Why is service design so heterogenous? And does it matter?

“In the end, I don’t think we should be surprised to see a lot of heterogeneity in service design. Heterogeneity is a strength, not a weakness – it allows service design agencies (and service designers) to constantly reframe their offer, adapt quickly to the market and tackle the most interesting, most complex challenges. Pinning all of that into a simple definition seems rather silly really.” – (Choosenick)

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