ProductTank - Roadmapping

Dec 14, 2017 · Amsterdam, Netherlands

Building a product that is intuitive is hard, building one that people actually love is even harder. It requires customer insight, product vision, clear objectives, and being 'nimble' to adapt to changes in the market. Therefore, it wasn't a surprise that roadmapping - the framework a lot of product people use to actually plan for building delightful products - was the top pick of our community when we recently asked for your input on meetup themes.

On Thursday 14 December, we'll learn how organizations like The City of Amsterdam, and EclecticIQ build their roadmaps, and how NewRelity helps companies with data-driven decision making.

18.30: Venue opens
18.45: Finger food
19.00: Talks start

This edition is hosted and sponsored by Optimizely (

Optimizely, Nes 76, Amsterdam


Peter Boersma - Online Product Manager (
The City of Amsterdam (

When the City of Amsterdam was looking for someone to define, design and manage the roadmap of a future product that they called the “Integrated Customer View”, they ran into Peter Boersma. With his design background and consulting experience, he might pull off the first two parts of the assignment, but would he also be able to act as product manager and manage the product’s roadmap? In this presentation, Peter will describe how the team around him changed and how his influence on the roadmap changed with it, as the product - now renamed to My Amsterdam - went from sketch, via prototype and product, to platform.

Peter Boersma is an experienced UX designer and design process enthusiast. He helps organizations create the best circumstances in which design can happen. He has worked as designer and project manager for design agencies, as a concept designer for startups, as an in-house UX strategist at a software development company, and he currently works on the personalised service “My Amsterdam" for the City of Amsterdam.

Gino Toro - Senior Product Manager (
EclecticIQ (

The dreaded words can you present the roadmap to a [prospect/customer/angry customer]? or can you add [x] to the [roadmap/backlog] will bring fear into any new product manager.

At EclecticIQ, the challenge is to stay ahead of the competition and to scale developments. The solution is to keep teams aligned by using the roadmap as the central way to communicate to everyone inside and outside of the organisation.
In this presentation, Gino Toro will talk about how the roadmap is the centrepiece for the vision, strategy and operations of a product, and how challenges were overcome from engineering to stakeholders to the market.

Gino Toro began his career in development, working in an agile environment. He fell into product management where he helps teams bring ideas into reality. Having worked with 10 teams across 8 products throughout his career, allows him to talk about the most common product management challenges as well as the tools and techniques that helped him overcome them.

He has worked as a product owner for content tools, product manger for a media management SaaS solution, and a product manager for XebiaLabs. He currently works on a Threat Intelligence Platform while defining the product process for EclecticIQ.

Ivar Pruijn - CPO (
NewRelity (

Under increasing pressure from new entrants every industry is rapidly transforming to Digital. In response companies are moving to structures where Product Teams manage the product roadmap and increasingly product marketing strategy.

Good news for us ‘Product people’, but it also means we have a fundamental challenge: how do we create long-term growth in such a complex environment, where we have to consider a growing number of products, platforms, devices, and fast-changing channels? Well-founded decision making is clearly crucial, but solutions to help understand how growth is driven are often lacking or inaccessible, and most Product Teams regard their ability to effectively use data-driven decision making as low to medium.

In this session Ivar will talk about how Product Teams handle (data-driven) decision making now, the current perfect storm for change that is happening, and the possibilities to make decision making and roadmapping more data-driven.

Ivar is co-founder & CPO at NewRelity, building data models that help Product Teams grow their digital products.


After the talks there will be a brief Q&A session and you're welcome to stay afterwards to mingle with fellow product people and have some drinks.


Iris, Steven, Gavin

Event organizers
  • ProductTank AMS

    ProductTank provides an opportunity for Product Managers working for (or wanting to work for) web companies in the Netherlands to exchange ideas and experiences about Product Management & Design, Business Modelling, Metrics, User Experience and all the other things that get us excited. Events include talks from guest speakers on topics around product management, networking opportunities, and a good old-fashioned chin-wag over a beer or two. We're open to companies big and small. We also welcome early-s

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