What is a Product Roadmap?

Discover the importance of product roadmaps in guiding your development journey. Learn how crafting an effective plan can amplify your product strategy.

Table of Contents

                    What is a product roadmap?

                    A product roadmap outlines a product’s development over time. It guides you through the product’s journey—from where it’s at now to where you want it to be in the future, usually covering:

                    • Goals and objectives
                    • Timeline or release schedule
                    • Features, improvements, and deliverables
                    • Prioritization
                    • Dependencies
                    • Resources, like personnel or budget.

                    Teams use product roadmaps to understand their product’s overall direction and priorities, ensuring everyone is on the same page and the launch is successful.

                    The different types of product roadmap

                    Product roadmaps come in several forms — the one you’ll use depends on:

                    • Your company’s needs
                    • The nature of the project
                    • How complex the product development process is
                    • The development team’s preferences

                    Waterfall and Agile are two common approaches; they are different methodologies for evolving your product and each offers specific benefits.

                    Here’s a quick overview of both types.


                    In a Waterfall roadmap, you plan and define the entire project upfront. Changes to the requirements or scope are usually discouraged once work has started.

                    This is a more traditional approach to product management and development. Teams go through a linear sequence of stages, completing each before moving on to the next.

                    These stages might include:

                    • Requirements: Detailed planning of project requirements
                    • Design: Creating the product’s design and architecture
                    • Implementation: Developing the product
                    • Testing: Quality assurance and testing
                    • Deployment: Launching the product to customers
                    • Maintenance and Support: Post-launch support and updates

                    The Waterfall approach can work well for projects with well-understood and stable needs but may require help to adapt to rapidly changing environments.


                    Many product development teams use Agile methodologies, such as Scrum and Kanban. These more modern and flexible approaches emphasize collaboration, adaptability, and customer feedback.

                    The development process in a product roadmap is iterative—you divide the work into smaller, more manageable increments called “sprints” or “iterations.”

                    Key characteristics of Agile are:

                    • Iterative development: You develop the product in small, functional increments, enabling frequent releases.
                    • Customer-centric: Customer feedback is actively sought and integrated throughout development.
                    • Adaptive: Agile teams are open to changes in requirements and priorities, so they can be flexible and quickly respond to market changes.
                    • Cross-functional teams: Development teams often include people from several departments (like developers, designers, and testers) who work collaboratively.
                    • Continuous improvement: Agile encourages teams to reflect on their process and make ongoing improvements.

                    Agile roadmaps are often less detailed for long-term planning but are more responsive to changing customer needs and market dynamics.

                    How product roadmaps are used

                    There’s no set way to use a product roadmap—they can help in many ways, from developing your product to communicating its direction. Most businesses use a combination of product roadmaps to meet different purposes, needs, and goals.

                    Let’s look at some of the most common uses.

                    Product vision

                    This roadmap provides a high-level overview of the product’s long-term goals and strategic direction. It focuses on the “bigger picture” and helps stakeholders understand the future of the product.

                    Task management

                    These are detailed and tactical roadmaps. They break down larger projects or releases into specific tasks, assignments, and timelines. Teams use them to track day-to-day work and ensure they complete tasks on schedule.


                    Feature-based roadmaps center around the development of specific product features or functionalities. They outline when the company will develop and release each feature.


                    This type of roadmap aligns with the company’s specific objectives or key results it wants to achieve. It highlights how each release or project contributes to meeting these goals.


                    Businesses use theme roadmaps to group features, tasks, or initiatives based on common themes and strategic priorities. The themes could revolve around customer segments, user experience improvements, technical debt reduction, or other relevant categories.

                    Product portfolio

                    Teams often use a product portfolio roadmap to manage multiple products or projects. They provide an overview of all the products or projects, their states, and how they align with the organization’s strategy. They also enable stakeholders to make informed decisions about resource allocation and prioritization.


                    Capacity roadmaps consider the availability of resources such as team members, budget, and time, helping to manage workload. They ensure the team keeps its capacity manageable and that they schedule their work realistically.

                    Product roadmap examples

                    To understand how product roadmaps come together and better explain their usefulness, let’s take a look at them in action.

                    Here are examples of how companies could apply different roadmap types to launch a new product or update.

                    Timeline roadmap

                    A project management software tool may use a timeline-based roadmap to outline its development schedule over 12 months. The roadmap focuses on specific releases and corresponding features and improvements.

                    For example, the company might set out its year like this:

                    • Q1: Core functionality and user authentication.
                    • Q2: Team collaboration and user interface enhancements.
                    • Q3: Reporting and analytics and mobile app developments.
                    • Q4: Integrations and advanced features.

                    This mapping type helps communicate the product’s development timeline and planned release.

                    Theme roadmap

                    An ecommerce platform could organize its roadmap around specific themes or strategic priorities. Each theme encompasses features and improvements with the chosen strategic focus.

                    The themes might be:

                    • Customer experience—features include site navigation and the checkout process.
                    • Mobile optimization—adding features to enhance the mobile shopping experience.
                    • International expansion—adding support for multiple languages and currencies.

                    The roadmap aligns product development with strategic themes and ensures the features are grouped logically.

                    Goal-oriented roadmap

                    Finally, we’ll break down the example of a social media platform that uses a goal-oriented roadmap. The roadmap centers around specific goals, tying each release or feature to one or more of them.

                    Its objectives might be to:

                    • Improve user engagement by adding newsfeed algorithm updates and improved notifications.
                    • Enhance data privacy through stricter privacy controls and user data protection measures.
                    • Increase user acquisition by focusing on referral programs and user onboarding improvements.

                    Mapping the product’s features like this ensures the team links its development efforts to achieving strategic goals and business outcomes.

                    Who uses product roadmaps?

                    Many people within an organization use product roadmaps:

                    • Product managers: Responsible for creating and maintaining product roadmaps. They use roadmaps to define the product’s direction, prioritize features, and communicate its vision.
                    • Development teams: Rely on product roadmaps to understand what features and tasks they need to work on and when they are scheduled for completion. This helps them plan their work and allocate resources.
                    • Executive and leadership: Use product roadmaps to ensure development aligns with the organization’s goals.
                    • Marketing teams: Use product roadmaps to plan marketing campaigns, product launches, and customer communications. It helps them align their efforts with product releases and updates.
                    • Sales teams: Benefit from product roadmaps to understand what features or enhancements are coming in future releases. This enables them to communicate product improvements to potential customers and plan sales strategies.

                    Depending on the company and nature of the product, some businesses may share the product roadmap with other parties, like external partners, customers, compliance teams, and more.

                    It’s up to the business to determine who creates, executes, and benefits from the roadmap’s strategic guidance. Circulating it ensures all relevant teams and groups know the product’s direction, priorities, and planned releases.

                    Why is a product roadmap important?

                    There’s no doubt that a solid plan makes a task more manageable. Once you understand the significance of product roadmaps, you’ll wonder how you functioned without them.

                    Let’s expand on some of the values they bring.

                    Showcases the vision

                    A product roadmap represents the product’s long-term vision and strategic direction. It helps communicate to teams and stakeholders where the product is headed and its overarching goals.

                    Brings teams together

                    A roadmap is the central reference point for cross-functional teams. It brings them together by providing a shared understanding of what they need to accomplish and the timeline for achieving it.

                    Streamlines processes

                    By outlining the crucial features, milestones, and priorities, a product roadmap helps streamline the product development process. It assists in project planning, resource allocation, and task prioritization.

                    Provides updates

                    Product roadmaps are dynamic documents regularly updated as the product evolves and new information becomes available.

                    This ongoing communication gives teams a continuous stream of information about the product’s development progress and changes in direction. It ensures everyone is informed and can adapt to evolving circumstances.

                    How to build a product roadmap

                    Building a compelling product roadmap should be a top priority regardless of your product type or company objective.

                    To help get you started, we’ve outlined the vital steps for crafting an effective plan.

                    1. Define objectives

                    Start by clarifying the objectives and goals you want to achieve with the product, both short and long-term. These should align with your company’s strategy and customer needs.

                    2. Gather data

                    Collect data from various sources, including customer feedback, market research, user analytics, and insights from cross-functional teams. This information enables you to understand customer needs and market trends.

                    3. Prioritize initiatives

                    Based on the objectives and data, prioritize the initiatives or projects that help you achieve your goals. Consider factors like customer impact, business value, technical feasibility, and strategic alignment.

                    4. Create a timeline

                    Develop a timeline for your roadmap. Determine the timeframe for each major release or milestone. Consider your development capacity, dependencies, and the urgency of delivering certain features.

                    5. Choose a roadmap format

                    Decide on a type and format for your roadmap, such as Gantt charts, Kanban boards, spreadsheets, or specialized roadmap software tools. Your choice depends on your team’s preferences and how complex your product is.

                    6. Define themes or releases

                    Organize your roadmap into themes or releases. Themes group related features or initiatives, while releases represent specific product updates.

                    7. Add features and initiatives

                    Populate your roadmap with your prioritized features or initiatives. Describe each item with enough detail to ensure a shared understanding of what it entails. Include information like objectives, user stories, and any dependencies.

                    8. Set milestones

                    Assign milestones and target dates to each feature or initiative. Be realistic about the timeframes, considering the development team’s capacity and potential roadblocks.

                    9. Communicate and collaborate

                    Share the roadmap with critical teams and individuals, like product managers, developers, marketing and sales teams, and other executives. Encourage feedback and collaboration to ensure alignment and buy-in from all parties.

                    10. Maintain and update

                    Regularly review and update the product roadmap as new information comes in. This might include adjusting priorities, adding new features, and accommodating customer needs or market conditions changes.

                    Best practices for product roadmaps

                    Creating and managing effective product roadmaps is a skill that takes time to perfect.

                    Get the hang of things quickly by following these best practices.

                    Consider who the roadmap is for

                    Tailor your product roadmap to its intended audience's specific needs and interests. Stakeholders have varying interests and need different levels of detail.

                    For example:

                    • Leadership: Provide a high-level overview emphasizing the business goal alignment and strategic objectives.
                    • Development teams: Include technical details, dependencies, and timelines to guide their work.
                    • Marketing and sales teams: Highlight upcoming features they can use for marketing campaigns and sales strategies.
                    • Customers: Focus on user-centric language and benefits to communicate the product’s direction.

                    Keep it focused

                    A focused roadmap avoids overloading with too many features or initiatives.

                    To maintain focus:

                    • Prioritize features based on their strategic importance, customer impact, and feasibility.
                    • Avoid excessive detail that can clutter the roadmap and make it hard to see priorities.
                    • Determine what should be included in the current roadmap to manage expectations.

                    Regularly review

                    Your product roadmap is a living document, not a static plan—it should evolve as your product, market, and organization change.

                    This involves:

                    • Scheduling reviews with cross-functional teams to evaluate progress and make necessary adjustments.
                    • Continuously monitoring market dynamics, customer feedback, and the competitive landscape.
                    • Being flexible to adapt the roadmap based on changing requirements or unexpected developments.

                    Map your product’s success with Amplitude

                    A well-structured product roadmap helps businesses navigate the complex terrain of product development. It guides teams towards a common goal and ensures every effort contributes to the product’s success.

                    Accessing valuable data and information enhances the value of your product roadmap—here’s where Amplitude can help.

                    Amplitude empowers businesses to delve deeper into user behavior, gain actionable insights, and make informed decisions.

                    With our robust analytics solution, you can make the most of your strategies, spot areas for improvement, and deliver a tailored and engaging user experience.

                    Use it to rev up your product development journey, turning your roadmap into a roadmap for product success.

                    All set to unlock your product development’s full potential? Get started with Amplitude today.