Integrating the prescriptive and linear approach of NSD with the non-linear approach of service design can enhance value cocreation orientation in service innovation. Then, the objectives of this study are to explore these complementarities, propose an integrated model that enhances value cocreation in service innovation, and evaluate this model. The methodology involved a systematic literature review, focus group, and brainstorming session to propose the model, followed by evaluation through three case studies and expert interviews. As results, the model’s main feature is the development of each service prerequisite through the service design cycle, prescriptively incorporating customer input throughout the service innovation process. Expert interviews and model application indicated that the model achieved its objectives, as the development of each service element was based on a deep...