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It is acknowledged that design adds value and plays a role in creating competitive advantages. European Commission recognizes that design is an activity of people-centred innovation by which desirable and usable products and services are defined and delivered. Nevertheless, there is ongoing debate over how design adds value, and what it means for users. This paper aims to decode the use, value, and impact of design on public service development and users in Latvia. In-depth interviews with executives from ten nati...