The design space of future mobility services is considered a wicked problem, as many stakeholders from the public and private sectors need to collaborate to create sustainable future services. Recent years have shown a growing interest in utilizing urban living labs (ULL) and similar quadruple helix approaches toward addressing wicked design challenges. However, when engaging in co-creation through living labs, many actors also see potential in adapting methodology and new ways-of-doing, to appropriate it and improve readiness for tackling other wicked challenges. The article draws upon a ULL initiative in the mobility service context to explore the main challenges for ULL partners to retain the ways-of-doing that develops in co-creation activities. Through our study, we identified that cocreation needs to be grounded in the known, to facilitate search and co-appropriation of the unknown as key for retaining ways-of-doing in ULL initiatives.