The paper presents a four-layer framework for the application ofdata-driven design in a product innovation process. The framework builds onthe Knowledge Value Stream and on the Product Value Streams of a productinnovation process and indicates how data-driven activities shall be structuredand organised in relation to the different phases of a model-based decisionprocess. Visualisation is proposed as a communication enabler at the top of theframework to overcome the comprehensibility barrier between data science andengineering design models. The framework is implemented in the case study ofa construction equipment encompassing the analysis of operational machinedata and the experimentation of suitable visualisation techniques. Ultimately, alist of challenges for the implementation of data-driven design is presented, andthe capability of the framework to support the transition toward data-drivendesign is discussed in relation to the emergence of product-service systemssolutions.