Due to the growing dynamism and complexity of technology development, early recognition and monitoring of technological, market, political and social developments is of growing importance to successful innovation. In this context, roadmapping is a method that answers the questions of creating new product development in innovation terms. Nevertheless, the important point is not solely to project what is technically feasible to be implemented, but rather to broaden the perspective with socio-economic aspects and particularly, as a critical factor, incorporating customer requirements at an early stage. This research elaborates the integration of conjoint analysis into product-technology roadmapping to develop a strategic e-money product-technology roadmap in Indonesia. This research focuses on the case of chip-based e-money and how to increase the utilization of the chip-based e-money in Indonesia. The chip-based e-money features resulted from conjoit analysis were minimum top-up Rp.20.000,-, no minimum amount on account, no minimum amount on one transaction, validity period 5 years and security mode on transaction using PIN. These features are then integrated into the product-technology roadmap, which was created and validated through in-depth interviews with experts from Bank Indonesia and University of Indonesia. The output of the research was a strategic product-technology roadmap of chip-based e-money in Indonesia until 2025, as the standard reference of the chip-based e-money development in Indonesia.