Product Roadmaps

Product managers use a variety of tools in their daily work to drive the development of digital products. A much-discussed artifact is the product roadmap. As roadmaps, in addition to some advantages, also bring a number of risks, they have recently been increasingly criticized in modern product management in the agile development context. This article shows that, when used correctly, product roadmaps are a very effective tool in the toolkit of product managers. Since the aim of this chapter is less a theoretical treatise than a tangible illustration of the benefits and risks of roadmaps in practice, the fictitious and tongue-in-cheek Internet of Things (IoT) company “DigiDog” will accompany us through the chapter. This illustrative case study is based on the authors’ experiences in the context of developing IoT products (Smart Home, Automotive, Mobility).