Our contemporary ICT-environment is characterized by an innovation spiral, resulting in a lot of innovations as well as failures. Attempts to cope with the inherent uncertainty and increasing complexity in the field of ICT-innovation have influenced the rise of new, user-driven and open innovation-approaches. We contend that the Living Lab-approach can be seen as a systemic, methodological instrument incorporating a number of crucial insights linked to advances in the innovation management and user research-literature, especially in the increased importance of the user. Currently however, the literature dealing with the ‘user’ as key stakeholder in the innovation process is still fragmented. Within this positioning paper, we will contend that taking into account different user roles, associated to the ICT-innovation in development, can optimize Living Lab-approaches.