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To Be or Not to Be the Servitization Dilemma and the Role of Design Iriarte, Ion Alberdi Álvaro, Alazne Anaya Rodríguez, Maite Mazmela Etxabe, Maitane Hoveskog, Maya business model innovation value proposition deservitization learning human-centred design This article seeks to answer the question of how value proposition is created using a human-centred approach in the context of deservitization, in general, and service dilution, in particular. The article aims to describe the journey of a company which undertook service dilution and used human-centred design to create a new product-oriented value proposition. The study adopted a research through design approach in conjunction with a single case study of an engineering and manufacturing services provider that recently initiated a service dilution process. Within the framework of university-business collaboration, a design project was developed. The main insights of the study pertain to the role of human-centred design as a way of learning and surpassing the pure exploitation of existing capabilities during the service dilution process. Learning by design is also seen as a potential alternative learning process that fuels exploration during the service dilution process. 2020-03-27T12:12:58Z 2020-03-27T12:12:58Z 2019 http://purl.org/coar/resource_type/c_6501 1756-3062 Online https://katalogoa.mondragon.edu/janium-bin/janium_login_opac.pl?find&ficha_no=151905 https://hdl.handle.net/20.500.11984/1608 eng © by the authors Routledge