Competency Framework in Design Management
Post on 28-Jan-2018
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A competency framework for bachelors & beyondProf. Jan-Erik Baars Lucerne School of Arts & Design Associate Partner NavigationLab & VanBerlo Owner designfokus
Designing the right management is more
important…
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…than managing the right design!
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©iStockphoto
any business
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Business management is about what you need
to run a business…
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©ursus wehrli
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silo thinking!
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General Manager
Finance Human Resources
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©ursus wehrli
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... like your favorite place!
© iStockphoto
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Why is it important now?
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Innovation yesterday,
© Philips
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…today
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hierarchical ➔ flat function ➔ system technical ➔ human products ➔ experiences
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Who creates the experience?
Business
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many!
Brand experience
Customer experienceSale promise!
Brand promise!Product promise!
?
Business
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Coherency builds experience
Brand experience
Customer experience
Brand promise!
Brand
:-)
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customerexperience
a 360° experience… Hochschule Luzern Arts & Design
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…needs collaboration!
Brand experience
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General Manager
Finance Human Resources
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how?
© Gordon Ramsay Facebook
like this…?
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© wikipedia
or like this…?
Hochschule Luzern Arts & Design
© wikipedia
... more like this!
Hochschule Luzern Arts & Design
Design management is about how you make a
business relevant…
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…by connecting the design function to the
business purpose,
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rather then just by managing design!
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Managing design
Individuals
Implementationlevel
Leadershiplevel
Man
agem
ent c
onte
xt
Structurallevel
Organisation
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IndividualsDesigntask
Designfunction
Executinglevel
Enablinglevel
Directinglevel
Implementationlevel
Leadershiplevel
Man
agem
ent c
onte
xt
Structurallevel
Organisation
Design context
Design managementHochschule Luzern Arts & Design
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Design management roles
manager leader visionary
planner organiser developer
implementer coordinator integrator
Design context
Individuals
Designtask
Designfunction
Executing level
Enabling level
Directing level
Implementation level
Leadership level
Man
agem
ent c
onte
xt
Structural level
Design Management Roles
Organisation
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Individuals
Design functionDesign task
Organisation
Connecting individuals with a task
Connecting design tasks to purpose
Connecting design to a
purpose
Connecting individuals to design
Design management rolesHochschule Luzern Arts & Design
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Individuals
Design functionDesign task
Organisation
Build a creative
environment
Mediate business
value
Manage the design
process
Connect and convince
others
Design management competencyHochschule Luzern Arts & Design
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WHO
HOWWHAT
WHY
Individuals
Designfunction
Designtask
Organisation
Manage the design process Connecting the people with a task
Define the design task (design briefing)
Coordinate design activities and their execution (project management)
Maintain a motivated and engaged attitude (self motivation)
Build a creative environmentConnecting people to design
Build an environment of trust (group collaboration)
Operate out of trust and without preju-dice (open mindedness)
Unite and share different values and perspectives (team building)
Plan and organise interaction with busi-ness (account management)
Mediate business valueConnecting the task to a purpose
Assume a holistic and outside-in perspective (empathy)
Align a design process with business ob-jectives (business management)
Transform abstract ideas into concrete information (sense making)
Connect and convince others Connection design to a purpose
Adapt the communication to the context (context sensitivity)
Promote a shared vision and purpose (purpose dissemination)
Design management competencyHochschule Luzern Arts & Design
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32Individuals
Designfunction
Designtask
Organisation
Manage the design process
define the design task (design briefing)
structure and plan a design process (project/design planning)
coordinate design activities and their execution (project management)
maintain a motivated and engaged attitude (self motivation)
Build a creative environment
build an environment of trust (group collaboration)
operate out of trust and without prejudice (open mindedness)
unite and share different values and perspectives (team building)
encourage the exchange of constructive discourse (role management)
plan and organise interaction with business (account management)
Mediate business value
assume a holistic and outside-in perspective (empathy)
align a design process with business objectives (business management)
meet task objectives, creating tangible results (value creation)
transform abstract ideas into concrete information (sense making)
Connect and convince others
adapt the communication to the context (context sensitivity)
promote a shared vision and purpose (purpose dissemination)
create convincing arguments (selling, negotiating, argumentation)
33Individuals
Designfunction
Designtask
Organisation
define the design task (design briefing)
coordinate design activities and their execution (project management)
maintain a motivated and engaged attitude (self motivation)
build an environment of trust (group collaboration)
operate out of trust and without prejudice (open mindedness)
unite and share different values and perspectives (team building)
plan and organise interaction with business (account management)
assume a holistic and outside-in perspective (empathy)
align a design process with business objectives (business management)
transform abstract ideas into concrete information (sense making)
adapt the communication to the context (context sensitivity)
focus on outcome(action orientation)
promote a shared vision and purpose (purpose dissemination)
be aware and understand ones self image(self awareness)
Manage the design process
Build a creative environment
Mediate business value
Connect and convince others 44%
17%8%29%
15%
15%
8%
23%
15%
21%
-24%
-24%
28%43%
21% 8%
6%
4%
© Hochschule Luzern, 2016 – Result competency survey.
BeingabletothinkDesign
„withthewholebody“
„Wholebrain“thinking
Iterationbetweenanalysisandsynthesis
Vagueproblems,researchbased
Theproblemisthebeginning!
Analysis>Ideation>Prototype>Evaluation>Decision
ManyIdeas,manyprobes,solution
Factual,goaloriented
Individuals
Design functionDesign task
Organisation
Build a creativeenvironment
Mediate business value
Manage thedesign process
Connect and convince others
designmanager
projectmanager
designstrategist
servicedesigner
designresearcher
CDOHead of Design
accountmanager
Design management occupationsHochschule Luzern Arts & Design
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Individuals
Maturity
Design functionDesign task
Organisation
Build a creativeenvironment
Mediate business value
Senior level
Bachelor‘s level
Master‘s level
Manage thedesign process
Connect and convince others
Design management maturityHochschule Luzern Arts & Design
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Thanks!
Hochschule Luzern Arts & Design
© Jan-Erik Baars, 2016All rights reserved, copyright with the owner.Prof. Jan-Erik Baars Schubertstr. 847906 Kempen Germanyinfo@janerikbaars.com
www.hslu.ch/designmanagement www.janerikbaars.comwww.designfokus.de www.vanberlo.nlwww.navigationlab.de
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