Competency Framework in Design Management

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…

Hochschule Luzern Arts & Design

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…than managing the right design!


3

©iStockphoto

any business


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Business management is about what you need

to run a business…


5

©ursus wehrli


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silo thinking!


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…?


© wikipedia

or like this…?


© wikipedia

... more like this!


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


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


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


Organisation

Build a creativeenvironment


Manage thedesign process


designmanager

projectmanager

designstrategist

servicedesigner

designresearcher

CDOHead of Design

accountmanager

Design management occupationsHochschule Luzern Arts & Design

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Individuals

Maturity


Organisation

Build a creativeenvironment


Senior level

Bachelor‘s level

Master‘s level

Manage thedesign process


Design management maturityHochschule Luzern Arts & Design

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Thanks!


© Jan-Erik Baars, 2016All rights reserved, copyright with the owner.Prof. Jan-Erik Baars Schubertstr. 847906 Kempen [email protected]

www.hslu.ch/designmanagement www.janerikbaars.comwww.designfokus.de www.vanberlo.nlwww.navigationlab.de