{"id":150376,"date":"2023-11-23T22:47:30","date_gmt":"2023-11-23T22:47:30","guid":{"rendered":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/"},"modified":"2025-06-26T02:27:03","modified_gmt":"2025-06-26T02:27:03","slug":"outcome-based-roadmap-dave-martin","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/","title":{"rendered":"How Product Roadmaps Kill Outcomes [Dave Martin]"},"content":{"rendered":"<p>How is the outcome-based roadmap different from regular roadmaps? Why do <a href=\"https:\/\/userpilot.com\/role\/product-management\" target=\"_blank\" rel=\"noopener noreferrer\">product managers <\/a>need them?<\/p>\n<p>That\u2019s what Dave Martin, a product leadership coach, has talked about in his talk at this year\u2019s Product Drive Summit hosted by <a href=\"https:\/\/userpilot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/p>\n<p>Ready to dive in to learn more?<\/p>\n<figure class=\"video strchf-type-video regular strchf-size-regular strchf-align-center\">\n<div class=\"embed-container\">\n<div style=\"max-width: 100%; position: relative; height: 400px;\"><iframe loading=\"lazy\" style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%; border: none;\" title=\"Roadmaps Kill Outcomes By Dave Martin\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/UHrygqiTKvE?feature=oembed\" width=\"200\" height=\"113\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/div><figcaption>Dave Martin on how product roadmaps kill outcomes.<\/figcaption><\/figure>\n<h2 id=\"bj7v5\"><strong>Overview of an outcome-based roadmap<\/strong><\/h2>\n<ul>\n<li>Regular <a href=\"https:\/\/userpilot.com\/blog\/public-roadmap\/\" target=\"_blank\" rel=\"noopener noreferrer\">roadmaps <\/a>kill outcomes by forcing teams to think in the categories of features and timelines. They lack <a href=\"https:\/\/userpilot.com\/blog\/product-vision\" target=\"_blank\" rel=\"noopener noreferrer\">vision <\/a>and lead nowhere.<\/li>\n<li>The outcome-based roadmap focuses on delivering <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">value to customers<\/a> instead of obsessing about building specific features.<\/li>\n<li>It\u2019s difficult to implement outcome-based roadmaps because stakeholders don\u2019t trust product teams to deliver on business <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a>.<\/li>\n<li>Many companies lack <a href=\"https:\/\/userpilot.com\/blog\/product-differentiation\/\" target=\"_blank\" rel=\"noopener noreferrer\">differentiation <\/a>strategies and drive product development by copying competitors.<\/li>\n<li>As companies scale, they often <a href=\"https:\/\/userpilot.com\/blog\/customer-dissatisfaction\/\" target=\"_blank\" rel=\"noopener noreferrer\">cannot satisfy customer needs<\/a> equally well.<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/example-of-strategic-initiatives\/\" target=\"_blank\" rel=\"noopener noreferrer\">Strategic <\/a>value is about aligning features with the company\u2019s vision and long-term goals.<\/li>\n<li>Build a product that users love by delivering <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">value<\/a> and a good <a href=\"https:\/\/userpilot.com\/blog\/product-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\">product experience.<\/a><\/li>\n<li>To be actionable, a<a href=\"https:\/\/userpilot.com\/blog\/product-strategy-development\/\" target=\"_blank\" rel=\"noopener noreferrer\"> product strategy<\/a> should focus on specific user behaviors that create customer value. It should also give you tools to measure progress.<\/li>\n<li>Instead of using <a href=\"https:\/\/userpilot.com\/blog\/data-led\/\" target=\"_blank\" rel=\"noopener noreferrer\">data <\/a>and evidence, many teams rely solely on solutions and untested assumptions. Evidence-based learning is essential to <a href=\"https:\/\/userpilot.com\/blog\/improve-customer-satisfaction-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfy customers<\/a> and grow.<\/li>\n<li>Teams should be supported to <a href=\"https:\/\/userpilot.com\/blog\/product-experimentation-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">experiment<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/product-failure\/\" target=\"_blank\" rel=\"noopener noreferrer\">fail<\/a> fast if they\u2019re not getting the results they need.<\/li>\n<li>If you want to see how Userpilot can help you track user behavior, collect feedback, and run experiments, <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/li>\n<\/ul>\n<h2 id=\"91olr\">How roadmaps kill outcomes<\/h2>\n<p>A classic <a href=\"https:\/\/userpilot.com\/blog\/public-roadmap\/\" target=\"_blank\" rel=\"noopener noreferrer\">roadmap<\/a> is a list of features with a timeline.<\/p>\n<p>The thing is, users don\u2019t need the majority of features that <a href=\"https:\/\/userpilot.com\/blog\/product-team-structure\/\" target=\"_blank\" rel=\"noopener noreferrer\">product teams<\/a> build.<\/p>\n<p>The Pareto rule states it\u2019s only about 20% that delivers the most value but you can find data suggesting it\u2019s even less, around 10-12% &#8211; if you\u2019re lucky!<\/p>\n<p>In other words, most of the features don\u2019t support the outcomes you\u2019re trying to create for your markets and your customers.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/roadmap-example_269d51c1d7a07220b010f3095e5342fe_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/roadmap-example_269d51c1d7a07220b010f3095e5342fe_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/roadmap-example_269d51c1d7a07220b010f3095e5342fe_800.png\" alt=\"A roadmap example\" \/><\/picture><figcaption>A roadmap example.<\/figcaption><\/figure>\n<h2 id=\"e82i3\">Outcome-based roadmap<\/h2>\n<p>The outcome-based roadmap is an alternative to traditional roadmaps.<\/p>\n<p>It\u2019s based on a different mechanism. Instead of features, it\u2019s organized around the promise of <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">value<\/a>. That\u2019s what you commit to, not specific functionality.<\/p>\n<p>Why is this better than the traditional approach?<\/p>\n<p>There could be different ways to achieve an <a href=\"https:\/\/userpilot.com\/blog\/outcome-based-product-roadmaps\/\" target=\"_blank\" rel=\"noopener noreferrer\">outcome, <\/a>but once you commit to a feature, you lose that flexibility. An outcome-based roadmap removes such constraints and <a href=\"https:\/\/userpilot.com\/blog\/feature-request-prioritization-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">prioritizes<\/a> delivering a positive change to users\u2019 lives.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-roadmap-by-airfocus_76b42a96658118e9943a317b21093963_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-roadmap-by-airfocus_76b42a96658118e9943a317b21093963_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/outcome-roadmap-by-airfocus_76b42a96658118e9943a317b21093963_800.png\" alt=\"Now\/Next\/Later outcome roadmap by Airfocus\" \/><\/picture><figcaption>Now\/Next\/Later outcome roadmap by Airfocus.<\/figcaption><\/figure>\n<p>Unfortunately, implementing such <a href=\"https:\/\/userpilot.com\/blog\/outcome-based-product-roadmaps\/\" target=\"_blank\" rel=\"noopener noreferrer\">roadmaps<\/a> isn\u2019t easy in practice. Leadership and investors often challenge them because they can\u2019t see anything tangible that they\u2019re paying for.<\/p>\n<p>As a result, they very often morph into regular roadmaps.<\/p>\n<h2 id=\"6l1va\">Challenges of product management<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/blog\/product-manager-role\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product managers <\/a>who try to deliver on the outcome promise face a lot of challenges in SaaS organizations.<\/p>\n<p>What are the most acute ones?<\/p>\n<h3 id=\"arhhv\">Lack of senior leader trust<\/h3>\n<p>A very common challenge is that senior <a href=\"https:\/\/userpilot.com\/blog\/product-leadership\/\" target=\"_blank\" rel=\"noopener noreferrer\">leadership<\/a> doesn\u2019t trust their product teams enough.<\/p>\n<p>As a result, product managers don\u2019t have enough autonomy to do <a href=\"https:\/\/userpilot.com\/blog\/product-discovery-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">product discovery<\/a> and look for real user problems that would be worth solving.<\/p>\n<p>This means that whatever they work on isn\u2019t always aligned with customer or market needs.<\/p>\n<h3 id=\"fljc\">Poor market differentiation<\/h3>\n<p>Poor market <a href=\"https:\/\/userpilot.com\/blog\/product-differentiation\/\" target=\"_blank\" rel=\"noopener noreferrer\">differentiation <\/a>is another reason <a href=\"https:\/\/userpilot.com\/blog\/product-discovery\/\">why product discovery<\/a> doesn\u2019t happen.<\/p>\n<p>Instead of looking out for new avenues to <a href=\"https:\/\/userpilot.com\/blog\/b2b-customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">satisfy users<\/a>, many companies simply copy what their competitors do without <a href=\"https:\/\/userpilot.com\/blog\/product-idea-validation\" target=\"_blank\" rel=\"noopener noreferrer\">validating that the ideas <\/a>are worth building.<\/p>\n<p>However, all they achieve is <a href=\"https:\/\/userpilot.com\/blog\/feature-parity-trap\/\" target=\"_blank\" rel=\"noopener noreferrer\">feature parity<\/a>, which isn\u2019t enough to win the race. <a href=\"https:\/\/userpilot.com\/blog\/feature-bloat\/\" target=\"_blank\" rel=\"noopener noreferrer\">Feature bloat <\/a>also makes the product less user-friendly and even more disappointing for customers.<\/p>\n<h3 id=\"brlrg\">The momentum gap<\/h3>\n<p>The product momentum gap happens when organizations start to scale.<\/p>\n<p>As they get larger or introduce new product lines too quickly, we often go too broad with the market that we&#8217;re serving and start losing touch with the <a href=\"https:\/\/userpilot.com\/blog\/analyze-customer-needs\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer&#8217;s needs<\/a>. In other words, the <a href=\"https:\/\/userpilot.com\/blog\/product-market-fit-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-market fit <\/a>becomes weaker for some of the target audience.<\/p>\n<p>One of the consequences of this is that the sales cycles slow down.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/the-product-momentum-gap-dave-martin_002dce76a19f6e213e9a4d52437e733a_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/the-product-momentum-gap-dave-martin_002dce76a19f6e213e9a4d52437e733a_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/the-product-momentum-gap-dave-martin_002dce76a19f6e213e9a4d52437e733a_800.png\" alt=\"The product momentum gap by Dave Martin\" \/><\/picture><figcaption>The product momentum gap by Dave Martin.<\/figcaption><\/figure>\n<h2 id=\"cfok4\">Opportunities to deliver outcomes<\/h2>\n<p>So how do you avoid the product momentum gap? Or bridge it when it appears?<\/p>\n<p>Let\u2019s look at some opportunities that PMs might explore.<\/p>\n<h3 id=\"3un1j\">Create strategic value<\/h3>\n<p>PMs are under a lot of pressure to <a href=\"https:\/\/userpilot.com\/blog\/feature-driven-development\/\" target=\"_blank\" rel=\"noopener noreferrer\">deliver features<\/a> &#8211; from the sales team chasing a deal, the customer service colleagues trying to alleviate customer pain points, and executive leadership eyeing market expansion or increased market share.<\/p>\n<p>To make matters worse, popular<a href=\"https:\/\/userpilot.com\/blog\/feature-request-prioritization-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\"> prioritization frameworks<\/a> focus on short-term goals.<\/p>\n<p>Strategic value is much more than adding <a href=\"https:\/\/userpilot.com\/blog\/new-feature-announcements\/\" target=\"_blank\" rel=\"noopener noreferrer\">new features<\/a> to the product, though.<\/p>\n<p>It\u2019s about prioritizing features that align with the company&#8217;s <a href=\"https:\/\/userpilot.com\/blog\/product-vision\" target=\"_blank\" rel=\"noopener noreferrer\">vision <\/a>and long-term goals. It focuses on the big picture and sustainable returns.<\/p>\n<h3 id=\"3ntch\">Build products that customers love<\/h3>\n<p>If your customers sigh in despair every time they need to use your product, you aren\u2019t going to make it.<\/p>\n<p>Your product must fill your users with <a href=\"https:\/\/userpilot.com\/blog\/customer-delight\/\" target=\"_blank\" rel=\"noopener noreferrer\">delight<\/a> whenever they use it. Instead of despair and dread, they must feel excited, empowered, and satisfied.<\/p>\n<p>This is where a <a href=\"https:\/\/userpilot.com\/blog\/product-led-growth-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">product-led growth strategy<\/a> comes in.<\/p>\n<p>By focusing on the <a href=\"https:\/\/userpilot.com\/blog\/product-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">product&#8217;s value,<\/a> we can <a href=\"https:\/\/userpilot.com\/blog\/improve-customer-satisfaction-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">increase customer satisfaction<\/a> and build a product that they will not only use but also recommend.<\/p>\n<h3 id=\"et107\">Scale effectively<\/h3>\n<p>Scaling is not just about growing bigger; it&#8217;s about growing smarter.<\/p>\n<p>As mentioned, SaaS businesses that grow fast often lose the understanding of <a href=\"https:\/\/userpilot.com\/blog\/customer-needs-assessment\/\" target=\"_blank\" rel=\"noopener noreferrer\">user needs.<\/a><\/p>\n<p>You must ensure your product can serve larger markets without compromising on quality or customer satisfaction.<\/p>\n<h2 id=\"c2cr0\">Common mistakes product managers make<\/h2>\n<p>Prioritizing valuable outcomes, building delightful products, and scaling smart is easier said than done. They all come with challenges and pitfalls that prevent successful growth.<\/p>\n<p>Here are a few common ones.<\/p>\n<h3 id=\"53hfu\">Roadmap to nowhere<\/h3>\n<p>The &#8216;road&#8217; in &#8216;roadmap&#8217; implies a journey towards a <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goal<\/a>.<\/p>\n<p>However, many product teams create the &#8216;Roadmap to nowhere&#8217; &#8211; loaded with features, but without a clear destination or vision.<\/p>\n<p>Such roadmaps may seem impressive, but as they lack strategic direction, they don\u2019t deliver results. Nothing changes when you build the features.<\/p>\n<p>An effective product roadmap should be a prototype of the <a href=\"https:\/\/userpilot.com\/blog\/product-strategy-development\/\" target=\"_blank\" rel=\"noopener noreferrer\">product strategy<\/a>, outlining the journey to the envisioned destination. Importantly, it should be dynamic, evolving with time and changing circumstances.<\/p>\n<h3 id=\"1930a\">Product strategy not actionable<\/h3>\n<p>Despite the efforts invested in crafting product strategies, they often fall short due to their lack of actionability.<\/p>\n<p>Tell me if this sounds familiar:<\/p>\n<p>You craft your strategy, share it as a document or presentation, explain it briefly, and then everybody forgets about it and life goes on as usual.<\/p>\n<p>That happens when the strategy fails to elaborate on creating <a href=\"https:\/\/userpilot.com\/blog\/customer-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer value<\/a>.<\/p>\n<p>For the strategy to be actionable, it should detail the user behaviors or actions aimed at creating or enhancing customer value.<\/p>\n<p>An actionable strategy should outline your detailed <a href=\"https:\/\/userpilot.com\/blog\/product-manager-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a>, give you a point of reference to prioritize against, and enable you to measure your progress.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-vision_a1281d4ac9119ddaa707c7ca4570ad23_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/product-vision_a1281d4ac9119ddaa707c7ca4570ad23_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/product-vision_a1281d4ac9119ddaa707c7ca4570ad23_800.png\" alt=\"Product vision\" \/><\/picture><figcaption>Product vision.<\/figcaption><\/figure>\n<h3 id=\"8lmis\">No actionable learning<\/h3>\n<p>Many organizations depend on opinions &#8211; on what works and what doesn\u2019t, what customers want and what they don\u2019t. Such opinions are of limited use.<\/p>\n<p>What they need instead is <a href=\"https:\/\/userpilot.com\/blog\/actionable-analytics\/\" target=\"_blank\" rel=\"noopener noreferrer\">actionable<\/a> learning.<\/p>\n<p>What is actionable learning?<\/p>\n<p>It\u2019s<a href=\"https:\/\/userpilot.com\/blog\/data-led\/\" target=\"_blank\" rel=\"noopener noreferrer\"> evidence-based <\/a>knowledge. To gather such knowledge, you need to embrace a hypothesis-driven <a href=\"https:\/\/userpilot.com\/blog\/product-experimentation-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">experimental <\/a>approach.<\/p>\n<p>Such data should come from various sources. <a href=\"https:\/\/userpilot.com\/blog\/user-behavior-analytics-use-cases\/\" target=\"_blank\" rel=\"noopener noreferrer\">Product analytics<\/a>, customer feedback, and anecdotal evidence gathered by the customer-facing teams.<\/p>\n<h2 id=\"4hsgb\">How to avoid these mistakes<\/h2>\n<p>If you don\u2019t want to make the same mistakes as so many product teams make, there are three things you need to align: outcome strategy, outcome culture, and outcome teams.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-alignment_6b926e306c55d592183a6ce14ecdfc0e_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-alignment_6b926e306c55d592183a6ce14ecdfc0e_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/outcome-alignment_6b926e306c55d592183a6ce14ecdfc0e_800.png\" alt=\"Outcome strategy, outcome culture, and outcome teams alignment\" \/><\/picture><figcaption>Outcome strategy, outcome culture, and outcome teams alignment.<\/figcaption><\/figure>\n<h3 id=\"7au4l\">Outcome strategy<\/h3>\n<p>An outcome strategy is based on very clearly defined value assumptions of how user behavior creates customer value.<\/p>\n<p>What are value assumptions?<\/p>\n<p>There are two key-value assumptions in product strategy. Have a look at the Venn diagram below.<\/p>\n<p>The first assumption is that if we deliver value to customers and help them achieve their goals, they will help us achieve our business goals &#8211; by buying our software and paying subscription fees.<\/p>\n<p>The second assumption is about customer behavior. It\u2019s the actions the user has to be displaying and carrying out for that<a href=\"https:\/\/userpilot.com\/blog\/customer-perceived-value\/\" target=\"_blank\" rel=\"noopener noreferrer\"> customer value<\/a> to be created. That\u2019s the assumption that\u2019s often missing in product strategy.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-based-roadmap_d60b0972d4b9df323d37b9f484e7c30b_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/outcome-based-roadmap_d60b0972d4b9df323d37b9f484e7c30b_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/outcome-based-roadmap_d60b0972d4b9df323d37b9f484e7c30b_800.png\" alt=\"Outcome-based roadmap: value assumptions\" \/><\/picture><figcaption>Outcome-based roadmap: value assumptions.<\/figcaption><\/figure>\n<p>Deciding what your value assumptions are isn\u2019t everything.<\/p>\n<p>All teams need to be aligned around those value assumptions so that they pursue the same priorities and agendas. That\u2019s how you ensure that you identify and build the right features.<\/p>\n<p>So make sure to agree on and record your value assumptions, discuss evidence to back them up, and choose the best ways to measure them so you can track that you\u2019re moving forward.<\/p>\n<h3 id=\"a3cgl\">Outcome culture<\/h3>\n<p>An outcome culture is one that embraces <a href=\"https:\/\/userpilot.com\/blog\/growth-experimentation\" target=\"_blank\" rel=\"noopener noreferrer\">experimentation<\/a> and uses every opportunity to learn for better-informed product decisions.<\/p>\n<p>The ability to constantly test your assumptions and ideas and <a href=\"https:\/\/userpilot.com\/blog\/iterative-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">iterate<\/a> on them is essential for delivering value to customers. If you don\u2019t do it, you\u2019re going to build software or features that nobody uses.<\/p>\n<p>The experiments could come in different forms and shapes. It could be user interviews and focus groups, it could be <a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">fake door tests<\/a>, surveys, or <a href=\"https:\/\/userpilot.com\/blog\/ideal-beta-tester\/\" target=\"_blank\" rel=\"noopener noreferrer\">beta tests.<\/a> Some may require coding, others may not. Sometimes the release itself is the experiment.<\/p>\n<p>Your learning <a href=\"https:\/\/userpilot.com\/blog\/feature-velocity\/\" target=\"_blank\" rel=\"noopener noreferrer\">velocity<\/a> matters a lot too.<\/p>\n<p>If you&#8217;re learning faster than the competitor, you can build a better product than the competitor, which is going to please your business stakeholders.<\/p>\n<p>This also means you can bring to market products that are helping the customer more and that&#8217;s going to help please the customer.<\/p>\n<p>If you do it well, the actual B2B software users will get a solution that creates value for them and helps them on a daily basis. And making their jobs easier and reducing the stress and pressure for them is at the heart of <a href=\"https:\/\/userpilot.com\/blog\/what-is-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">product management<\/a>.<\/p>\n<h3 id=\"2l72h\">Outcome teams<\/h3>\n<p>Product teams need to be committed to customer outcomes with transparency.<\/p>\n<p>In practice, this means having the confidence to put your hand up and admit you&#8217;re not getting the outcome you want. And then either iterate on it or kill it to focus on building something completely different that will bring you closer to the outcome that&#8217;s actually desired.<\/p>\n<p>To be able to do that, teams need a safe environment and support from senior leadership.<\/p>\n<h2 id=\"87v0g\">How to use Userpilot to create outcome-based roadmaps?<\/h2>\n<p><a href=\"https:\/\/userpilot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a> is a product growth platform.<\/p>\n<p>It offers a range of features that can help teams collect insights and <a href=\"https:\/\/userpilot.com\/blog\/new-feature-validation-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">validate their ideas <\/a>so that they <a href=\"https:\/\/userpilot.com\/blog\/adding-value-to-products\/\" target=\"_blank\" rel=\"noopener noreferrer\">deliver genuine value<\/a> instead of empty features.<\/p>\n<div class=\"poptin-embedded\" data-id=\"4557169bcced2\"><\/div>\n<h3 id=\"2nio4\">Analytics to track user behavior<\/h3>\n<p>Userpilot offers excellent analytics functionality that enables you to track every user <a href=\"https:\/\/userpilot.com\/blog\/customer-interactions-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">interaction<\/a> with your product.<\/p>\n<p>Here\u2019s the breakdown of key analytics features:<\/p>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/customer-segmentation-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">User segmentation<\/a><\/li>\n<li>Aucocapture<\/li>\n<li>Custom <a href=\"https:\/\/userpilot.com\/blog\/event-tracking-tool\/\" target=\"_blank\" rel=\"noopener noreferrer\">event tracking<\/a><\/li>\n<li>Trend analysis<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/funnel-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Funnel analysis<\/a><\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-userpilot_da0219b6f3b1b20293cb6834b14e89b0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-userpilot_da0219b6f3b1b20293cb6834b14e89b0_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-userpilot_da0219b6f3b1b20293cb6834b14e89b0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/funnel-analysis-userpilot_da0219b6f3b1b20293cb6834b14e89b0_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/funnel-analysis-userpilot_da0219b6f3b1b20293cb6834b14e89b0_800.png\" alt=\"Funnel analysis in Userpilot\" \/><\/picture><figcaption>Funnel analysis in <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<ul>\n<li><a href=\"https:\/\/userpilot.com\/blog\/retention-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Retention analysis<\/a><\/li>\n<li>Path analysis (coming soon)<\/li>\n<\/ul>\n<p>Such powerful analytics allow you to extract actionable <a href=\"https:\/\/userpilot.com\/blog\/user-insights\/\" target=\"_blank\" rel=\"noopener noreferrer\">insights <\/a>to guide product development and deliver optimum value.<\/p>\n<h3 id=\"4qc0p\">In-app surveys to collect customer feedback<\/h3>\n<p>Userpilot <a href=\"https:\/\/userpilot.com\/blog\/b2b-customer-satisfaction-surveys\/\" target=\"_blank\" rel=\"noopener noreferrer\">surveys <\/a>are another way to collect data on your customer behaviors, <a href=\"https:\/\/userpilot.com\/blog\/customer-wants-and-needs-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">wants, needs,<\/a> and pain points.<\/p>\n<p>There\u2019s nothing difficult about running Userpilot surveys. Just head to the template library, pick one that you need, tweak the question and its design in the WYSIWYG editor, choose users to target, and select the publication date.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/survey-templates-in-userpilot_7189e1e32a3955f2ace979212caab55d_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/survey-templates-in-userpilot_7189e1e32a3955f2ace979212caab55d_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/survey-templates-in-userpilot_7189e1e32a3955f2ace979212caab55d_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/survey-templates-in-userpilot_7189e1e32a3955f2ace979212caab55d_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/survey-templates-in-userpilot_7189e1e32a3955f2ace979212caab55d_800.jpg\" alt=\"survey-templates-in-userpilot\" \/><\/picture><figcaption>Survey templates in Userpilot.<\/figcaption><\/figure>\n<p>Thanks to the AI-powered <a href=\"https:\/\/userpilot.com\/blog\/saas-localization\/\" target=\"_blank\" rel=\"noopener noreferrer\">localization<\/a> feature, you can automatically <a href=\"https:\/\/userpilot.com\/blog\/survey-translation\/\" target=\"_blank\" rel=\"noopener noreferrer\">translate the surveys<\/a> into other languages to reach more users.<\/p>\n<p>Apart from surveys, Userpilot also supports a feedback widget that you can use to collect <a href=\"https:\/\/userpilot.com\/blog\/active-vs-passive-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">passive feedback.<\/a><\/p>\n<h3 id=\"4rs4f\">Feedback widget to collect feature requests<\/h3>\n<p>Another application of the feedback widget is to collect<a href=\"https:\/\/userpilot.com\/blog\/feature-request\/\" target=\"_blank\" rel=\"noopener noreferrer\"> feature requests. <\/a><\/p>\n<p>Yeah, I know what you\u2019re thinking after reading the article: focusing on features is wrong, focus on outcomes.<\/p>\n<p>You\u2019re right, but hear me out:<\/p>\n<p>Feature requests are a great <a href=\"https:\/\/userpilot.com\/blog\/product-discovery-techniques\/\" target=\"_blank\" rel=\"noopener noreferrer\">discovery tool<\/a>. Just because a customer requests a feature doesn\u2019t mean you should build it.<\/p>\n<p>Instead, follow up with more granular <a href=\"https:\/\/userpilot.com\/blog\/customer-research-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">research <\/a>to find out why exactly they need the feature. Is it because your competitors have it, or do they really have a problem that you need to solve for them?<\/p>\n<p>If it\u2019s the latter, don\u2019t simply build the feature but look for innovative ways to tackle the problem.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/feature-request-survey_49dfbe41202e1076bf6393bf1fb05d8b_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/feature-request-survey_49dfbe41202e1076bf6393bf1fb05d8b_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/feature-request-survey_49dfbe41202e1076bf6393bf1fb05d8b_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/feature-request-survey_49dfbe41202e1076bf6393bf1fb05d8b_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/feature-request-survey_49dfbe41202e1076bf6393bf1fb05d8b_800.jpg\" alt=\"feature-request-survey\" \/><\/picture><figcaption>Feature request widget.<\/figcaption><\/figure>\n<h3 id=\"1eqtr\">Engagement layer to run experiments<\/h3>\n<p>Thanks to Userpilot <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UI patterns<\/a>, you can run experiments to validate your ideas.<\/p>\n<p>For example, you can use them for <a href=\"https:\/\/userpilot.com\/blog\/fake-door-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">fake door testing<\/a>. First, trigger a <a href=\"https:\/\/userpilot.com\/blog\/onboarding-tooltips-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">tooltip<\/a> to help users <a href=\"https:\/\/userpilot.com\/blog\/improve-feature-discovery-product-adoption\/\" target=\"_blank\" rel=\"noopener noreferrer\">discover the new feature<\/a>, like in the hypothetical Asana example below, and then a model to tell them what is really happening.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test_425efe2aaf0b266a4e320cfcee9391be_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test_425efe2aaf0b266a4e320cfcee9391be_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/images.storychief.com\/account_6827\/fake-door-test_425efe2aaf0b266a4e320cfcee9391be_800.png\" alt=\"Fake door test\" \/><\/picture><figcaption>Fake door test.<\/figcaption><\/figure>\n<p>You can also trigger in-app messages to recruit<a href=\"https:\/\/userpilot.com\/blog\/ideal-beta-tester\/\" target=\"_blank\" rel=\"noopener noreferrer\"> beta testers.<\/a><\/p>\n<h2 id=\"cr00d\">Conclusion<\/h2>\n<p>By focusing on delivering roadmap features, product teams often lose sight of the outcomes that the features are meant to deliver. This results in bloated products that are clunky to use and don\u2019t deliver any value.<\/p>\n<p>Outcome-based roadmaps are an alternative approach that puts delivering value over functionality. This gives teams the freedom to pursue innovative solutions to user problems.<\/p>\n<p>If you want to learn more about how Userpilot can help you better deliver user outcomes, <a href=\"https:\/\/userpilot.com\/userpilot-demo\/\" target=\"_blank\" rel=\"noopener noreferrer\">book the demo!<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The outcome-based roadmap is an alternative to traditional roadmaps. It\u2019s based on a different mechanism. Instead of features, it\u2019s organized around the promise of value. That\u2019s what you commit to, not specific functionality. Why is this better than the traditional approach? There could be different ways to achieve an outcome, but you lose that flexibility once you commit to a feature. An outcome-based roadmap removes such constraints and prioritizes delivering a positive change to users\u2019 lives.<\/p>\n","protected":false},"author":56,"featured_media":150378,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[214],"tags":[941,5740,216,232,395,5739,429],"class_list":["post-150376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-management","tag-collect-feedback","tag-customer-value","tag-product-management","tag-product-managers","tag-product-roadmap","tag-product-strategy","tag-user-behavior"],"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 Product Roadmaps Kill Outcomes [Dave Martin]<\/title>\n<meta name=\"description\" content=\"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Product Roadmaps Kill Outcomes [Dave Martin]\" \/>\n<meta property=\"og:description\" content=\"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-23T22:47:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-26T02:27:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"393\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Saffa Faisal\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Saffa Faisal\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\"},\"author\":{\"name\":\"Saffa Faisal\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da\"},\"headline\":\"How Product Roadmaps Kill Outcomes [Dave Martin]\",\"datePublished\":\"2023-11-23T22:47:30+00:00\",\"dateModified\":\"2025-06-26T02:27:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\"},\"wordCount\":2266,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg\",\"keywords\":[\"collect feedback\",\"customer value\",\"Product Management\",\"product managers\",\"product roadmap\",\"product strategy\",\"user behavior\"],\"articleSection\":[\"Product Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\",\"url\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\",\"name\":\"How Product Roadmaps Kill Outcomes [Dave Martin]\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg\",\"datePublished\":\"2023-11-23T22:47:30+00:00\",\"dateModified\":\"2025-06-26T02:27:03+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da\"},\"description\":\"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage\",\"url\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg\",\"contentUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg\",\"width\":600,\"height\":393,\"caption\":\"How Product Roadmaps Kill Outcomes [Dave Martin] cover\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/userpilot.com\/blog\/#website\",\"url\":\"https:\/\/userpilot.com\/blog\/\",\"name\":\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/userpilot.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da\",\"name\":\"Saffa Faisal\",\"url\":\"https:\/\/userpilot.com\/blog\/author\/saffa\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How Product Roadmaps Kill Outcomes [Dave Martin]","description":"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/","og_locale":"en_US","og_type":"article","og_title":"How Product Roadmaps Kill Outcomes [Dave Martin]","og_description":"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.","og_url":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/","og_site_name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","article_published_time":"2023-11-23T22:47:30+00:00","article_modified_time":"2025-06-26T02:27:03+00:00","og_image":[{"width":600,"height":393,"url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg","type":"image\/jpeg"}],"author":"Saffa Faisal","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Saffa Faisal","Est. reading time":"12 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#article","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/"},"author":{"name":"Saffa Faisal","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da"},"headline":"How Product Roadmaps Kill Outcomes [Dave Martin]","datePublished":"2023-11-23T22:47:30+00:00","dateModified":"2025-06-26T02:27:03+00:00","mainEntityOfPage":{"@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/"},"wordCount":2266,"commentCount":0,"image":{"@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg","keywords":["collect feedback","customer value","Product Management","product managers","product roadmap","product strategy","user behavior"],"articleSection":["Product Management"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/","url":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/","name":"How Product Roadmaps Kill Outcomes [Dave Martin]","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage"},"image":{"@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg","datePublished":"2023-11-23T22:47:30+00:00","dateModified":"2025-06-26T02:27:03+00:00","author":{"@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da"},"description":"The outcome-based roadmap is organized not around features but around the promise of value. Find out why it might be worth considering.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/userpilot.com\/blog\/outcome-based-roadmap-dave-martin\/#primaryimage","url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg","contentUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/11\/how-product-roadmaps-kill-outcomes-and-what-to-do-about-it_cddff06067e92281291b670892050610_2000.jpg","width":600,"height":393,"caption":"How Product Roadmaps Kill Outcomes [Dave Martin] cover"},{"@type":"WebSite","@id":"https:\/\/userpilot.com\/blog\/#website","url":"https:\/\/userpilot.com\/blog\/","name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/userpilot.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5c50b3bd5418ac8167f909e10a6dc1da","name":"Saffa Faisal","url":"https:\/\/userpilot.com\/blog\/author\/saffa\/"}]}},"_links":{"self":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/150376","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/users\/56"}],"replies":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/comments?post=150376"}],"version-history":[{"count":3,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/150376\/revisions"}],"predecessor-version":[{"id":278167,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/150376\/revisions\/278167"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media\/150378"}],"wp:attachment":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media?parent=150376"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/categories?post=150376"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/tags?post=150376"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}