What do we mean if we say that a service design work is an example of good design? This paper presents a provisional typology for the ways in which a service design proposal can contribute to value-in-use. The typology covers instrumentality, technical excellence, usefulness, social significance, mutual advantage, collective welfare, and aesthetic values. Moral implications related to norms, power structures and tensions between stakeholders are also considered. It is argued that the typology can facilitate service designers and researchers in framing and re-framing a design effort and conceptualise a value proposition.