Navigating Roadmaps and the Changing Landscape of Mobile Apps

Navigating Roadmaps and the Changing Landscape of Mobile Apps

Introduction:

The world of product development is constantly evolving, and one of the key challenges faced by product managers is deciding on the best roadmap to guide their teams towards success. The debate between project-based roadmaps and outcome-based roadmaps has been ongoing, with proponents on both sides arguing for their effectiveness. In this article, we will explore the differences between these two approaches and discuss their implications for product strategy. Additionally, we will examine the case of Foursquare, a popular mobile app, and analyze why it failed to keep up with the changing demands of the social local mobile revolution.

Understanding Roadmaps:

Roadmaps are a vital tool for product managers, as they outline the strategic direction and goals for a product. Project-based roadmaps focus on delivering specific projects on a set schedule, while outcome-based roadmaps concentrate on solving problems and achieving desired results. Both approaches have their merits, but they also come with their own set of challenges.

The Challenge of Commitment:

Project-based roadmaps often create an expectation of strict adherence to deadlines, which can be problematic when changes in circumstances or market demands occur. As David Cancel, CEO of Drift and former VP Product for Hubspot, aptly put it, roadmaps can be a no-win scenario. Either the product fails to meet expectations or the team is accused of deception for changing course. Outcome-based roadmaps, on the other hand, provide a more flexible approach by focusing on the problems to be solved rather than specific projects.

The Importance of Product Strategy:

Regardless of the type of roadmap chosen, it is crucial to develop a clear product strategy beforehand. Roadmaps are merely a storytelling tool that reflects the product strategy. It is essential to articulate the problems to be solved and identify the metrics that will act as leading indicators of success. Once these foundational elements are established, the roadmap can be filled in with the projects believed to move the metrics.

The Case of Foursquare:

Foursquare, once a leader in the mobile app space, faced significant challenges in adapting to the changing landscape of social local mobile apps. One of the reasons for their downfall was the realization that gamification, a key element of their app, did not scale well. Gamification, while initially appealing, did not resonate with smartphone users as expected and failed to generate substantial revenue. In response, Foursquare shifted its focus towards local search and discovery - a strategy more aligned with the Yelp model.

Actionable Advice:

• 1. Prioritize Problem-Solving: Instead of solely focusing on specific projects, consider adopting an outcome-based roadmap that emphasizes solving problems and achieving desired results. This approach allows for greater flexibility and adaptability to changing market dynamics.

• 2. Articulate Product Strategy: Before developing a roadmap, invest time in defining your product strategy. Clearly identify the problems to be solved and the metrics that will serve as leading indicators of success. This strategic foundation will guide your roadmap and ensure alignment with your overall product goals.

• 3. Embrace Adaptability: Recognize that roadmaps are not set in stone. The ability to adapt and iterate based on feedback and changing market conditions is crucial for success. Be open to adjusting your roadmap as new insights and information emerge.

Conclusion:

In conclusion, the debate between project-based roadmaps and outcome-based roadmaps continues, with valid arguments on both sides. The key takeaway is the importance of aligning your roadmap with your product strategy and being adaptable in the face of change. Foursquare's struggle to keep up with the social local mobile revolution serves as a cautionary tale, highlighting the need for continuous innovation and responsiveness to evolving user needs. By prioritizing problem-solving, articulating a clear product strategy, and embracing adaptability, product managers can navigate the complex landscape of mobile apps and drive success in their respective markets.