In a web cast with dmi President Carole Bilson, Jan-Erik Baars, Head of Design Management, International Lucerne School of Art & Design (HSLU) discusses Design Management at the Bachelor’s level, the Competency Framework, and the importance of both for students, educators and the industry.

1. A competency
framework for
bachelors &
beyond
Prof. Jan-Erik Baars
Lucerne School of Arts & Design
Associate Partner NavigationLab & VanBerlo
Owner designfokus

2. Designing the right
management is more
important…
Hochschule Luzern
Arts & Design
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3. …than managing the
right design!
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4. © iStockphoto
any
business
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5. Business management
is about what you need
to run a business…
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6. ©ursus wehrli
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7. silo thinking!
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Arts & Design
General Manager
Finance Human Resources
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8. Hochschule Luzern
Arts & Design
©ursus wehrli
8

9. ... like your favorite place!
© iStockphoto
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10. Why is it important
now?
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11. Innovation yesterday,
© Philips
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12. …today
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13. hierarchical ➔ flat
function ➔ system
technical ➔ human
products ➔ experiences
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14. Who creates the experience?
Business
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15. many!
Brand experience
Customer experienceSale promise!
Brand promise!
Product promise!
?
Business
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16. Coherency builds experience
Brand experience
Customer experience
Brand promise!
Brand
:-)
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17. customer
experience
a 360° experience…
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18. …needs collaboration!
Brand
experience
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19. General Manager
Finance Human Resources
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how?

20. © Gordon Ramsay Facebook
like this…?
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21. © wikipedia
or like this…?
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22. © wikipedia
... more like this!
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23. Design management is
about how you make a
business relevant…
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24. …by connecting the
design function to the
business purpose,
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25. rather then just
by managing design!
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26. Managing design
Individuals
Implementation
level
Leadership
level
Managementcontext
Structural
level
Organisation
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27. Individuals
Design
task
Design
function
Executing
level
Enabling
level
Directing
level
Implementation
level
Leadership
level
Managementcontext
Structural
level
Organisation
Design context
Design management
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28. Design management roles
manager leader visionary
planner organiser developer
implementer coordinator integrator
Design context
Individuals
Design
task
Design
function
Executing
level
Enabling
level
Directing
level
Implementation
level
Leadership
level
Managementcontext
Structural
level
ign Management Roles
Organisation
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29. 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 roles
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30. Individuals
Design functionDesign task
Organisation
Build a
creative
environment
Mediate
business
value
Manage
the design
process
Connect and
convince
others
Design management competency
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31. WHO
HOWWHAT
WHY
Individuals
Design
function
Design
task
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 environment
Connecting 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 value
Connecting 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 competency
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32. 32
Individuals
Design
function
Design
task
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)

33. 33
Individuals
Design
function
Design
task
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.

34. Being able to think Design
„with the whole body“
„Whole brain“ thinking
Iteration between analysis and synthesis
Vague problems, research based
The problem is the beginning!
Analysis > Ideation > Prototype >
Evaluation > Decision
Many Ideas, many probes, solution
Factual, goal oriented

35. Individuals
Design functionDesign task
Organisation
Build a creative
environment
Mediate
business value
Manage the
design process
Connect and
convince others
design
manager
project
manager
design
strategist
service
designer
design
researcher
CDOHead of
Design
account
manager
Design management occupations
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36. Individuals
Maturity
Design functionDesign task
Organisation
Build a creative
environment
Mediate
business value
Senior level
Bachelor‘s level
Master‘s level
Manage the
design process
Connect and
convince others
Design management maturity
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37. Thanks!
Hochschule Luzern
Arts & Design

38. © Jan-Erik Baars, 2016
All rights reserved, copyright with the owner.
Prof. Jan-Erik Baars
Schubertstr. 8
47906 Kempen
Germany
info@janerikbaars.com
www.hslu.ch/designmanagement
www.janerikbaars.com
www.designfokus.de
www.vanberlo.nl
www.navigationlab.de