Any holistic user experience (especially when designing for "transformation") should/must create shared value. That means: Solutions for users do not only have to be aligned and negotiated with the economic realities of the service provider, but also with its attached partner ecosystem and society in general. The clever and resilient configuration of "value flows" in business ecosystems will therefore more and more become a prerequisite for the development of truly "new" and complex value propositions (e.g. service design for health care, environmental matters, etc.)… A workshop presentation for the World Usability Day 2012 - Berlin.