In the Industry 5.0 landscape, the success of a digital product depends on more than just technical functionality—it hinges on how effectively it solves user pain points and aligns with business strategy. With the launch of ITIL 5, the creation phase has been revitalized. The Design activity in ITIL 5 is no longer a siloed event; it has evolved into a dynamic, continuous process within the Service Value Chain.

In this article, we will explore how this activity works, the significance of Human-Centred Design (HCD), and why this stage is crucial for your Service Value System (SVS).

Read also: The Definitive Guide to ITIL 5

The Purpose of the Design Activity in ITIL 5

The core objective of thIS activity in ITIL 5 is to create detailed specifications and prototypes for products and services. This involves defining not only what the product does but also the User Experience (UX) and the operational infrastructure required to sustain it.

Moving away from the rigid approaches of the past, Design in ITIL 5 is a proactive activity that involves:

• Ideation: Creating new ways to solve business problems.
• Adaptability: Responding to constant shifts in market trends and technology.
• Feasibility: Generating solutions that are both technically viable and commercially viable.

During this phase, the primary deliverables are the Product Specification (technical and functional documentation) and the Prototype (an early version used for testing and hypothesis validation).

Human-Centred Design (HCD): Putting People First

One of the most significant evolutions in the framework is the formal adoption of Human-Centred Design (HCD). This problem-solving approach prioritizes the needs, experiences, and perspectives of the people for whom the solution is being built.

Core principles of HCD within the ITIL 5 Design activity include:

• Early and Continuous User Focus: Prioritizing actual users and their real-world tasks from day one.
• Active User Involvement: Engaging users throughout the entire design lifecycle.
• Iterative Design and Evaluation: Learning and pivoting based on each round of testing.
• Holistic UX Approach: Looking at the entire end-to-end user journey.
• Multidisciplinary Skills: Bridging the gap between technology, business, and psychology.

For IT professionals, this means this activity doesn’t end with the code—it begins with empathy for the end-user.

The Design Activity Workflow

To ensure design is efficient and value-driven, ITIL 5 proposes a workflow divided into four essential steps:

1. Analyze Demand for Products and Services: Before designing, you must understand the market and organizational strategy. What does the customer truly need? What is the expected impact on the Value System?
2. Plan Design Activities: Define timelines, required resources, and methodologies (such as Design Thinking or Agile) to turn the idea into reality.
3. Execute the Design Plan: This is the “hands-on” phase where specifications are written and prototypes are built and tested.
4. Communicate the Solution Design: Ensure everyone in the Value Chain—especially the Build and Transition teams—understands the solution to ensure a seamless implementation.

Integration and Breaking Down Silos

A critical point highlighted in ITIL 5 is that Product Design and Service Design must be integrated. If an organization separates these teams, it risks creating a “gold-plated” product that is impossible to support, or an efficient service that no one wants to use.

The current recommendation is to use cross-functional product teams. These teams possess all the necessary competencies (Business, Design, Dev, Ops) to manage the full lifecycle, increasing speed-to-market and the quality of the final solution.

How Does This Impact Your Career?

Understanding the Design activity in ITIL 5 transforms you from a technical implementer into a Solution Architect. Professionals who master HCD and navigate the Value Chain are highly sought after because they can reduce time-to-market and prevent wasting resources on features that don’t drive value.

Ready to master ITIL 5 and become a Digital Product Management expert?

At PMG Academy, we offer comprehensive, practical training to help you earn your certification and apply these concepts in the real world. Turn your knowledge into strategic authority!

Do you already use Human-Centred Design in your IT projects? Share your experience in the comments below or ask your questions about the new ITIL 5 updates!