A "Services Sciences, Management, and Engineering (SSME)" [1] initiative has been started to study the movement to service economies involving computer science, operations research, industrial engineering, information science, systems science, business strategy, management sciences, social and cognitive sciences, and so on, and is trying to define new study area for services based on these disciplines. In this paper, we introduce a new service design approach, "Value oriented service design", which focuses on created values during service activities. Traditionally a method called as Service Blueprint [3] [4] is used for service design, which is a task based design method defining activity flows with assigned roles. The new approach is focused on values between tacks, such as information created. The paper talks about a case study of these approaches, and discusses the future research items.