1) Background: In service business areas, design enhances the customer experience through the elements which anticipate specific emotional responses of customers. Many service companies are keen to develop and examine design elements from the customer perspective. Furthermore, recently, having considered the significance of customers’ emotional responses by design elements, categorising design elements into manageable dimensions can facilitate the evaluation of design elements. However, design elements and dimensions of design value are not defined in the current service marketing literature, and companies need a measurement tool and managerial guideline to their innovative value creation and compelling service delivery. For these reasons, this research aims to categorise the design value dimensions and propose the managerial implication for the innovative use of design; 2) Methods: This study used the mixed methodology; two stages of interviews and SEM (Structural Equation Modelling); 3) Results: Interview analyses facilitate the identification of design elements in the service delivery process. SEM results underpin the relevance of the categorised design elements and their impact on customer loyalty by comparing different groups (country and time elapsed from experience); and 4) Conclusions: Findings are the fundamentals of developing measuring tool for design and trigger future studies for conceptualising intangible assets.