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Within the discourse connecting design and innovation, there has been a growing emphasis on the importance of cognitive processes in relation to design methods. However, the over-emphasis on cognition fails to clearly identify the triggers of change necessary for service innovation. In response, this article draws on classic American pragmatism and service-dominant logic to highlight the underappreciated role of actors' bodily experiences when using design methods for service innovation. The authors of this paper posit that design methods stage aesthetic disruption, a sensory experience …