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Despite the expansion of customer-engagement ESG services in the non-life insurance industry, customers often fail to recognize the ESG value embedded in their everyday behaviors. This study explores the ESG Experience Gap from a service design perspective. To facilitate connections between behavior and ESG value, a Behavior–Value Connection Structure integrating human–AI interaction is proposed. A clickable mobile application prototype based on this structure was designed, and its applicability was explored through semi-structured user interviews. The findings indicate that participants reinterpreted their everyday behaviors as ESG practices and expanded their perceptions from economic benefits to environmental and social values. The study suggests that experience design connecting behavior and value can support ESG experience formation and provides practical implications for the design of behavior-based services, with potential applications in healthcare, mobility, and related service domains.