Product Roadmaps, Listening to Customers and Really Using Data

Where do product roadmaps come from? A product roadmap is not just a chronological list of things that your team needs to do. According to Paul Adams at Intercom, it actually consists of a range of new work that needs to be prioritized according to data, user conversations, and intuition of the company.

What customers can and can’t do for product managers. While it’s true that not staying in touch with your customers and end users is a giant mistake, there are ways to listen to customers — and then there are ways that customers can lead you astray.  Here are a few things that your customers can (should) do for you, and several customer traps that you don’t want to find yourself in as a product person.

Data-driven product. Most of us know how important data analytics is to building good products. However, services like Google Analytics often amount to data porn illustrating highlights and lowlights of user activities without telling a real story. Maggie Jan, a data scientist at Keen.io who spoke at Industry last year, insists that you must be disciplined in order to find data trends that matter.

An intro to Product Management interviewing. Whether you are hunting for a new product management job or you are hiring, Ellen Chisa outlines in this article important questions that need to be addressed.

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Paul McAvinchey
For over 15 years, Paul has been building and collaborating on digital products with fast-growing startups and global brands, including AOL and WMS Gaming. Currently, he's a co-founder of Product Collective, a worldwide community of product people. Members collaborate on Slack, meet at INDUSTRY: The Product Conference, listen to Rocketship.fm, learn at Product Interviews and get a weekly brief that includes best practices in product management. In recent years he led business development at DXY, a leading product design firm in the Midwest, and product innovation at MedCity Media, a publishing startup acquired by Breaking Media in 2015.