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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.
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: A product roadmap is an important tool in product development. It sets the strategic direction in which the product is to be developed to achieve the company’s vision. However, for product roadmaps to be successful, it is essential that all stakeholders agree with the company’s vision and objectives and are aligned and committed to a common product plan.
Objective: In order to gain a better understanding of product roadmap alignment, this paper aims at identifying measures, activities and techniques in order to align the different stakeholders around the product roadmap.
Method: We conducted a grey literature review according the guidelines to Garousi et al.
Results: Several approaches to gain alignment were identified such as defining and communicating clear objectives based on the product vision, conducting cross-functional workshops, shuttle diplomacy, and mission briefing. In addition, our review identified the “Behavioural Change Stairway Model” that suggests five steps to gain alignment by building empathy and a trustful relationship.
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.
In recent years companies have faced challenges by high market dynamics, rapidly evolving technologies and shifting user expectations. Together with the adaption of lean and agile practices, it is increasingly difficult to predict upfront which products, features or services will satisfy the needs of the customers and the organization. Currently, many new products fail to produce a significant financial return. One reason is that companies are not doing enough product discovery activities. Product discovery aims at tackling the various risks before the implementation of a product starts. The academic literature only provides little guidance for conducting product discovery in practice. Objective: In order to gain a better understanding of product discovery activities in practice, this paper aims at identifying motivations, approaches, challenges, risks, and pitfalls of product discovery reported in the grey literature. Method: We performed a grey literature review (GLR) according to the guidelines to Garousi et al. Results: The study shows that the main motivation for conducting product discovery activities is to reduce the uncertainty to a level that makes it possible to start building a solution that provides value for the customers and the business. Several product discovery approaches are reported in the grey literature which include different phases such as alignment, problem exploration, ideation, and validation. Main challenges are, among others, the lack of clarity of the problem to be solved, the prescription of concrete solutions through management or experts, and the lack of cross-functional collaboration.
Product roadmaps are an important tool in product development. They provide direction, enable consistent development in relation to a product vision and support communication with relevant stakeholders. There are many different formats for product roadmaps, but they are often based on the assumption that the future is highly predictable. However, especially software-intensive businesses are faced with increasing market dynamics, rapidly evolving technologies and changing user expectations. As a result, many organizations are wondering what roadmap format is appropriate for them and what components it should have to deal with an unpredictable future. Objectives: To gain a better understanding of the formats of product roadmaps and their components, this paper aims to identify suitable formats for the development and handling of product roadmaps in dynamic and uncertain markets. Method: We performed a grey literature review (GLR) according to the guidelines from Garousi. Results: A Google search identified 426 articles, 25 of which were included in this study. First, various components of the roadmap were identified, especially the product vision, themes, goals, outcomes and outputs. In addition, various product roadmap formats were discovered, such as feature-based, goal-oriented, outcome-driven and a theme-based roadmap. The roadmap components were then assigned to the various product roadmap formats. This overview aims at providing initial decision support for companies to select a suitable product roadmap format and adapt it to their own needs.