Organizational reforms in public administration have been high on the agenda for decades. A popular type is the municipal service center (MSC) gathering citizen–government interaction in one location, physically and virtually. Previous research has mainly focused on the organizational solution and operation of MSCs. This article contributes by using a processual approach to study how priorities are handled during a reform process with fundamental effects and consequences for the organizational solution. The article is based on a deep case study of a MSC in a mid-sized Swedish municipality. The empirical data comprise documents and 29 interviews with politicians, managing directors, and other key actors. We discern a number of process factors and analyze the process in relation to four key priorities: organizational change or organizational solution, efficiency or democracy values, politicians or administrators as key actors, and citizens as customers or co-creators. The article also relates the priorities to more comprehensive public administration perspectives in the literature such as NPM and more citizen-centered perspectives. The results show that the process was characterized by a view of citizens as service-recipients and customers; a focus on efficiency and the MSC as an organizational solution, and a process pushed forward by leading public administrators with a significant influence over vital value priorities.