Creating a product that users love requires ongoing communication between your team and your audience. A public product roadmap is a simple, effective way to share upcoming improvements, track progress, and invite users to help shape your product’s future. These roadmaps focus on new features, feature requests, and improvements, leaving internal matters like bug tracking, technical debt, or backend tasks for your team’s private roadmap in tools like Jira, Trello, or Asana.
By including user voting, kanban boards, and the ability for users to leave comments, public roadmaps align your priorities with user needs, create a sense of community, and keep everyone informed. They’re also an excellent way to establish a rhythmic user feedback loop, where ongoing input helps refine your product over time.
For example, Spotify’s feature request page allows users to suggest and upvote ideas, GOV.UK's public roadmap provides transparency for government digital projects, and Surfe’s roadmap offers clear updates on what’s being developed next.
When public roadmaps are effective
Users set the priorities
A voting system helps you understand what matters most to your audience. While voting is valuable, it should guide priorities rather than dictate them. Feature requests with high votes might indicate user demand, but this data must be balanced with qualitative insights from usability tests, interviews, diary studies, and alignment with your business goals. It’s crucial to focus on what users need, not just what they want, as requests may not always serve the wider audience.
Transparency builds trust
A shared roadmap demonstrates that you value user input. When users see what’s planned and why, they’re more likely to understand timelines and feel confident their feedback is being considered.
Fostering a sense of community
Allowing users to comment on features turns your roadmap into a collaborative space where users share perspectives and engage with one another’s ideas. This interaction creates a stronger connection between your product and its audience.
Visual clarity through kanban boards
Kanban boards (e.g., “Planned,” “In Progress,” and “Done”) make it easy for users to track progress. This straightforward layout ensures transparency while building excitement as features move closer to completion.
Closing the feedback loop
Public roadmaps show users their input matters, helping to build loyalty and collect valuable insights for future improvements. Sharing decisions about what gets prioritized also helps manage expectations.
When a public product roadmap might not be the right choice
Public roadmaps aren’t always the right choice. Here are some scenarios where they might not be suitable:
When your product vision is evolving: If your roadmap is constantly shifting or features aren’t fully scoped, sharing it publicly can create confusion.
If timelines are uncertain: Overpromising and underdelivering can damage trust. For example, announcing roadmaps and failing to meet deadlines in the gaming industry often frustrates communities.
When features are niche or experimental: If your audience might not understand or find value in certain planned features, they may fixate on less impactful requests.
When internal priorities dominate: A public roadmap might not add much value if your focus is on backend improvements or bug fixes.
Dos and don’ts of public roadmaps
Dos:
Balance feedback with strategy: Incorporate user input alongside business goals and broader audience needs. Clearly explain which requests are prioritised and why.
Invite users to participate: Share your roadmap through emails, in-app updates, and social media to encourage votes, comments, and suggestions.
Keep it simple: Highlight key milestones and major features, focusing on new features, feature requests, and improvements rather than every detail.
Be flexible: Use voting and comments as valuable inputs, but balance them with qualitative research like usability tests, user interviews, and diary studies.
Update regularly: Ensure your roadmap reflects current priorities and communicates changes transparently.
Communicate openly: Be transparent about progress but avoid overcommitting to timelines unless you’re confident in delivering on them.
Don’ts:
Don’t overshare timelines: Avoid committing to hard deadlines unless you’re confident they’re achievable.
Don’t rely solely on this type of user input: Users may not always ask for what’s best for the broader audience or aligned with your vision.
Don’t promise everything: Manage expectations by clearly communicating which requests are being considered and why some might not move forward.
Public roadmaps are a powerful tool for fostering transparency, gathering feedback, and building a stronger connection with your audience. They can provide valuable insights, create a sense of community, and align your team’s work with user needs. However, they’re not a one-size-fits-all solution. It’s crucial to balance user input with deeper research, business objectives, and your long-term vision.
If you’re unsure whether a public roadmap is right for your product or how to implement one effectively, we can help. Combining public engagement with strong UX practices ensures you stay on track while delivering value to your audience.
