Design Roadmapping Lianne Simonse

Timing is of strategic importance in catching opportunities and leveraging technological in-terventions. Being among the first can make a large difference in sales and market share. Timing is also crucial when new products are ready to launch.

The pacing and synchronizing of “technology forecast”, “market encounter” and “product evolution” plans are major challenges. In between the initiation and the launch, different ‘roads’ lead to the creation of different products and services. A roadmap structures and supports these cross-communication dialogues.

The key insights for innovation managers in industrial firms are that, in striving for compe-titive timing or industry synergy, roadmapping provides a means to achieve these objectives and, in applying roadmapping in the orga-nization, dialogue and pacing are critically important. The design roadmap is defined as a canvas that reflects expected core design elements to be acquired throughout various types of design activities. This book offers insights and guidelines on design roadmapping approaches from a futu-re studies and design research perspective.

It outlines the origins, background and latest research results are shared. In addition to the theoretical concepts, examples of roadmap-ping will be presented from the experience of strategic designers and innovation managers, including venture CEOs, CPOs, Heads of Design, product managers and technology and program managers of companies such as Samsung, Starbucks, Peerby, Ikea, Booking.com and many more.