Jaewoo Jang

Final Show: 3rd - 4th February 2023
MA 2023

I am Jaewoo Jang, a Service/Experience designer from Seoul, Korea.

I am exploring diverse areas that intersect service and experience design, brand/design strategy, project management and marketing communication to connect every layers of business, product and users to design holistic experiences and solutions that resonate.

In the New Era, boundaries of the each fields are broken, fused, and evolving. Every problem is multidimensional. That's why holistic/multi-disciplinary capabilities and experience are essential to discover and create impactful solutions for. This is why I am expanding and blending my boundaries in a unique way by gaining experience and capabilities across various fields.

My forte lies in weaving together disparate layers of business, product, and user perspectives into coherent, holistic experiences that make a tangible impact.


Master of Service Design, Royal College of Art, London, United Kingdom, 2021 - 2023

Project/Account Manager, Samsung, Cheil Worldwide, Seoul, Korea, 2017 - 2021

Previous Degrees

BA Advertising and Public relations / Minor in Psychology

Prior to joining RCA, I honed my expertise as a project and account manager at Samsung. In this position, I was responsible for contributing to a wide range of projects spanning from research and strategic consulting to marketing campaigns, experience / space design, and project management.

Final Project

Our project, Narrative Resonance, is a novel AI-based interactive service designed to promote self-understanding and self-care. The initiative aims to tackle the ongoing issue of people struggling to comprehend their true selves, which significantly impacts their interactions, relationships, and overall well-being.

Narrative Resonance is not just another AI that provides answers but one that inspires questions, perspectives, and deep introspection. It encourages users to reflect upon their feelings, thoughts, and life events by transforming these fragments into engaging stories. This process is designed to help individuals gain insights into their personality and emotional state, fostering a more profound and comprehensive understanding of their identity.

The unique aspect of Narrative Resonance is its approach to transforming scattered information, emotions, events, and thoughts into a meaningful narrative. Using an AI-powered chatbot, the service can provide personalised and anonymous interaction, creating an environment free from judgment, privacy concerns, and psychological barriers.

WIP project 2022

Play is under attack. Despite being an essential part of childhood (and even adulthood), there is less Time to play, fewer play Spaces, restrictions on Freedom of play, and a decrease in Funding for play. A New Perspective on Play is a speculative design project that aims to inspire our project partners and champion the child’s perspective on play over the typical adult perspective. 

Our intervention is set in the not-so-distant future of 2032, where a fictitious Ministry of Play is formed in response to the surfacing of deep cracks in educational and social systems. 

Under the umbrella of the Ministry of Play, we explore a future where play is integrated into the daily lives of children. Here, in addition to being used as a way to explore the practical implications of their learning, play serves as a tool for children to deepen their connection to each other, their surroundings, and themselves.


Narrative Resonance - An interactive self-care service powered by AI