Use and the value thereof are implicit in the design discourse and therefore rarely explicitly spoken of,although they are at the core of design practice. With the recent turn to a service dominant logicperspective, the service marketing discourse opens up for understanding value as value-in-use andvalue-in-context. This paper empirically explores and describes ways in which professional designersthemselves express “value-in-use”. The findings suggest that professional designers do not focusexplicitly on value as a standalone concept, but conceptualize value-in-use through contextualizationand an extensive use of emotions.