- As a list of features with/without aimed released dates
- As a list of product areas where you aim to make changes
- As a list of problems you look forward to solving for your customers
Here's another way: roadmap as a set of behaviours you want to change.
Why do you need another way? You don't. If you're happy about your roadmap - I salute you.
If you still here let's see why a behaviour-based roadmap might be good for your product.
Is what they do that mattersI guess no one would argue that a specific customer's behaviour is the key to product success. In the heart of every product - some key customer behaviours.
- For Google, it's searching and watching (YouTube).
- For Facebook, it's scrolling newsfeed and connecting to more people.
- For Amazon, it's buying stuff and forgetting to untick "Prime" checkbox.
Every product has some core behaviours and might have several secondary behaviours creators want their customers to express. Often the goal of a PM's job is to make customers do a key behaviour more often. We do it by making behaviour easier to do and more rewarding.
If the above sounds to you a lot like jobs-to-be-done - then you're right, it's very much is. Behaviours are just an easy way to describe jobs your customers want to do using your product.
Do you know how people use your product?It could shock you but a lot of product teams cannot answer this question with a confident "yes". They may have theories, they might get some stats here and there, they might have heard some anecdotes from customers. But if you ask them to write down step by step how their customers using their product - they might find it problematic.
You need to know your customers' behavioursIn case you also don't know how your customers are using your product - rush to find out. Really, there are no excuses. There so many ways to do it.
First and the easiest - just ask them to show you. Shadowing is still one of the most useful ways to learn about your customers. It's the best way because watching your customers live you can ask them why they're doing it this way.
If you cannot be there, next to your customers - you still can learn about their behaviour. You have all those amazing tools for that: HotJar, Lucky Orange, Crazy Egg, Google Analytics...etc.