Rebuilding Goals & Roadmap Around the Customer Journey
Context:
A product leadership team at a mid-size digital platform struggled to deliver a coherent roadmap. Goals did not clearly connect to the company’s broader strategy or customer journey. Individual teams owned narrow slices of the experience—and individual metrics—but no one owned the full picture. Each team assumed others understood dependencies, creating a blame cycle when work stalled.
Problem:
The underlying issue was fragmented strategy translation: goals and metrics were disconnected from each other, from the customer journey, and from the organization’s top-down direction.
What I Did:
Ran targeted interviews to surface how each team understood success, ownership, and dependencies
Used AI-assisted synthesis to reveal contradictions in definitions, hidden assumptions, and gaps in customer journey ownership
Facilitated leadership sessions to rebuild KPIs based on customer value, cross-functional dependencies, and the org’s strategic objectives
Created a unified roadmap tied directly to shared KPIs and the end-to-end customer journey
Outcome:
Teams aligned around a shared understanding of success, eliminated low-value work, and committed to a unified sequencing plan. The roadmap became a tool for clarity—reflecting organizational strategy, customer needs, and real cross-team dependencies.
What this shows:
When goals ladder up to strategy and the customer journey, teams stop optimizing locally and start executing collectively.