Moving Beyond the Textbook Version of Service Design / Jung-Joo Lee / Episode #174

What does it take to unlock the full potential of service design? That was the burning question in my recent conversation with Jung-Joo (JJ) Lee.

As you know, service design's true value goes beyond delivering specific artifacts or running workshops. However, the prevalent narrative around service design in recent years suggests that it is a codified process with specific outcomes that can be applied to almost any situation.

While this storyline might make it easier to initially "sell" service design, it doesn't consider the systemic value being created, the need to contextualize service design to fit diverse cultures, and the time it takes to deliver meaningful outcomes. When we stick to this one-dimensional narrative, we end up doing service design on a surface level, wondering why the underlying issues we're trying to address remain unimpacted.

The longer we maintain this approach, the greater the risk of service design being dismissed as another short-lived fad: "We've tried it. It doesn't work."

As service design professionals, it's up to us to change this narrative. And that's precisely what this episode is all about.

JJ, who has witnessed firsthand how people adopt the "textbook" version of service design, shares practical tips on holding yourself and your clients to higher standards.

Join us as we delve into ways to contextualize service design for diverse cultures, move beyond a process-oriented approach, and focus on creating intangible value. It might not be easy or pain-free in the beginning, but in the end, everyone wins.

Although we explore cultural differences between countries and continents, the lessons we discuss in this episode apply to all companies and organizations, regardless of location.

Let's keep making a positive impact together!

- Marc

--- [ 1. GUIDE ] ---

00:00 Welcome to Episode 175

05:45 Who is JJ

08:30 Lightning Round

12:15 The plurality of service design

19:15 Understanding of SD in Asia

23:15 Story from South Korea

26:00 What was missing

29:15 Role of design maturity

35:00 What does this mean for us

39:15 The end of the double diamond

42:00 Evolving our practice

47:30 Have more courage

51:30 Closing thoughts

--- [ 2. LINKS ] ---

https://www.linkedin.com/in/jung-joo-lee-154660a/

To Have or To Be? (book) - https://amzn.to/3H4i7jN

--- [ 3. CIRCLE ] ---

Explore our community for in-house service design professionals.

https://servicedesignshow.com/circle