Short answer

Integrate a user-centered, design-led process into the development of strategic roadmaps to ensure their visual elements effectively support communication goals.

Field: Classic Design
Source: Research-Technology Management (2015)
Method: Design Research
Evidence: Strong effect

The effectiveness of strategic roadmaps as communication tools is significantly enhanced when their visual design is deliberately considered and aligned with specific communication goals and audience needs. This classic design research insight is drawn from a 2015 study published in Research-Technology Management. Using Design research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate a user-centered, design-led process into the development of strategic roadmaps to ensure their visual elements effectively support communication goals.

Study

Classic DesignHigh ImpactStrong effect

Strategic Roadmaps Benefit from Intentional Visual Design

Research-Technology Management · 2015

Key Findings

01Visual design of roadmaps is often overlooked, diminishing their communication potential.
02A design-driven approach can align roadmap content and visual elements with specific communication objectives.
03Tailored visual representations enhance clarity and narrative for different stakeholder groups.

Application

Design takeaway

Integrate a user-centered, design-led process into the development of strategic roadmaps to ensure their visual elements effectively support communication goals.

How to apply

Before designing a roadmap, clearly define the primary communication objective and the specific needs of each target audience. Then, develop visual elements (layout, color, icons, typography) that best serve these objectives.

Project actions

01When creating a roadmap for your design project, think about who will see it and what they need to understand.
02Use visual design techniques like clear layouts, appropriate icons, and consistent color schemes to make your roadmap easy to read and impactful.

Method & Evidence

AimHow can a design-driven methodology improve the communicative efficacy of technology roadmaps?

MethodDesign Research

ProcedureThe study outlines a design process that begins with identifying essential information for the roadmap, aligning content with audience requirements to establish a unified message, and concludes with creating tailored visual representations for clear stakeholder communication.

ContextStrategic planning and technology management

Variables

IVIntentional visual design of roadmaps

DVCommunicative efficacy of roadmaps (e.g., clarity, understanding, stakeholder alignment)

CVComplexity of information being conveyed, nature of the strategic context

Strengths & Limitations

Strengths

+Highlights the underappreciated role of graphic design in strategic tools.
+Proposes a practical, design-led methodology for roadmap development.

Limitations

The effectiveness of visual design can be subjective and may vary based on cultural contexts or individual user preferences.

Reliability & validity

The validity of the findings relies on the assumption that well-designed visuals inherently lead to better communication. Reliability would depend on consistent application of the design methodology and objective measurement of communication outcomes.

Think critically

To what extent can the principles of 'design-driven roadmapping' be applied to other forms of strategic documentation or presentations beyond traditional roadmaps?

Design Principles

"Form follows communication intent: The visual form of a strategic roadmap should be dictated by its intended message and audience."

In design practice, the visual presentation of complex information, such as strategic roadmaps, is often an afterthought. This research highlights that a thoughtful, design-driven approach can transform a roadmap from a mere data repository into a powerful communication instrument that fosters understanding and alignment across diverse stakeholders.

What This Means for Your Design

Making roadmaps look good and easy to understand helps people communicate better about plans.

How to use in your project

1.Reference this study when discussing the importance of visual communication in presenting project plans or research findings within your design project.

Add to My Project

Quick Cite

Paragraph starter

The research by Kerr and Phaal (2015) emphasizes that the visual design of strategic roadmaps is crucial for effective communication. By adopting a design-driven approach, practitioners can ensure that the visual elements of a roadmap are intentionally crafted to align with specific communication goals and audience requirements, thereby enhancing clarity and stakeholder understanding.

Source

Research-Technology Management

Visualizing Roadmaps: A Design-Driven Approach

journal · 2015

View source

Questions About This Research

What does the research say about strategic roadmaps benefit from intentional visual design?: Integrate a user-centered, design-led process into the development of strategic roadmaps to ensure their visual elements effectively support communication goals. Evidence: Research-Technology Management (2015).
Why does "Strategic Roadmaps Benefit from Intentional Visual Design" matter for design?: In design practice, the visual presentation of complex information, such as strategic roadmaps, is often an afterthought. This research highlights that a thoughtful, design-driven approach can transform a roadmap from a mere data repository into a powerful communication instrument that fosters understanding and alignment across diverse stakeholders.
How can designers apply this research?: Integrate a user-centered, design-led process into the development of strategic roadmaps to ensure their visual elements effectively support communication goals.
What were the main findings?: Visual design of roadmaps is often overlooked, diminishing their communication potential.. A design-driven approach can align roadmap content and visual elements with specific communication objectives.. Tailored visual representations enhance clarity and narrative for different stakeholder groups.
What research method was used?: Design Research.
How strong is the evidence?: Evidence strength is rated Strong effect, based on a 2015 journal from Research-Technology Management.
What should I do differently in my next project?: Before designing a roadmap, clearly define the primary communication objective and the specific needs of each target audience. Then, develop visual elements (layout, color, icons, typography) that best serve these objectives.
What are the limitations?: The study focuses on technology roadmaps and may not directly translate to all types of strategic visualization without adaptation.