**Abstract**

To excel in the overall business performance, daily processes and activities connected to produce a good or service need to be outperformed. Even though there is extensive literature on performance management and performance management systems, there is still no consensus over the conceptual model of such systems, in what is designated as Operational Performance Management Systems (OPMS). This chapter proposes a new approach to conceive feasible and desirable OPMS tools to assist managers on controlling and responding to operational needs, by combining Design Thinking (DT) and Data Analytics (DA), that provide holistic and deep business knowledge, as well as a data-driven based management. The authors conduct an empirical application through a case study within the context of a European airport's Baggage Handling System (BHS). The case study procedure follows the proposed methodology's stages, where the authors construct the problem space with a wide array of collected data, along with the solution exploration and refinement.

**Keywords:** operational performance management, operational performance management systems, design thinking, data analytics, conception, design
