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How to build your digital product roadmap

How to build your digital product roadmap

In today’s age of agility and adaptability, the traditional approach to product roadmaps is evolving. This guide will navigate you through building a flexible, effective digital product roadmap.

A clear shift towards more agile roadmaps

Traditional roadmaps, while providing a clear direction and peace of mind to stakeholders, often struggle to keep pace with the rapid changes in technology and market demands. The agile approach advocates for roadmaps that are adaptable, align with business and user needs, and are not overly rigid in their structure​​.

Strategic Research as a foundation

Strategic research forms the backbone of effective roadmap planning. It involves a deep dive into market trends, competitor analysis, and understanding customer needs. This research helps you identify opportunities and threats, ensuring digital roadmaps are grounded in reality and informed by data.

It's not just about what you want to build, but also about understanding what the market needs and how you can innovatively meet those needs.

Digital product roadmap

Use the power of co-creation

At the heart of our roadmap creation is the principle of co-creation and stakeholder engagement. We believe in the power of collaboration, bringing together diverse perspectives from different stakeholders, including clients, end-users, and our development teams.

This collaborative approach ensures that our roadmaps are comprehensive, well-rounded, and reflective of the needs and insights of all parties involved. It's about building together, not just for clients but with them, as partners.

Read more about workshops here!

Embrace flexible timelines

Agility in roadmaps also extends to how we handle timelines. Recognising that changes are inevitable, we set broad timeframes and maintain the agility to shift focus as required by market conditions or technological advancements.

Roadmaps are not static; they should evolve in response to internal and external changes. Regular reviews and adaptations are a must. This approach ensures that our roadmaps are realistic, achievable, and adaptable, keeping pace with the fast-moving digital world.

Roadmap timelines

Focus on themes to help you prioritise

In an agile setting, focusing on themes rather than fixed features or rigid timelines is vital. This thematic approach allows you to concentrate on broader objectives and user needs, providing the flexibility to adapt as those needs evolve. Themes act as guiding principles that inform the direction of product development, ensuring that every feature or task you undertake contributes to overarching goals and customer value propositions.

We always use three main components to set priorities in our roadmaps. It's not an exact science but it helps to give you a solid starting point.

Customer impact

By focusing on delivering value to your customer or end-user, you'll have several advantages.

Gain more buy-in with your end-users

Keep focus for the development team

A roadmap that's easier to understand

Business value

Define what the business impact of items on your roadmap is. This could mean, among others:

More efficient maintenance and support

Addressing a larger or new target audience


Estimate the time spent on designing, developing and rolling out the potential items on your roadmap. A ball-park figure is fine to get the idea.

Communicate in a clear and understandable manner

Effective communication of your product roadmap is as vital as its creation. Prioritise crafting roadmaps that are not only strategic but also understandable and transparent. A well-communicated roadmap fosters an environment of shared understanding and alignment, ensuring that everyone is on the same page and working towards the same objectives.

To achieve this, you should focus on simplicity and clarity. Complex technical jargon is translated into accessible language, ensuring that the roadmap resonates with all audiences, regardless of their technical background.

Today’s roadmaps are characterised by strategic research, collaborative co-creation, prioritisation through themes, flexible timelines, and great communication. These elements are crucial in ensuring that roadmaps are not only reflective of current market dynamics but are also robust enough to adapt to future changes and challenges.

Need help with your roadmap?

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