Design Roadmapping: Guidebook for Future Foresight Techniques

by Lianne Simonse, Barbara Iwanicka (Designed by), Jianne Whelton (Editor)

Overview

Design Roadmapping is for anyone interested in design, strategy and innovation, and its wonderful combinations. For those who dare to create a future vision, frame the time pacing and map the pathways towards it.


This guidebook teaches you how to create a roadmap. It outlines the origins, design theories and science results. Strategic designers, innovation managers and professors share their roadmapping experiences, views and achievements, including venture CPOs, Head of Design, product and program managers of international companies such as Canon, Peerby, Ferrari, Philips, Victoria State Library and many more.


By design roadmapping you devise creative responses to future strategic challenges. Guided by future foresight techniques, you uncover new trends, scout for new technologies and map the values and ideas on the roadmap. Through strong visualization, a design roadmap supports an organizational mindset on value innovations.

Product Details

ISBN-13:	9789063694593
Publisher:	Laurence King Publishing
Publication date:	08/21/2018
Pages:	208
Product dimensions:	7.85(w) x 9.55(h) x 1.05(d)

About the Author

Lianne Simonse teaches Design Roadmapping at the Industrial Design Engineering Faculty of Delft University of Technology in The Netherlands. She holds a MSc. and PhD. in innovation management and has combined her academic positions with 20 years of professional experience in industry. Lianne has executed and led several roadmapping projects and worked with different corporate organisations and start-up ventures on roadmaps. Dr. Simonse conducts a scientific research track on design roadmapping. Based on this comprehensive work and the experiences of how-to roadmap this guidebook on design roadmapping has been written.

Table of Contents

FOREWORD
Design roadmapping = connection of activities following chapters.

1. DESIGN ROADMAPPING
What is design roadmapping?
Origins and positioning of design roadmapping in future studies and design research. Metaphors and definitions of a design roadmap.

Historic example roadmaps
• Motorola (US)
• Lucent (US)
• Philips (NL)

Start-up example
• Sleep measurement Start-up (NL)
• Wouter Aerts – BMC bikes (Swi)

Lab
• Design a collage based on your favorite roadmap metaphor

Roadmapping – Designer’s case
• Cees van Dok Head Experience Design -TOMTOM (NL) [Science-expert
• Dr. Lianne Simonse (NL)]

Conclusions with quiz

2. FUTURE VISIONING
How to formulate a future vision?
Importance of a future vision. Association to scenario’s- vision concept (concept cars).

Three horizons roadmap examples
• Kickstarter Robo-software education
• Douwe Egberts
• Jan Nekkers Future Consult (NL)

Examples vision concets #4
• Concept Car Volvo (Chin-Swe)
• Concept Car Mercedes (Ge)
• Concept Kitchen Ikea (Swe)
• Concept Kitchen Philips Design

Lab
• Future visioning scenario

Future visioning- Designer’s case
• Bart Massee (Designer)- PHILIPS DESIGN (NL)
• Flavio Manzoni-FERRARI's Senior Vice President of Design (It)
• Lyndon Neri & Rossana Hu -Design republic (Chin) Science-expert interview
• Prof. Helen Perks (UK)

Conclusions with quiz

3. TIME PACING STRATEGY
How to decide on the Timeline design
Formulate a time pacing strategy with respect to its competitive context, innovation life cycle evolutions and constraints in resources

Innovation life cycle examples
• Colette van Montfort – Senior Product Owner Booking.com / OLX (Zuid-Africa)
• Toon-Queby - Sunidee
• Drone company – Speakers company

Lab
• Innovation cycle analysis

Roadmapping – Strategist case
• Paul Hilkens VP CANON-OCE (JP-NL)

Science-expert interview
• Prof. Erik-Jan Hultink (NL)

Conclusions with quiz

4. CREATIVE TREND RESEARCH
How to create a market vision
Apply creative trend research to formulate market visions for a market roadmap.

Creative Trend-research examples:
• Evelien – Post NL
• Hanne Caspersen - Creative Director Trends at Philips Consumer Lifestyle (NL)
• Saskia Bol -SB Future Thinking & Design, Design Academy (NL)
• Sofie Holstein -DesignIT (DK-US)

Lab
• Visual trend research

Trend roadmap case
• Anna Noyons –CDO - PEERBY shared service neighbourhood borrowing (NL)

Science-expert interview:
• Prof. Susan Reid (Ca)
Conclusions with quiz

5. TECHNOLOGY SCOUTING
How to create a Technology vision
Mapping of a technology roadmap with strategic modules and scouting for new technologies.

Technology roadmap examples:
• Oral Healthcare Philips
• Starbucks
• Dr. Ralf Isenman -Fraunenhofer case
• Speakers example kickstarter
• Eva Dijkman - ASICS
• Canon-Oce

Lab
• Tech scouting

Technology Scouting – Designer’s Case
• Susan Hillbollling - DOUWE EGBERTS

Science-expert interview:
• Prof. Daniel Capaldo Amaral University of Sao Paulo (Bra)

Conclusions with quiz

6. CREATE SYNCHRONIZED DIALOGUES
How to generate product –service visions across functions
Envision products and service line evolutions in coherence with the market and technology visions.

Product roadmap examples:
• Lianne Wake-up light – Philips
• Samsung / Starbucks

Lab
• Product roadmap

Product/Service Roadmap - Designer’s cases
• Selectour – Mei (Chin)
• Pierre Kil - OPEN REMOTE (US)
• Hitoshi Yamagami –Head of Sotware Planning and Development NINTENDO (JP)
• Charles Cook - director, Operations Engineering and Innovation at STARBUCKS (US)
[aim for #2-3 case]

Science-expert interview
• Prof. Yung Se Kim (KO)

Conclusions with quiz

7. ROADMAPPING VISUALISATION
How to visualize roadmaps
Designing a roadmap comes with choices in visualization. Generative sketching and visual thinking on products and service updates evolutions.

Visualized roadmap examples:
• Wouter Aerts – BMC cycles (Swi)

Lab
• Visual mapping

Visualized Roadmap cases
• Deborah Nas SUNIDEE (NL)
• Bianca Mediati - Senior Experience / Service Designer at MELD STUDIOS Sydney (Aus)
• Sofie Holstein -DESIGNIT (DK-US)
[aim for #2-3 case]

Science-expert interview:
• Prof. Nicolla Morelli (It-Dk)

Conclusions with quiz