SBCE (Set Based Concurrent Engineering) is an element of lean practice in product development (PD), and it composes theoretical principles to apply it at early phase of a design process. However, executing principles of SBCE in practice require extensive efforts. Thus, a systematic methodology is required to identify and priorities potential areas (product’s subsystems, components, features) where SBCE brings its utmost benefits. This paper proposes such a methodology called SBCE Innovation Roadmap (SBCE IR) that is used as a guideline by product designers to begin SBCE processes. A case study on Adiabatic Humidification System (AHS) is discussed to elaborate the SBCE IR methodology. Furthermore, an experimental SBCE process has been conducted on rack subsystem that shows a significant cost reduction.