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Jonny Jiang

PhD Work

Embedding Service Design Practice within Service Innovation Process

Under the supervision of Dr Nick de Leon and Dr Qian Sun, Jonny's doctoral research explores a gap of knowledge in service design field regarding the phenomenon of in-house service designers and their challenges practising in large financial institutions in the UK. By conducting participatory action research, his work highlights the corporate environments and contextual challenges that service design practice are encountering. This leads to the generation of new knowledge in the academic fields of service design, design management and service innovation, as well as to offer a practical framework for in-house service designers and corporate managers to adapt service design practice during the process of embedding service design for service innovation in system firms.


  • PhD


    School of Design


    Service Design–

  • Jonny Jiang is the first Service Design PhD student from China at the RCA. 

    Academically, Jonny also has been an associate lecturer at Central Saint Martins (UAL) and Loughborough University on service innovation, design thinking, foresight and strategy. He holds a MA Innovation Management from Central Saint Martins (UAL) and a MSc International Management from Loughborough University. In terms of his professional practice, he works across different service sectors, ranging from air travel, retail, healthcare to financial services. By combining research, service design and business strategy, his works have been acknowledged in the past by RSA Fellowship Award (2016) and D&AD New Blood Award (2017). 

    He is currently a fellow at the Royal Society of Arts (RSA) and a fellow at the Royal Institute of International Affairs (Chatham House) in the UK. He speaks English and Chinese fluently with 'un petit peu Français'.