How can digital testing help in the product roadmap

Anusha K

Posted On: February 24, 2023

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How can digital testing help in the product roadmap

A product roadmap is a high-level visual representation of a product’s strategy and plan. It provides a clear and concise overview of the product’s vision, goals, and initiatives, as well as a timeline for their delivery. Digital testing is essential to the product roadmap as it sheds light on user experience. This testing evaluates user interaction with the product covering aspects such as user interface, functionality, and usability.

Digital testing can inform a product roadmap by providing insights into how users interact with and feel about the product. This information can help to prioritize features, identify areas for improvement, and inform design decisions. By regularly conducting user testing and incorporating the results into the product roadmap, companies can ensure that their products meet the needs and expectations of their users, leading to improved satisfaction and loyalty.

How does digital testing help in the product roadmap

Digital testing can play a crucial role in the product roadmap by providing insights into the user experience. This type of testing involves evaluating how users interact with a product, including its user interface, functionality, and overall usability. The results of digital testing can be used to inform the product roadmap in several ways:

1. Prioritizing product features

The quality of a software product can be ensured through the software testing phase in the Software Development Life Cycle (SDLC). Effective testing leads to a more reliable and error-free product that meets the needs of the business and stakeholders. Despite being a time and resource-intensive process, testing is crucial for ensuring the success of the product.

To maximize the efficiency of software testing, it is important to prioritize test cases, particularly during regression testing. Regression testing verifies that changes or upgrades to the software code do not affect the existing functionality of the application. This type of testing is essential for maintaining the stability and performance of existing features.

One approach to regression testing is Test Case Prioritization (TCP), which is used alongside other methods such as Test Suite Minimization (TSM) and Test Case Selection (TCS).

What is TCP?
Test Case Prioritization (TCP) is the practice of organizing test cases within a test suite based on various factors, including code coverage, functionality, the criticality of features, and risk involved.

The objective of TCP is to execute the most critical test cases first, based on established criteria. This approach helps to uncover faults earlier, providing quick feedback to the testers and ensuring that the most critical issues are addressed first. By prioritizing test cases, TCP helps to optimize the software testing process and improve the overall quality of the product.

Why is TCP important?

  1. By prioritizing test cases based on risks, customer needs, and other factors, the number of necessary test cases can be reduced, leading to more efficient testing.
  2. This approach helps meet project deadlines and fulfill customer expectations.
  3. Early detection of bugs is facilitated.
  4. Prioritizing test cases can lower the cost of the software testing phase and reduce the time needed for testing, resulting in a higher-quality product.
  5. By prioritizing test cases, faults can be identified and corrected more quickly.
  6. The team can address the most crucial defects early in the testing process.
  7. With the high-priority test cases given priority during execution, the overall performance of regression testing improves.

How digital testing helps in prioritizing product features
Digital testing helps in prioritizing product features by providing data and insights about which features are most useful and used by the target audience. Through testing, product teams can gather feedback from users, track usage patterns, and measure the success of each feature in meeting customer needs and achieving business goals. This information can then be used to prioritize the development of features and allocate resources effectively, ensuring that the product remains focused on delivering value to its users.

2. Improving user experience

The process of assessing the user’s interactions and digital interfaces with a product or service is known as digital testing. Its aim is to guarantee that these interactions are smooth, easy to use, and enjoyable. By doing so, it helps enhance the user’s experience in the following ways:

  • By simulating real-world user interactions with a digital product like a website or mobile application, digital testing helps identify usability issues related to navigation, searching for information, filling out forms, completing transactions, and other tasks. Testers can observe users performing these tasks and identify areas where the product is not meeting user expectations or is causing confusion or slowdowns. The insights gained from digital testing can then be used to make improvements that enhance the product’s overall usability and user experience.
  • Digital testing evaluates the ease of use, functionality, and overall enjoyment of a website or application to measure user satisfaction. Different methods such as user testing, surveys, heat map analysis, and A/B testing can be used to achieve this. The information gathered from digital testing provides valuable insights to businesses, helping them to identify areas for improvement and make data-driven decisions to increase customer satisfaction and enhance the user experience.
  • Improving functionality: Digital testing is beneficial in improving the functionality of a website or application by providing useful insights into user interactions. Testers can observe real users navigate the platform to identify areas where the experience is slow, confusing, or not intuitive. This information can then be used to make improvements that enhance the platform’s functionality and ensure it meets users’ needs and expectations. Moreover, digital testing can involve testing the technical aspects of a website or application, such as load times, responsiveness, and error handling, to ensure it operates efficiently and effectively. By identifying and addressing these technical issues, digital testing helps improve the overall functionality of a platform.
  • Enhancing User Experience: By providing businesses with a more comprehensive understanding of how users interact with their websites or applications, digital testing enhances the user experience. This enables businesses to identify areas for improvement and make data-driven decisions that can optimize the user experience. For instance, user testing can uncover confusing navigation, difficult-to-understand content, or areas where users may become frustrated with the experience. This information can then be used to make changes that simplify navigation, clarify content, streamline processes, and improve the overall user experience.

Moreover, digital testing can encompass utilizing data analytics tools to comprehend user behavior and preferences, like which pages are most frequently visited, how much time users spend on certain pages, and which design elements are most attractive. This data can then be leveraged to craft a more personalized and enjoyable user experience.

3. Validating product strategy

What is product validation?
Product validation is a method for evaluating if a product’s features effectively address the requirements and difficulties of current and potential customers. It is a systematic approach to attaining and maintaining product-market alignment and offers an efficient and rapid way of conducting research.

Just like a scientist testing a theory, product validation allows you to verify if your internal stakeholders’ assumptions about your product are accurate in reality. It utilizes data gathered from customers, market research, and the wants and needs of your target audience.

Validation is not a one-time occurrence, but rather a continuous process that continues throughout the entire lifespan of your product. Each time you plan to modify or introduce a new feature, validate if there is a market demand and if the changes fulfill the high-priority, impactful needs of your customer base.

How product validation helps the entrepreneur, the company, and the customers
Product validation is a vital initial step for the development of any new product or business. It offers benefits to the entrepreneur, company, team, and customers alike.

  • Entrepreneur Advantages – Invest funds in an opportunity that has a high likelihood of yielding a return.
  • Company/Team Benefits – Gain a clear understanding of the product’s strategic vision, enhance support from decision-makers, and reduce confusion, disputes, and unneeded changes in direction.
  • Customer Benefits – Experience being understood by the company and having their needs met.

It is rare for companies and entrepreneurs to achieve success without first validating their products.

How does digital testing help in validating product strategy
Digital testing plays an important role in validating product strategy by providing valuable insights into how users interact with a website or application. By testing the user experience, businesses can determine whether their product meets the needs and expectations of their target market and identify areas for improvement.

For example, user testing can reveal areas where navigation is confusing, content is unclear, or where users become frustrated with the experience. This information can then be used to make changes such as simplifying navigation, clarifying content, or streamlining processes.

In addition, digital testing can also involve using data analytics tools to understand user behavior and preferences, such as which pages are visited most frequently, how long users spend on certain pages, and which elements of the design are most appealing. This data can then be used to inform product strategy and ensure that the product is designed with the needs and preferences of users in mind.

Overall, digital testing provides critical insights into how users interact with a product and helps businesses validate their product strategy by ensuring that it meets the needs and expectations of their target market.

4. Staying competitive

Regular testing can benefit companies in several ways, including improving product quality, reducing time to market, saving costs, driving innovation, and maintaining compliance. By identifying and resolving issues early on, regular testing can enhance the overall quality and user experience of a product, making it more reliable and appealing to customers. Additionally, testing early and often can help companies avoid major problems, speed up the development process, and get products to market faster, resulting in a competitive advantage. Regular testing can also lead to cost savings by avoiding the expenses associated with fixing problems later in the development cycle or after product release. Moreover, testing can help companies identify new opportunities for improvement and differentiation, driving innovation in the market. Lastly, testing can ensure that products meet regulatory and industry standards, which is essential for companies operating in highly regulated industries. Overall, regular testing helps companies to deliver better products, improve their processes, and stay ahead of the competition.

5. Setting realistic timelines

Digital testing can assist in establishing achievable timelines by providing valuable insights into a website or application’s performance and functionality. This can aid organizations in comprehending the necessary resources and effort required to deliver a top-quality digital experience.

There are several ways in which digital testing can contribute to the creation of realistic timelines:

  • Pinpointing Performance Issues: Testing can uncover bottlenecks or areas of sluggish performance, allowing organizations to prioritize performance optimization efforts and assign resources accordingly.
  • Revealing Technical Constraints: Digital testing can uncover technical constraints or limitations that may influence the ability to provide a high-quality user experience. This information can be used to modify timelines and project plans.
  • Verifying User Flows: By testing user flows and interactions, organizations can validate that the experience they are creating will fulfill the requirements and expectations of their target audience. Any necessary modifications can be made before the product is released, resulting in time and effort savings in the long run.
  • Enhancing Collaboration: Digital testing can help enhance collaboration among design, development, and other teams by providing a shared understanding of the intended user experience and any limitations that must be considered. This can help improve the development process’s efficiency.

In summary, digital testing is a valuable tool for organizations to establish more feasible timelines by providing useful insights into the performance and functionality of their website or application and by facilitating collaboration and communication among teams.

Three main problems product managers face while creating a roadmap

While there’s widespread recognition of the significance of creating a roadmap, in reality, they often don’t perform well in practice. Forrester notes that the issues usually fall into one of three categories.

1. Misinterpreting short-term plans as the roadmap

When you ask a product manager about the roadmap for their product, they might give you a rundown of what’s included in the next release or what’s in the product backlog (for those who use an Agile/SCRUM process). These short-term priorities are the closest execution step in the roadmap, but not the roadmap itself. Without the broader perspective that a roadmap provides, it may not be clear when current project work is not aligned with long-term strategic goals. These lists of features do not offer a comprehensive understanding of the overall picture. By focusing solely on upcoming tactical activities, companies risk losing sight of the future state of the market, overlook pressing competitive challenges, and prioritize short-term solutions over long-term success.

2. Misinterpreting the distinction between a roadmap and the road mapping process

Many executives misinterpret the distinction between a roadmap and the road mapping process. A roadmap is the output, while the road mapping process is the method by which it is created. Executives who focus solely on the end result, without understanding the effort required to produce it, are missing the full value of the road mapping process. The collaboration and input that come from the process of creating and updating a roadmap is often more valuable than the final product itself. By only focusing on the end product, product managers and teams risk overlooking important data, analysis, and context, and may instead quickly produce a roadmap that merely meets a predetermined corporate presentation format, rather than truly reflecting the process and the insights gained from it.

3.Create a well-defined process

Product managers tend to have a sporadic approach to developing roadmaps. Just like making a great apple pie requires a solid recipe with specific steps, a successful product roadmap demands a well-defined process. You must determine the necessary components, when to incorporate them, and weigh the trade-offs between taste and health benefits. You must also determine the optimal baking time. A variety of recipes can produce different results, and similarly, different processes for creating a roadmap can lead to varying outcomes. Creating a roadmap cannot be done haphazardly by simply placing features on a slide without consideration. If the process is flawed or the ingredients are of poor quality, the final roadmap will not meet expectations.

Three tips to keep in mind while creating your next product roadmap

Many product managers face difficulties when creating roadmaps. They struggle with effectively communicating the roadmap to various internal and external stakeholders, determining the appropriate level of detail in an ever-changing agile environment, and creating roadmaps not just for individual products, but for the entire product portfolio.

To assist product teams in their next roadmap planning, Forrester offers the following three recommendations:

1. Base your roadmap on customer needs, not just features

A common mistake made by many product managers is to present an extensive list of detailed features, or even specific technologies, on their roadmaps. Instead, the roadmap should highlight the customer needs, the significance and value of addressing those needs, and the plan for addressing them. Detailed technical information about how those needs will be met should not be the main focus. A feature- or technology-focused roadmap can indicate that product management lacks a comprehensive understanding of customer needs. In such cases, product management should prioritize uncovering and prioritizing customer needs first.

2. Don’t limit your focus to additions only

Roadmaps typically consist primarily of lists of new products to be launched and improvements to be made. However, they should also encompass any capabilities that will be discontinued, as well as any products that will be sunsetted. Many clients report difficulties (or avoidance) in sunsetting the products, thus your next product roadmap should include the process of sunsetting the products.

3. Include experimental plans along with improvements

Usually, product managers only include items on the “next 12 months” view of their roadmap that they are certain about. However, as more product teams adopt agile and lean practices, experimental plans can also be included on the roadmap (when presenting to specific stakeholders). A minimum viable product can serve as a form of concept testing or as an actual product output, so it’s essential to specify which method will be used and what will be evaluated.

How to not disappoint your stakeholders while delivering a product roadmap

The widespread use of agile delivery methods such as digital testing has caused a major reassessment of the reliability and credibility of product roadmaps that extend beyond six to nine months, particularly in the software industry. The advantages of agile delivery, such as adaptability and the ability to adjust priorities, benefit both providers and customers. Nevertheless, the product team, along with numerous stakeholders, still requires a long-term outlook and direction for the product. Various stakeholders also have different expectations for the product roadmap, in terms of both the level of detail needed and the time frame. Ensuring that all parties comprehend the level of certainty associated with the deadlines outlined in the product roadmap is crucial to managing expectations and avoiding any conflicts or disappointment.

According to Gartner, to successfully handle stakeholder expectations and prevent disappointment concerning the product roadmap, product planners should implement the following strategies:

  1. Prepare stakeholders for the unavoidable modifications to the roadmap by making sure all parties comprehend how the level of assurance for activities improves with time.
  2. Meet the needs of various stakeholder groups by offering customized views of the product roadmap that align with their specific needs.
  3. Boost stakeholder trust in the roadmaps by holding regular review meetings with stakeholders.


Digital testing can provide insights into how users perceive a product or service, such as their level of satisfaction, the level of trust they have in the brand, and their overall opinion of the product. This information can also be used to inform the development of the product roadmap and ensure that the product continues to meet the needs and expectations of users over time.

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Anusha K

Experienced and versatile Marketer adept in strategizing and executing brand plans in a timely fashion and creating SEO-optimized articles for various social media platforms

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