locking it in

27. #UXDXAPAC Aligning Teams Through Product Roadmaps Top-Down vs. Team-Driven Roadmaps: Which Is Better? Top-down Roadmap Team-driven roadmap Process of choosing priorities is not “democratized” The entire team collaborates in building the roadmap, which naturally leads to alignment Product team becomes order takers Product team decides what brings the most value given all the information gathered Starts with the assumption that one person knows what’s best for the product Assumes that you bring more value to the product by synthesizing ideas from all sources

28. #UXDXAPAC Aligning Teams Through Product Roadmaps Tips on Building a Roadmap Make the most of whatever roadmapping approach you’re taking Understand your user segments/personas Conduct user research (lots of ‘em!) Conduct regular design thinking sessions Build everything in small increments - leave room for change Beware of the “feature factory” trap

29. #UXDXAPAC Aligning Teams Through Product Roadmaps Impact Diﬃculty Matrix

30. #UXDXAPAC Aligning Teams Through Product Roadmaps Setting Metrics to Measure Success 04

31. #UXDXAPAC Aligning Teams Through Product Roadmaps Choosing the Right Metrics Your metrics should reﬂect your product vision and goals Conduct workshops with your teams Metrics should be measurable and actionable

32. #UXDXAPAC Aligning Teams Through Product Roadmaps Beware of Vanity Metrics Vanity Metrics Actionable Metrics Trial users Converting users Page views Conversion rate Email subscribers Email opt-in conversion rate Total customers acquired Customer acquisition cost

33. #UXDXAPAC Aligning Teams Through Product Roadmaps Tracking Your Progress Build & maintain a dashboard with high visibility Start conversations with a review of your metrics Understand how new releases impact your input metrics “Released” ≠ product success

34. #UXDXAPAC Aligning Teams Through Product Roadmaps Key Takeaways Having a clear product vision is the key A North Star metric with supporting input metrics will help you build a strong & actionable roadmap Driving team alignment is at the heart of building a great roadmap Great roadmaps take a lot of work - it’s more than just an Excel sheet or a Gantt chart with release dates Roadmaps shouldn’t be set in stone - always leave room for change

35. #UXDXAPAC Aligning Teams Through Product Roadmaps Join Us! ● Data Scientists ● Product Designers ● Test Engineers ● Performance Test Engineers ● Head of Product Management ● Site Reliability Engineers ● Software Engineers ● Senior Software Engineers

36. #UXDXAPAC Aligning Teams Through Product Roadmaps Thank you! :)

37. #UXDXAPAC Aligning Teams Through Product Roadmaps Resources ● Product Roadmaps vs. Gantt charts ● Why a Top-down Product Strategy Is the Best Way to Plan Your Roadmap ● What Is Your Product’s North Star? ● Vanity vs Actionable Metrics ● The Three Games of Engagement ● Your Critical Event & Product Usage Interval ● LUMA workplace ● Who Owns the Product Roadmap?

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