Providing value to customers is important when designing services. It can be argued not only from the productivity viewpoint but also from the efficiency viewpoint. However, it was difficult to design a service to realize these two at the same time. Therefore, in this research, we developed the value co - creation framework and the basic process to improve efficiency and value - added for improving service productivity by applying the Systems Engineering methodology. In creating this framework, we integrated two heterogeneous methodologies. One is systems engineering as a top-down approach, and the other is participatory system analysis as a bottom-up approach. The framework consists of three layers: its purpose, methodology, and method．We applied the developed framework and the basic process to a new service design at company A, an IT trading company and conducted validation. The result showed that 89% of the evaluators answered that the created service was effective.