5 steps for getting your design-driven ideas into the product roadmap
In the world of product development, designers often face frustrations and challenges getting their ideas into the roadmap. With shifting company priorities, the need for speed, and ambiguous red tape, it can feel like we are designing reactively just to keep up. However, as strategic thinkers by trade, we should exercise more influence on product strategy and planning. But how?
Influencing the roadmap is something I’ve attempted many times in my career, both successfully and unsuccessfully. What I have learned is that this is more of an art than a science, but there are still some fundamental steps that can expedite turning your ideas into reality.
1. Build credibility and co-create
Roadmap influence can happen at large and small scales. Start small by proposing alternative solutions to existing projects, advocating for unaddressed design debt, or participating more actively in quarterly planning. Over time, you will build your credibility cross-functionally as a strategic thought partner so that when a big idea comes, your stakeholders are more inclined to listen.
Once you have that big idea, seek fast feedback from other designers, product managers, engineers, and users. Workshop the idea together through design sprints, brainstorms, or casual chats so that your teammates can put their stamp on it and help level it up. When others feel a sense of shared ownership, they are far more likely to become your champion.
“If you want to go fast, go alone. If you want to go far, go together.” — African proverb
2. Design a visual
As designers, our ability to visualize ideas is a superpower. Create a visual to inspire others and help them grasp your concept. I don’t recommend a high-fidelity vision prototype at this stage. Those are great for when you want to wow a crowd, but they run the risk of looking too “future state”, feeling unattainable, or distracting viewers with the UI details. Low-fidelity wireframes and hand-drawn sketches are more successful because they provide enough detail for comprehension while still leaving space for meaningful input from others.
3. Put on your product manager hat
To get your idea into a roadmap you will need to align it to your company’s overall product strategy and business objectives. Put yourself in the shoes of a Product Manager and objectively evaluate your idea’s feasibility and alignment with organizational goals. Identify potential tradeoffs, anticipate objections, and prepare compelling arguments to address concerns that decision-makers may have. You may even consider drafting a light product spec or t-shirt sizing the initiative with an engineer. Having a clear plan for implementation in your narrative will help sell it through.
4. Build buzz up the ladder
Pitching your idea can feel daunting for many designers, and requires a little bravery. You don’t need to give a large presentation or post to your general Slack channel out of the gate. Start by scheduling a few 15-minute meetings with cross-functional partners whom you’ve built relationships with over time. Identify individuals who hold influence within the company and can guide you to other influential leaders. Quickly share with them your visual, the estimated level of effort, and the idea’s value to the business and user. Ask each for feedback and suggestions on whom else to engage with. Gradually, you’ll gain project champions and find your way into the room where the decision makers are.
5. Don’t give up
Ultimately, there are a lot of factors that are completely out of your control as a designer. Staffing, conflicting priorities, timing, etc can all stand in the way. But what feels like a “no”, might actually be a “not right now”. So continue to refine your idea based on feedback and bring it up when it’s relevant in conversations. Eventually, the stars might align.
Bringing a design-driven idea to fruition requires perseverance, stepping outside of your comfort zone, and effective communication. Embrace the challenge, don’t get discouraged, and never underestimate the power your passion has on influencing others. It may take some time for you to refine this skill, but once you start seeing your design-driven ideas influencing your company’s direction, the product you work on will improve and your experience as a designer will feel so much more meaningful.
Special shoutout to the design influencers I’ve learned from who helped me build this playbook Yeny Pardini Julie Lungaro Pree Kolari
