The digital era requires a re-evaluation of the infrastructures, networks, and processes needed in designing and managing innovative solutions. Within this context, experimentation environments are necessary for facilitating collaboration, knowledge transfer, and idea generation among stakeholders from various domains in a joint effort. The OMiLAB Community of Practice operates in and is supported at conceptual and technical levels by such an environment, actively enabling knowledge transfer through a wide range of activities. The core component of the community is the Digital Innovation Environment powered by OMiLAB. Conceptual modelling is the shared domain of the community, and it is utilized to connect the business world and the digital world with physical devices. This paper discusses the human–machine interaction challenge of the digital era and the three elements that are required to tackle it. As main contributions, a product-service design case driven by the OMiLAB Community of Practice for the Factory of the Future (FoF) ecosystem is presented. The findings are based on the community experience and their work as part of the EU-funded projects DigiFoF and CoDEMO 5.0.