Product roadmap (KANO)

Define your values; these will be the two main criteria you use to evaluate priorities. For example, some organizations divide their roadmap based on things that can directly affect 🤑revenue versus those that provide value to the user and improve their perception of your solution or business.❤️

In this example, the top two rows are created for revenue generation. You will add anything that could help revenue to the top line, and items that may improve revenue on a smaller scale or indirectly to one of the lower lines. Essentially, you are organizing tasks with the highest impact on revenue at the top.

Below that, you have value. Here, you have three rows for activities or features that can help improve user value. Similar to the revenue section, anything that significantly impacts the value you provide to the user and enhances competitiveness goes at the top. Less impactful items are placed lower.

Finally, at the bottom, you have maintenance and process-oriented tasks. Of course, you can change these key values to effectively visualize what you are trying to improve in your roadmap.

You could also have categories like this:

Example 1:

Example 2:

Only one person in the team needs to prepare the board.

👉Additionally you can add milestones or key objectives.

Goal and features are the "what" — the "how" is what your development team will determine. Identify the specific features that best support your strategy and vision.

🔥The hardest part about discussing your roadmap and deciding on priorities is that there are often so many things you could do, but time is limited. Using a good structure to discuss priorities helps you visualize what you should keep versus what should be done later or skipped for now.

We often recommend using something like the Kano analysis. Here, we will share our simple version of this.

🥶 Must-Be/Basic Attributes: These are fundamental features that customers expect. If these are missing or poorly executed, customers will be extremely dissatisfied. However, their presence does not significantly increase customer satisfaction because they are assumed.

🟢 One-Dimensional/Performance Attributes: These features cause satisfaction if present and dissatisfaction if absent. The better these features perform, the more satisfied customers are.

🔵 Attractive or Competitive Attributes: These features delight customers and are not expected. Their absence does not cause dissatisfaction, but their presence significantly increases customer satisfaction.

💣Indifferent Attributes: These features neither add to nor detract from customer satisfaction. Customers are indifferent to their presence.