Emerging from an industrial case study in the aerospace industry, the paper proposes an approach to evaluate sub- system technology concepts from a life cycle perspective. The approach is composed by 5 main phases that aims to drive product designers towards more value-oriented design decisions. It is shown how different life cycle alternatives, such as the selling of a Product-Service-System instead of a traditional product, deeply impact the value of design alternatives. The described approach has been developed in collaboration with industrial partners and represents a potential instrument to enhance value-driven product design.