Service engineering is starting to cope with the increasing needs of facilitating socially empowered services. In order to implement socially-empowered services, it requires design methodologies that deal with social experience beyond just a collection of user experience. Social experience design is promising methodology, however, the concrete building blocks of social experience design are still
... [Show full abstract] far from being clear. The author analyzes possible approaches and proposes a non-zero-sum social experience approach in order to facilitate social experience design in design phases and operational phases.