Best Practices for Building Product Roadmaps

August 23, 2023Ben KingBen King

A product roadmap is a strategic tool that outlines the vision, direction, and progress of a product over time. It communicates the why, what, and how behind the product's development. When done correctly, it aligns teams, sets expectations, and prioritizes product initiatives. Here are some best practices for building an effective product roadmap.

1. Understand Your Vision and Strategy

Before diving into specifics, understand your product’s long-term vision. This becomes the north star for your roadmap, ensuring every feature and change aligns with where you want the product to be in the future.

2. Prioritize Ruthlessly

Not all features or changes are created equal. Use frameworks like the RICE score (Reach, Impact, Confidence, and Effort) or Value vs. Effort to prioritize features and improvements based on the value they bring and the effort required to build them.

3. Engage Stakeholders Early and Often

Product roadmaps shouldn’t be created in isolation. Engage stakeholders, including customers, internal teams, and partners, to gather input. This builds buy-in and ensures your roadmap is addressing the needs and concerns of those who matter.

4. Keep It Flexible

The roadmap is a plan, not a commitment set in stone. The technology and market landscapes can change rapidly. Allow room for adjustments as new information becomes available or priorities shift.

5. Set Clear Objectives and Key Results (OKRs)

Rather than just a list of features, frame your roadmap around objectives or goals. These should be measurable, so teams know what success looks like. For example, "Improve user retention" rather than just "Add a notification feature."

6. Focus on Themes, Not Just Features

Group features or initiatives under broader themes or goals. This can help in showing the bigger picture and the overarching strategy, rather than getting bogged down in the details of individual features.

7. Use a Suitable Time Horizon

Depending on your industry and product, the appropriate time horizon for your roadmap might differ. For fast-evolving products, a quarterly roadmap might be suitable, while more stable industries might look a year or more ahead.

8. Be Transparent About Uncertainty

Especially for items further out on the roadmap, be transparent about the uncertainty involved. This sets realistic expectations for stakeholders.

9. Regularly Review and Update

The roadmap should be a living document. Regularly review and update it based on feedback, changing priorities, and achieved milestones. This ensures it remains relevant and aligned with the company's objectives.

10. Visualize and Communicate Clearly

Whether you’re using a tool or creating a visual representation manually, ensure it’s easy to understand at a glance. Utilize legends, color coding, or other visual cues to indicate statuses, priorities, or phases.

11. Gather Feedback Post-Release

Once a feature or initiative is launched, gather feedback to understand its impact. This not only helps in refining the current product but also in shaping the future roadmap.

12. Educate Your Team

Make sure that everyone, from the engineering team to the sales team, understands the roadmap – its purpose, its items, and its priorities. This alignment ensures smoother execution and consistent messaging to external stakeholders.


A well-constructed product roadmap can be a powerful tool to guide development, set stakeholder expectations, and achieve your product's vision. By embracing these best practices, you can ensure that your roadmap is both strategic and adaptive, guiding your product to success in the ever-evolving market landscape.

Wayplan can help you build your roadmap, with flexible feature prioritization tools, timeline views, and a full OKR management system. Give it a try today with a free 14-day trial.