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Engaging with customers and addressing unmet value have become increasingly challenging within multi-stakeholder environments of service innovation. Therefore, this paper aims to address this challenge by studying how strategic design abilities address unmet value in service engagement strategies.

The authors conducted a qualitative inductive study at a multinational corporation and interviewed marketing and design professionals on their innovation practices in service engagement strategies.

From the inductive analysis, this study identified three strategic design abilities that effectively contribute to addressing unmet value throughout the co-evolving process of service engagement: envisioning value, modelling value and engaging value. Based on this, this study proposes the emerging co-evolving loop framework of service engagement strategies.

The limitation of this emerging theory is a lack of broad generalizability with mutual exclusivity or collective exhaustiveness across industries. A theoretical implication of the framework is the integration of strategic design and services marketing towards co-created engagement strategies.

The service engagement loop framework can be of great value to service innovation processes, for which an integrated, cross-functional approach is often missing.

The findings further suggest that next to a methodological skillset, strategic design abilities consist of a distinct mindset.

This paper introduces strategic design abilities to address unmet value and proposes a novel co-evolving loop framework of service engagement strategies.

In this paper, we investigate the current conditions as well as possibilities of a better interaction between architects and user–clients in the Belgian single-family housing context. We specifically focus on issues around client learning and knowledge sharing of architectural services.

Following the research through design methodology, we report on a co-design process converging towards a multi-layered journey map tool. We analyze the discussions held between architects and user-clients during “Ideation & Design” workshops that led to this specific tool idea, within a broader co-design process context.

In terms of client learning and knowledge sharing, there is a need for (1) sharing the process knowledge, (2) clarifying responsibilities and missions of both parties and (3) considering different levels of engagement of user-clients. Current ways of interaction around these issues are mostly based on verbal exchanges during meetings and written explanations in contracts. In terms of future expectations, it has been revealed that both parties are in favor of (1) keeping the relationship trustworthy but informal, (2) using visual ways of representing the architectural journey and (3) providing additional “pedagogical” support when needed.

Our work not only discusses current practices regarding client learning and knowledge sharing of architectural services but also highlights the future-oriented aspirations of architects and user-clients. It proposes actionable design criteria and a multi-layered journey map tool to support the relationship between architects and user-clients, both transferable to architectural education.