Research’s role in determining product roadmaps
UXResearch

Research’s role in determining product roadmaps

Go online any day of the week, and you’ll be bombarded with all kinds of news about the “best new thing” on the market. It feels like we live in the age of endless innovation sometimes. You might be

Go online any day of the week, and you’ll be bombarded with all kinds of news about the “best new thing” on the market. It feels like we live in the age of endless innovation sometimes.

You might be surprised to learn that only 40% of developed products reach the market. Of those that do, only 60% generate revenue.

One of the reasons behind this is the fact that product managers often don’t give extensive user research its due, particularly as it relates to product roadmapping. Without the real opinions of real customers, no product is likely to survive once it gets to market. The earlier you get those real opinions, and the more effectively you implement them in your product design and your product roadmap, the better your chances are of striking gold. Taking this kind of customer-centric stance from the getgo sets you up to create and maintain a product that lands in the way you hope it will with the audience you’ve created it for. 

The benefits of user research for product roadmapping

Guessing what your customers want is always an ill-advised course of action. User research takes the mystery out of the equation and hands you what you need to draw a crystal-clear roadmap. It allows you to see exactly what makes your customers tick, what their pain points are, what features they need to make them customers now and which ones you need to add in coming updates that will keep them customers forever. That’s the magic of user research. It’s having access to the minds of your audience, giving you the information you need in order to craft a product that doesn’t just meet their needs, but exceeds them. 

User research provides data that can help you prioritize features and improvements. Start by conducting interviews,surveys, and usability tests to gather qualitative and quantitative data. This data will highlight which features your users love, which ones they can’t stand, and what’s missing from your product. User research also reduces the risk of making costly mistakes by validating or disproving assumptions.

No more shooting in the dark. Just a well-lit path to a product that delights your customers and makes life easier for them. 

How to set the course of your product roadmap using research insights

Now that you’ve got a vault of user insights, it’s time to put them to work. Start by prioritizing the features and improvements that will have the biggest impact. It’s not about cramming in every suggestion but strategically picking the gems that align with your vision and goals.

Begin by categorizing your user feedback into themes. Look for common pain points, frequently requested features, and areas where users are especially positive. Use these themes to create user personas and journey maps, which will help you visualize your users’ needs and experiences. Prioritize features that address critical pain points or significantly enhance the user experience. Remember, it’s not about quantity but quality—focus on delivering features that truly add value.

Next, create a roadmap that balances short-term wins with long-term goals. Start with quick wins—features that are relatively easy to implement but have a high impact on user satisfaction. This will help you build momentum and demonstrate progress to your stakeholders. At the same time, you should be outlining your long-term vision and identifying the key milestones needed to achieve it. Use your user research to set realistic timelines.

To keep your roadmap on track, establish a feedback loop with your users. Regularly check in with them to validate assumptions, gain fresh insights, and confirm that you’re meeting their needs. Use beta testing, user interviews, and surveys to gather feedback on new features and iterate based on their input. This will keep your product aligned with user needs and encourage a sense of community and loyalty among your users.

Take the guesswork out of product roadmapping for good

User research is the lifeline your product needs to survive in this cutthroat market. Guesswork and lucky chances aren’t enough to move your idea from concept to market (and keep it there). Doing your due diligence with research provides you with the insights you need to understand your users' needs and pain points, refine your product features, make data-driven decisions, and stay ahead of the competition. It’s the only way to be sure that your product not only meets but exceeds customer expectations, fostering loyalty and driving long-term success.