With the trend of service and experience economy, emerging service science is perfectly poised for service innovation. The classifying framework (iDesign) proposed in this research is an approach roadmap to fulfill valued service innovation with an ecological perspective. The framework identifies two dimensions (continuity of co-production and mutual adaptability), characterizing the service exchange involved. The novelty of iDesign is that it is based on the notion of species (partners) interacting with each other ecologically (in which value co-production is unfolded with different forms of mutualism, driven by mutual adaptability associated with the behaviors of customers and producers). This paper can be viewed as a visionary research for new thinking in relation to e-service processes in services science. Providers and customers accomplish service design, fulfilling value co-production and mutual adaptability, by means of a set of particular criteria of performance (i.e., ED, UR, PR).