The design logic for value creation is undergoing radical change. Servitization and digital transformation as its core drivers are changing traditional offerings and business models as well as organizations, collaboration and human work. The ability to conceive and develop digital services will be a key competence for the competitiveness of organizations. We can already witness technical innovations in the field of Artificial Intelligence (AI) or the Internet of Things (IoT) to be primarily translated into innovative service offerings. As a consequence, enterprises and public organizations need to form new types of business models to capture the value from these digital services and integrate them with their existing business. Eventually, organizations will often no longer be able to offer digital services on their own, but engage in dynamic collaboration of interconnected partners, typically facilitated by digital platforms.

In addition, digitalization opens up entirely new opportunities for interaction with users and the co-creation of services: With voice-controlled digital assistants, machine interaction moves into users' living rooms, while highly personalized services are facilitated by mobile devices equipped with sensors and machine learning processes – e.g., personal training assistants. Becoming more user-oriented through human-centered innovation and design is a cornerstone in this regard.