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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.

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Copyright © 2016 by ASME
Topics: Design
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Figures

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Fig. 1

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

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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

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Fig. 3

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

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