PENERAPAN DESIGN THINKING DALAM OPTIMALISASI CUSTOMER JOURNEY DI OKE GARDEN

Authors

  • Nadya Kamilia Faiqoh School of Business IPB University
  • Jasmine Chiquita Brilliana School of Business IPB University
  • Melati Sukma Dewi School of Business IPB University
  • Asty Dwinanda Putri School of Business IPB University
  • Asep Taryana School of Business IPB University

DOI:

https://doi.org/10.30997/jvs.v10i2.15955

Keywords:

Design Thinking, Customer Journey, Optimization, Customer Satisfaction

Abstract

This study aims to optimize the customer journey at OKE Garden using a Design Thinking approach. The primary issue faced by the company is a decline in revenue in 2024, despite undergoing digital transformation through a website. The approach taken so far has predominantly focused on digitalization without adequately addressing customer needs and challenges throughout their journey. This indicates that the customer journey has not been optimized to deliver a satisfactory experience. The study employs the five stages of Design Thinking (empathize, define, ideate, prototype, and test) to analyze and map the customer journey using Customer Journey Mapping (CJM). The novelty of this research lies in the application of Design Thinking to analyze the customer journey at OKE Garden, providing new insights into customer experience management in the retail sector. The use of Customer Journey Mapping facilitates a more in-depth identification of issues, including ineffective communication, limited design options, and challenges in the installation process and after-sales services. The findings suggest that website optimization, improved coordination, expanded design options, and enhanced after-sales services are necessary to increase customer satisfaction. With these improvements, OKE Garden is expected to enhance service quality, customer satisfaction, and competitiveness in an increasingly competitive market.

References

Anasrullah, M., Sri W. H, M. A., & Nurhana, F. (2022). Pengaruh Persepsi dan Kualitas Pelayanan terhadap Kepuasan Pasca Pembelian Pengguna Aplikasi Online Shop. Jurnal Ilmiah Ecobuss, 10(1), 7–15.

Anderl, E., Becker, I., von Wangenheim, F., & Schumann, J. H. (2016). Mapping the customer journey: Lessons learned from graph-based online attribution modeling. International Journal of Research in Marketing, 33(3), 457–474.

Anggraini, A., Wulandari, D., Utama, R. E., Jakarta, U. M., Selatan, T., & Teknologi, I. (2023). Strategi Inovasi Teknologi Terhadap Daya Saing UMKM. Musyitari Jurnal Neraca Manajemen Ekonomi, 2(2), 2-- 20.

Bačiková, M. (2016). User experience design: Contrasting academic with practice. ICETA 2015 - 13th IEEE International Conference on Emerging ELearning Technologies and Applications, Proceedings.

Bernard, G., & Andritsos, P. (2017). A process mining based model for customer journey mapping. CEUR Workshop Proceedings, 1848(April), 49–56.

Brown, T. (2009). Change by design: How design thinking transforms organizations and inspires innovation. HarperCollins.

Ertemel, A. V., Civelek, M. E., Eroǧlu Pektaş, G. Ö., & Çemberci, M. (2021). The role of customer experience in the effect of online flow state on customer loyalty. PLoS ONE, 16(7 July 2021).

Fachrurazi, Rukmana, A. Y., Supriyanto, Syamsulbahri, & Iskandar. (2023). Revolusi Bisnis di Era Digital: Strategi dan Dampak Transformasi Proses Teknologi terhadap Keunggulan Kompetitif dan Pertumbuhan Organisasi. Jurnal Bisnis Dan Manajemen West Science, 2(03), 297–305.

Fernandes, N., Lim, J., Raymond, R., Eddison, T., & Hasan, G. (2023). Dampak Customer Relationship Management (CRM) Terhadap Kinerja Perusahaan di Tiga Segmen (Keuangan, Pemasaran dan Operasional). Jurnal Minfo Polgan, 12(1), 453–460.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

Insani, A. N., Libri, D., Hakim, L., Darmayanti, S., & Indonesia, U. P. (2024). Eksplorasi kepuasan pengguna aplikasi streaming: perspektif pengguna aplikasi streaming. 60–65.

Jienardy, C. (2017). Gap analisis persepsi dan ekspektasi konsumen terhadap kukalitas layanan, harga, kualitas produk esus. Jurnal Manajemen Dan Start-Up Bisnis, 1(6), 703–710.

Kelley, T., & Kelley, D. (2013). Creative Convidence Unleashing The Creative Potential Within Us All. Crown Business New York.

Kotler, P., & Keller, K. L. (2016). Marketing-Management. In Marketing-Management (15th ed.). Pearson India Education Services Pvt. Ltd.

Kurnia, R. S. (2019). Implementasi User Journey Map pada Evaluasi User Experience Aplikasi Mobile Tunanetra. INTECHNO Journal - Information Technology Journal, 01(4), 11.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.

Mustika, I., & Wulandari, D. P. (2023). Pengaruh Customer Experience Terhadap Revisit Intention Pada Salah Satu Villa Di Alahan Panjang. Jurnal Visionida, 9(1), 7–16.

Platner, H. (2018). An introduction to Design Thinking. In Institute of Design at Stanford (p. 6).

Poorrezaei, M., Pich, C., & Resnick, S. (2023). A framework to improve retail customer experience: a qualitative study exploring the customer journey. Qualitative Market Research: An International Journal, 26(5), 663–686.

Pranitasari, D., Sihotang, S., Dodi Prastuti, Pristina Hermastuti, Enung Siti Saodah, & Harini, S. (2022). Pengaruh Kepuasan Pelanggan Dalam Memediasi Customer Relationship Management Terhadap Loyalitas Pelanggan Pada Masa Pandemi. Jurnal Visionida, 8(1), 34–49.

Quinones, M., Díaz-Martín, A. M., & Gómez-Suárez, M. (2023). Retail technologies that enhance the customer experience: a practitioner-centred approach. Humanities and Social Sciences Communications, 10(1), 1–8.

Rane, N., Choudhary, S., & Rane, J. (2023). Metaverse for Enhancing Customer Loyalty: Effective Strategies to Improve Customer Relationship, Service, Engagement, Satisfaction, and Experience. SSRN Electronic Journal, 05, 427–452.

Richardson, A. (2010). Using Customer Journey Maps to Improve Customer Experience. Harvard Business Review Digital Article.

Rosenbaum, M. S., Otalora, M. L., & Ramírez, G. C. (2017). How to create a realistic customer journey map. Business Horizons, 60(1), 143–150.

Sahanggamu, S., Mananeke, L., & Sepang, J. (2015). Analisis Kualitas Layanan, Servicescape Dan Kepercayaan Terhadap Kepuasan Nasabah Pada Pt. Bank Sinarmas Bitung. Jurnal EMBA, Vol.3 No.1(1), 1084–1095.

Setiadi, A. R., & Setiaji, H. (2020). Perancangan UI/UX menggunakan pendekatan HCD (Human-Centered design) pada website Thriftdoor. Automata, 1(2), 228–233.

Shabri, H. (2022). Transformasi Digital Industri Perbankan Syariah Indonesia. El-Kahfi | Journal of Islamic Economics, 3(02), 1–7.

Sihombing, M., Donard Games, & Dessy Kurnia Sari. (2023). Analisis Service Quality Dan Customer Perceived Value Terhadap Customer Satisfaction Melalui Customer Trust Sebagai Variabel Mediasi. Journal Publicuho, 6(4), 1301–1310.

Silaningsih, E., Yuningsih, E., & Yuningsih, Y. (2021). Peningkatan Kepuasan Konsumen Melalui Kualitas Layanan. Jurnal Visionida, 7(1), 43–53.

Sulaiman, E., Handayani, C., & Widyastuti, S. (2021). Transformasi Digital Technology-Organization-Environment (Toe) Dan Inovasi Difusi E-Business Untuk Umkm Yang Berkelanjutan: Model Konseptual. Jurnal Manajemen & Bisnis Kreatif, 7(1), 51–62.

Wahab, D. A., Anggadini, S. D., Yunanto, R., & Soegoto, D. S. (2023). Ekosistem Bisnis dan Transformasi Digital Perspektif Keberlanjutan Usaha Kecil Kuliner. CV AA Rizky.

Wibowo, A. (2023). Kecerdasan Buatan (AI) pada E-Commerce (J. T. Santoso (ed.)). Yayasan Prima Agus Teknik.

Downloads

Published

2024-12-24

How to Cite

Nadya Kamilia Faiqoh, Jasmine Chiquita Brilliana, Melati Sukma Dewi, Asty Dwinanda Putri, & Asep Taryana. (2024). PENERAPAN DESIGN THINKING DALAM OPTIMALISASI CUSTOMER JOURNEY DI OKE GARDEN . Jurnal Visionida, 10(2), 136–146. https://doi.org/10.30997/jvs.v10i2.15955

Issue

Vol. 10 No. 2 (2024): Desember

Section

Articles

License

Copyright (c) 2024 Jurnal Visionida

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with Jurnal Visionida agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal Visionida.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal Visionida. 
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work