The product roadmap maturity model DEEP: Validation of a method for assessing the product roadmap capabilities of organizations

Abstract

Context: Organizations are increasingly challenged by high market dynamics, rapidly evolving technologies and shifting user expectations. In consequence, many organizations are struggling with their ability to provide reliable product roadmaps by applying traditional roadmapping approaches. Currently, many companies are seeking opportunities to improve their product roadmapping practices and strive for new roadmapping approaches. A typical first step towards advancing the roadmapping capabilities of an organization is to assess the current situation. Therefore, the so-called maturity model DEEP for assessing the product roadmapping capabilities of companies operating in dynamic and uncertain environments has been developed and published by the authors. Objective: The aim of this article is to conduct an initial validation of the DEEP model in order to understand its applicability better and to see if important concepts are missing. In addition, the aim of this article is to evolve the model based on the findings from the initial validation. Method: The model has been given to practitioners such as product managers with the request to perform a self-assessment of the current product roadmapping practices in their company. Afterwards, interviews with each participant have been conducted in order to gain insights. Results: The initial validation revealed that some of the stages of the model need to be rearranged and minor usability issues were found. The overall structure of the model was well received. The study resulted in the development of the version 1.1 of the DEEP product roadmap maturity model which is also presented in this article.