Informing & Prioritizing the Omni-Channel Technology Roadmap

Using research, data and workshops to help guide the Product Team’s annual Roadmap Planning Process.

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The Problem

A major retailer’s ecommerce team had undergone extensive changes including a transition to agile process and the creation of a Product Management team.  As the team evolved, they required customer insights to help them prioritize strategic and tactical initiatives.

The Methods

Using a combination of ethnographic  research, analytics data, and third-party research, mapped the Customer Journey and then, through workshops with leadership, defined a prioritized technology roadmap that was then overlaid upon the journey with the final document (right) serving as a strategic planning reference.

The Solution & Results

The process resulted in a more robust, quantifiable set of recommendations and guidance to the Product Management team. In the first year, provided 15 enhancement ideas that were accepted into the Technology Roadmap.