This paper investigates the evolving role of users in Virtual Worlds (VWs), emphasizing their transition from passive consumers to active creators of immersive experiences. In the context of platforms like Roblox, Decentraland, and Fortnite, the study explores the dynamics of User-Generated Content (UGC) and User-Generated Experiences (UGEs), drawing on principles from Open Innovation and User-Centered Design, the research develops a design-driven framework that integrates co-creation, co-design, and co-production processes within the Double Diamond model and expands the theory with tailored design phases. Through a comparative analysis of three leading VWs, the study identifies key challenges and proposes a structured framework to enhance creativity, inclusivity, and business opportunities. The framework is validated against academic literature and case study insights, offering an approach to participatory innovation in digital environments. The paper concludes by outlining future directions for ethical integration and hybrid physical-virtual applications.