As manufacturing firms move from pure product-based business models toward Product-Service Systems offerings, value creation becomes more complex and requires more active cross-disciplinary collaboration. Especially non-functional values, those connected to the overall PSS behavior, depend on the successful alignment and coordination between perspectives. However, understanding the value creation itself, particularly among different departments or stakeholders, can be challenging. This paper conceptualizes a value model and a method based on Group Model Building to support value exploration of non-functional design objectives in early-stage Product-Service System design. The value model is constructed based on three layers of granularity to visualize how value is created holistically. Further, the proposed method allows participants to jointly explore and identify design objectives and put these in the context of value. The method and model were tested at two companies, showing that the proposed method and model successfully supported a collaborative value exploration in the non-functional domain. © 2023, IFIP International Federation for Information Processing.