1. PostGraduate Research Excellence Symposium (PGReS) 2015
Jananatul Akmal
WHA130047
Interacting with Roadmaps: Roadmap Visualization Model for Empowering Visual Communication Effectiveness in Technology Roadmapping

2. Interacting with Roadmaps: Roadmap Visualization Model
Outlines
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Introduction
Objectives
Methods
Discussions
Conclusions & Future Work

3. Interacting with Roadmaps: Roadmap Visualization Model
Introduction
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Technology Roadmapping – One of the most widely used management techniques for supporting innovation and strategy, at firm, sector and national levels.*
Visual roadmaps - Dynamic business or system frameworks, which enable the evolution of a complex system to be explored and mapped, supporting innovation and strategy development and deployment.**
The problem - There is no clear indication on roadmap effectiveness in usability perspective, even though it deals a lot with human cognition.
To find out - How further steps have been taken in considering the usability aspects such as speed, accuracy and user satisfaction during the process of interacting and understanding roadmaps (Hoffer et al., 2005)?
**Phaal, R., Farrukh, C.J.P., Probert, D.R., Lane, M., Visualising strategy : a classification of graphical roadmap forms. Int. J. Technol. Manag. 47, 286–305.
*Phaal, R., Muller, G., An architectural framework for roadmapping: Towards Visual Strategy. Technol. Forecast. Soc. Change 76, 39–49.

4. Interacting with Roadmaps: Roadmap Visualization Model
Introduction (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Roadmap Examples

5. Interacting with Roadmaps: Roadmap Visualization Model
Objectives
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
To propose a model to construct graphical roadmaps that emphasize effectiveness principles and;
To provide a guideline in measuring visual roadmap effectiveness in terms of usability aspects.

6. Interacting with Roadmaps: Roadmap Visualization Model
Methods
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Roadmap Visualisation Model (RVM)
The components of the roadmap visualisation model (RVM) adapted from Zhu (2007), Liu et al. (2014) and Keim (2002).

7. Interacting with Roadmaps: Roadmap Visualization Model
Methods (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Measuring Effectiveness
The metrics: The task completion time, error rate, accuracy rate and usability scores. The user behaviour during the interaction and preference is also observed.
The testing: Usability Testing, task analysis (GOMS analysis), scenarios, usability questionnaire, observation and interview.
The case study: The International Air Transport Association’s (IATA) Technology Roadmap for Environmentally Sustainable Aviation (TERESA) project. It is centered on their strategy to achieve the aviation industry’s high-level emissions reduction goals (Association, 2009).
Table 1: The quantitative measures of effectiveness (Zhu, 2007).
Principle
Quantitative measurement (Metrics)
Accuracy
Measure the number of interpretation errors
Utility
Measure the number of achieved benchmark goals
Record the number of times a visualisation design/function is selected by users to conduct a task
Efficiency
Record task completion time

8. Interacting with Roadmaps: Roadmap Visualization Model
Methods (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
IATA’s Technology Roadmap

9. Interacting with Roadmaps: Roadmap Visualization Model
Methods (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
IATA’s Technology Roadmap

10. Interacting with Roadmaps: Roadmap Visualization Model
Discussions
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
The RVM highlights the missing picture in terms of data analysis, visual data exploration and user interaction techniques.
InfoVis is flexible and applicable in roadmapping because both fields are dealing with visual objects to depict complex information.
The maturity of InfoVis and HCI in visualisation techniques and user evaluation (Lam et al., 2012; Liu et al., 2014, 2008) gives confidence that it is also practical to empower roadmap visualisation.
The outcome of the effectiveness measures shall be used to find the gaps in roadmap design and to determine the usefulness of certain visualisation functionality in helping users to perceive information (Lam et al., 2012).
Benchmarking is required to compare static roadmaps with interactive roadmaps.

11. Interacting with Roadmaps: Roadmap Visualization Model
Discussions
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Nevertheless, a thorough test is required to understand:
Is there any certain limit in accuracy percentage to be claimed as the benchmark?
Is a certain utility feature that is useful for the users to better communicate with a roadmap gives the same impact if applied in another roadmap?
Is there any limit in task completion time to be accepted as an efficient benchmark?
The guideline presented in this paper acts as the initial step towards fulfilling this important gap.

12. Conclusions & Future Work
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
There are five modules which require:
Data transformation and analysis - Examining the data collected to identify its relevant structure (structured or unstructured data).
Filtering - Selecting only the relevant data portions (focus data) to be visualised.
Mapping - Mapping the focus data to the geometric primitives.
Rendering - Constructing the roadmap into graphical representation based on the mapping.
Visual data exploration - Applying data exploration techniques such as zooming, focus+context, etc.
The proposed model and guideline on how to measure roadmap effectiveness in this paper acts as an initial reference point for effective visual roadmapping.

13. Conclusions & Future Work (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Interesting challenges and opportunities include:
Automation of the RVM modules using algorithms for a more efficient implementation.
Detailed usability test in measuring effectiveness between a conventional static roadmap with an interactive roadmap to improve the benchmarks.
Comparison of several visualisation techniques that have the potential to enhance the quality of user communication with the roadmaps.
How user behaviour could influence the way they interact with the roadmaps.

14. Thank You