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, the true value of service design goes beyond the delivery of 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 04:20 Who is JJ 07:00 Lightning Round 10:45 The plurality of service design 17:45 Understanding of SD in Asia 21:45 Story from South Korea 24:30 What was missing 27:45 Role of design maturity 33:30 What does this mean for us 37:45 The end of the double diamond 40:30 Evolving our practice 46:00 Have more courage 49:00 Closing thoughts [ 2. LINKS 🔗 ]   / jung-joo-lee-154660a   To Have or To Be? (book) - https://amzn.to/3H4i7jN Circle community - https://www.servicedesignshow/circle/ [ 3. NEXT STEP 💪 ] Looking for more? We've got you covered. Click the link below to join the Service Design Show community. https://servicedesignshow.com/subscribe/ You'll get access to inspiring stories and practical advice that helps to level up your service design career!