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Counter the uncertainties in a dynamic world: an approach to creating outcome-driven product roadmaps

  • Context: Nowadays the market environment is characterized by high uncertainties due to high market dynamics, confronting companies with new challenges in creating and updating product roadmaps. Most companies are still using traditional approaches which typically fail in such environments. Therefore, companies are seeking opportunities for new product roadmapping approaches. Objective: This paper presents good practices to support companies better understand what factors are required to conduct a successful product roadmapping in a dynamic and uncertain market environment. Method: Based on a grey literature review, essential aspects for conducting product roadmapping in a dynamic and uncertain market environment were identified. Expert workshops were then held with two researchers and three practitioners to develop best practices and the proposed approach for an outcome-driven roadmap. These results were then given to another set of practitioners and their perceptions were gathered through interviews. Results: The study results in the development of 9 good practices that provide practitioners with insights into what aspects are crucial for product roadmapping in a dynamic and uncertain market environment. Moreover, we propose an approach to product roadmapping that includes providing a flexible structure and focusing on delivering value to the customer and the business. To ensure the latter, this approach consists of the main items outcome hypothesis, validated outcomes, and discovered outputs.

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Author of HS ReutlingenTrieflinger, Stefan; Münch, Jürgen
Erschienen in:Product-Focused Software Process Improvement : 23rd International Conference, PROFES 2022, Jyväskylä, Finland, 21–23 November 2022, proceedings (Lecture notes in computer science ; 13709)
Place of publication:Cham
Document Type:Conference Proceeding
Year of Publication:2022
Tag:BANI; UX; customer value; problem discovery; product discovery; product management; product roadmap; roadmapping; solution discovery; user research
Page Number:15
First Page:319
Last Page:333
DDC classes:004 Informatik
Open Access?:Nein
Licence (German):License Logo  Lizenzbedingungen Springer