The Concept Of 'Roadmapping Service': Exploring Customer Perspectives Of Roadmapping Through The Service Lens

DS 94: Proceedings of the Design Society: 22nd International Conference on Engineering Design (ICED19)

Year: 2019
Editor: Wartzack, Sandro; Schleich, Benjamin; Gon
Author: Oliveira, Maicon Gouvea (1); Routley, Michele (2); Phaal, Robert (2); Mendes, Glauco Henrique Sousa (3)
Series: ICED
Institution: University of Cambridge
Section: Product-Service-System (PSS) Design
DOI number:
ISSN: 2220-4342


Roadmapping has been addressed as a management approach used to support strategic and innovation planning of organisations over recent decades. This paper introduces a new standpoint for addressing roadmapping through the application of service theories as a way for tackling the demand for the digitalisation of roadmapping. To this end, the concept of roadmapping as a service offer is developed and employed to analyse three customer perspectives of roadmapping: owners and sponsors, team members, and facilitators. Based on a literature review and interviews with roadmapping experts, customer jobs, pains, and gains are described for each of the perspectives. In the end, the paper provides insights for the understanding of the concept of roadmapping service and opens opportunities for further theoretical and empirical developments around this new path. These results are part of a broader research project exploring the digitalisation of roadmapping.

Keywords: Roadmapping, Service design, Innovation, Digitalisation, Design methods


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