This chapter delves into informational privacy within the context of service design, set against the backdrop of the surveillance era driven by digitalization and servitization. It critiques “surveillance capitalism”, highlighting its biases and conceptual flaws, while adopting the perspective of a surveillance society where citizens actively engage in surveillance culture. The chapter redefines privacy for the digital age, focusing on informational privacy, which aligns with EU data protection laws and Alan Westin's influential 1967 definition. By contrasting privacy utopia and dystopia through the lens of Panopticon and Foucault’s panopticism, the authors introduce privacy scenarios and potential threats in service design. The chapter concludes by proposing a nuanced definition of privacy tailored for service design, emphasizing its practical implications.