Design thinking is defined as using strategies from the field of design to solve problems in the disciplines that are traditionally not considered design. Design is a way of dealing with issues that do not have a unique and decisive solution as scientific problems do and that makes it a good approach for solving wicked problems. This research explores the utilization of design thinking in identifying and refining the wicked problems that often precipitate failure. Over 18 months, we examined five startups applying the Research through Design (RtD) method and Double Diamond framework (DDF) in 4 discovery, define, develop, and deliver stages, to reveal the underlying issues obscured by surface-level problem identifications. Our findings demonstrate a notable misalignment between startup offerings and market requirements, predominantly due to the misdefinition of problems applying design thinking. Startups tend to simplify complex, wicked problems and short-circuit the essential problem of space exploration. Results indicate that one of the most critical factors of insufficient attention to the problem is the superficial analysis of three factors of business development (i.e., human desirability, business viability, and technology feasibility) and also lack of recognition of wicked problems. We conclude that training startup businesses with the vital skills mentioned can reduce their failure rate.
Amirkhizi et al. (2026) studied this question.