Product design roadmaps: Driving vision with structure, strategy, and scalability

Type of project

A real-world leadership initiative developed as part of my role as Head of Product Design at The Floow, spanning multiple cross-functional initiatives and product lines.

Company & product overview

The Floow creates mobile telematics apps for global insurance partners. These apps include scoring, journey tracking, crash detection, and vehicle services. The roadmaps I shaped cover critical features like Multi-Vehicle Support, Theft Alerts, and Maintenance Tracking, each requiring thoughtful research, experience design, and scalable system architecture.

Skills & area of focus

Product strategy, experience planning, discovery frameworks, stakeholder alignment, system design, prioritisation, roadmap storytelling, design leadership, cross-functional facilitation, scalable UX patterns.

Project problem or purpose

Our product roadmap was feature-led and reactive, lacking a cohesive experience vision, defined success criteria, or a unified framework for discovery, delivery, and evolution. We needed to introduce a structured approach to product design roadmapping that connected business goals, user needs, data insight, and long-term scalability across regions and clients.

Roles, responsibilities, & team

I led the development of the Product Design Roadmap model. I partnered with the Director of Product, senior engineers, data analysts, and client success leads. My team included multiple designers and researchers who contributed to roadmap items. I facilitated alignment workshops and presented roadmap structures to execs and clients.

Timeline, scope, constraints

Roadmap planning is ongoing, but the core framework was introduced and operationalised over a 16-week period. Constraints included shared ownership of features across departments, variable client demands, and asynchronous decision-making across global teams. I focused on building a repeatable, transparent process with room for discovery and iteration.

Process & what I did

I introduced a layered roadmap model that grouped initiatives by lifecycle stage:

Discovery & research

Goal: Understand the user problem, define the opportunity
Activities: User research, market scans, data audits, stakeholder interviews
Deliverables: Problem statements, personas, success criteria, initial concept hypotheses

Concept & prototyping

Goal: Explore, validate, and shape the experience direction
Activities: Design sprints, service blueprints, interactive prototypes, stakeholder reviews
Deliverables: Figma prototypes, hypothesis maps, design artefacts, test feedback

Development & launch

Goal: Ship focused, user-validated solutions
Activities: UX handoff, design QA, launch checklist, feedback tracking
Deliverables: Final UI kits, dev-ready files, launch assets, UX measurement plan

Feature expansion & optimisation

Goal: Improve and deepen value
Activities: Usage tracking, A/B testing, usability follow-ups
Deliverables: Performance dashboards, insight reports, enhancement proposals

Long-term innovation & scalability

Goal: Plan for system-level value and future evolution
Activities: Design systems updates, partner API integration planning, north star mapping
Deliverables: Innovation backlogs, scalable component design, co-created feature vision

Each roadmap item (e.g., Multi-Vehicle Support, Theft Alerts, Vehicle Maintenance) had clear objectives, value propositions, target users, and data considerations (input types, providers, reporting needs). I created a visual artefact tying roadmap themes to broader business OKRs and user journeys, helping cross-functional stakeholders understand where each feature sat, and why it mattered.

Outcomes, results, & lessons

Our new roadmap structure created alignment across product, engineering, and client-facing teams. It accelerated buy-in from insurers by demonstrating how initiatives connected to user and business outcomes. Internally, it gave the design team a clearer sense of purpose and planning, allowing for deeper research, better UX decisions, and more scalable solutions. The lesson? A design-led roadmap isn’t just a timeline, it’s a tool for building alignment, driving value, and crafting better futures.