PostGraduate Research Excellence
Symposium (PGReS) 2015
Jananatul Akmal
WHA130047
Interacting with Roadmaps: Roadmap
Visualization Model for Empowering
Visual Communication Effectiveness in
Technology Roadmapping
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Outlines
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
• Introduction
• Objectives
• Methods
• Discussions
• Conclusions & Future Work
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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., 2009. Visualising strategy : a classification of graphical roadmap forms. Int. J. Technol. Manag. 47, 286–305.
*Phaal, R., Muller, G., 2009. An architectural framework for roadmapping: Towards Visual Strategy. Technol. Forecast. Soc. Change 76, 39–49.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Introduction (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
Roadmap Examples
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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).
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Methods (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
IATA’s Technology Roadmap
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Methods (cont.)
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
IATA’s Technology Roadmap
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Conclusions & Future Work
Interacting with Roadmaps: Roadmap Visualization Model
for Empowering Visual Communication Effectiveness in Technology Roadmapping
There are five modules which require:
1.Data transformation and analysis - Examining the data collected to identify its relevant structure
(structured or unstructured data).
2.Filtering - Selecting only the relevant data portions (focus data) to be visualised.
3.Mapping - Mapping the focus data to the geometric primitives.
4.Rendering - Constructing the roadmap into graphical representation based on the mapping.
5.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.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
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.
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
Thank You
PostGraduate Research Excellence Symposium 2015, Faculty of Computer Science and Information
