{"id":12683,"date":"2022-06-03T15:57:33","date_gmt":"2022-06-03T15:57:33","guid":{"rendered":"https:\/\/userpilot.com\/blog\/customer-facing-roadmap\/"},"modified":"2025-05-19T12:26:23","modified_gmt":"2025-05-19T12:26:23","slug":"customer-facing-roadmap","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/customer-facing-roadmap\/","title":{"rendered":"How to Create a Customer-Facing Roadmap"},"content":{"rendered":"<p>One of the biggest debates I see internally in<a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\"> product management <\/a>teams is whether or not they should have a customer-facing roadmap. There are a lot of fears around potentially having one, and I\u2019d like to take a bit of time today to go over them.<\/p>\n<p>Should you take a plunge and share your roadmap externally?<\/p>\n<p>Absolutely! It\u2019s time to dispel some myths and break down barriers.<\/p>\n<p>Let\u2019s dig in, friends.<\/p>\n<h2 id=\"begpg\">What is a roadmap, anyway?<\/h2>\n<p>Before we get started with the <em>how<\/em> I want to take a step back and talk about what a <a href=\"https:\/\/userpilot.com\/blog\/free-and-best-product-roadmap-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">roadmap<\/a> is and what it is not.<\/p>\n<p>Above all, a <a href=\"https:\/\/userpilot.com\/blog\/outcome-based-product-roadmaps\/\" target=\"_blank\" rel=\"noopener noreferrer\">roadmap is a communication document<\/a> that outlines your <a href=\"https:\/\/userpilot.com\/blog\/product-management-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product\u2019s direction<\/a>, intention, and problems you are interested in solving.<\/p>\n<p>A roadmap is not:<\/p>\n<ul>\n<li>A to-do list<\/li>\n<li>A list of features<\/li>\n<li>A list of promises<\/li>\n<li>A backlog of items to work on<\/li>\n<li>A timeline<\/li>\n<\/ul>\n<p>I\u2019m sure you\u2019re asking yourself, but if I\u2019m not showing what features I\u2019m working on, what\u2019s the point?<\/p>\n<p>The point is to provide a general direction of where the ship is heading, without tying yourself down to a storm.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/trello-attlasian-jira-customer-facing-roadmap_60bcbee3286896953df19e866c31171a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/trello-attlasian-jira-customer-facing-roadmap_60bcbee3286896953df19e866c31171a_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/trello-attlasian-jira-customer-facing-roadmap_60bcbee3286896953df19e866c31171a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/trello-attlasian-jira-customer-facing-roadmap_60bcbee3286896953df19e866c31171a_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/trello-attlasian-jira-customer-facing-roadmap_60bcbee3286896953df19e866c31171a_800.png\" alt=\"trello-attlasian-jira-customer-facing-roadmap\" \/><\/picture><\/figure>\n<p>It\u2019s also important to remember that a roadmap is not the only document you should have handy to provide information to both your team and customers.<\/p>\n<p>You should have a product vision, a roadmap (public and internal), a release plan (internal), and release notes (external). All of these things in conjunction show both the direction you\u2019re headed and your team\u2019s progress.<\/p>\n<h2 id=\"a28jl\">Building your customer-facing roadmap<\/h2>\n<p>Now that we\u2019ve defined a baseline for what a roadmap is, let\u2019s start looking into how to put one together.<\/p>\n<h3 id=\"eo9bf\">1. Defining the audience for your roadmap<\/h3>\n<p>The first thing you need to do is define your audience. It is 100% acceptable to have a difference in wording and presentation depending on who it is that you\u2019re presenting your roadmap to.<\/p>\n<p>For your internal teams, you might have details on specific ideas.<\/p>\n<p>For your board members, you might present <a href=\"https:\/\/userpilot.com\/blog\/okrs-vs-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">OKRs<\/a> or potential <a href=\"https:\/\/userpilot.com\/blog\/goals-signals-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a> and results you want to hit.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Goals-customer-facing-roadmap_0dcb2ea2b9dfcff7cd3e766b93607bfe_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Goals-customer-facing-roadmap_0dcb2ea2b9dfcff7cd3e766b93607bfe_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Goals-customer-facing-roadmap_0dcb2ea2b9dfcff7cd3e766b93607bfe_800.png\" alt=\"Goals-customer-facing-roadmap\" \/><\/picture><figcaption>Defining the audience for your roadmap.<\/figcaption><\/figure>\n<p>For your customers, none of these might be relevant, and you might want to focus instead on what outcomes will provide them with value.<\/p>\n<h3 id=\"5r7ad\">2. Presenting your customer-facing roadmap<\/h3>\n<p>I like to work with the Now, Next, Later column format. This layout presents a clean blueprint that is easy to navigate, read, and understand.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/prodcamp-customer-facing-roadmap-example_b6a36a2651841e35ef3370c6ad422a89_800.jpeg 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/prodcamp-customer-facing-roadmap-example_b6a36a2651841e35ef3370c6ad422a89_800.jpeg 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/prodcamp-customer-facing-roadmap-example_b6a36a2651841e35ef3370c6ad422a89_800.jpeg\" alt=\"prodcamp-customer-facing-roadmap-example\" \/><\/picture><\/figure>\n<p>Here\u2019s how I define each column in my customer-facing roadmap:<\/p>\n<h4 id=\"a42v9\"><strong>Customer-facing roadmap: Now<\/strong><\/h4>\n<p>This is for all the stuff you have committed resources to at this time. This means these things are ongoing and will likely have continuous updates through your <a href=\"https:\/\/userpilot.com\/blog\/software-release-notes-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">release notes<\/a>.<\/p>\n<p>While I generally stay from writing features on a roadmap, at this point it is actually ok for you to specify what it is you\u2019re doing.<\/p>\n<p>Am I saying it\u2019s ok for you to put features on a roadmap?<\/p>\n<p>Well, no. But also, yes. I know, I know. What I really wanted to say was &#8211; it depends.<\/p>\n<p>Putting a feature on a roadmap on the \u201cnow\u201d column is ok because *you should know what you are working on*. However, try not to frame the presentation itself as a feature, but rather as an outcome.<\/p>\n<p>Example:<\/p>\n<blockquote><p>Title: Slack integration<\/p><\/blockquote>\n<blockquote><p>Description: Slack integration to ease syncing messages and threads between our [ACME] app and conversations in Slack.<\/p><\/blockquote>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Now_d1ded0e7c52a104bf7390818e83e8e12_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Now_d1ded0e7c52a104bf7390818e83e8e12_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Now_d1ded0e7c52a104bf7390818e83e8e12_800.png\" alt=\"Customer-facing-roadmap-Now\" \/><\/picture><figcaption>Example of Customer-facing roadmap: Now.<\/figcaption><\/figure>\n<p>Without giving too much away, I\u2019ve defined that:<\/p>\n<p>A) I am working on a Slack integration and<br \/>\nB) its purpose is to provide easy syncing between my product and Slack<\/p>\n<h4 id=\"d3vdo\"><strong>Customer-facing roadmap: Next<\/strong><\/h4>\n<p>This column represents all of the items that are either in <a href=\"https:\/\/userpilot.com\/blog\/software-release-notes-template\/\" target=\"_blank\" rel=\"noopener noreferrer\">discovery<\/a> or going into discovery next.<\/p>\n<p>While the \u201cnow\u201d column has a very defined description, I like to frame items on this column as a question:<\/p>\n<ul>\n<li><em>Can we achieve outcome x, in order to provide benefit y?<\/em><\/li>\n<li><em>Can we solve problem x, in order to provide benefit y?<\/em><\/li>\n<\/ul>\n<p>Whichever format you prefer, the purpose here is to say we know there is a problem, we know there\u2019s a potential benefit for it, but we still need to do our homework as to what a <a href=\"https:\/\/userpilot.com\/blog\/opportunity-solution-tree\/\" target=\"_blank\" rel=\"noopener noreferrer\">potential solution(s)<\/a> might look like.<\/p>\n<p>Taking the previous feature of building Slack integration as an example, instead of focusing on the output (Slack), this is where we take a step back and instead ask:<\/p>\n<blockquote><p><em>Title: Better integrations with comms systems<\/em><\/p><\/blockquote>\n<blockquote><p><em>Description: Can we build better integrations with team communication systems in order to provide better syncing of conversations?<\/em><\/p><\/blockquote>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Next_809b71f2b16efd27acd9ce2917682c05_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Next_809b71f2b16efd27acd9ce2917682c05_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Next_809b71f2b16efd27acd9ce2917682c05_800.png\" alt=\"Customer-facing-roadmap-Next\" \/><\/picture><figcaption>Example of Customer-facing roadmap: Next.<\/figcaption><\/figure>\n<p>At this level, you\u2019re still discovering what the problem might be with more detail and not specifically defining what the output will be with a particular product such as Slack.<\/p>\n<p><strong>For your team<\/strong>, it will give you enough leeway to understand if Slack is even something you should be focusing on, or if there are other opportunities for integrations with other systems. If indeed Slack is the preferred output, then you can prioritize building that integration and potentially following it up with others.<\/p>\n<p><strong>For your customers<\/strong>, it\u2019ll provide guidance that you are focusing on solving a problem, without promising specifics on features or solutions. It also removes bias from an expectation they might have.<\/p>\n<h4 id=\"c2fj7\"><strong>Customer-facing roadmap: Later<\/strong><\/h4>\n<p>The last column on the roadmap represents items that are within the set of problems you might want to solve but don\u2019t quite understand or even have the bandwidth to look at them with more depth right now.<\/p>\n<p>In other words &#8211; it\u2019s something you know you want to tackle at some point, but are committing to no solutions, outputs, or formal discovery *yet*.<\/p>\n<p>Whereas with the \u201cnext\u201d column the question revolves around whether or not you can do something, the question I like to pose here is, <em>how might we be able to solve a problem<\/em>?<\/p>\n<p>Once again, let\u2019s take this communication app integration item and repurpose its framing:<\/p>\n<blockquote><p><em>Title: Support for third-party communication systems<\/em><\/p><\/blockquote>\n<blockquote><p><em>Description: How might we be able to support customers that use third-party communication apps?<\/em><\/p><\/blockquote>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Later-text_096d6cc9b24ce73618f213e67feb3c03_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Later-text_096d6cc9b24ce73618f213e67feb3c03_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/Customer-facing-roadmap-Later-text_096d6cc9b24ce73618f213e67feb3c03_800.png\" alt=\"Customer-facing-roadmap-Later-text\" \/><\/picture><figcaption>Example of Customer-facing roadmap: Later.<\/figcaption><\/figure>\n<p><strong>For your team<\/strong>, this opens you up to understanding the problem thoroughly. It\u2019ll give you space to run discovery based on the outcome, not discovery based on a pre-defined output (eg, let\u2019s see how we might build a Slack integration vs do we know if Slack is even something people want?).<\/p>\n<p><strong>For your customers<\/strong>, it sets the expectation that while this is something you may look into in the future, you need to set the foundations first.<\/p>\n<h2 id=\"9p4j\">The final outcome<\/h2>\n<p>Taking all of the above, the progression of your roadmap will look like this:<\/p>\n<blockquote><p>*Solution* &lt;- *Can we do this, in order to x?* &lt;- *How might we solve this problem we know nothing about yet?*<\/p><\/blockquote>\n<p>For the intended audience, this provides a progression of the thought process. It shows what product thinking looks like, it shows that you\u2019re moving towards a potential outcome, and with all the other items in your roadmap, it provides context.<\/p>\n<p>Context is incredibly important for the conversations your business-facing teams will have with customers. It\u2019s very difficult to answer yes or no to a question about a feature without a direction of where your team is going.<\/p>\n<p>With a Now, Next, Later customer-facing roadmap that shows progression in your team\u2019s product thinking process, you\u2019re able to facilitate those conversations further.<\/p>\n<p>Once again, remember that this is not the only document your team should have at hand!<\/p>\n<p>Make sure your team is armed with a roadmap as well as your product vision and release updates. This will create trust with your customers that you\u2019re not just pretending like you\u2019re asking questions, but you\u2019re coming up with real solutions and showing progress.<\/p>\n<h2 id=\"6upv0\">Additional information for your customer roadmap<\/h2>\n<p>I\u2019ve given you the basics for how to frame your roadmap, but wait\u2026 there\u2019s more!<\/p>\n<p>There are other things you can and should include on your customer-facing roadmap in order to truly make it useful.<\/p>\n<h3 id=\"a6eon\">Product area<\/h3>\n<p>If you\u2019re managing a larger portfolio or a complex product, you might want to highlight product areas.<\/p>\n<p>This can be done by either creating a portfolio roadmap (a rolled-up set of roadmaps to a single high-level view), or you can highlight these areas with tags.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-product-customer-facing-roadmap_02da62557a03e962ca6c6e0a53587c7a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/loom-product-customer-facing-roadmap_02da62557a03e962ca6c6e0a53587c7a_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/loom-product-customer-facing-roadmap_02da62557a03e962ca6c6e0a53587c7a_800.png 1x, https:\/\/images.storychief.com\/account_6827\/loom-product-customer-facing-roadmap_02da62557a03e962ca6c6e0a53587c7a_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/loom-product-customer-facing-roadmap_02da62557a03e962ca6c6e0a53587c7a_800.png\" alt=\"loom-product-customer-facing-roadmap\" \/><\/picture><\/figure>\n<h3 id=\"6su62\">Objectives and goals<\/h3>\n<p>You might think that customers aren\u2019t interested in your objectives and goals as a business. And while that may be true in some cases, I still recommend including them.<\/p>\n<p>Building trust with customers is part of the relationship you want to develop with them.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/notion-transparency-customer-facing-roadmap_efc8e765374d87855cff876d957824c8_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/notion-transparency-customer-facing-roadmap_efc8e765374d87855cff876d957824c8_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/notion-transparency-customer-facing-roadmap_efc8e765374d87855cff876d957824c8_800.png\" alt=\"notion-transparency-customer-facing-roadmap\" \/><\/picture><\/figure>\n<p>Be transparent about what your goals are and how you aim to get there, both through the outcomes and value you want to provide them with, as well as the business impact this will have in the future &#8211; both for you and for them!<\/p>\n<p>Notion publishes a <a href=\"https:\/\/www.notion.so\/Focus-on-performance-reliability-89f937a6ccc04905b1dcfa878537e08d\" target=\"_blank\" rel=\"nofollow noopener\">Founder&#8217;s notes for transparency.<\/a><\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/notion-roadmap-founder-notes_c7f143c255d73e398d7543f3d6869228_800.png 1x, https:\/\/images.storychief.com\/account_6827\/notion-roadmap-founder-notes_c7f143c255d73e398d7543f3d6869228_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/notion-roadmap-founder-notes_c7f143c255d73e398d7543f3d6869228_800.png 1x, https:\/\/images.storychief.com\/account_6827\/notion-roadmap-founder-notes_c7f143c255d73e398d7543f3d6869228_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/notion-roadmap-founder-notes_c7f143c255d73e398d7543f3d6869228_800.png\" alt=\"notion-roadmap-founder-notes\" \/><\/picture><\/figure>\n<h3 id=\"8p8vb\">Completed and potential problems<\/h3>\n<p>There are two other columns I haven\u2019t spoken about: your completed column, and your potential problems to solve column.<\/p>\n<p>These two sit on either side of the core roadmap, which means you\u2019d be displaying:<\/p>\n<p>Completed, Now, Next, Later, Potential Problems<\/p>\n<p>Breaking this down further, each column represents the following:<\/p>\n<ul>\n<li>Completed: What you have achieved<\/li>\n<li>Now: What you are working on (supported by your release notes)<\/li>\n<li>Next: What you\u2019re looking to understand further<\/li>\n<li>Later: What you might look at in the future<\/li>\n<li>Problems to solve: Things that you might be interested in, but haven\u2019t made it to the roadmap just yet<\/li>\n<\/ul>\n<h2 id=\"8gv5a\">Conclusion<\/h2>\n<p>With the full context that a customer-facing roadmap provides, your customers have a full blueprint of the general direction you\u2019re moving towards.<\/p>\n<p>You are moving beyond a solution\/timeline roadmap that pigeon-holes you and them into thinking something will be done (when we all know it might not), to providing full, transparent visibility over the things that are tangible, in discovery, and still in question mode.<\/p>\n<p><span class=\"ng-star-inserted\">When this is set in motion, all you need to worry about is how are you going to keep users updated on all the new releases. Userpilot can help with that with <a href=\"https:\/\/userpilot.com\/blog\/in-app-communication\/\">contextual in-app communication<\/a>,\u00a0<\/span><span class=\"ng-star-inserted\">and with our new mobile features, you can even create mobile-optimized announcements customized to your brand with Userpilot\u2019s editor\u2014no coding required.<\/span> <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Get a demo to see how!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you want to create a customer-facing roadmap but don&#8217;t know where to start? Check out this guide and provide your customers with the context they need.<\/p>\n","protected":false},"author":19,"featured_media":12684,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[20,214,290,488],"tags":[930,216,931,185,232,395,932,929],"class_list":["post-12683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product","category-product-management","category-updated","category-user-engagement","tag-customer-facing-roadmap","tag-product-management","tag-product-management-teams","tag-product-management-tools","tag-product-managers","tag-product-roadmap","tag-saas-product-management","tag-user-updates"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to create a customer facing roadmap<\/title>\n<meta name=\"description\" content=\"Want to create a customer-facing roadmap but don&#039;t know where to start? 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