This document will analyse recent trends and evolution of the use of ICTs in the field of cultural heritage from a different standpoint, the service provision in the age of digital transition and pandemic. The initial focus is on the usual approach in the field of goods, proper design to elicit a positive feeling by potential customers. Recently a new type of good has been identified, service. Services grown up incredibly in the pandemic, goods delivery, food delivery, and more. So, thinking at services like a good we must design them to better the appreciation by customers as since the early XX century the people did with objects and merchandise. Appling the same approach to digital services a design phase is required together with all the different components that will provide a positive feedback from the user, this means to deal with interaction design, user centred approach, usability guidelines and the overall concept of positive user experience. Recent trends and reborn technologies like the path from edutainment to serious games and gamification, the new approach to immersive interactive technologies in a nonintrusive format. Last but relevant the need to take the momentum to ensure the culture enjoyment continuity in case of crisis
