{"id":152087,"date":"2026-02-27T10:40:18","date_gmt":"2026-02-27T13:40:18","guid":{"rendered":"https:\/\/sandbox2.institutopmg.com\/?p=152087"},"modified":"2026-03-09T17:58:14","modified_gmt":"2026-03-09T20:58:14","slug":"the-design-activity-in-itil-5-turning-requirements-into-digital-value","status":"publish","type":"post","link":"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/","title":{"rendered":"The Design Activity in ITIL 5: Turning Requirements into Digital Value"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In the Industry 5.0 landscape, the success of a digital product depends on more than just technical functionality\u2014it hinges on how effectively it solves user pain points and aligns with business strategy. <a href=\"https:\/\/sandbox2.institutopmg.com\/en\/itil-version-5-launch-official-information-pmg-academy\/\">With the launch of ITIL 5<\/a>, the creation phase has been revitalized. The <\/span><b>Design<\/b><span style=\"font-weight: 400;\"> activity in ITIL 5 is no longer a siloed event; it has evolved into a dynamic, continuous process within the <\/span><b>Service Value Chain<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this article, we will explore how this activity works, the significance of <\/span><b>Human-Centred Design (HCD)<\/b><span style=\"font-weight: 400;\">, and why this stage is crucial for your <\/span><b>Service Value System (SVS)<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><strong>Read also: <a href=\"https:\/\/sandbox2.institutopmg.com\/en\/articles\/itil\/the-definitive-guide-to-itil-version-5-foundation\/\">The Definitive Guide to ITIL 5<\/a><\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Navegue por t\u00f3picos de interesse:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#The_Purpose_of_the_Design_Activity_in_ITIL_5\" >The Purpose of the Design Activity in ITIL 5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#Human-Centred_Design_HCD_Putting_People_First\" >Human-Centred Design (HCD): Putting People First<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#The_Design_Activity_Workflow\" >The Design Activity Workflow<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#Integration_and_Breaking_Down_Silos\" >Integration and Breaking Down Silos<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#How_Does_This_Impact_Your_Career\" >How Does This Impact Your Career?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#Ready_to_master_ITIL_5_and_become_a_Digital_Product_Management_expert\" >Ready to master ITIL 5 and become a Digital Product Management expert?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Purpose_of_the_Design_Activity_in_ITIL_5\"><\/span><b>The Purpose of the Design Activity in ITIL 5<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">The core objective of thIS activity in ITIL 5 is to create detailed specifications and prototypes for products and services. This involves defining not only what the product does but also the <\/span><b>User Experience (UX)<\/b><span style=\"font-weight: 400;\"> and the operational infrastructure required to sustain it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moving away from the rigid approaches of the past, Design in ITIL 5 is a proactive activity that involves:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ideation:<\/b><span style=\"font-weight: 400;\"> Creating new ways to solve business problems.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Adaptability:<\/b><span style=\"font-weight: 400;\"> Responding to constant shifts in market trends and technology.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Feasibility:<\/b><span style=\"font-weight: 400;\"> Generating solutions that are both technically viable and commercially viable.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">During this phase, the primary deliverables are the <\/span><b>Product Specification<\/b><span style=\"font-weight: 400;\"> (technical and functional documentation) and the <\/span><b>Prototype<\/b><span style=\"font-weight: 400;\"> (an early version used for testing and hypothesis validation).<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Human-Centred_Design_HCD_Putting_People_First\"><\/span><b>Human-Centred Design (HCD): Putting People First<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">One of the most significant evolutions in the framework is the formal adoption of <\/span><b>Human-Centred Design (HCD)<\/b><span style=\"font-weight: 400;\">. This problem-solving approach prioritizes the needs, experiences, and perspectives of the people for whom the solution is being built.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Core principles of HCD within the ITIL 5 Design activity include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Early and Continuous User Focus:<\/b><span style=\"font-weight: 400;\"> Prioritizing actual users and their real-world tasks from day one.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Active User Involvement:<\/b><span style=\"font-weight: 400;\"> Engaging users throughout the entire design lifecycle.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Iterative Design and Evaluation:<\/b><span style=\"font-weight: 400;\"> Learning and pivoting based on each round of testing.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Holistic UX Approach:<\/b><span style=\"font-weight: 400;\"> Looking at the entire end-to-end user journey.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Multidisciplinary Skills:<\/b><span style=\"font-weight: 400;\"> Bridging the gap between technology, business, and psychology.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For IT professionals, this means this activity doesn&#8217;t end with the code\u2014it begins with empathy for the end-user.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Design_Activity_Workflow\"><\/span><b>The Design Activity Workflow<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">To ensure design is efficient and value-driven, ITIL 5 proposes a workflow divided into four essential steps:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Analyze Demand for Products and Services:<\/b><span style=\"font-weight: 400;\"> Before designing, you must understand the market and organizational strategy. What does the customer truly need? What is the expected impact on the Value System?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Plan Design Activities:<\/b><span style=\"font-weight: 400;\"> Define timelines, required resources, and methodologies (such as <\/span><b>Design Thinking<\/b><span style=\"font-weight: 400;\"> or <\/span><b>Agile<\/b><span style=\"font-weight: 400;\">) to turn the idea into reality.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Execute the Design Plan:<\/b><span style=\"font-weight: 400;\"> This is the &#8220;hands-on&#8221; phase where specifications are written and prototypes are built and tested.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Communicate the Solution Design:<\/b><span style=\"font-weight: 400;\"> Ensure everyone in the Value Chain\u2014especially the <\/span><b>Build<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Transition<\/b><span style=\"font-weight: 400;\"> teams\u2014understands the solution to ensure a seamless implementation.<\/span><\/li>\n<\/ol>\n<h2><span class=\"ez-toc-section\" id=\"Integration_and_Breaking_Down_Silos\"><\/span><b>Integration and Breaking Down Silos<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">A critical point highlighted in ITIL 5 is that <\/span><b>Product Design<\/b><span style=\"font-weight: 400;\"> and <\/span><b>Service Design<\/b><span style=\"font-weight: 400;\"> must be integrated. If an organization separates these teams, it risks creating a &#8220;gold-plated&#8221; product that is impossible to support, or an efficient service that no one wants to use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The current recommendation is to use <\/span><b>cross-functional product teams<\/b><span style=\"font-weight: 400;\">. These teams possess all the necessary competencies (Business, Design, Dev, Ops) to manage the full lifecycle, increasing speed-to-market and the quality of the final solution.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Does_This_Impact_Your_Career\"><\/span><b>How Does This Impact Your Career?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">Understanding the Design activity in ITIL 5 transforms you from a technical implementer into a <\/span><b>Solution Architect<\/b><span style=\"font-weight: 400;\">. Professionals who master HCD and navigate the Value Chain are highly sought after because they can reduce <\/span><b>time-to-market<\/b><span style=\"font-weight: 400;\"> and prevent wasting resources on features that don&#8217;t drive value.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Ready_to_master_ITIL_5_and_become_a_Digital_Product_Management_expert\"><\/span><b>Ready to master ITIL 5 and become a Digital Product Management expert?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b><\/b><span style=\"font-weight: 400;\">At <\/span><b>PMG Academy<\/b><span style=\"font-weight: 400;\">, we offer comprehensive, practical training to help you earn your certification and apply these concepts in the real world. Turn your knowledge into strategic authority!<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Do you already use Human-Centred Design in your IT projects? Share your experience in the comments below or ask your questions about the new ITIL 5 updates!<\/span><\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the Industry 5.0 landscape, the success of a digital product depends on more than just technical functionality\u2014it hinges on how effectively it solves user pain points and aligns with business strategy. With the launch of ITIL 5, the creation phase has been revitalized. The Design activity in ITIL 5 is no longer a siloed [&hellip;]<\/p>\n","protected":false},"author":85233,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8074],"tags":[],"class_list":["post-152087","post","type-post","status-publish","format-standard","hentry","category-itil"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Design Activity in ITIL 5 - PMG Academy<\/title>\n<meta name=\"description\" content=\"In ITIL 5, design activity has ceased to be an isolated event and has become a dynamic and continuous process within the Value Chain.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Design Activity in ITIL 5: Turning Requirements into Digital Value\" \/>\n<meta property=\"og:description\" content=\"In ITIL 5, design activity has ceased to be an isolated event and has become a dynamic and continuous process within the Value Chain.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\" \/>\n<meta property=\"og:site_name\" content=\"PMG Academy\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PMG.Academy.Brasil\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/adriano.martinsantonio\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-27T13:40:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-09T20:58:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/media.pmgacademy.com\/wp-content\/uploads\/2021\/02\/23190406\/cropped-Asset-1%40azul-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Adriano Martins Antonio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adriano Martins Antonio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\"},\"author\":{\"name\":\"Adriano Martins Antonio\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/#\/schema\/person\/4ff5bc0806b04dd72d25d14a443360e7\"},\"headline\":\"The Design Activity in ITIL 5: Turning Requirements into Digital Value\",\"datePublished\":\"2026-02-27T13:40:18+00:00\",\"dateModified\":\"2026-03-09T20:58:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\"},\"wordCount\":678,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/#organization\"},\"articleSection\":[\"ITIL\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\",\"url\":\"https:\/\/sandbox2.institutopmg.com\/en\/the-design-activity-in-itil-5-turning-requirements-into-digital-value\/\",\"name\":\"The Design Activity in ITIL 5 - 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