Product Roadmap Formats:The Complete Guide

Discover the roadmap formats used by successful product teams at companies like Google, Spotify, and Airbnb. Learn which format works best for your team size, industry, and goals.

Used by 1000+ Product Teams
Startup to Enterprise
Research-Backed

6 Most Popular Roadmap Formats

Now, Next, Later

Best for: Agile teams, Startups, Uncertain timelines

Priority-based roadmap focusing on immediate needs, short-term goals, and future vision without fixed dates.

Used by:

Spotify
Atlassian
Buffer

When to use:

When priorities change frequently, working in agile sprints, or when exact timing is uncertain.

✅ Pros:

  • Flexible and adaptable
  • Easy to communicate
  • Reduces date pressure
  • Perfect for agile workflows

❌ Cons:

  • Lacks specific timelines
  • Can be vague for stakeholders
  • Harder to coordinate dependencies
Timeline-Based

Best for: Enterprise, Hardware, Regulated industries

Traditional roadmap with specific dates, milestones, and deadlines for feature delivery.

Used by:

Apple
Tesla
Microsoft

When to use:

When you have predictable development cycles, regulatory deadlines, or need precise coordination.

✅ Pros:

  • Clear expectations
  • Easy to track progress
  • Good for coordination
  • Stakeholder clarity

❌ Cons:

  • Rigid and inflexible
  • Creates false precision
  • Pressure to meet dates
  • Hard to adapt
Outcome-Based

Best for: Product-led growth, Data-driven teams

Focuses on business outcomes and metrics rather than specific features or dates.

Used by:

Google
Facebook
Netflix

When to use:

When you have clear business metrics, experienced product teams, and want to drive innovation.

✅ Pros:

  • Aligns with business goals
  • Encourages innovation
  • Flexible execution
  • Measurable success

❌ Cons:

  • Requires strong metrics
  • Can be abstract
  • Harder to estimate
  • Needs experienced teams
Theme-Based

Best for: Large organizations, Multiple product lines

Organizes initiatives around strategic themes or focus areas rather than specific features.

Used by:

Amazon
Salesforce
Adobe

When to use:

When managing multiple products, need strategic alignment, or coordinating large teams.

✅ Pros:

  • Strategic alignment
  • Cross-team coordination
  • Flexible execution
  • Easy communication

❌ Cons:

  • Can lack specificity
  • Requires strong leadership
  • May miss details
  • Hard to prioritize
Feature-Based

Best for: Early-stage startups, MVP development

Lists specific features and functionality to be built, often with rough timelines.

Used by:

Early Airbnb
Early Uber
Early Slack

When to use:

When building an MVP, have a clear feature list, or need very specific deliverables.

✅ Pros:

  • Very specific
  • Easy to understand
  • Clear deliverables
  • Good for MVPs

❌ Cons:

  • Can become feature factory
  • Lacks strategic vision
  • Hard to prioritize
  • Misses user outcomes
Hybrid Approach

Best for: Growing companies, Mixed stakeholder needs

Combines multiple approaches - themes with timelines, outcomes with features, etc.

Used by:

Shopify
Stripe
Notion

When to use:

When you have diverse stakeholder needs, multiple product lines, or complex requirements.

✅ Pros:

  • Best of all worlds
  • Adaptable to needs
  • Stakeholder friendly
  • Comprehensive view

❌ Cons:

  • Can be complex
  • Harder to maintain
  • May confuse teams
  • Requires expertise

How Top Companies Use Roadmaps

Spotify
5,000+ employees

Now, Next, Later + Themes

Uses 'Now, Next, Later' for squad-level planning combined with company-wide themes for strategic alignment.

Why this works:

Maintains agility while coordinating across hundreds of autonomous teams.

Google
150,000+ employees

OKR-Based + Outcomes

Roadmaps tied directly to OKRs (Objectives and Key Results) with focus on measurable business outcomes.

Why this works:

Ensures all product work directly contributes to measurable business objectives.

Airbnb
6,000+ employees

Theme-Based + Timeline

Organizes work around strategic themes (Trust, Growth, Host Success) with quarterly timelines.

Why this works:

Balances strategic focus with execution predictability across global teams.

Stripe
4,000+ employees

Hybrid: Features + Outcomes

Combines specific feature delivery with business outcome targets, adapted per product area.

Why this works:

Different products need different approaches - payments vs. developer tools vs. financial services.

How to Choose the Right Format

Early Stage Startup

0-50 employees, MVP focus

Now, Next, Later
Feature-Based

Growth Stage

50-500 employees, scaling

Outcome-Based
Theme-Based

Enterprise

500+ employees, multiple products

Hybrid Approach
Timeline-Based

Ready to Create Your Roadmap?

Use AutoRoadmap to generate professional roadmaps in any format. Try both timeline and Now/Next/Later approaches with AI assistance.