The internet now is more than a mere distribution channel. It acts as an infrastructure for creation and coordination. In this environment, customer contribution and co-creation bring enormous value to companies that utilise them (viz. the tech giants). Most of today’s service design practices stick to their industrial value chain origins: brands provide and customers consume. However, participants in platform ecosystems are active shapers of the business value proposition that is, essentially, co-created. This requires a rethink towards designing in terms of shaping potential and opportunities. The resulting design practice, with a concept of service close to that of Service-Dominant Logic, will open up new ways of interacting with, learning from, and catering to the needs of people.