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The service sector has been  identified as an  increasingly  important area of the economy and has been  generating  new  possibilities  for  design  activity. Among  them  there  is  the  identification  of innovation opportunities in services for manufacturing companies. In this context, the present article presents part of the development of services for a light manufacturer in the stage of establishing the scope and  requirements of  the project, where  solutions  that  reflect  the  company  strategy were sought.  In order to report this a case study  in which the tool Customer Journey Map was used to develop a Product + Services System for LED  lighting, for the  low‐income population  is presented here. In this study we can infer the potential of collaboration of the design in the initial phase of the identification of innovation opportunities and how this can help at the strategic level of the company.

DESIGN DE SERVIÇOS PARA INOVAÇÃO: O papel estratégico do Design de Serviços na inovação, em empresas de base manufatureira