For each company, it is essential to provide a strategic direction in which the product offering should evolve over time in order to fulfill the corporate vision. For this pur- pose, product roadmapping is a popular method that is widely used within the industry to support strategic and long-range planning. Many companies operating in the soft- ware-intensive business are applying traditional product roadmapping approaches. However, through increasing market dynamics, rapidly evolving technologies, and shifting user expectations coupled with the adoption of lean and agile practices tradi- tional product roadmapping does not work anymore. Therefore, most companies are seeking opportunities to improve their product roadmapping practices and strive for new roadmapping approaches. In this talk, we discuss a product roadmapping transfor- mation approach. This approach starts with an assessment of the currently applied prod- uct roadmapping using the DEEP product roadmap assessment tool developed by the speakers, through to the systematic identification of specific measures in order to trans- form the product roadmapping practice to the requirements of a volatile market envi- ronment. In addition, the results of two case studies in which the product roadmapping transformation approach was applied are discussed.

Stefan Trieflinger holds a master degree in Services Computing and has been a Ph.D. student since 2019. In his thesis, he examines how product roadmaps can be developed in a volatile market environment. Together with Jürgen Münch and Dominic Lang, Trieflinger has developed the DEEP product roadmap assessment tool, which enables companies to evaluate their current product roadmapping practice and identify potentials for improvements. In addition, Trieflinger has many years of practical experience in the IT industry. Prior to his dissertation, he was employed by various companies, including Bosch Smart Home, Daimler AG and several companies in the consulting industry.