Building and Managing Customer-Centered Product Roadmaps

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Building and Managing Customer-
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Tunde Adeniran
T O N I G H T ’ S S P E A K E R

Which of these water bottles applies a
more customer centric design?

What really is a
Customer centric Product?
A Customer centric product is a product that takes
the approach of giving value to the Customers by
focusing on their needs and proffering solutions that
give a top notch experience before, during and after
use of the product.

“Innovation in product development is ultimately about solving
problems for your customers.
Regardless of your vertical, the ability to engage with customers
at scale is an important competitive advantage.”

How do you measure this
value?
Customer
lifecycle
Customer
experience
Customer
value
Customer
Centric

Product Vision & Strategy
Helps communicate your

What makes a good product roadmap?
SMART (Specific, Measureable, Actionable, Realistic, Time bound)
Collaborative
High-level

Refine your roadmap to speak to its audience
Customer
Investor
Sales & Marketing
Engineering

Refine your roadmap to speak to its audience
???

Refine your roadmap to speak to its audience
Customer

Refine your roadmap to speak to its audience
Sales & Marketing

The Archetypes of Product Roadmaps
Common roadmap scenarios to avoid

The Visionary HIPPO
• HIPPOs are tough to resist
• They are often more experienced, knowledgeable and influential

The Visionary Product Manager
You’re in-charge
You know what works best
You go from Ideation straight to execution

Striking a balance
Obtain customer feedback HIPPO’s concerns
Listen to Engineers
SupportMine your OWN data
Sales & Marketing

The concept of ensuring a product
roadmap goes the full circle, is to have a
roadmap that aligns with relevant
stakeholders.
Ensuring buy-in and ease of execution as it
may be.
What is a 360-
degree
product
roadmap?
Product vision > strategy > roadmap >backlog > prioritised features > releases

How to bring everyone onboard with your
product roadmaps?

Building a Roadmap can be an uphill task.
For inherited products understanding the
product’s vision and strategic roadmap is key
to doing this efficiently.
Don’t Assume
You Know it
All

One of the benefits of a goal based approach is it
forces you to think of the big picture.
What’s the upside to a perfectly executed product
roadmap?
Once you have this figured out, it then becomes
easy to narrow down what features need to be in
place to get you there?
Use Goal based
Roadmaps

Collaborate at
the beginning,
not the end
Know your stakeholders

[insert video here]
Prioritization
is
paramount

● Speaking to a customer is the best
way to know what he wants
● NEVER work on a roadmap blindly
Create a
roadmap that
fosters design
thinking

Metrics are a good way to measure progress
and alignment to P & L
● Number of support calls
● Number of failed registrations /
transactions
● Churn rate
● Customer Acquisition Costs
● Bounce rate
● Customer Lifetime Value
Let the data
speak for itself

● Treat your roadmap as a living
document
● Changes are fine
Get relevant
stakeholders to
sign-off and
commit often

3 Companies
Bank
Car Company
Device
Manufacturer

Business Objectives
New market entry
Increased sales
Reduce churn

Role Play
Business Executive / Engineer
Product Manager
Customer

THANKS!
Find me via:
linkedin.com/in/tundeadeniran
adeniran.tunde@gmail.com
@tundaiadeniran

www.productschool.com
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