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Why feature-based roadmaps fail in rapidly changing markets: a qualitative survey

  • Objective: This paper aims at getting an understanding of current problems and challenges with roadmapping processes in companies that are facing volatile markets with innovative products. It also aims at gathering ideas and attempts on how to react to those challenges. Method: As an initial step towards the objectice a semi-structured expert interview study with a case company in the Smart Home domain was conducted. Four employees from the case company with different roles around product roadmaps have been interviewed and a content analysis of the data has been performed. Results: The study shows a significant consensus among the interviewees about several major challenges and the necessity to change the traditional roadmapping process and format. The interviewees stated that based on their experience traditional feature-based product roadmaps are increasingly losing their benefits (such as good planning certainty) in volatile environments. Furthermore, the ability to understand customer needs and behaviors has become highly important for creating and adjusting product roadmaps. The interviewees see the need for both, sufficiently stable goals on the roadmap and flexibility with respect to products or features to be developed. To reach this target the interviewees proposed to create roadmaps based on outcome goals instead of product features. In addition, it was proposed to decrease the level of detail of the roadmaps and to emphasize the long-term view. Decisions about which feature to develop should be open as long as possible. Expected benefits of such a new way of product roadmapping are higher user centricity, a stable overall direction, more flexibility with respect to development decisions, and less breaking of commitments.

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Author of HS ReutlingenMünch, Jürgen; Trieflinger, Stefan
Erschienen in:Software-intensive business: start-ups, ecosystems and platforms : proceedings of the International Workshop on Software-intensive Business: Start-ups, Ecosystems and Platforms (SiBW 2018) : Espoo, Finland, December 3, 2018. - (CEUR workshop proceedings ; 2305)
Publisher:RWTH Aachen
Place of publication:Aachen
Editor:Sami Hyrynsalmi
Document Type:Conference Proceeding
Year of Publication:2018
Tag:UX; agile development; agile requirements management; customer development; innovation management; lean UX; portfolio management; portfolio roadmap; product management; product roadmap; requirements engineering
Page Number:17
First Page:202
Last Page:218
DDC classes:650 Management
Open Access?:Ja
Licence (German):License Logo  Open Access