When roadmapping is being introduced into an organisation, there are a number of ‘reference’ processes which can be consulted to help ease the barriers to implementation. However, it is critical to recognise that such reference processes offer a baseline design and careful consideration should be given to how they could be adopted for use within a specific organisational setting. Through a research engagement with the LEGO Group, this paper captures and reports on the process journey (including the problems faced by the users and lessons learned) in customising a reference process and the deployment of the adapted approach.