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