Roadmapping in Asana as a Growth PM at Asana

In this blog article, hear from Adam Higa, Growth PM at Asana.

I’m a Growth PM at Asana, and yes — I use Asana to build features for Asana. Very meta, I know. But being both a user and builder gives me a unique perspective on what works.

I’ve developed a system with Asana that keeps me focused on outcomes, not just shipping features. Given it’s January, I wanted to share three tips for how I approach roadmapping and OKR planning in Asana:

1.) Top-down, not bottom-up

I don’t start with tasks. I start with Asana’s Goals feature to define:

• A North Star metric, which in my case is driving incremental ARR for Asana’s PLG business

• Objectives and key results that support my North Star Metric. I’m primarily focused on Net Dollar Retention this year to drive sustainable growth and rationalize higher marketing investment in top-of-funnel traffic.

• Experiment ideas - These days, I’m thinking a lot about creating ‘Aha moments’ for our customers in the first 30 days of onboarding to invite new teammates into Asana as a force multiplier. 

2.) Only define 50% upfront, leave room for discovery

Growth work is fast and messy. Traditional roadmaps typically fail for growth PMs when they try to define everything they will deliver over a 6-12 month time frame. I define only ~50% of experiments during roadmapping at the start of the quarter. Continuous discovery — fueled by market research, customer interviews, and experiment data — allows us to adapt, reprioritize, and generate our highest conviction ideas in real time.

As ideas evolve, they are linked to our topline goals in Asana, serving as a single source of truth for the work our team is doing. 

This system keeps the team nimble while maintaining alignment with outcomes.

3.) Learn from the past: grade your previous KRs

Before defining new OKRs, I review and grade past Key Results. What worked? What didn’t? What surprised us? This reflection helps me:

• Set more realistic, data-informed targets

• Identify gaps or opportunities we missed

• Carry forward lessons that make the next half more impactful

It turns OKRs into a continuous learning loop rather than just a checkbox exercise. Having all of my past goals in Asana makes them easy to reference for many quarters to come. 

Bye bye, Roadmapping_FY27_v31_Final_final slide deck. Hello Asana Goals!