Design Roadmapping
in an Uncertain World

Portfolio Planning and Roadmapping

Emergence of Design Roadmaps

Product Roadmap

Technology Roadmap

Design Roadmap

Uses of Roadmap

Internal collaboration

External comunication

Challenges with Existing Product and Technology Roadmapping

Gaps in Current Roadmapping Practices

Communication Conflict

Lack of Customer Focus

Inflexible under VUCA Conditions

Design Roadmapping for a VUCA World

Volatility

Uncer tainty

Complexity

Ambiguity

Difficulty both interpreting what customers want and developing meaningful concepts that address the voice of customers.

Complex intermediaries and layers between users and firms become obstacles to acquiring the actual voice of customers.

High market uncertainty, fast- moving technological change, over production of digital artifacts that replace hardware products.

Volatile market conditions, driven by quick new product development cycles, rapidly invalidate traditional roadmapping insights.

Design Roadmapping Applications in a Large Corporation and a Small Startup

Large Consumer Product Technology Company Case Study

Small Startup Company Case Study

The dimension of Service Delivery

Product

Price

Place

Promotion

Something extra: People, Physical Evidenc and Process