“…During the digital innovation process, design and evaluation activities are often conducted in parallel and studied jointly because they form an iterative process (Brhel et al, 2015;Zobel et al, 2019) and often require different tools to effectively support the innovation process (Mourtzis, 2020). Design activities aim to create products that meet user needs and expectations, for example, by drawing storyboards (Henrikson et al, 2016) or sketches (Tohidi et al, 2006). In contrast, evaluation activities aim to assess the effectiveness and efficiency of products, for example, by using A/B testing (Kohavi et al, 2007) or Wizard of Oz (Porcheron et al, 2021).…”