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Nowadays companies are facing increasing market dynamics, rapidly evolving technologies and shifting user expectations. Together with the adoption of lean and agile practices this situation makes it increasingly difficult to plan and predict upfront which products, services or features should be developed in the future. Consequently, many organizations are struggling with their ability to provide reliable and stable product roadmaps by applying traditional approaches. This paper aims at identifying and getting a better understanding of which measures companies have taken to transform their current product roadmapping practices to the requirements of a dynamic and uncertain market environment. This also includes challenges and success factors within this transformation process as well as measures that companies have planned for the future. We conducted 18 semi-structured expert interviews with practitioners of different companies and performed a thematic data analysis. The study shows that the participating companies are aware that the transformation of traditional product roadmapping practices to fulfill the requirements of a dynamic and uncertain market environment is necessary. The most important measures that the participating companies have taken are 1) adequate item planning concerning the timeline, 2) the replacement of a fixed time-based chart by a more flexible structure, 3) the use of outcomes to determine the items (such as features) on the a roadmap, 4) the creation of a central roadmap which allows deriving different representation for each stakeholder and department.
Context: Nowadays, companies are challenged by increasing market dynamics, rapid changes and disruptive participants entering the market. To survive in such an environment, companies must be able to quickly discover product ideas that meet the needs of both customers and the company and deliver these products to customers. Dual-track agile is a new type of agile development that combines product discovery and delivery activities in parallel, iterative, and cyclical ways. At present, many companies have difficulties in finding and establishing suitable approaches for implementing dual-track agile in their business context.
Objective: In order to gain a better understanding of how product discovery and product delivery can interact with each other and how this interaction can be implemented in practice, this paper aims to identify suitable approaches to dual-track agile.
Method: We conducted a grey literature review (GLR) according to the guidelines to Garousi et al.
Results: Several approaches that support the integration of product discovery with product delivery were identified. This paper presents a selection of these approaches, i.e., the Discovery-Delivery Cycle model, Now-Next-Later Product Roadmaps, Lean Sprints, Product Kata, and Dual-Track Scrum. The approaches differ in their granularity but are similar in their underlying rationales. All approaches aim to ensure that only validated ideas turn into products and thus promise to lead to products that are better received by their users.
It is essential for the success of a company to set a strategic direction in which a product offering will be developed over time to achieve the company vision. For this reason, roadmaps are used in practice. in general, roadmaps can be expressed in various forms such as technology roadmaps, product roadmaps or industry roadmaps. From the point of view of industry, the basic purpose of a roadmap is to explore, visualize and communicate the dynamic linkage between markets, products and technology.
Context: Currently, most companies apply approaches for product roadmapping that are based on the assumption that the future is highly predicable. However, nowadays companies are facing the challenge of increasing market dynamics, rapidly evolving technologies, and shifting user expectations. Together with the adaption of lean and agile practices it makes it increasingly difficult to plan and predict upfront which products, services or features will satisfy the needs of the customers. Therefore, they are struggling with their ability to provide product roadmaps that fit into dynamic and uncertain market environments and that can be used together with lean and agile software development practices.
Objective: To gain a better understanding of modern product roadmapping processes, this paper aims to identify suitable processes for the creation and evolution of product roadmaps in dynamic and uncertain market environments.
Method: We performed a Grey Literature Review (GLR) according to the guidelines from Garousi et al.
Results: 32 approaches to product roadmapping were identified. Typical characteristics of these processes are the strong connection between the product roadmap and the product vision, an emphasis on stakeholder alignment, the definition of business and customer goals as part of the roadmapping process, a high degree of flexibility with respect to reaching these goals, and the inclusion of validation activities in the roadmapping process. An overall goal of nearly all approaches is to avoid waste by early reducing development and business risks. From the list of the 32 approaches found, four representative roadmapping processes are described in detail.
Context: Companies in highly dynamic markets increasingly struggle with their ability to plan product development and to create reliable roadmaps. A main reason is the decreasing lack of predictability of markets, technologies, and customer behaviors. New approaches for product roadmapping seem to be necessary in order to cope with today's highly dynamic conditions. Little research is available with respect to such new approaches. Objective: In order to better understand the state of the art and to identify research gaps, this article presents a review of the scientific literature with respect to product roadmapping. Method: We performed a systematic literature review (SLR) with respect to identify papers in the field of computer science. Results: After filtering, the search resulted in a set of 23 relevant papers. The identified papers focus on different aspects such as roadmap types, processes for creating and updating roadmaps, problems and challenges with roadmapping, approaches to visualize roadmaps, generic frameworks and specific aspects such as the combination of roadmaps with business modeling. Overall, the scientific literature covers many important aspects of roadmapping but does provide only little knowledge on how to create product roadmaps under highly dynamic conditions. Research gaps address, for instance, the inclusion of goals or outcomes into product roadmaps, the alignment of a roadmap with a product vision, and the inclusion of product discovery activities in product roadmaps. In addition, the transformation from traditional roadmapping processes to new ways of roadmapping is not sufficiently addressed in the scientific literature.
Context: Organizations are increasingly challenged by dynamic and technical market environments. Traditional product roadmapping practices such as detailed and fixed long-term planning typically fail in such environments. Therefore, companies are actively seeking ways to improve their product roadmapping approach. Goal: This paper aims at identifying problems and challenges with respect to product roadmapping. In addition, it aims at understanding how companies succeed in improving their roadmapping practices in their respective company contexts. The study focuses on mid-sized and large companies developing software-intensive products in dynamic and technical market environments. Method: We conducted semi structured expert interviews with 15 experts from 13 German companies and conducted a thematic data analysis. Results: The analysis showed that a significant number of companies is still struggling with traditional feature based product-roadmapping and opinion based prioritization of features. The most promising areas for improvement are stating the outcomes a company is trying to achieve and making them part of the roadmap, sharing or co-developing the roadmap with stakeholders, and the establishing discovery activities.
Through increasing market dynamics, rapidly evolving technologies and shifting user expectations coupled with the adoption of lean and agile practices, companies are struggling with their ability to provide reliable product roadmaps by applying traditional approaches. Currently, most companies are seeking opportunities to improve their product roadmapping practices. As a first challenge they have to assess their current product roadmapping capabilities in order to better understand how to improve their practices and how to switch to a new approach. The aim of this article is to provide an initial maturity model for product roadmapping practices that is especially suited for assessing the roadmapping capabilities of companies operating in dynamic and uncertain market environments. Based on interviews with 15 experts from 13 various companies the current state of practice regarding product roadmapping was identified. Afterwards, the model development was conducted in the context of expert workshops with the Robert Bosch GmbH and researchers. The study results in the so-called DEEP 1.0 product roadmap maturity model which allows companies to conduct a self assessment of their product roadmapping practice.
Context: Organizations are increasingly challenged by high market dynamics, rapidly evolving technologies and shifting user expectations. In consequence, many organizations are struggling with their ability to provide reliable product roadmaps by applying traditional roadmapping approaches. Currently, many companies are seeking opportunities to improve their product roadmapping practices and strive for new roadmapping approaches. A typical first step towards advancing the roadmapping capabilities of an organization is to assess the current situation. Therefore, the so-called maturity model DEEP for assessing the product roadmapping capabilities of companies operating in dynamic and uncertain environments has been developed and published by the authors.
Objective: The aim of this article is to conduct an initial validation of the DEEP model in order to understand its applicability better and to see if important concepts are missing. In addition, the aim of this article is to evolve the model based on the findings from the initial validation.
Method: The model has been given to practitioners such as product managers with the request to perform a self-assessment of the current product roadmapping practices in their company. Afterwards, interviews with each participant have been conducted in order to gain insights.
Results: The initial validation revealed that some of the stages of the model need to be rearranged and minor usability issues were found. The overall structure of the model was well received. The study resulted in the development of the version 1.1 of the DEEP product roadmap maturity model which is also presented in this article.
Context: Organizations are increasingly challenged by dynamic and technical market environments. Traditional product roadmapping practices such as detailed and fixed long-term planning typically fail in such environments. Therefore, companies are actively seeking ways to improve their product roadmapping approach.
Goal: This paper aims at identifying problems and challenges with respect to product roadmapping. In addition, it aims at understanding how companies succeed in improving their roadmapping practices in their respective company contexts.
Method: We conducted semi-structured expert interviews with 15 experts from 13 German companies and conducted athematic data analysis.
Results: The analysis showed that a significant number of companies is still struggling with traditional feature-based product-roadmapping and opinion-based prioritization of features. The most promising areas for improvement are stating the outcomes a company is trying to achieve and making them part of the roadmap, sharing or co-developing the roadmap with stakeholders, and establishing discovery activities.
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.