Goal
Use real data and feedback to decide what comes next — instead of adding features on a hunch.
This stage loops back to stage 03.
Inputs → outputs
Inputs
- Product metrics and incident log
- User feedback
- New business goals
Deliverables
- Product metrics report
- User feedback summary
- v2 roadmap
Teams & roles
- Data & AIcollects and analyses metrics
- UX/UI Designuser interviews and surveys
- Business Analysis (BA)consolidates needs, drafts the roadmap
- Project Management / Scrum Masterruns periodic reviews with the client
- Sales & Presalesnext engagement opportunities
- Client (Product Owner / sponsor)new goals, approves the roadmap
RACI matrix
R — does the work · A — accountable, final sign-off (exactly one A per activity) · C — consulted before · I — informed after.
| Activity | Sales | BA | UX | Arch | PM | Dev | Data | CS | Client |
|---|---|---|---|---|---|---|---|---|---|
| Collect & analyse product metrics | · | · | · | · | · | R | A | · | · |
| User interviews / surveys | · | R | A | · | · | · | · | · | C |
| Periodic client review | · | · | · | · | A | · | · | R | C |
| Approve the v2 roadmap | C | R | · | C | · | · | · | · | A |
Sales = Sales & Presales; BA = Business Analysis (BA); UX = UX/UI Design; Arch = Solution Architecture; PM = Project Management / Scrum Master; Dev = Engineering (FE · BE · Mobile); Data = Data & AI; CS = Support & Customer Success; Client = Client (Product Owner / sponsor)
Quality gate
v2 roadmap approved → a new cycle starts at the proposal stage.
Entry criteria
- Product stable in production
- Measurement (analytics, monitoring) in place with appropriate consent
Exit criteria
- Metrics and feedback report sent to the client
- Prioritised v2 roadmap approved by the client
- v2 items enter the proposal stage as a new cycle
Activities
- 1.Measure: conversion funnels, feature adoption, Core Web Vitals, running cost
- 2.Collect user feedback (short surveys, interviews)
- 3.Periodic review with the client: metrics, incidents, cost, technical debt
- 4.Propose a prioritised v2 roadmap — loop back to the proposal stage
Checklist
Tick to self-review — 0/5. Ticks stay in this browser only and are not sent anywhere.
Document templates
Markdown (.md) files: open in any editor, or paste into Word / Google Docs. Each states its purpose, who fills it in and when.
Client involvement
- Share new business goals
- Co-prioritise the roadmap
Tools
- Google Analytics / Plausible
- Search Console
- PageSpeed Insights
- Typeform / Google Forms
Reference standards
- Core Web Vitals (Google)
- LCP, INP, CLS — field experience metrics
- Build–Measure–Learn (Lean Startup)
- Learning loop driven by data
Common pitfalls
- Building whatever the loudest voice asks for
- Measuring without a question to answer
- Ignoring technical debt
- Forgetting that running cost grows with usage
Real example
cuongthai.com: background AI jobs (bulk content generation, the automatic bulletin) are OFF by default, with a two-level daily spend cap (soft cuts background work, hard cuts everything) — added after looking at real cost data. Improvement decisions follow the gateway’s ledger, not the price list.
Where to learn
Subjects and courses on cuongthai.com that teach this stage’s work.