“…Studies about new value creation are more abundant, describing how design thinking can support innovation projects to bring up new solutions. For example, some studies have explored the initial conceptualization of new solutions with design thinking (e.g., Kockmann, 2018; Matheson et al, 2013; Pericu, 2017)—where the approach has a major role in concept creation and selection (Seidel & Fixson, 2013), can tackle the uncertainty of the ‘fuzzy‐front‐end’ by iterative cycles (Luchs, 2016) and is proved to deliver better outcomes than traditional approaches (Meinel et al, 2020). In addition, other studies explore design thinking in the end‐to‐end development of a complete solution, whose evaluation remains on their impact on users' preferences and behaviour (e.g., McGinn et al, 2020; S. A. Mummah, King, Gardner, & Sutton, 2016; S. Mummah et al, 2017).…”