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Technology roadmapping: a case study Best Practice Workshop: Technology Roadmapping Brno, 5 February 2013 Dr Robert Phaal (Centre for Technology Management)
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Technology roadmapping: a case study
Best Practice Workshop: Technology RoadmappingBrno, 5 February 2013
Dr Robert PhaalCentre for Technology Management
Domino Printing Sciences
(Dr Rick Mitchell, Technical Director of Domino)
Topics
• Overview of Domino Printing Sciences
• Domino’s need for a Technology Planning Process
• Using the Fast-start-up process
• Keeping it going
• Lessons learned
BusinessUnits
CorporateFunctions
SalesChannels
ManufacturingOperations
Holding Company
Domino organisation
• Product Identification
• Commercial Printing
• Laser Coding and Marking
• Outer Case Coding
Domino Business Units
• Business Planning System in place (1,3,10 years)
• Lacked clarity on the product need to achieve the strategies
- Commercial unclear what they could rely on.- Technical unclear what would be required.
• How to manage the dialogue?
• All aware that effective innovation needs time…..
The need for a strategy process
• Time to Market is key.
Minimum time between start of the project and the product launch.
• Innovation is inherently risky….
• Risk means DELAY.
……….Or incredible luck….
• So: No innovation during product development
The Innovation Trap
• It suits our company. Everyone talks about products
• Provides clear justification and prioritisation for projects
• Clarifies what can really be achieved.
• A communication tool, linking technical and
commercial
Why roadmapping?
Need for better product-Technology planning
“Seek Advice”
Seminar by Rob Phaal, David Probert and Clare Farrukh
Product Identification
process PI Start-
up
Laser C.P.
Road Map 1
Road Map 2
Road Map 1
Draft Road Map
Market Research
Revision
Road Map 3Road Map 2
Outer Case Coding
Road Map 1
Road Map 2
Wait until ready Wait until ready
Road Map 1
Road Map 2
Roadmapping in Domino
Market / Business Drivers
Rank cellsfor impact
Rank cellsfor impact
Pro
duct
Fea
ture
Con
cept
s
Technologycapabilities
Pro
duct
Fea
ture
Con
cept
sTechnology Roadmap
Roadmap input development
Market Company
Prioritisation (P): 7 3 0 2 6 5 1 8 10 8 9 5 (out of 10)
Score
Market Company
1. M
arket Driver 1
2. M
arket Driver 2
3. M
arket Driver 3
4. M
arket Driver 4
5. M
arket Driver 5
6. M
arket Driver 6
7. M
arket Driver 7
8. M
arket Driver 8
A. Business Driver 1
10.
C. Business Driver 3
D. Business Driver 4
B. Business Driver 2
ProductFeatureConcepts
Market /BusinessDrivers
1. Feature Area 1
2. Feature Area 2
3. Feature Area 3
4. Feature Area 4
5. Feature Area 5
6. Feature Area 6
7. Feature Area 7
8. Feature Area 8
9. Feature Area 9
10. Feature Area 10
11. Feature Area 11
12. Feature Area 12
13. Feature Area 13
?
?
?
?
?
X
X
X
X
X
X
1
16
15
20
40
16
32
8
35
20
23
9
36
25
39
35
37
18
31
36
9
27
65
33
27
59
=1 X=2 =3 =-1
Score = ticks x P
0
4
4
5
10
4
8
2
9
5
6
2
9
(N)
(N) = normalised
4
6
5
6
3
5
6
1
4
10
5
4
9
(N)
Year 1 Year 2 Year 3 Year 4 Year 5P
rodu
ct D
evel
opm
ent
Fenix 3
Res
earc
h P
rogr
amm
es
Programme A
Equip. 1
Service 2
Service 3Equipment 2
Product 3 gen. 1 Product 3 gen. 2
Product 2 gen. 1 Product 2 gen. 2 Product 2 gen. 3
Component 2Equipment 4
Eq. 5 Equip. 6
Component 1 gen. 3
Product 1 gen. 1 Product 1 gen. 3 gen. 4
1
Prog. B
Prog. C Key Prog. D
Prog. E
Key Prog. F
Prog. G
Prog. H
Prog. I
Key Prog. J
Core Prog. K
Equipment 3
Core Prog. L
2
Core Prog. M
gen. 2
3
Service 1
Product 1 gen. 2
Year 1 Year 2 Year 3 Year 4 Year 5
Pro
duct
Dev
elop
men
tR
esea
rch
Pro
gram
mes
Product 1 gen. 1 Product 1 gen. 4 gen. 5gen. 2 gen. 3
Comp. 1 gen. 2
Eq. 5
Product 2 gen. 1 Product 2 gen. 2 Product 2 gen. 3
Equipment 3
Equipment 1 & Services
Programme A 1
Prog. B
2 3
Prog. H
Prog. I
Prog. I
Core Prog. K
Core Prog. M
Core Prog. N
Special Proj. I
Special Proj. 2
• Because….
• The world and our understanding change
• The act of reviewing :
- Reminds us where we are going
- Brings new colleagues in
- Deepens commitment
- Deepens understanding
….and may make us change our view….
Review the roadmap regularly
FEATURES
A
B
C
D
E
F
TIME
T 1 T 2
Feature development with time
Customersatisfaction
Source: Noritaki Kano
Basic needs (hygiene)(Not always expressed.e.g. safety, car will start,food non-poisoned)
Performance needs(Generally expressed.e.g. miles per gallon)
Excitement needs(Seldom expressed:new to the world)
GoodDegree of featureimplementationPoor
Customer Satisfaction = Σ[ Satisf(Excite) + Satisf(Perf) + Satisf(Basic)]
Notunhappy
Immediatehappiness
Delight
Disappointed
Kano model - features & satisfaction
Year 3 Year 4 Year 5 Year 6 Year 7
Product Line 1
Product Line 3
Prog. 1
Dev’t
Dev’t
Dev’t
Dev. 2
Dev. 4
Prog. 3
Prog. 9
Product Line 3, variant b
Prog. 6
Product Line 2
Product Line 4
Prog. 4
Performance w Perf. x Perf. y Perf. z OEM product
Prog. 7
Product Line 4, variant cDev’t
PL 4, gen 2
PL 4, v d
PL 4, platform
Dev’t
Dev’t
Prog. 5
Dev’t
Prog. 8
Prog. 10
Services
Prog. 2
Study A
Product Line 2, gen. 2Dev’t
Study B
Study 1
TECHNOLOGIES
PRODUCTS
Dev. 3
Product Line 4, variant b
Dev. 1
BUSINESS
Year 3 Year 4 Year 5 Year 6 Year 7
Product Line 1
Product Line 3
Prog. 1
Dev’t
Dev’t
Dev’t
Dev. 2
Dev. 4
Prog. 3
Prog. 9
Product Line 3, variant b
Prog. 6
Product Line 2
Product Line 4
Prog. 4
Performance w Perf. x Perf. y Perf. z OEM product
Prog. 7
Product Line 4, variant cDev’t
PL 4, gen 2
PL 4, v d
PL 4, platform
Dev’t
Dev’t
Prog. 5
Dev’t
Prog. 8
Prog. 10
Services
Prog. 2
Study A
Product Line 2, gen. 2Dev’t
Study B
Study 1
TECHNOLOGIES
PRODUCTS
Dev. 3
Product Line 4, variant b
Dev. 1
BUSINESS
Benefit 1Benefit 2Benefit 3Benefit 4
Benefit 12
FEATURES
Feature 1………………….Feature 1………………….
Feature 3………………….
Feature 4
………………….
Feature 5………………….
Feature 6………………….
Feature 7
………………….
Feature 8
………………….Feature 9………………….Feature 10
PL 4
a…………………..
b………………….
c…………………
d
………………...
e………………..
f………………….
g
…………………..
h
……………….i
………………….j
PL 4, var. b
???…………………..
b-…………………..
c+…………………..
d+
…………………..
e+………………….
f+………………….
g+
………………….
h+
………………….i+
………………….J-
PL 4, var. c
???………………...
b--………………..
c++………………..
d++
………………..
e++……………….
f+………………...
g++
………………..
h++
………………..i+
………………..J--
PL 4, gen. 2
???…………………
b-………………..
c+++………………..
d++
………………..
e+++………………..
f+………………...
g+++
……………….
h+++
………………..i++
………………...J---
PL 4, platform
???………………….
b-………………...
c++++………………...
d++
………………….
e+++………………...
f+………………..
g++++
………………...
h++++
………………...i+++
………………….J+-
Benefit 5Benefit 6Benefit 7
Benefit 8Benefit 9Benefit 10Benefit 11
1. Roadmapping and the Fast Start process worked for us.
2. Different benefits and problems for each SBU/product line.
3. It’s hard work : so
- The company must be ripe for it
- Management commitment vital.
4. Owner/facilitator very desirable.
Lessons learned #1
5. Group working vital . . .But not sufficient
6. Creating the map requires some modest creativity
by one or two people
7. The result is always out of date
Lessons learned #2
• A Roadmap is not an Ordnance Survey or Road Atlas
- It is an explorer’s sketch map combined with a battle plan
• The view will change by the time you get to the next hill.
• “No battle plan survives the first contact with the enemy”
• Review the plan regularly and expect to change it
A moving target
The test of a roadmap is not whether
you follow it, but whether it is helpful
in deciding what to do next
Three core tools(towards a generic scalable toolkit)
The ‘pencil’ example
‘Pencil’ Linkage Grid example
Why?Customer & Consumer
drivers, wants, needs, benefits;
Business strategy, targets
What?Product, Service
& Systemform, functions,
features, performance
Commercial & strategic
perspectives
Design, development & production perspectives
Writing,Aesthetics,Status
Growth,Capability
Marking,Ergonomics,Decoration
Quality,Delivery
Technology, research and resource perspectives
How?Technology, Science &
Resourcesolutions, capabilities,
disciplines, infrastructure,
partners
Materials,Processes,
Logistics
ICT,Suppliers
Why?Customer & Consumer
drivers, wants, needs, benefits;
Business strategy, targets
What?Product, Service
& Systemform, functions,
features, performance
Commercial & strategic
perspectives
Technology, research and resource perspectives
Writing,Aesthetics,Status
Growth,Capability
Marking,Ergonomics,Decoration
Quality,Delivery
Materials,Processes,
Logistics
ICT,Suppliers
How?Technology, Science &
Resourcesolutions, capabilities,
disciplines, infrastructure,
partners
Design, development & production perspectives
‘Pencil’ Linkage Grid example – Option level
Why?Customer & Consumer
drivers, wants, needs, benefits;
Business strategy, targets
What?Product, Service
& Systemform, functions,
features, performance
Commercial & strategic
perspectives
Technology, research and resource perspectives
CustomersCompetitors
Business Services
Technologyplatforms
Resources
How?Technology, Science &
Resourcesolutions, capabilities,
disciplines, infrastructure,
partners
Design, development & production perspectives
What?Product, Service
& Systemform, functions,
features, performance
Pencil
‘Pencil’ Linkage Grid example – Portfolio level
PenStylus
‘Pencil’ Roadmap example – Option level
t
MarkingErgonomicsDecoration
QualityDelivery
WritingAesthetics
StatusGrowth
Capability
MaterialsProduction
LogisticsICT
Suppliers
‘Pencil’ Roadmap example – Portfolio level
t
PencilPen
StylusServices
CustomersCompetitors
Business
Technologyplatforms
Resources
Priority &
Balance
‘Pencil’ Portfolio Matrix example – Portfolio level
Priority &
Balance
‘Pencil’ Portfolio Matrix example – Option level
Option level
Align
Portfolio level
, Link and Sync
T-Plan process
1
S-Plan process
1a
1b
2a
2b 3
S-Plan vs T-Plan ‘fast-start’ workshop methods
Time
Level
Portfolio
Option
1c
Topic
1b
T-Plan
2
S-Plan
Landscape
1a
Thank you
Questions?