The Product Roadmap Maturity Model DEEP: Validation of a Method for Assessing the Product Roadmap Capabilities of Organizations
Context: Organizations are increasingly challenged by high market dynamics, rapidly evolving technologies and shifting user expectations. In consequence, many organizations are struggling with their ability to provide reliable product roadmaps by applying traditional roadmapping approaches. Currently, many companies are seeking opportunities to improve their product roadmapping practices and strive for new roadmapping approaches. A typical first step towards advancing the roadmapping capabilities of an organization is to assess the current situation. Therefore, the so-called maturity model DEEP for assessing the product roadmapping capabilities of companies operating in dynamic and uncertain environments has been developed and published by the authors. Objective: The aim of this article is to conduct an initial validation of the DEEP model in order to understand its applicability better and to see if important concepts are missing. In addition, the aim of this article is to evolve the model based on the findings from the initial validation. Method: The model has been given to practitioners such as product managers with the request to perform a self-assessment of the current product roadmapping practices in their company. Afterwards, interviews with each participant have been conducted in order to gain insights. Results: The initial validation revealed that some of the stages of the model need to be rearranged and minor usability issues were found. The overall structure of the model was well received. The study resulted in the development of the version 1.1 of the DEEP product roadmap maturity model which is also presented in this article.
KeywordsProduct roadmapping Maturity model Agile development VUCA Product management
We wish to thank the participants in the study for their time and contributions. All feedback collected from the interviews gave us great insights and motivates us to continue our research and to refine the model.
- 2.Kameoka, A., Kuwahara, T., Li, M.: Integrated strategy development: an integrated roadmapping approach. In: Portland International Conference on Management of Engineering and Technology Management for Reshaping the World, PICMET 2003, Portland, OR, USA, pp. 370–379 (2003)Google Scholar
- 3.Lombardo, C.T., McCarthy, B., Ryan, E., Conners, M.: Product Roadmaps Relaunched - How to Set Direction While Embracing Uncertainty. O’Reilly Media Inc., Sebastopol (2017)Google Scholar
- 4.Münch, J., Trieflinger, S., Lang, D.: Product roadmap – from vision to reality: a systematic literature review. In: ICE/IEEE ITMC: International Conference on Engineering, Technology and Innovation, Valbonne, France (2019)Google Scholar
- 5.Brynjolfsson, E., McAfee, A.: How the Digital Revolution is Accelerating Innovation, Driving Productivity, and Irreversibly Transforming Employment and the Economy. Digital Frontier Press Lexington, Massachusetts (2018)Google Scholar
- 6.Münch, J., Trieflinger, S., Lang, D.: Why feature based roadmaps fail in rapidly changing markets: a qualitative survey. In: International Workshop on Software-Intensive Business: Start-ups, Ecosystems and Platforms, Espoo, Finland, pp. 202–218 (2018)Google Scholar
- 7.Münch, J., Trieflinger, S., Lang, D.: DEEP: the product roadmap maturity model – a method for assessing the product roadmapping capabilities of organizations. In: International Workshop on Software-Intensive Business: Start-ups, Ecosystems and Platforms, Tallinn, Estonia (2019)Google Scholar
- 8.Weerd, I.v., Bekkers, W., Brinkkemper, S.: Developing a maturity matrix for software product management. In: Tyrväinen, P., Jansen, S., Cusumano, M.A. (eds.) Software Business, ISCOB 2010, pp. 76–89 (2010)Google Scholar
- 9.Albright, R.E.: A unifying architecture for roadmaps frames a value scorecard. In: Proceedings. Managing Technologically Driven Organizations: The Human Side of Innovation and Change IEMC 2003, pp. 383–386 (2003)Google Scholar
- 10.Petrick, I.: Developing and Implementing Roadmaps – A Reference Guide. White Paper - Pennsylvania State University (2008)Google Scholar