Product Management Part 2: Product Roadmap
Over the past number of months, we’ve worked to redesign AT&T’s mobile app. This app allows customers to pay their bill, change their plan, manage their data, and upgrade their phone.
After designing the ideal flows, we worked with developers to estimate how long it would take to build each capability. Based off of this information, we created a product roadmap, a horizontal timeline demonstrating how and in what sequence we would create each flow.
Although we designed for an ideal state, without time or financial constraints, the product road map demonstrates how we would ship the app using two developers, releasing a minimum viable product in one month, and two updates released over the following month.
The road map isn’t meant to track the project hour by hour, or feature by feature. It’s simply to give a general priority and visual timeline for the build out.
To fit the first release into one month, we went through a process of “thin slicing.” This means removing capabilities that are not essential to the functionality of the app, while maintaining the app’s core value.
In this instance, we cut out some features within flows, as well as removing whole flows altogether. For example, within the Make a Payment flow, we cut out PayPal and Apple Pay from the minimum viable product and included them in the second release. As paying with a credit card or checking account are available in the first release, these methods were convenient, but not essential.
We also simplified the interaction, exchanging radio buttons and a button for a table. Lastly, we also removed the customized line within the tab bar, as again, it was not essential to the app’s functionality.
Whole flows such as Changing your Plan and Upgrading your Phone were also left out of the first release, as, again, they are not core to a customer’s management needs. I will note, however, that although Changing your Plan was not in the first release, we still allowed the customer to control her usage by including the ability to activate “slow mode” (preventing data overage fees), purchase more data for the month, and suspend/deactivate your phone.
For the first release, we prioritized structural components such as the tab bar and the page titles, as well as the following capabilities:
- Log in & out
- Make a Payment via credit card & checking
- Set up Autopay
- Data Management: Activate “Slow Mode”
- Suspend Device
- Get more data for the month
Here is a complete view of the minimum viable product:
The following will be included in the second release:
- Make a Payment via PayPal & Apple Pay
- Account Management
- Change Plan
The third release will include:
- Upgrade phone