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The Secrets of Meaningful Product Roadmaps - Landing Festival Berlin 2019

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Talk from Landing Festival Berlin in April 2019 for product managers on creating meaningful, user-centric and measurable product roadmaps

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The Secrets of Meaningful Product Roadmaps - Landing Festival Berlin 2019

  1. 1. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL THE SECRETS OF MEANINGFUL PRODUCT ROADMAPS LANDING FESTIVAL 2019, BERLIN @JOCKBU JOCK BUSUTTIL PRODUCT PEOPLE LIMITED
  2. 2. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ABOUT JOCK Freelance head of product Writer, speaker, mentor and trainer Author of The Practitioner’s Guide To Product Management @JOCKBU amzn.to/2tnHacR
  3. 3. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SECRET #1 KNOW WHERE YOU WANT TO GO @JOCKBU
  4. 4. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Your company has broad goals @JOCKBU
  5. 5. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL How will your product help to achieve those goals? @JOCKBU
  6. 6. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Product vision = destination @JOCKBU
  7. 7. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU NO VISION EVERYONE ALIGNED TO A SHARED PRODUCT VISION
  8. 8. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Bad examples: @JOCKBU
  9. 9. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL “achieve X% market share” @JOCKBU
  10. 10. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL “become the market leader in Y” @JOCKBU
  11. 11. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL “make €€€ in revenue” @JOCKBU
  12. 12. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL “continually foster world-class infrastructures as well as to quickly create principle-centred sources to meet our customers’ needs” @JOCKBU
  13. 13. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Better examples: @JOCKBU
  14. 14. make people happy DISNEYLAND @JOCKBU
  15. 15. a world free of malaria BILL & MELINDA GATES FOUNDATION @JOCKBU
  16. 16. make people’s lives easier, safer and better VOLVO CARS @JOCKBU
  17. 17. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL A product vision is deliberately far off and hard to complete @JOCKBU
  18. 18. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Choose a simple product vision people will care about reaching @JOCKBU
  19. 19. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL GETTING THERE @JOCKBU
  20. 20. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL The big steps: = product roadmap @JOCKBU
  21. 21. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL The smaller steps: = weekly objectives = daily tasks /backlog @JOCKBU
  22. 22. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL EVERYTHING IS ALIGNED @JOCKBU COMPANY GOALS PRODUCT VISION PRODUCT ROADMAP WEEKLY OBJECTIVES DAILY TASKS
  23. 23. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SECRET #2 EACH ROADMAP ITEM IS AN EXPERIMENT @JOCKBU Photo: Jock Busuttil
  24. 24. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Your roadmap will evolve as you learn more from your experiments @JOCKBU
  25. 25. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Data / user research shows that: Users don’t like typing passwords on their mobile phone So if we try: Sending an email with a one-time login button And measure: Time to log in on mobile User stress levels while logging in We should see this change: >75% reduction in login time Significant drop in stress levels
  26. 26. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SECRET #3 ROADMAP ITEMS SERVE USER NEEDS @JOCKBU Photo: Jock Busuttil / GDS
  27. 27. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL What should you know about each roadmap item? @JOCKBU
  28. 28. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHAT benefit it provides and for which users @JOCKBU
  29. 29. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL WHY it is on the roadmap, with evidence @JOCKBU
  30. 30. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL HOW you’ll measure whether you’ve been successful @JOCKBU
  31. 31. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Zero-benefit items? Take them off the roadmap @JOCKBU
  32. 32. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Focus on what users are trying to achieve not on building features or releases @JOCKBU OUTCOME OUTPUT
  33. 33. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL “Make sure drivers don’t run out of fuel” “Build a fuel gauge measuring in litres” @JOCKBU OUTCOME OUTPUT
  34. 34. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Focus on user outcomes, not on outputs @JOCKBU
  35. 35. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL SECRET #4 DON’T CONFUSE YOUR AUDIENCE @JOCKBU Photo: Ladsgroup / Wikipedia (CC BY-SA 4.0)
  36. 36. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL How will you display your roadmap? @JOCKBU
  37. 37. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Roadmaps come in different forms @JOCKBU
  38. 38. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Some are more effective than others @JOCKBU
  39. 39. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  40. 40. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  41. 41. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  42. 42. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU Photo: Scott Colfer / Ministry of Justice
  43. 43. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU
  44. 44. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Roadmaps are communication tools @JOCKBU
  45. 45. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL What information should be on a product roadmap? @JOCKBU
  46. 46. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DON’T include in your roadmap: Specific release dates Resource planning Complex dependencies (it’s not a project management tool) @JOCKBU
  47. 47. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DO include: Themes Broad timelines Outcomes not outputs Goals and their metrics Rough progress on items @JOCKBU
  48. 48. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU THEMES
  49. 49. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL THEMES @JOCKBU Photo: Jock Busuttil / GDS
  50. 50. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL @JOCKBU BROAD TIMELINES
  51. 51. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL NOW Being worked onnow Certain / detailed Lowlikelihood of change (but still possible) NEXT Tobe worked on next Lesscertain /detailed Medium likelihood of change, based on learning LATER Everything else Uncertain / vague Highlikelihood of change, based on learning BROAD TIMELINES
  52. 52. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL DON’T WASTE TIME ON UNNECESSARY DETAIL @JOCKBU LEVEL OF DETAIL LIKELIHOOD TO CHANGE
  53. 53. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL Make your roadmap easy to find easy to view easy to understand @JOCKBU
  54. 54. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL ROADMAPPING TOOLS @JOCKBU PHYSICAL WALLS & PAPER CARDS TRELLO PRODPAD AHA! ROADMUNK POWERPOINT, EXCEL AND SIMILAR
  55. 55. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL RECAP @JOCKBU
  56. 56. COPYRIGHT © 2012–2019 PRODUCT PEOPLE LIMITED ● PRODUCTPEO.PL THE SECRETS OF MEANINGFUL ROADMAPS @JOCKBU Simple, memorable product vision Everything is an experiment User outcomes not outputs Easy to find, view & understand
  57. 57. THANKS! INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR
  58. 58. INTERIM PRODUCT MANAGEMENT, COACHING AND TRAINING WWW: productpeo.pl BLOG: imanageproducts.uk @jockbu amzn.to/2tnHacR QUESTIONS?

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