Exploitation of silicon capacity will require improvements in design productivity and more scalable system paradigms. Asynchronous message passing networks on chip (NOC) have been proposed as backbones for billion-transistor ASICs. We present a novel layered backbone-platform-system (BPS) design methodology for development of network-on-chip based products. It combines and extends the distributed, parallel, embedded and platform-based design concepts in order to manage the diversity and complexity of NOCbased systems. The reuse of communication principles in various platforms, the reuse of platforms in product differentiation, and system-level decision-support methods are the cornerstones of our methodology. The presented mappability estimation and workload simulations demonstrate the feasibility of such methods.