The visual design of roadmaps has been largely overlooked, undermining their value as communication tools. Phaal and Kerr argue that a design-driven approach to developing a roadmap template can help practitioners create a roadmap whose visual elements support their communication goals.

The design process methodology begins by producing the main information that needs to be conveyed by the roadmap, so that content can be aligned to audience requirements. This creates a common voice and a set of consistent messages.

The approach finishes with the design of tailored visual representations that can be used to present clear and meaningful narratives to specific stakeholders.

Roadmapping was originally developed by Motorola more than 35 years ago to improve synchronization of technology and product development.

Since then, the approach has been utilized by many firms in multiple fields, including support of innovation and strategy.

Read the full paper:

Visualizing Roadmaps: A Design-Driven Approach, Clive Kerr and Robert Phaal, Research-Technology Management 2015

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