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A competency
framework for
bachelors &
beyond
Prof. 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
2
…than managing the
right design!
Hochschule Luzern
Arts & Design
3
©	iStockphoto
any 

business
Hochschule Luzern
Arts & Design
4
Business management
is about what you need
to run a business…
Hochschule Luzern
Arts & Design
5
©ursus wehrli
Hochschule Luzern
Arts & Design
6
silo thinking!
Hochschule Luzern
Arts & Design
General Manager
Finance Human Resources
7
Hochschule Luzern
Arts & Design
©ursus wehrli
8
... like your favorite place!
© iStockphoto
Hochschule Luzern
Arts & Design
9
Why is it important
now?
Hochschule Luzern
Arts & Design
10
Innovation yesterday,
© Philips
Hochschule Luzern
Arts & Design
11
…today
Hochschule Luzern
Arts & Design
12
hierarchical ➔ flat
function ➔ system
technical ➔ human
products ➔ experiences
Hochschule Luzern
Arts & Design
13
Who creates the experience?
Business
Hochschule Luzern
Arts & Design
14
many!
Brand experience
Customer experienceSale promise!
Brand promise!
Product promise!
?
Business
Hochschule Luzern
Arts & Design
15
Coherency builds experience
Brand experience
Customer experience
Brand promise!
Brand
:-)
Hochschule Luzern
Arts & Design
16
customer

experience
a 360° experience…
Hochschule Luzern
Arts & Design
17
…needs collaboration!
Brand
experience
Hochschule Luzern
Arts & Design
18
General Manager
Finance Human Resources
Hochschule Luzern
Arts & Design
19
how?
© Gordon Ramsay Facebook
like this…?
Hochschule Luzern
Arts & Design
© 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…
Hochschule Luzern
Arts & Design
23
…by connecting the
design function to the
business purpose,
Hochschule Luzern
Arts & Design
24
rather then just 

by managing design!
Hochschule Luzern
Arts & Design
25
Managing design
Individuals
Implementation
level
Leadership
level
Managementcontext
Structural
level
Organisation
Hochschule Luzern
Arts & Design
26
Individuals
Design
task
Design
function
Executing
level
Enabling
level
Directing
level
Implementation
level
Leadership
level
Managementcontext
Structural
level
Organisation
Design context
Design management
Hochschule Luzern
Arts & Design
27
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
Hochschule Luzern
Arts & Design
28
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
Hochschule Luzern
Arts & Design
29
Individuals
Design functionDesign task
Organisation
Build a
creative
environment
Mediate
business
value
Manage
the design
process
Connect and
convince
others
Design management competency
Hochschule Luzern
Arts & Design
30
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
Hochschule Luzern
Arts & Design
31
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
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.
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
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
Hochschule Luzern
Arts & Design
35
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
Hochschule Luzern
Arts & Design
36
Thanks!
Hochschule Luzern
Arts & Design
© 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

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