Let&#39;s be honest, unfortunately not many business truly cares about sustainable services... The energy debate around AI is finally highlighting digital services&#39; environmental impact. But every service, digital or physical, consumes resources: energy, materials, and even our time. As service designers, we have a moral obligation to design with sustainability at the core.This episode tackles the real challenges: clients not asking, defining "sustainable," and measuring impact. Our guest, James Chudley, shares key lessons and real-world examples from his journey, showing how he integrates sustainability into daily design.Discover what it really takes to design services that are better for customers, better for business, and better for our planet. Plus, uncover a deceptively simple design principle that guarantees more sustainable services.Can you guess what it is? The clue is in this episode.Keep making a positive impact on customers, business, and our planet!--- [ 1. GUIDE ] --- 00:00 Welcome to Episode 23005:00 How to define sustainable service07:30 Are services sustainable?12:00 James&#39; unique journey16:00 The Pivotal Decision22:00 Integrating Sustainability27:00 The power of minimizing30:30 Navigating Stakeholder Talks33:00 can we justify unsustainable services?34:40 From Sustainable to Regenerative35:30 Case Study: Circle Community38:15 Non-Digital Touchpoints39:57 Avoiding Measurement Paralysis43:30 Adding a "Sustainability Lane" to Journey Maps48:30 Principles42:00 Mental energy47:30 Community Design Principle Example54:30 Accessibility in Sustainable Design55:30 Sustainability as Personal Practice57:30 the trojan horse58:30 First Steps for Inspired Designers1:00:90 Resources1:02:00 Question to ponder --- [ 2. LINKS ] --- Connect with James Chudley:<ul><li><a href="https://www.linkedin.com/in/jameschudley/" target="_blank" rel="noopener noreferer">https://www.linkedin.com/in/jameschudley/</a></li><li><a href="http://www.jameschudley.co.uk/ " target="_blank" rel="noopener noreferer">http://www.jameschudley.co.uk/ </a></li><li>James&#39; <a href="https://jameschudley.co.uk/2025/01/23/decarbonising-user-journeys/" target="_blank" rel="noopener noreferer">&#39;Decarbonising User Journeys&#39; </a>approach to help you pragmatically decarbonise your highest value user journeys</li><li><a href="https://jameschudley.co.uk/2025/04/24/decarbonising-user-journeys-talk/" target="_blank" rel="noopener noreferer">Decarbonising User Journeys @ UXGlasgow (Talk)</a></li><li><a href="https://docs.google.com/document/d/1adM94O0u-YMoFgkFg0FwoPASYevw_Xa6wCYKJL8Ni34/edit?usp=sharing" target="_blank" rel="noopener noreferer">Digital Sustainability Strategy template </a>to help you build a clear, actionable plan for how you are going to minimise the environmental impacts of your digital services </li><li><a href="https://www.linkedin.com/pulse/simple-action-plan-help-you-decarbonise-your-user-journeys-chudley-x7rue/?trackingId=8NFLz2BYSzGexQ6lJkcJsg%3D%3D" target="_blank" rel="noopener noreferer">Simple Steps You Can Take To Decarbonise Your User Journeys</a></li><li><a href=" https://designnotes.blog.gov.uk/2023/12/21/developing-a-set-of-principles-for-the-design-and-delivery-of-greener-services/" target="_blank" rel="noopener noreferer">The principles for the design and delivery of greener services</a></li></ul>Books:<ul><li><a href="https://a.co/d/dWQwkWu " target="_blank" rel="noopener noreferer">You Can&#39;t Make Money From a Dead Planet - Mark Shayler</a></li><li><a href="https://a.co/d/cKXmzno" target="_blank" rel="noopener noreferer">Designing for Sustainability - Tim Frick</a></li><li><a href="https://a.co/d/33D2vbz" target="_blank" rel="noopener noreferer">Sustainable Web Design - Tom Greenwood</a></li><li><a href="https://a.co/d/8hYx6HN" target="_blank" rel="noopener noreferer">Let My People Go Surfing - Yvon Chouinard</a></li><li><a href="https://a.co/d/iLJWhTx" target="_blank" rel="noopener noreferer">Decarbonise Digital - Eric Zie</a></li><li><a href="https://a.co/d/iirZsHm" target="_blank" rel="noopener noreferer">How To Avoid A Climate Disaster - Bill Gates </a></li><li><a href="https://a.co/d/7FuSJ5C" target="_blank" rel="noopener noreferer">The Climate Book - Greta Thunberg </a></li><li><a href="https://a.co/d/gPuC7Od" target="_blank" rel="noopener noreferer">World Wide Waste - Gerry McGovern</a></li><li><a href="https://climateproductleaders.org/playbook/" target="_blank" rel="noopener noreferer">Climate product leaders playbook </a></li></ul>Other Helpful Online Resources:<ul><li><a href="https://sustainablewebdesign.org/" target="_blank" rel="noopener noreferer">https://sustainablewebdesign.org/</a></li></ul><ul><li><a href="https://sustainableuxnetwork.com/ " target="_blank" rel="noopener noreferer">https://sustainableuxnetwork.com/ </a></li></ul><ul><li><a href="https://www.sustainablewebmanifesto.com/" target="_blank" rel="noopener noreferer">https://www.sustainablewebmanifesto.com/</a></li><li><a href="https://designdeclares.com/ " target="_blank" rel="noopener noreferer">https://designdeclares.com/ </a></li><li><a href=" https://w3c.github.io/sustainableweb-wsg/" target="_blank" rel="noopener noreferer">W3C Web Sustainability Guidelines</a></li><li><a href=" https://www.gov.uk/guidance/government-design-principles" target="_blank" rel="noopener noreferer">GDS Design Principles</a></li><li><a href="https://www.gov.uk/service-manual" target="_blank" rel="noopener noreferer">GDS Service Manual</a></li><li><a href=" https://www.talktofrank.com/" target="_blank" rel="noopener noreferer">TalktoFrank</a> - The Government drugs advice website</li><li><a href="https://www.thegreenwebfoundation.org/" target="_blank" rel="noopener noreferer">Green Web Foundation</a></li></ul>Website Carbon Calculator<ul><li><a href="https://ecograder.com/" target="_blank" rel="noopener noreferer">Ecograder</a></li></ul><ul><li><a href="https://cardamon.io/" target="_blank" rel="noopener noreferer">Cardamon </a></li><li><a href=" https://www.websitecarbon.com/" target="_blank" rel="noopener noreferer">Website Carbon Calculator</a></li></ul> --- [ 3. CIRCLE ] --- Join our private community for in-house service design professionals. <a href="https://www.servicedesignshow.com/circle/?utm_source=podcast&utm_medium=podcast&utm_campaign=episode_description&utm_id=servicedesignshow&utm_term=230&utm_content=v5 " target="_blank" rel="noopener noreferer">⁠https://servicedesignshow.com/circle</a>

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The 'Trojan Horse' Strategy for Sustainable Service Design / James Chudley / Ep. #230

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