The problem with most product roadmaps
If I were to say “product roadmap” to you, what would come to mind? Probably something resembling a Gantt chart, much like the roadmap shown below: A set of product updates, usually in the form of features mapped against a timeline. This sort of roadmap certainly matches what ChatGPT thinks a product roadmap is. If you ask ChatGPT, ‘what is a product roadmap?’ it will tell you that:
“A product roadmap is a strategic, high-level visual summary that outlines the vision, direction, priorities, and progress of a product over time. It serves as a guide for both the product development team and stakeholders, providing a clear plan of what will be built, the order in which it will be built, and the timeframe for delivery.”
ChatGPT definition for a product roadmap
The above roadmap certainly seems to fit the bill. A high-level visual summary, check. A clear plan of what will be built, check. The order in which it will be built, check. The timeframe for delivery, check. Alas, the vast majority of product roadmap like the one above have some fundamental problems. Let’s look at what these are.
What’s wrong with most product roadmaps?
What’s wrong with most product roadmaps? Quite a lot as it turns out. Firstly, and most importantly, product roadmaps showing updates against a timeline very rarely, if ever match reality. Because product updates must be mapped against a timeline, estimates are required for how long work will take, estimates that are rarely if ever correct. This is because accurately estimating how long complex work with lots of unknowns and dependencies (product development always requires lots of complex work, with lots of unknowns and dependencies) is neigh on impossible. Think about product work that your team or organisation has carried out in the past. Did it take precisely as long as was estimated? I’d be absolutely amazed if it did.
Whilst product teams will know that estimates can’t be trusted, customers and stakeholders don’t. They will take a product roadmap like this as fact, as an indication of what product updates will be released and when. They will therefore understandably be disappointed when reality bites and the updates they were expecting don’t get delivered as per the roadmap.
A second problem with most product roadmaps is that they lack vital information. Updates are reduced to a title, often something non-descriptive such as ‘Performance improvements’, or ‘Search improvements’. A reader must go elsewhere to find out exactly what these updates include because that vital information is not included on the roadmap.
A third problem with most product roadmaps is that whilst they show what the updates are they don’t communicate why they are being made in the first place. How does the work align with the strategic goals for the product? What are the desired outcomes for the updates? These are the sorts of questions that stakeholders will be asking.
So, if most product roadmaps are flawed, what should you do instead? Well having a product roadmap is very important. As ChatGPT rightly points out having one serves as an important guide for product teams, stakeholders and customers. It’s not the product roadmap that is at fault, it’s the format that most roadmaps take.
Now, Next, Later — A better product roadmap format
In my opinion, a now, next and later product roadmap such as the one shown below (note this is a dummy example for a holiday booking app) is a much better format for a product roadmap.
Why is this a better product roadmap format? Well firstly showing updates being made now, updates being made next, and updates being made later still provides product teams, stakeholders and customers with a good indication of what the roadmap for a product looks like. However, what it doesn’t do, and this is the most important bit, is commit a team to a timeline of updates. Priorities change and updates invariably take longer than expected to deliver. A product roadmap that is not wedded to rigid timelines can much better accommodate this.
Secondly this format provides important addition information in the form of a short description for updates. Readers no longer have to go guess as to what an update will include.
Finally, by showing updates against the different strategic initiatives this product roadmap format can help to communicate why updates are on the roadmap, and what the desired outcomes are for the product. In the above example, the roadmap shows that the 24/7 customer support chatbot and the booking amends portal updates are intended to reduce support enquiries. OKRs (objectives and key results) could even be added to help communicate not just what the desired outcomes are, but also how they will be measured.
Have a go using the now, next, later format for your next product roadmap. Not only should it better match the reality of product development, but it can also be a better way to communicate the updates planned for a product.
See also
- The Risks Of Estimating Time As An Agile Team, And What To Do About It (Martijn van de Haterd)
- The ultimate guide to product roadmaps (ProdPad)
Image credits
- Map & compass photo by Hendrik Morkel on Unsplash
- Example product roadmap from roadmunk.com
Originally published at https://www.uxforthemasses.com on September 23, 2024.
