Your product ideas and analyses are only as valuable as your ability to put things into action. And putting things into action is all about working with others in the organization. This process involves a number of soft skills, like communication, persuasion, negotiation, and evangelism.

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Prioritizing Roadmap Based on Data
by Amazon Sr PM

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5. PRIORITIZING
ROADMAP BASED
ON DATA
Artem Fedyurin - Sr. Product Manager, Amazon.

6. Product Roadmap

7. Product Roadmap and Its Goal
■ Roadmap is a communication tool, statement of intent, and direction to get
support and coordinate effort among stakeholders
■ Should be tied to the vision / goals
■ Shouldn’t be rigid, but flexible; Rally around org priorities and can change if
the org priorities change
■ Should get customers excited

8. Roadmap Focus vs Product Type
■ Growth vs. Value
– Growth – focus on user growth
– Value – focus on revenue
■ B2B vs. B2C
– B2B – focus on enterprises
– B2C – focus on retail users
■ Internal vs. External
– Internal – focus on automation, optimization, efficiency
– External – focus on revenue, usage, engagement

9. Where Do Feature Ideas Come From?
■ PM’s vision
■ Customer requests
■ Partner requests
■ Sales requests
■ Customer support requests
■ Competitor features
■ Leadership requests

10. What is Roadmap Prioritization
and Why It Matters?
■ Prioritization
– Which features to build and how they rank against each other
– Which features to keep in backlog and build later
– Which features not to build
■ Why prioritization matters?
– Limited resources
– Different value to customers
– Competitive advantage

11. Prioritization Frameworks

12. Prioritization Frameworks:
MoSCoW
■ MoSCoW
– Must have
– Should have
– Could have
– Won’t have
Feature MoSCoW Priority
Watch movies Must Have 1
Search movies Must Have 2
Rank movies Should Have 3
Have multiple
profiles
Could Have 4

13. Prioritization Frameworks:
Desirability, Feasibility, Viability
■ Desirability - do customers want this feature?
■ Feasibility – can we build this feature?
■ Viability – can we make money? Will it generate value?
Desirability
(Customers)
Feasibility
(Tech)
Viability
(Business)
Feature Desirability Feasibility Viability Priority Score
Search songs 3 3 3 9
Shuffle songs 3 3 2 8
See all artists albums 2 3 2 7

14. Prioritization Frameworks:
ROI
■ ROI – Return On Investment
– Return – revenue or other benefit
– Investment – development resources, services, etc.
■ Requires assigning $ values to each feature
Feature Projected
Revenue (A)
Dev
Effort
(B)
Other Costs
(C)
ROI
(A/(B+C) -1)
Rank
Search songs $200K $50K $10K 233% 1
Shuffle songs $150K $40K $15K 172% 3
See all artist’s
albums
$130K $35K $7K 209% 2

15. Prioritization Frameworks:
ROI Scorecard
■ Alternative to ROI model based on $ values
■ Can use relative values for dev effort and benefits
■ Can use more than one benefit for prioritization
Feature # of customers
(A)
Avg.
check
(B)
Profit
(C)
Dev Effort
(D)
Score
(A+B+C)/D
Rank
Offer two hour
delivery
5 -2 -2 1 1.0 3
Wish list 2 1 1 2 2.0 2
Add items after
placing order
3 3 2 3 2.7 1

16. Thank You

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