Research Papers: Design Theory and Methodology

Design Roadmapping: A Framework and Case Study on Planning Development of High-Tech Products in Silicon Valley

[+] Author and Article Information
Euiyoung Kim

Department of Mechanical Engineering,
Berkeley Institute of Design,
University of California, Berkeley,
Berkeley, CA 94720
e-mail: euiyoungkim@berkeley.edu

Jaewoo Chung

Samsung Research America,
665 Clyde Avenue,
Mountain View, CA 94043
e-mail: jaewoo@media.mit.edu

Sara Beckman

Haas School of Business,
University of California, Berkeley,
Berkeley, CA 94720
e-mail: beckman@berkeley.edu

Alice M. Agogino

Fellow ASME
Department of Mechanical Engineering,
Berkeley Institute of Design,
University of California, Berkeley,
Berkeley, CA 94720
e-mail: agogino@berkeley.edu

1Corresponding author.

Contributed by the Design Theory and Methodology Committee of ASME for publication in the JOURNAL OF MECHANICAL DESIGN. Manuscript received January 15, 2016; final manuscript received July 13, 2016; published online August 30, 2016. Assoc. Editor: Matthew I. Campbell.

J. Mech. Des 138(10), 101106 (Aug 30, 2016) (11 pages) Paper No: MD-16-1041; doi: 10.1115/1.4034221 History: Received January 15, 2016; Revised July 13, 2016

We propose a framework for design roadmapping that parallels existing product roadmapping and technology roadmapping processes. It leverages three needs we have observed in organizations as they use existing roadmapping processes: (1) to focus on development of customer and user experiences (UX), not just on features; (2) to increase engagement of designers early in the planning process; and (3) to provide a means for rapidly responding to changes in the environment. Design roadmapping is an attempt to reconcile differences that arise when customer/user needs are not considered simultaneously with technology choices. The proposed design roadmapping process assists project prioritization and selection. The process aggregates design experience elements along a timeline that associates key user needs with the products, services, and/or systems the organization wishes to deliver. To illustrate the design roadmapping process, we conducted a case study in which we applied the design roadmapping process to projects undertaken by a large corporation's innovation lab located in research centers in San Francisco and Mountain View, CA, in partnership with corporate stakeholders located in Asia. The five-step design roadmapping procedure is provided along with detailed information. The decisions from the design roadmapping process have been incorporated into the company's commercial plans. Key findings in this corporate case study bolster the positive impact of design roadmapping in moving strategic thinking from a technology/feature-driven process to one that is design/experience-driven. It shows how firms might weigh choices between user needs, design principles, and technological innovation.

Copyright © 2016 by ASME
Topics: Design
Your Session has timed out. Please sign back in to continue.


Cooper, R. G. , 1994, “ Third-Generation New Product Processes,” J. Prod. Innovation Manage., 11(1), pp. 3–14. [CrossRef]
Phaal, R. , Farrukh, C. , and Probert, D. , 2001, “ Technology Roadmapping: Linking Technology Resources to Business Objectives,” Centre for Technology Management, University of Cambridge, Cambridge, UK.
An, Y. , Lee, S. , and Park, Y. , 2008, “ Development of an Integrated Product-Service Roadmap With QFD: A Case Study on Mobile Communications,” Int. J. Serv. Ind. Management, 19(5), pp. 621–638. [CrossRef]
Garcia, M. L. , and Bray, O. H. , 1997, “ Fundamentals of Technology Roadmapping,” Sandia National Laboratories, Albuquerque, NM, Report No. SAND97-0665.
Ulrich, K. T. , and Eppinger, S. D. , 2016, Product Design and Development, McGraw Hill Publishers, New York, NY.
Phaal, R. , and Muller, G. , 2009, “ An Architectural Framework for Roadmapping: Towards Visual Strategy,” Technol. Forecasting Soc. Change, 76(1), pp. 39–49. [CrossRef]
Vähäniitty, J. , Lassenius, C. , and Rautiainen, K. , 2002, “ An Approach to Product Roadmapping in Small Software Product Businesses,” ECSQ, pp. 12–13.
Cooper, R. G. , and Edgett, S. J. , 2010, “ Developing a Product Innovation and Technology Strategy for Your Business,” Res.-Technol. Manage., 53(3), pp. 33–40.
Rinne, M. , 2004, “ Technology Roadmaps: Infrastructure for Innovation,” Technol. Forecasting Soc. Change, 71(1), pp. 67–80. [CrossRef]
Petersen, K. , Wohlin, C. , and Baca, D. , 2009, “ The Waterfall Model in Large-Scale Development,” International Conference on Product-Focused Software Process Improvement, Oulu, Finland, June 15–17, Springer Berlin Heidelberg, pp. 386–400.
Meyer, M. H. , and Lehnerd, A. P. , 1997, The Power of Product Platform, Simon & Schuster, New York, NY.
Brynjolfsson, E. , and McAfee, A. , 2011, Race Against the Machine: How the Digital Revolution is Accelerating Innovation, Driving Productivity, and Irreversibly Transforming Employment and the Economy, Digital Frontier Press, Lexington, KY.
Beckman, S. L. , and Barry, M. , 2007, “ Innovation as a Learning Process: Embedding Design Thinking,” Calif. Manage. Rev., 50(1), pp. 25–56. [CrossRef]
Voss, M. , 2012, “ Impact of Customer Integration on Project Portfolio Management and Its Success—Developing a Conceptual Framework,” Int. J. Proj. Manage., 30(5), pp. 567–581. [CrossRef]
Cooper, R. G. , 2014, “ What's Next?: After Stage-Gate,” Res.-Technol. Manage., 57(1), pp. 20–31. [CrossRef]
Kerr, C. , and Phaal, R. , 2015, “ Visualizing Roadmaps: A Design-Driven Approach,” Res.-Technol. Manage., 58(4), pp. 45–54. [CrossRef]
Simonse, L. W. , Hultink, E. J. , and Buijs, J. A. , 2015, “ Innovation Roadmapping: Building Concepts From Practitioners' Insights,” J. Prod. Innovation Manage., 32(6), pp. 904–924. [CrossRef]
Kim, E. , Yao, S. , and Agogino, A. M. , 2015, “ Design Roadmapping: Challenges and Opportunities,” 20th International Conference on Engineering Design (ICED 15), Milan, Italy, July 27–30, Vol. 6, pp. 85–94.
Glaser, B. G. , 1992, Emergence Versus Forcing: Basics of Grounded Theory Analysis, Sociology Press, Mill Valley, CA.
Strauss, A. , and Corbin, J. , 1998, Basics of Qualitative Research: Procedures and Techniques for Developing Grounded Theory, Sage Publishing, Thousand Oaks, CA.
Zimmerman, J. , Forlizzi, J. , and Evenson, S. , 2007, “ Research Through Design as a Method for Interaction Design Research in HCI,” SIGCHI Conference on Human Factors in Computing Systems, San Jose, CA, pp. 493–502.
Von Hippel, E. , 1986, “ Lead Users: A Source of Novel Product Concepts,” Manage. Sci., 32(7), pp. 791–805. [CrossRef]
Brown, R. , 2016, “ Touchscreen Refrigerators and Talking Everything at CES 2016,” accessed May 23, 2016, http://www.cnet.com/news/touchscreen-refrigerators-and-talking-everything-at-ces-2016/


Grahic Jump Location
Fig. 1

Example design roadmapping template produced by the authors after the case study

Grahic Jump Location
Fig. 2

Schematic design roadmapping, illustrating distinct experience level from highest (top layer) to sublevel (second layer), and derivable form factors (third layer) by each project aligned to time phases

Grahic Jump Location
Fig. 3

Project P design roadmaps: the simplified version (top) and the detailed version (bottom)



Some tools below are only available to our subscribers or users with an online account.

Related Content

Customize your page view by dragging and repositioning the boxes below.

Related Journal Articles
Related eBook Content
Topic Collections

Sorry! You do not have access to this content. For assistance or to subscribe, please contact us:

  • TELEPHONE: 1-800-843-2763 (Toll-free in the USA)
  • EMAIL: asmedigitalcollection@asme.org
Sign In