The development of a smart design strategy roadmap

Getting Vanderlande aligned with the long now

More Info


Vanderlande Industries is global market leader in logistic process automation at airports, the parcel industry and warehousing market. However in order for them to stay a global leader Vanderlande and keep the innovation standard high, they started developing a set of design roadmapping workshops called The Long Now (TLN) project The TLN is a project that developed a set of design roadmapping workshops, which resulted in a future vision together with a set of new product service concepts for the airports platform. Having the results, the team working on TLN was looking for a way to present them to the board of Vanderlande. But therefore the results of these roadmapping workshops had to be made more tangible. And this graduation project aims to develop a smart design strategy roadmap, which has the ability to internally align Vanderlande Industries with the long now (TLN) project.

In order to come to the right design strategy method I first performed research in three directions: Research on Vanderlande and the way operating within the company, research on design roadmapping and finally research on smart roadmapping.

Having performed this research I came to the conclusion that there had to be made an interactive platform which displays the results and needs to be adjustable, accessible and connectable. Knowing this I developed a design strategy method based on website design and user experience containing six steps.

The six steps went as followed: first user classification in which you determine the end-user. Second, user class description in which you find the user needs. Thirdly comes the object modelling of the scope, looking at the content and functional requirements of the smart design roadmap. The fourth step includes the object modelling of the structure. Fifth is navigational design, aiming at the way you can walkthrough the roadmap and finally was implementation design. This is where you created the actual look and feel of the smart design roadmap.

After performing these 5 steps it was still an iterative proces in which I co-designed the smart design roadmap with multiple people before I came to my final design.

But when I came to my final design, I was able to conclude that when performing the six steps of the design strategy I was able to develop a smart design roadmap that internally aligned Vanderlande with TLN and it became a lot more tangible due to supportive technologies, new partnerships and well visualised solution development.

I do still recommend however to validate both the results from the TLN workshops as well as the smart design roadmap with more people within Vanderlande as this currently only has been done by the team working on TLN.