Why Theme-Based Roadmaps keep you focused
When someone asks, “What’s on your roadmap?”, the expectation is often a neatly organised timeline of features and delivery dates. But that’s not what a roadmap should be. A roadmap is a strategic communication tool, not a delivery schedule.
At Huler, we’ve moved towards theme-based roadmapping to keep our teams aligned on outcomes rather than features. Whilst it's still early days, it’s been a game-changer for getting buy in from the team and helping everyone to understand the focus.
What Are Theme-Based Roadmaps?
Instead of listing specific features, theme-based roadmaps group work into problem spaces or goals—like “Improve Personalisation” or “Integrations”. These themes help us focus on what we’re trying to solve or achieve, not just what we’re building.
This keeps conversations rooted in value, not velocity.
Why It Works
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Clearer Strategic Alignment Themes map directly to company goals and user needs. When we say “Collaboration Tools” everyone—from engineers to marketers understands why the work matters.
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Flexibility in Execution Markets shift. Priorities change. Theme-based planning gives us the freedom to adjust tactics without losing sight of the main objective.
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Better Stakeholder Conversations Instead of defending feature delays, we talk about progress toward outcomes. That reframes delivery discussions from “what slipped” to “what’s moving the dial"
Our Approach at Huler
We set 2–3 key themes per quarter, using them to guide planning, team focus, and stakeholder updates. Features still exist—they just sit beneath the themes, not in place of them.
We’ve found it’s easier to say no to distractions, align cross-functional work, and maintain clarity across the business.
Final Thought
A roadmap isn’t a promise of features on a timeline. It’s a shared understanding of where you’re heading and why. If your roadmap is more Gantt chart than guidepost, consider starting with themes. You might find your product conversations get a whole lot more meaningful.