You can find lists of tactics and \u201cbest practices\u201d all over the web. But without a foundational strategy behind them, standalone tactics aren\u2019t likely to move the needle. You need custom solutions<\/em> that are selected to address your specific conversion barriers.<\/p>\n\n\n\n So, before we talk about tactics, we have to talk about themes. <\/em><\/p>\n\n\n\n A theme-based roadmap is a problem-focused approach to optimization that supports the entire optimization process. It has to come before the tactics.<\/p>\n\n\n\n Does this mean that tactical roadmaps are out of fashion? Not at all! Tactical roadmaps also have a place in your product development efforts, but they need to come at the right time.<\/p>\n\n\n\n In this article, we compare theme-based and tactical roadmaps, including how they fit into your product plan and how you can use them to optimize the digital experience. Both have their place in product strategy, but they are not interchangeable.<\/p>\n\n\n\n A theme-based roadmap is a strategic planning<\/a> tool for product managers (whether that product is a website, app, or service) that lays out a plan for improvement based on overarching themes or goals rather than specific features or timelines.<\/p>\n\n\n\n Think of it like a guiding “product vision” document that synthesizes data or research into a clear overview of opportunity\/problem areas. \u201cThemes are a promise to solve problems, not build features,” says Jared Spool<\/a>, founder of User Interface Engineering.<\/p>\n\n\n\n In the roadmap, themes are represented as categories or clustered ideas, and specific tactics are nested within each theme (more on that in a moment).<\/p>\n\n\n\n These categories most often group initiatives based on customer needs they meet, like security, ease, and usability. This is true at The Good, as we theme based on user goals to create our DXO Heuristics Compass\u2122\ufe0f. In the artifact, research is translated into grouped on-site behaviors and friction points.<\/p>\n\n\n\n Theming based on customer needs helps you stay user-centered. Your organization will keep the proven user barriers top of mind, and prioritize what the customer cares about most.<\/p>\n\n\n\n Alternatively, some may prefer to cluster based on business goals such as user acquisition, engagement, retention, monetization, etc. Check out this business theme-based roadmap example from ProdPad<\/a>. Notice how the organization\u2019s broad initiatives are organized into categories.<\/p>\n\n\n\n Clustering your thematic roadmap based on business goals will ensure your entire team stays aligned with broader business objectives. It prevents you from getting bogged down in individual tasks or features.<\/p>\n\n\n\n Before you can develop custom tactics to address your conversion barriers, you need to understand the context. That\u2019s where a thematic roadmap comes in. It defines the important areas, audiences, and conversion barriers.<\/p>\n\n\n\n A theme-based roadmap is useful where flexibility, strategic alignment, and focus on broad outcomes are crucial. Here are some situations where a theme-based roadmap would be beneficial:<\/p>\n\n\n\n The theme-based roadmap is a great tool for getting early buy-in and staying aligned with your team. It can also be used to inform other roadmaps, like your tactical roadmap.<\/p>\n\n\n\n Here’s a breakdown of what a theme-based roadmap typically includes:<\/p>\n\n\n\n Themes:<\/strong>\u00a0These are categories of problems and opportunities that you identify based on data analysis, research, and user testing. Themes are broad and can encompass multiple features or projects that contribute to the overarching goal. For example, a theme could be \u201cdirectional guidance<\/a>\u201d or \u201ctrust and authority.\u201d<\/p>\n\n\n\n Objectives: <\/strong>Under each theme, there are specific objectives that define what success looks like for that theme. Objectives should be measurable and align with the theme’s overall goal.<\/p>\n\n\n\n Initiatives: <\/strong>These are the projects or sets of features that will help achieve the objectives under each theme. While initiatives are more specific than themes, they are still described at a relatively high level compared to individual tasks or features. Initiatives sometimes take the shape of user stories.<\/p>\n\n\n\n Timeframes: <\/strong>Unlike traditional roadmaps, theme-based roadmaps often use broad timeframes rather than specific dates. You might even use lighter prioritization by categorizing themes as \u201cfirst,\u201d \u201clast,\u201d or \u201clater.\u201d This creates flexibility and adaptability so teams can respond to changes without being tied to rigid deadlines.<\/p>\n\n\n\n A tactical roadmap is a specific planning tool that outlines the step-by-step actions and timelines required to solve the challenges or address opportunities outlined in your thematic roadmap. It provides a clear path of execution, detailing what needs to be done, by whom, and by when.<\/p>\n\n\n\nWhat is a Theme-Based Roadmap?<\/h2>\n\n\n\n
![\"theme-based](\"https:\/\/thegood.com\/wp-content\/uploads\/image2-65.png\")
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<\/figure>\n\n\n\nWhen to Use a Theme-Based Roadmap<\/h3>\n\n\n\n
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What Should a Theme-Based Roadmap Include?<\/h3>\n\n\n\n
What is a Tactical Roadmap?<\/h2>\n\n\n\n
![\"tactical](\"https:\/\/thegood.com\/wp-content\/uploads\/image9-24.png\")
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