Service Roadmapping in a Product World

Mar 28, 2025

"Service Roadmapping in a Product World" shows how understanding your organization's core purpose transforms strategic planning. Moving beyond features and products, we'll explore how to identify the fundamental activities that deliver value to users, and how these shape more meaningful roadmaps. Learn how organizations' services provide a framework for planning beyond traditional product boundaries, helping teams focus on what truly matters for UX practitioners seeking to align their planning with their organization's essential role and responsibilities rather than just its digital products.
Mark Heard

Mark Heard

Senior Digital Strategist, User Experience Lead and Service Designer

Mark is a Senior Digital Strategist, User Experience Lead and Service Designer (having worked for clients ranging from NASA to ATB Financial and everything you might imagine in between). Currently, I'm engaged on contract with the Government of Alberta as a Service Designer in the Child Care space, working on digital tools to make the lives of Child Care Operators and Government of Alberta employees easier.

Paul Nishikawa

Paul Nishikawa

Product Delivery Lead at Government of Alberta

For over 25 years, I've focused on building human-centered digital products and services. As co-founder of Calgary-based digital consulting agency UX Guys, I spent 12 years partnering with major organizations like Telus, Shaw, Facebook, MEC, and ATB to deliver impactful solutions. In 2020, I joined the Government of Alberta as a Service Designer before helping expand our ministry from one to twelve product delivery teams. Currently, I lead a pilot establishing Service Strategy across ministries. Away from work, I'm an avid traveller, play beer league hockey, and maintain a stubbornly high golf handicap.