In many ways, we as a society have already realized the minimum necessary functions for daily life. However, there are still cases in which a function is necessary and is either underused or does not exist yet, because both consumers and providers have not recognized a need for it. What is the key to creating new added value in the midst of commoditization, making the underutilized available for use, or creating something new? A subjective evaluation of the individual in relation to the product or service, and the emotions generated in that relationship. Service design is a core concept we can use to realize these positive relationships.