Understanding the user is the first step in developing a product roadmap. We work with our stakeholders to understand their goals and share in their knowledge of customers. We study market research and review analytics from current products and web platforms.
For competitive analysis, we look closely at competitors’ paths now and over time. How do they see and serve their customers? Where are they heading? Then we conduct direct user research and often define personas. Finally, we present our findings to leadership, to build a shared understanding of exactly who our software targets and serves.