Business practices are changing when firms are adopting service business approach as a basis for the operations. Customer centricity and resource integration are among those initiatives requiring new ways of working. This paper reports a case study of an industrial service with a strong strategic implementation supporting service business approach. The empirical data of service development process comes from 13 stakeholding organizations and was collected in various methods. The paper explores the co-design process of a collaborative idea-generation model. The suggested model is based on the Double Diamond model. The novelty of the paper is the stakeholder engagement, which is extended from dyadic two counterpart activity to simultaneous many-to-many collaboration within idea generation phase in service development. The study suggests an approach that may reveal new insights into customer centricity and resource integration research.