Design Roadmapping in an Uncertain World: Implementing a Customer-Experience-Focused Strategy

Kim, Euiyoung; Beckman, Sara L.; Agogino, Alice M.

doi:10.1177/0008125618796489

Cited by 50 publications

(41 citation statements)

References 19 publications

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“…Fortunately, some non-airport-related studies already present approaches for solutions that use user experience holistically instead of providing “piecemeal approaches.” At the same time, they offer economic incentive, by showing that a fresh look at user experience can contribute to future-proofing companies in the face of VUCA. A design roadmapping concept ( Kim et al, 2018 ), shows how grounding all planning in the design of the customer experience provides an agile and adaptive way to keep satisfied customers as a constant while other variables, such as technology, change ( Millar et al, 2018 ). Tools like this help anticipate needs of customers in order to “stay ahead of surprises” ( Millar et al, 2018 ).…”

Section: Unlocking the Potential Of The Airport User Experiencementioning

confidence: 99%

“…In times like these, for flexibility's sake, it is crucial to link strategic planning to the experience sought to be provided. “In a VUCA world, it will become increasingly critical for companies to anchor strategic planning in the customer experiences it seeks to create ( Kim et al, 2018 ).” Even before COVID-19, it has been argued that “integrated approaches” need to be taken to put the customer and his/her experience at the center of the business development and management ( Millar et al, 2018 ). As such, the experience has the potential to influence and contribute to every aspect of a business.…”

Section: Unlocking the Potential Of The Airport User Experiencementioning

confidence: 99%

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Airport user experience unpacked: Conceptualizing its potential in the face of COVID-19

Tuchen

Arora

Blessing

2020

Journal of Air Transport Management

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Given the unprecedented challenges imposed on the aviation industry by the COVID-19 pandemic, this paper proposes a new perspective on airport user experience as a field of study to unlock its potential as a basis for strategic roadmapping. Through an integrative literature review, this study points out a dominant focus, in practice and research, on customer experience and service quality, as opposed to user experience, to help airports gain a competitive edge in an increasingly commoditized industry. The review highlights several issues with this understanding of experience, as users other than passengers, such as employees, working for the airport and its myriad stakeholders, as well as visitors, are largely omitted from study. Given the complexity of the system, operationally, passengers are generally reduced to smooth flows of a passive mass, which this study argues is both a missed opportunity and a vulnerability exacerbated by the COVID-19 pandemic. Major events apart from COVID-19 are used to show the negative effects this simplification of user experience has had. Based on solutions and models proposed in previous studies, a conceptual model has been developed to illustrate the postulated potential of a deeper and more holistic study of airport user experience to make airport systems generally more agile, flexible and future-proof. As such, the paper advocates to utilize the user experience as a basis for strategic planning to equip airports with the know-how to manage not just daily operations more effectively but also the aftermath of and recovery from major events like the COVID-19 pandemic. Moreover, with the user experience at the center of the strategic roadmap, airports can plan ahead to mitigate the impact of future scenarios. The importance of future research and the use of existing research are discussed.

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Section: Unlocking the Potential Of The Airport User Experiencementioning

confidence: 99%

Section: Unlocking the Potential Of The Airport User Experiencementioning

confidence: 99%

Airport user experience unpacked: Conceptualizing its potential in the face of COVID-19

Tuchen

Arora

Blessing

2020

Journal of Air Transport Management

View full text Add to dashboard Cite

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“…The roadmap was formulated using the "backcasting" methodology from the Framework for Strategic Sustainable Development [22] or The Natural Step [23], which starts with a vision, compares it to the current reality (the baseline), ideates solutions, and chooses a path forward (the roadmap). This process was also informed by roadmap development guidelines of Simonse [24] and especially Kim's guidelines for developing roadmaps in a "volatile, uncertain, complex, and ambiguous" world [25]. Figure 1 provides an overview of the major phases of this process, which includes five high-level steps: problem definition, needs and gaps identification, roadmap scoping, roadmap definition, and expert feedback.…”

Section: Methodsmentioning

confidence: 99%

“…The second step in the process (Figure 1(2)) was to identify the needs and gaps related to SDMT development and use as they relate to both industry practice and academic research (Figure 1(2a)). This corresponded to step one of Kim's roadmapping process: data gathering [25]. The working group reviewed the literature individually, compiling papers under categories of review papers and case studies in shared folders and into an annotated bibliography spreadsheet.…”

Section: Step 2: Need and Gap Identificationmentioning

confidence: 99%

A Research Roadmap for Sustainable Design Methods and Tools

et al. 2020

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Sustainable design methods and tools abound, but their implementation in practice remains marginal. This article brings together results from previous literature reviews and analyses of sustainable design methods and tools, as well as input from design researchers and professional practitioners to identify the needs and gaps in the area. It results in a shared vision of how sustainable design methods and tools can be more tightly integrated into mainstream product design and development, as well as the current state of practice and research in relation to four central questions: What are the needs and values of industry regarding sustainable design? What improvements in sustainable design methods and tools would most drive industry forward? How should researchers move forward with developing more useful sustainable design methods and tools? How can sustainable design be more effectively integrated into industry? A roadmap for the international sustainable design research community is proposed with descriptions of short-, medium-, and long-term tasks for addressing each question. The purpose is to support collective progress and discussions on method and tool development and adoption, and to enable more tangible success in mainstreaming sustainable design practices in industry.

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“…Feature-driven development represents one step back, more in-depth level in product conceptualization is intensely about conceptual and user-experience thinking. Kim et al (2018) argue for "approaches that are grounded in the creation of customer experiences, and which drive the choices of features, functionality, and technology". Large-sized companies in the automotive context with their several product lines tends to present a lengthy list of features (developed and under development), which makes it propitious to manage as a portfolio.…”

Section: The Automotive Industry and The Feature-driven Approachmentioning

confidence: 99%

The Feature Selection Methodology (FSM): an approach for automotive companies to face a new paradigm in the Front End of Innovation

Bagno¹,

Mudrik²,

Freitas³

et al. 2020

Product

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Feature development is about conceiving a set of functionalities prior to the products that embody them. Established automotive companies have numerous features in their portfolios, so, notwithstanding the challenge of creating new features, this study focused on the following problem that emerges in the Front End of Innovation of these companies: from the portfolio of available features, which ones to select for each new product specification? As a response, we propose the Feature Selection Methodology (FSM), designed over a 7-month action-research program conducted along with a global automotive company. Finally, general implications of FSM and Featuredriven development are discussed.

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Design Roadmapping in an Uncertain World: Implementing a Customer-Experience-Focused Strategy

Cited by 50 publications

References 19 publications

Airport user experience unpacked: Conceptualizing its potential in the face of COVID-19

Airport user experience unpacked: Conceptualizing its potential in the face of COVID-19

A Research Roadmap for Sustainable Design Methods and Tools

The Feature Selection Methodology (FSM): an approach for automotive companies to face a new paradigm in the Front End of Innovation

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