The document discusses different approaches to product roadmapping beyond the traditional quarterly roadmap. It presents various roadmapping frameworks including milestone-based, feature-based, Now-Next-Later based, platform-based, visionary, and swimlane-based roadmaps. It also discusses planning across three horizons of innovation - core/mature businesses, growing businesses, and emerging/disruptive businesses. Overall, the key message is that product roadmapping requires different strategies for each innovation horizon to balance current needs while also planning for future growth and disruption.

1. Transcending the
Traditional Product
Roadmap
Planning for Growth Across Horizons
Sep 24, 2019

2. ● Tenni Theurer
● VP Product @ Verizon Media
● Formerly @ Yahoo, Visa, IBM, Qualcomm
● Innovation & Growth
● Media & Commerce
● B2B & B2C
Who Am I?

3. My Personal Journey

5. WHERE ARE WE? → WHERE ARE WE HEADED NEXT?
… AND HOW WILL WE GET THERE?

7. Build MVP
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Learn & Iterate
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Q2
Research and Design
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Q1 Q3
Engage & Retain
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Audience Development
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Launch
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Build More Features
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Q4
The “Quarterly” Product Roadmap

8. Launch!
Iterate
MVP
Design
Beta
Engagement MonetizationRetain
The “Milestone” Product Roadmap
Research Learn Repeat
time
Build

9. Login and Registration
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Search
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User Profile
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Search by Category
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Share
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User Onboarding
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Customer Support
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The “Feature” Product Roadmap
time

10. Login and Registration
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NextNow
Search
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User Profile
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Search by Category
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Share
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Later
User Onboarding
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Customer Support
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The “Now-Next-Later” Product Roadmap
time

11. The “Platform” Product Roadmap
Mobile App
Web
Tools
time
Update Forgot Password Flow
Update TOS & Privacy Help Page Improvements
Analytics
Admin Tools Push Notifications
Dashboards
New Product Listings
UI/UX Refresh Shopping Cart Integration
App Onboarding Flows
Accessibility
Launch Loyalty & Rewards
Partner Console
Seller Insights
NPS Pilot

12. Trends
Vision of the
Future
The “Visionary” Product Roadmap
Video Conference
Mobile
Image Downloading
Video Streaming
1G - TACS (Total Access Communication System)
2G - GSM / EDGE (Global System for Mobile Communication)
3G - WCDMA (Wideband Code Division Multiple Access)
4G - LTE (Long Term Evolution)
5G - NR (New Radio)
1980 1990 2000 2010 2020
Peer to Peer Sharing
AR / VR / MR
Connected Cars Connected CitiesPortable Devices
Media Everywhere
2030 time

13. The “Swimlane” Product Roadmap
New Features
Partner Integrations
Growth & Retention
Product Marketing
Platform & Infrastructure
Testing
time
New Product Customization Multiple Store Shopping Cart Fingerprint Authentication
New Partner Onboarding Partner Console Refresh
Newsletter Launch Discounts
Pricing Review GTM Planning
Migration Planning Tech Upgrade Site Reliability Performance
Automation Smoke Test Suite
CRM Campaign
Continuous Build

14. Macrotrends and 2nd & 3rd order effects
Global, sustained forces of changes of significant magnitude and pace that impacts business, economy, society,
culture, and personal lives and defines our future.
For Example
● US consumer behavior shifts
● Global economic shifts
● Rise of AI and human augmentation
● Accelerated urbanization and connectivity
● Society, security and privacy
● The Future of Work

15. Macrotrend: The rise of AI and
human augmentation
● 20x growth in venture funding for US AI startups
● 2.3x increase in global AR/VR market in 2017 alone
● ~75% increase in devices with AI virtual assistance
“Technology tends to disappear into the background and the
innovation starts to focus on the human experiential elements,
how things feel.” — @mikewalsh
What are 2nd and 3rd order effects & consequences?
1st
Order Decisions: Automation
2nd
Order Decisions: AI + Humans
3rd
Order Decisions: Only Humans Mike Walsh, Futurist

16. EVENTUAL DISRUPTION

17. IMMEDIATE
DISRUPTION

18. Three Horizons of Innovation
HORIZON 1
HORIZON 2
HORIZON 3
Mature
Business
Growing
Business
Emerging
Business
Source: McKinsey & Company

19. Limitation of Time-Based Axes
HORIZON 1
HORIZON 2
HORIZON 3
Mature
Business
Growing
Business
Emerging
Business
time

20. Planning Across Horizons
HORIZON 1 = NOW
HORIZON 2 = NEXT
HORIZON 3 = LATER

21. Applying to Versions
HORIZON 1 = v1
HORIZON 2 = v2
HORIZON 3 = v3

22. Thinking in Terms of Growth
HORIZON 1 = CORE
HORIZON 2 = GROWING
HORIZON 3 = EMERGING

23. Planning for Disruption
HORIZON 3HORIZON 2HORIZON 1
CORE
GROWING
EMERGING
DISRUPTION

24. Putting Everything Together
How do you keep a pipeline of
ideas? And how do you improve
upon those pipelines over time?
Start with an evaluation
framework for decision making.
What are the inputs, outputs
and desired outcomes in each
horizon? Who are the
stakeholders?
Roadmapping for the three
horizons requires different
strategies, tactics, processes,
prioritization and mindsets.