The objective of the study is to create a product-service system (PSS) innovative framework that aligns with a case company’s strategy, competencies, and strengths. First, this study shows that the case company’s Design Thinking Macro process and PSS fundamentals might serve as the foundation of a suitable PSS innovative framework for the company’s upcoming service. Second, it serves as a descriptive stat-of-the-art study – the study investigates the case company’s innovation potential and potential for controlling hazards in the direction of servitization. The study aims to understand the current state of the case company and assist it in becoming a more flexible PSS supplier. The results show that the case company is committed to advance a cross-organizational development plan to strengthen its PSSs to capitalize in servitization. Because of its end-to-end capabilities, scientific innovation, and value-adding products that have a tangible component of value, the company’s product portfolio is well-positioned in terms of servitization.

Keywords Product-service systems (PSS), Design Thinking, innovation process, servitization, rapid prototyping.