This article contributes a novel approach to public service design in the age of digitalization. Termed ‘design for experience’, this approach builds on developments in the fields of digitalization, user experience, and service design, as well as the integration of the service ecosystem concept. ‘Design for experience’ aims to facilitate value propositions that support public service users to co-create value in their lifeworlds. Achieving this requires a multi-level approach because a user’s value creation process is embedded in a multi-actor configuration and governed by institutions. A conceptual framework is offered, alongside guidance in applying the ‘design for experience’ approach.
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