[Product Camp 2021] Product Roadmaps Relaunched - Bruce Mc Carthy

1. ROADMAPS ARE DEAD!
LONG LIVE ROADMAPS!
Bruce McCarthy @d8a_driven

3. WE’RE MAYBE NOT SO GOOD AT THIS.
>50% OF FEATURES
SELDOM USED
STANDISH GROUP
Always
7%
Often
13%
Sometimes
16%
Rarely
19%
Never
45%

4. WHY DO WE MAKE
THE WRONG THING?
@d8a_driven

5. LEARN
BUILD MEASURE
PRODUCT
D
A
T
A
I
D
E
A
S
THE LEAN STARTUP

6. BUILD
BUILD BUILD
SHIP
S
H
I
P
S
H
I
P
INSPIRED BY: W. BRÜNING

9. 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
“

10. DEAR
ROADMAP…

11. @d8a_driven

12. MY FIRST
ROADMAPS

13. HOW NOT TO DO YOUR ROADMAP.
TONS OF INFO. NO STORY.

14. GIFY

15. ROADMAPS…

20. OF FEATURES
WITH DATES
A ROADMAP IS…
@d8a_driven

21. Source: wodify.com/roadmap

22. Source: wodify.com/roadmap

23. Source: wodify.com/roadmap

24. Source: wodify.com/roadmap

25. WE REMOVE
FEATURES
AND DATES!?
WAIIIIIIIITAMINUTE. WHAT HAPPENS WHEN…
@d8a_driven

26. A STRATEGIC
COMMUNICATION
TOOL
A ROADMAP IS…
@d8a_driven

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

28. A STATEMENT OF
INTENT AND
DIRECTION
A ROADMAP IS…
@d8a_driven

30. HOW YOU WILL
REALIZE YOUR
PRODUCT VISION
A ROADMAP IS…
@d8a_driven

31. MANAGES
OUTCOMES
MANAGES
OUTPUTS

32. 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
A ROADMAP
HAS MANY FORMS

33. WHAT MAKES
UP A ROADMAP?

34. FIVE PRIMARY
COMPONENTS

35. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
Five Primary
Roadmap
Components

36. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
How a future
world will bene
fi
t
from your
product when it’s
fully realized.

37. TO ORGANIZE ALL OF THE DATA IN THE WORLD AND
MAKE IT ACCESSIBLE FOR EVERYONE IN A USEFUL WAY
TO GIVE EVERYONE A VOICE AND SHOW THEM THE WORLD.
HELPS PEOPLE AROUND THE GLOBE ENJOY GREATER ACCESS TO
INFORMATION AND OPPORTUNITY THAN EVER BEFORE.
TO PROVIDE A FAST, SIMPLE, AND SECURE BROWSER FOR
EVERYONE TO EXPERIENCE THE MODERN WEB.

38. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
What will be
measurably
di
ff
erent for your
organization?

40. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
Sequencing and
guidance on
timing, broad for
fl
exibility.

42. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
Makes it clear
that change is
possible, even
likely.

44. PRODUCT VISION
BUSINESS OBJECTIVES
TIMEFRAMES
THEMES
DISCLAIMER
The problems to
be solved in
order to realize
your product
vision.

45. NOT A LIST OR A
GROUPING
OF FEATURES
THEMES ARE

46. WHAT ARE THEMES!?
PROBLEMS. NEEDS.
JOBS TO BE DONE. @iamctodd

48. vempathy.com

49. SOURCE: THREADS STYLING 2019 ROADMAP

50. A MINDSET
FOR ROADMAPS

51. @d8a_driven
NOT OUTPUT
LET’S MANAGE TO OUTCOMES
OK
Launch Wombat
4.1 to increase
sign-ups by 25%
GREAT
Increase sign-ups
by 25% by removing
obstacles X + Y
BAD
Launch
Wombat 4.1

52. WHY DO WE MAKE
THE WRONG THING?
@d8a_driven

53. WE COMMIT
TOO EARLY TO
UNTESTED OUTPUTS
OUTCOMES ARE HARDER
@d8a_driven

54. LEARN
BUILD MEASURE
PRODUCT
D
A
T
A
I
D
E
A
S
THE LEAN STARTUP

55. BLINDED CLIENT WORK
TIMEFRAMES

56. OUR ROADMAPS
MUST BE ABOUT
PROBLEMS TO SOLVE
IT’S NOT WHAT YOU SHIP, IT’S WHAT YOU SOLVE
@d8a_driven

57. 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

58. PROJECT
MGMT
≠
PRODUCT
MGMT
..YET THEY NEED EACH OTHER!
@d8a_driven

59. C Todd Lombardo Bruce McCarthy Evan Ryan Michael Connors
ROADMAPS ARE DEAD!
LONG LIVE ROADMAPS!
@iamctodd @d8a_driven @evanfryan

60. @d8a_driven
To learn more:
Visit productculture.org
Sign up for my weekly nanoletter,
ONE THING on Product Culture