TY - JOUR
T1 - User-Centered Design Roadmapping
T2 - Anchoring Roadmapping in Customer Value Before Technology Selection
AU - Kim, Euiyoung
AU - Simonse, Lianne W.L.
AU - Beckman, Sara L.
AU - Appleyard, Melissa M.
AU - Velazquez, Herb
AU - Madrigal, Antonio Suarez
AU - Agogino, Alice M.
PY - 2020
Y1 - 2020
N2 - Designing an innovation strategy in a world of rapid technological change has become increasingly challenging. Some companies are finding that anchoring technology choices in deeper understanding of the value users seek allows them to find a better balance among feasibility, viability, and desirability of potential solutions, and thus create more successful user outcomes. They do so by involving designers earlier in the roadmap development to guide product and technology selection, toward a future vision based on user value and aspirations. In this article, we extend two streams of prior research on technology roadmapping (TRM) and design roadmapping (DRM). First, we identify and compare technology and DRM approaches and their distinct strategic emphases: Technology selection and user value, respectively. Second, we compare two cases of DRM deployment in corporations: Siemens and Air France-KLM. The intent is to provide an in-depth understanding of why and how DRM complements TRM and how DRM facilitates making tradeoffs among strategic goals to more comprehensively address the feasibility, viability, and desirability of new product and service designs. We find that DRM embeds a deep understanding of current and future user needs, linking user-centered design and technology selection to strategy in practice.
AB - Designing an innovation strategy in a world of rapid technological change has become increasingly challenging. Some companies are finding that anchoring technology choices in deeper understanding of the value users seek allows them to find a better balance among feasibility, viability, and desirability of potential solutions, and thus create more successful user outcomes. They do so by involving designers earlier in the roadmap development to guide product and technology selection, toward a future vision based on user value and aspirations. In this article, we extend two streams of prior research on technology roadmapping (TRM) and design roadmapping (DRM). First, we identify and compare technology and DRM approaches and their distinct strategic emphases: Technology selection and user value, respectively. Second, we compare two cases of DRM deployment in corporations: Siemens and Air France-KLM. The intent is to provide an in-depth understanding of why and how DRM complements TRM and how DRM facilitates making tradeoffs among strategic goals to more comprehensively address the feasibility, viability, and desirability of new product and service designs. We find that DRM embeds a deep understanding of current and future user needs, linking user-centered design and technology selection to strategy in practice.
KW - centered design
KW - Design engineering
KW - product design
KW - product development
KW - systems thinking
KW - technology management
KW - user process design
UR - http://www.scopus.com/inward/record.url?scp=85096377808&partnerID=8YFLogxK
U2 - 10.1109/TEM.2020.3030172
DO - 10.1109/TEM.2020.3030172
M3 - Article
AN - SCOPUS:85096377808
SN - 0018-9391
VL - 69
SP - 109
EP - 126
JO - IEEE Transactions on Engineering Management
JF - IEEE Transactions on Engineering Management
IS - 1
ER -