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How Leveraging Data Creates Efficient Product Roadmaps

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How Leveraging Data Creates Efficient Product Roadmaps

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In this webinar, Hannah Chaplin, Principal Product Marketing and Steve Cheshire, Product Manager will demonstrate how to use product data to inform your roadmap and evaluate the true business value of feature additions.

In this webinar, Hannah Chaplin, Principal Product Marketing and Steve Cheshire, Product Manager will demonstrate how to use product data to inform your roadmap and evaluate the true business value of feature additions.

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How Leveraging Data Creates Efficient Product Roadmaps

  1. 1. Why roadmaps are vital to business growth
  2. 2. Growth at any cost Efficient growth
  3. 3. Growth at any cost ⬇ Efficient growth
  4. 4. What does inefficient roadmapping look like?
  5. 5. Spinning your wheels on what to build next You’re missing the data you need to prioritize and focus your resources. ➔ Missing connection between business strategy & product strategy/roadmap ➔ No visibility into product usage or feedback process to inform priorities; no product or IT roadmap prioritization ➔ Significant time and resources wasted supporting products or features with low utilization ➔ Pattern of deploying features with low rates of adoption You’re missing the data you need to prioritize and focus your resources.
  6. 6. BAD DATA = BAD ROADMAP = BAD PRODUCT
  7. 7. The data you need to build great roadmaps products
  8. 8. Business strategy Product feedback Behavioral data What customers + prospects are saying What customers are doing The ingredients you need to create great products
  9. 9. The ingredients you need to create great products
  10. 10. But WHY should roadmaps be data-informed?
  11. 11. Bringing behavioural data to your roadmap (product analytics)
  12. 12. What are product analytics? Product managers rely on product analytics to track user / customer behavior within their apps, websites, and devices That data informs decisions about how to improve the product experience and drive business outcomes. Understanding behavioural data alongside the business strategy helps inform the roadmap 1 2 3
  13. 13. How we use product analytics in roadmapping - assessing business value ➔ Choose the metrics / data that support what you need to find out ➔ Look for data to support a hypothesis ➔ OR explore how current users are interacting with your product ➔ Feedback can be a signpost to dig into the behavioural data more
  14. 14. RICE A popular method of prioritizing what goes on the Roadmap…and why it sometimes doesn’t work… Reach = Calculated, if you have analytics TAM data Impact = Subjective, however feedback & industry knowledge help Confidence = Subjective, do you trust your data & inputs? Effort = Calculated based on historical velocity
  15. 15. How to bring customer feedback into your roadmap
  16. 16. Bring the customer voice into CURRENT projects Why? Customers validate the problem Who? Think about who you should talk to How? Ongoing feedback, interviews, advisory board, using product usage + other metadata 1 2 3
  17. 17. Why? Customers help inform your strategy Who? Think about prospects too (your future customers) How? Ongoing feedback, interviews, advisory board 1 2 3 Bring the customer voice into FUTURE projects
  18. 18. Product Feedback Policy Capturing product feedback in a single location is a huge win. You create a repository of data to inform your roadmap! 1. Metrics (Looker | Pendo) ● This week: ○ Web: 232 subs created, 32 installed (14%) ○ Mobile: 20 subs added a mobile app, 0 installed (0%) ● Pendo Free subscriptions at-a-glance: ○ 10,123 subs created ○ 7,987 subs active (79%) ○ 2,130 installed (21%) ○ 1,229 currently installed (+75) 58% ○ 901 uninstalled (+141) 42% ● 312 DAU, 947 WAU, 2,252 MAU ● 82 subscriptions (-32) are over the 1,000 MAU limit ● 20 more Hand Raises: ○ dackinc.com (Asked to Upgrade) ○ liquidplanner.com (Asked to Upgrade) ○ blossomeducational.com (Resource Center) ● Total PQLs: 376 (+31) ○ 218 (+11) Hand Raises ○ 158 (+20) Over 1,000 MAU for 3+ Months ● Total Free Deals: 54 (+5) ● Total ARR with Free: $1,240,483 (+$112,200) ● Ave. ARR per deal: $22,972
  19. 19. Building your roadmap
  20. 20. Tell a story Customers + prospects: Tell a story about progress Customer-facing teams: Tell a story about empowerment Product + engineers: Tell a story about alignment Leadership: Tell a story about impact
  21. 21. How to present your roadmap
  22. 22. ➔ Get creative 🎨 ➔ Back your roadmaps with data ➔ Know your audience ➔ Show how features/problems line up to business metrics ➔ Include wider activity like how you are taking a feature or product to market Top tips for the modern roadmap

Notas do Editor

  • RAYVONNE
  • RAYVONNE
  • RAYVONNE
  • HANNAH

    Few minutes setting some context around why roadmaps are so vital to business growth - especially today
    So what has changed…?
  • HANNAH
    It’s a unique time. Many, if not all of us are having to manage through or are being affected by macroeconomic headwinds. After a very long period of strong growth, this is a new experience for most of us. There’s now an extreme focus on “efficiency”. We all still have the same aggressive goals to hit - but we have to do it with less.
  • HANNAH
  • HANNAH But what does Efficient growth actually mean? Well it implies that most businesses are inefficient in many ways.
  • HANNAH
  • STEVE
    START THEN TAKE ONE POINT EACH WHICH WE CAN RIFF ON
  • STEVE
  • STEVE
    What are the ingredients Business Strategy, Product Data, Feedback,
  • HANNAH EXPLAIN THE MADNESS THEN DISCUSSION WITH STEVE ABOUT EACH OF THESE
  • HANNAH
  • HANNAH
  • HANNAH
  • HANNAH
    STEVE CAN YOU TALK TO ABOUT WHAT YOU DO…. MOVE TO NEXT SLIDE
  • STEVE

    Thoughts…
    How you can highlight which parts of the product are most utilised in the roadmaps…so that you can create visibility around why you are investing e.g

    We need to build X to increase adoption of Y OR We have heavy adoption and engagement with Y, how do we mature if further it without disrupting existing user base
  • STEVE
  • HANNAH
  • HANNAH
    Browse page experience
    Minor enhancements based on Feedback from customers



  • STEVE
  • HANNAH
  • HANNAH
  • HANNAH
    THEN ASK STEVE WHAT HE DOES AND WHY HE DOES IT AND WHY
  • STEVE HAN CHIP IN SPOILER ALERT: Everyone roadmaps different and that’s OK. Think about the purpose and the stakeholders, it kinda doesn’t matter what anyone else is doing
    NEED TO ANSWER THE QUESTION: Who manages the roadmap and how often should it be updated?
  • STEVE STARTS
    HAN STEVE ETC….
  • STEVE STARTS
    HAN STEVE ETC….

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