Most innovation performance measurement approaches focus on ex-post outcome data, leaving decision-makers without timely guidance during the early phases of new product development (NPD). This gap is particularly critical in high-risk, high-regulation industries such as Urban Air Mobility (UAM), where long development cycles, regulatory hurdles, and uncertain user adoption demand real-time, in-process innovation metrics. In this paper, we propose a Desirability-Feasibility-Viability (DFV) framework that links key innovation phases (Discovery, Development, and Commercialization) to leading indicators that track innovation progress before market entry. Using UAM as an illustrative case study, we demonstrate how our framework enables stakeholders to navigate uncertainty, optimize resource allocation, and make data-driven innovation decisions.