The Playbook for Building a Multi-Product Roadmap with 1Password

3. First principle:
Create a virtuous feedback loop

4. Product
Design
Engineering
● Talk to customers
● Advisory boards/customer
councils
● Win / loss / churn reviews
● Product feature requests
● NPS dashboard / surveys
CS+Success
Sales
Marketing
● Ship product
● Roadmaps
● Customer sync
● Deal support
● Refined personas
Customers

5. The shifting role of data
What’s the right mix for an exploratory product vs. established product
Quantitative: “keeps our head smart”
Identifies relationships, correlation, causation
Product data (engagement/usage)
Experiments (A/B testing)
Surveys
NPS
Support tickets
Qualitative: “keeps our heart smart”
Identifies themes, builds intuition
User interviews (User testing, win/loss)
Surveys (open-ended Qs, topical, win/loss)
Customer conversations
Support feedback, forums, social, etc.

6. Reading signals:
A password manager going passwordless?
Easy by Default
Embracing the Market
Shift
Eliminating the “Treasure”
of Credentials

7. Password management → Identity management
Product evolution is inevitable. A snapshot of our journey.
2006
1Password built
for individuals
2018
1Password
expands to
businesses
March
2022
1Password adds
Dev tools
May
2023
Passage by
1Password offering
May
2023
Support for
passkey sign-in on
key websites
July
2023
Unlock 1Password
with a passkey
Consumer Enterprise
Now trusted by millions of people and over 100,000 businesses

8. Product will never scale
without this foundation.

9. Second principle:
Does structure help or hurt?

10. One structure
does not fit all
Early-to-market areas require pace to validation
Empower swiss army knives
Set ambitious goals that your executive leadership supports
Hold strong to the courage of your convictions
Building for today’s customer and tomorrow’s customer

11. What
changes with
multi-product? Open-ended roadmap
Fight with your unfair advantage
Unclear business outcome and tradeoffs
Sacrificing short-term bottom line for the good of the long term business

12. Capture share of voice to create
the landing pad with credibility
First-to-market Education Media credibility Industry leadership

13. Third principle:
Rally the organization

14. Start with
why
Create and measure checkpoints to change course or priority
Celebrate incremental progress to create rolling momentum
Why is this a priority?

15. ● Creating a feedback loop around your customer.
● Rallying and exciting the organization with the outcome.
● Being flexible and more open ended.
● Prioritizing pace and proof of product to the market vs. structure and predictability.
● Crisply defining goals and celebrating progress.
Takeaways
Whether it’s your first or 100th product expansion, the product playbook requires:

16. Thank you!
Steve.won@1password.com