Design Roadmapping in an Uncertain World: Implementing a Customer-Experience-Focused Strategy. (November 2018)

• Record Type: Journal Article
• Authors: Kim, Euiyoung; Beckman, Sara L.; Agogino, Alice
• Is Part Of: California management review. Volume 61:Number 1(2018)
• Page Start: 43
• Page End: 70
• Publication Date: 2018-11
• Subjects: strategic planning -- technological change -- new product management -- portfolio management -- product design -- design roadmap -- customer experiences -- VUCA; Industrial management -- Periodicals; Industrial management; Management; Bedrijfseconomie; Periodicals; 658.005
• DOI: 10.1177/0008125618796489
• Languages: English
• ISSNs: 0008-1256

Abstract

Technology is rapidly changing, and customers are seeking not just products and services but experiences. Traditional approaches to strategic planning using product and technology roadmaps are no longer sufficient. This article describes the emergence of what the authors call "design roadmapping" approaches that are grounded in the creation of customer experiences, and which drive the choices of features, functionality, and technology. Design roadmapping provides stability for the future, even as technologies are changing, and keeps organizations more focused on the customers they are serving.