To enhance the desirability of public transportation, it is important to design for positive travel experience. The context of bus transportation has broad potential for utilization of novel, supplementary digital services beyond travel information. The aim of our research was to study bus passengers’ needs and expectations for future digital services and to develop initial service concept ideas through co-design. To this end, three Idea generating workshops with 24 participants were arranged. Our findings reveal six service themes that can be used as a basis of designing future digital traveling services: (1) Information at a glance while traveling, (2) Entertainment and entertaining activities, (3) Services that support social interaction, (4) Multiple channels to provide travel information, (5) Extra services for better travel experience, and (6) Services that people already expect to have. The themes are discussed and further elaborated in this paper.