When construction companies move forward in their servitization journey, there is an increasing need to exploit digital tools and models to facilitate the complex and dynamic interactions between entrepreneurs, customers, equipment manufacturers, energy providers and more during the early stages of the construction project design. This paper presents the application Augmented Reality (AR) and Virtual Reality (VR) applications to create distributed ‘experience environments’ for value co-creation in the road construction industry, where to foster participation of all the stakeholders in the needs identification process and the trade-off of the value drivers of the project. After presenting the modelling approach pursued in the work, the lessons learned gathered from preliminary verification activities are presented, pointing to future work in the field.