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This paper aims to deepen the understanding of the service design concept by critically analyzing the existing servitization literature. The paper’s main purpose is to structure service design and offer a clear understanding of how it should be applied.

A systematic literature review was conducted within servitization literature to understand the evolution of the service design concept. The authors use service design pillars (i.e. user-centered, co-creative, sequencing, evidencing and holistic) as a theoretical framework to explain how service design should be effectively incorporated into the servitization journey.

The findings expose a discordant interpretation of the pillars underpinning service design, revealing a paradoxical comprehension that jeopardizes its practical advancement within the servitization literature. The authors propose that service design should first be seen holistically, then target user-centered practices for sequencing service development steps, and finally, co-creating with partners to make the service evident to users. Furthermore, the authors contextualize service design within contemporary and traditional service-related issues such as servitization innovation, customer experience, service-dominant logic, service ecosystems and digital transformation.

This research pinpoints the service design concept’s shortcomings in the servitization literature. The study promotes a critical reflection on the service design concept and its current application, providing avenues for future research.

Nowadays, product and service design play a crucial role in people’s daily life and marketing settings; however, both of the product and service design process have always been affected by various factors, including the growth of technology, economic tensions and endemic and pandemic health challenges. Undoubtedly, the importance of service and product design is increasing in the near future, and these changes are also associated with customers' experience. In this regard, some factors have a prominent place such as customer preferences, marketing improvement, technology push-marketing pull and different aspects of sustainability. Since the development of product–service systems (PSSs) should be based on the requirements and needs of users on the one hand, and environmental and technological considerations on the other hand, the role of product and service designers in the context of presenting creative and innovative ideas is important. The mentioned features are known as the main pillars of industrial design. Industrial design as an integrated science of art and technology concerns customers' experience, user experience (UX) design, innovative design, customer-oriented service development and so on. Industrial design make value not only for customers but also for producers. Besides, some new designscape may develop by industrial design considerations. In this chapter, authors explain the industrial design scope towards customer experience orientation in service design, enhance the experiencescape, design thinking (DT), PSS approaches and sustainability.