The Playbook for Building a Multi-Product Roadmap with 1Password
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This document discusses principles for product development. The first principle is to create a virtuous feedback loop with customers through various engagement activities. The second principle is that one structure does not fit all, and early-stage products require flexibility and pace over structure. The third principle is to rally the organization by starting with the why, creating checkpoints, and celebrating progress. The overall message is that successful product expansion requires an open feedback loop with customers, flexibility over rigid structure, and rallying the team towards shared goals.
The Playbook for Building a Multi-Product Roadmap with 1Password
- 3. First principle: Create a virtuous feedback loop
- 4. Product Design Engineering ● Talk to customers ● Advisory boards/customer councils ● Win / loss / churn reviews ● Product feature requests ● NPS dashboard / surveys CS+Success Sales Marketing ● Ship product ● Roadmaps ● Customer sync ● Deal support ● Refined personas Customers
- 5. The shifting role of data What’s the right mix for an exploratory product vs. established product Quantitative: “keeps our head smart” Identifies relationships, correlation, causation Product data (engagement/usage) Experiments (A/B testing) Surveys NPS Support tickets Qualitative: “keeps our heart smart” Identifies themes, builds intuition User interviews (User testing, win/loss) Surveys (open-ended Qs, topical, win/loss) Customer conversations Support feedback, forums, social, etc.
- 6. Reading signals: A password manager going passwordless? Easy by Default Embracing the Market Shift Eliminating the “Treasure” of Credentials
- 7. Password management → Identity management Product evolution is inevitable. A snapshot of our journey. 2006 1Password built for individuals 2018 1Password expands to businesses March 2022 1Password adds Dev tools May 2023 Passage by 1Password offering May 2023 Support for passkey sign-in on key websites July 2023 Unlock 1Password with a passkey Consumer Enterprise Now trusted by millions of people and over 100,000 businesses
- 8. Product will never scale without this foundation.
- 9. Second principle: Does structure help or hurt?
- 10. One structure does not fit all Early-to-market areas require pace to validation Empower swiss army knives Set ambitious goals that your executive leadership supports Hold strong to the courage of your convictions Building for today’s customer and tomorrow’s customer
- 11. What changes with multi-product? Open-ended roadmap Fight with your unfair advantage Unclear business outcome and tradeoffs Sacrificing short-term bottom line for the good of the long term business
- 12. Capture share of voice to create the landing pad with credibility First-to-market Education Media credibility Industry leadership
- 13. Third principle: Rally the organization
- 14. Start with why Create and measure checkpoints to change course or priority Celebrate incremental progress to create rolling momentum Why is this a priority?
- 15. ● Creating a feedback loop around your customer. ● Rallying and exciting the organization with the outcome. ● Being flexible and more open ended. ● Prioritizing pace and proof of product to the market vs. structure and predictability. ● Crisply defining goals and celebrating progress. Takeaways Whether it’s your first or 100th product expansion, the product playbook requires: