3. Types of Product Roadmaps

In this section, we will explore different types of roadmaps. I will show you several models you can use to develop your own roadmap. At the end of this topic, I’ll provide you with a template to help you implement it in your day-to-day work. But before we dive into the various types of roadmaps, let's clarify what a roadmap is not.

What a Roadmap is Not

A roadmap is not a release plan. There’s often confusion between the two. While they might seem similar, they serve different purposes. Later on, we’ll have a specific lesson about release plans, how to create one, and their practical usage.

• A roadmap provides the why behind building a certain feature. It focuses on themes, direction, and long-term objectives. It encompasses the entire cycle from discovery to user research and feature launch. In contrast, a release plan focuses on what will be developed and delivered. It's more centered on execution and the rollout of features.

For example, a roadmap might highlight a theme such as improving mobile notifications, while the release plan specifies what will be developed within that theme, like the backend or frontend work needed, quality assurance (QA) steps, and the sprint schedule.

Roadmap vs. Release Plan

Here’s another way to look at it:

• Roadmap: It's a strategic tool, focusing on high-level themes, like increasing customer engagement through push notifications. It outlines broader goals and the direction the product is heading.

• Release Plan: This is more tactical and operational. It breaks down the roadmap into specific tasks, like back-end or front-end implementation, detailing the work needed to meet the roadmap’s objectives.

Should Roadmaps Have Dates?

One of the recurring questions around roadmaps is whether they should include dates. The answer depends on the context, but in general, it’s better to avoid exact dates. Setting a specific date, such as launching a feature on April 15th, may result in missed deadlines due to unforeseen challenges. Instead, you can use broader timeframes, like months or quarters, and focus on phrases like “Now, Next, and Later.”

Remember that timelines can change. Priorities may shift, new obstacles may arise, or your team might decide to pivot based on new discoveries. To manage expectations, it’s helpful to include a note on the roadmap indicating that it is a living document, subject to change. One useful tip is to include the last updated date on the roadmap so everyone knows it’s actively maintained.

Different Types of Roadmaps

Now that we’ve clarified the purpose of roadmaps, let's explore various types. There are many formats and templates available, and the best choice depends on your audience. Below are a few examples:

1. Technical Roadmap

This type of roadmap is more detailed and technical, primarily designed for developers or engineering teams. It might even be organized around sprints. Although not ideal in every situation—since sprint schedules can shift due to holidays, vacations, or team changes—some teams find this structure helpful.

2. Executive Roadmap

An executive roadmap is clean, high-level, and focuses on macro-strategy. It’s designed for C-level executives or business leaders. It includes key dates that might relate to company-wide milestones, such as a public feature announcement, a new round of investment, or other important events. This roadmap focuses on the big picture rather than on specific functionalities or sprints.

3. Sales Roadmap

A sales roadmap is crafted to help the sales team. It provides information on upcoming features, which the sales team can use to pitch to clients. Sales teams often need to know when a feature will be out of beta and when it will be available to all customers. This roadmap helps them prepare materials and train their teams in advance, ensuring they are ready when a feature is launched.

4. Public Roadmap

A public roadmap is shared externally, often with customers or the general public. This type of roadmap usually avoids specific dates, instead focusing on broad timelines like quarters or months. It may highlight features or improvements that will be rolled out in the future without divulging too many details. This is especially useful when companies want to keep competitors from knowing exactly what’s coming next.

For example, Microsoft’s public roadmap shows what’s in development, what’s been implemented, and what’s planned for future releases, while not giving away too much detail that could benefit competitors.

5. Customized Roadmaps

Depending on the audience—whether it's technical teams, sales teams, executives, or the public—the roadmap can be customized. For example:

• For a development team, you might include specific technical details and sprints.
• For executives, focus on high-level strategic goals and major initiatives.

Always consider who will be using the roadmap and what level of detail they need. The structure, content, and even the terminology (e.g., epics, themes, initiatives) should be adjusted accordingly.

A Real Case Example: Roadmap at Nubank

To illustrate this further, let’s look at a real case example from my time at Nubank, working in the Growth Tribe on the MGM (Member Get Member) squad. This is the roadmap I presented to the executive team, Tribe Leads, and other stakeholders, and it also served as a guiding document for my team.

The roadmap had three lanes:

1. Backlog: Tasks and initiatives that were still in the discovery or planning phase.
2. In Progress: Features and experiments currently being worked on.
3. Completed: Delivered initiatives or those undergoing usability testing.

The roadmap was broken into three main categories: research/analysis, market testing, and usability testing. Our squad was very focused on A/B testing and experimentation, so this structure worked well for communicating our process and priorities.

I’ve redacted sensitive information, but the structure remains the same. You can use this model as inspiration for your own roadmap.

Templates for You

To help you get started, I’ve provided a roadmap template. It’s a standard template that you can modify according to your needs. You can add or remove components, adjust the level of detail, and customize it to fit your context. Click the link, make a copy, and you’ll be ready to start using it in your day-to-day work to communicate more effectively with your stakeholders.

Once you start using this template, feel free to share it on social media and tag us. We’d love to see how it’s being implemented and spread the word to others who might benefit from it.

Key Takeaways

To summarize:

• Roadmaps are strategic tools that communicate the long-term direction and intention of the product.
• Release plans are more tactical and focus on the day-to-day tasks needed to deliver features.
• Both roadmaps and release plans have their place, depending on the context and the audience.
• It’s okay to use macro-level dates in your roadmap, but avoid committing to exact deadlines.
• Over time, as you build trust and credibility within your organization, stakeholders will become more comfortable with flexible timelines.

Remember, the goal is to communicate effectively, keeping everyone aligned and working toward the same objectives. The better you structure and present your roadmap, the clearer it will be for everyone involved.

This concludes our overview of the various types of roadmaps. Use this knowledge to select the right roadmap for your context, and don’t forget to adapt it based on your audience.