Planning the path forward: Shaping the future of a leading energy giant
2025
Roadmap & product strategy development
This project focused on designing and facilitating a strategic workshop with cross-division stakeholders from the client’s side. The goal was to uncover insights, align on business objectives, and co-create a clear product direction. The outcome was a three-year product roadmap that not only aligned with business ambitions and technical realities but also helped the client define a long-term vision and actionable next steps for their product.
Project backgrounds
About client
The client, a leading energy giant in Indonesia, had recently taken a major step in their digital transformation journey by launching a mobile app. However, after the initial launch, a new challenge emerged: defining a clear positioning for the app and uncovering the true value it could deliver to the business over the long term.
The problems
Unclear market positioning of the app, leaving its role and value undefined
A complex network of subsidiaries, creating fragmented priorities and lack of alignment
No clear direction forward, resulting in uncertainty about the next strategic steps for digital growth
The asks
How might we shape a bold, future-ready position for the app—one that not only defines its value, but claim their place in the digital energy landscape?
Develop a focused 3-year roadmap and implementation plan designed to turn the app into a core business accelerator.
Project's members
2 managers
2 senior consultants
1 analyst
My responsibility
As a Senior Consultant, I was involved across all phases of the project. In the planning phase, I collaborated with managers to design workshops that effectively guided idea generation, as well as developing potential concepts to structure the brainstorming process. During ideation, I facilitated workshops and led a brainstorming group to gather ideas. I then prioritized the insights collected and aligned them with the existing vision and implementation plan to build the final product roadmap.
Planning: Context Inquiry and Discovery
Goals & ambition
To kick off the planning phase, we re-engaged with the client to gain a precise understanding of their goals and the ambitions they had set for their current mobile app. This process allowed us to put ourselves in their shoes, build stronger relevance, and establish a clear direction for the next steps.
Anchored by research
To build our perspective, establish a solid foundation based on factual insights, and provide the client with valuable data to inform strategic decisions and drive impactful outcomes, multiple research methods were conducted throughout this phase.
Current app positioning & user feedbacks: Evaluation & survey to identify opportunity areas & assess the app’s positioning from the users’ perspective.
Consumer insights & growth implications: Understanding customer profiles & identifying potential growth areas for the product based on the current economic landscape.
Local & regional competitive landscape: Understanding how competitors & key players are executing their strategies to achieve success.
Potential concept and stimulus building
Based on the anchoring research, 4 distinct concepts were developed to represent possible directions for the app. This helped guide workshop participants, stimulate brainstorming, and serve as conversation starters for the discussions.
Disclaimer: For confidentiality reasons, certain visuals have been blurred or modified.
Ideation: Designing effective workshop
Workshop design
Together with the team, we designed a workshop to get the most out of participants’ ideas. By guiding them through a clear, structured process, we were able to capture and shape their thoughts more effectively. This led to a range of valuable insights that helped inform the future direction of our product. The workshop was broken down into four key stages, each one designed to gradually refine, focus, and build on the ideas generated.
Refining ambition
Clarifying and aligning on short and long-term goals to turn broad ambitions into a shared, actionable focus.
Concept explanation
Introducing key concepts to build a shared understanding and prepare participants for deeper discussion.
Concept evaluation & refinement
Refining & developing ideas within group to align with the initial ambition, then presenting them for shared understanding before voting.
Voting & prioritization
Participants vote on ideas, evaluating them based on business impact and technical feasibility, helping us prioritize the most impactful solutions.
Disclaimer: For confidentiality reasons, certain visuals have been blurred or modified.
Through the workshop stages and post-workshop synthesis, we were able to consolidate and cluster ideas for effective prioritization—transforming raw input from participants into refined, actionable product features.
Collected artipacts
By the end of the workshop, we gathered three key artifacts that became essential for the post-workshop synthesis which helped me transform insights into an actionable roadmap.
Business ambitions
Short-term and long-term visions that serve as a foundation for aligning feature development and informing priorities
Refined ideas
A set of 20+ consolidated and distinct feature ideas for potential future development
Impact and value score
Each idea was rated based on its potential impact and the value it delivers to customers—helping us prioritize what matters most
Post-workshop: Synthesis and Prioritization
The framework and metrics
To build an effective roadmap that delivers real business value while staying grounded in current business and technical constraints, we developed a robust prioritization framework. It combines four key aspects of product delivery—impact, value, effort (or complexity), and timing—helping us make clearer, more strategic decisions about what to deliver and when.
Using this framework, we assigned a 1–5 score to each idea across three aspects—impact, customer value, and technical complexity. The complexity scores were informed by the product team after the workshop, based on a clear understanding of current technical conditions and constraints.
Clustering result
Based on the scores assigned to each idea, I organized them into clusters to make it easier to visualize how the ideas relate to one another and how they should be prioritized. This process resulted in four distinct clusters:
Quick Wins: High-impact ideas with low to medium complexity—ideal for immediate development.
Long-Term Impact: High-impact ideas that are currently too complex to develop, but valuable for future planning.
Nice to Have: Low-impact ideas that are relatively easy to implement.
Less Considerable: Ideas with low impact and medium to high complexity—lower priority for development.
Disclaimer: For confidentiality reasons, certain visuals have been blurred or modified.
Timeline mapping & final result
Using the clustered results, the ideas were then mapped onto a three-year timeline. Quick Wins were prioritized for the first year, Long-Term Impact ideas for the second, and Nice to Have ideas for the third. Within each year, the customer value scores helped further prioritize which ideas to tackle first—ensuring the business delivers the highest impact with feasible execution while maximizing value to customers.
Disclaimer: For confidentiality reasons, certain visuals have been blurred or modified.
Finally, by analyzing the correlations between ideas, I was also able to group them into key features or functionalities (shown in the left column) and defined a theme for each year. This created a clear, phased development path—building value over time while reinforcing the product’s core strengths.
Overall impact
Through this workshop, I successfully helped the client align cross-functional teams around a shared vision and clear set of priorities—eliminating ambiguity and increasing confidence in their product strategy. I translated scattered, abstract ideas into a well-structured, actionable roadmap that gave them clarity on what to build, when to build it, and why it matters—ensuring their efforts are focused on high-impact, feasible initiatives that drive real business outcomes.