Perancangan Media Pelayanan Website Industri Asuransi Umum dengan Metode Design Thinking

Rezanda, Ben Hugo (2025) Perancangan Media Pelayanan Website Industri Asuransi Umum dengan Metode Design Thinking. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6047231019-Master_thesis.pdf - Accepted Version Restricted to Repository staff only Download (8MB) | Request a copy

Abstract

Industri asuransi di Indonesia terus berkembang, namun perubahan perilaku konsumen di era digital menuntut perusahaan asuransi untuk lebih adaptif dan berorientasi pada kebutuhan pengguna. Tantangan ini semakin menonjol pada produk asuransi kendaraan yang memiliki kompleksitas informasi tinggi dan memerlukan pemahaman yang baik sebelum pengambilan keputusan. PT Asuransi AIO (bukan nama sebenarnya), sebagai perusahaan asuransi umum, tengah melakukan transformasi dari model bisnis B2B menuju B2C, namun masih menghadapi keterbatasan dalam menyediakan media digital yang efektif untuk mengedukasi konsumen individu. Penelitian ini bertujuan mengidentifikasi kebutuhan dan profil pengguna asuransi kendaraan serta merumuskan rekomendasi platform digital yang sesuai melalui pendekatan Design Thinking. Metode penelitian mengikuti lima tahapan, yaitu empathize, define, ideate, prototype, dan test. Penggalian data dilakukan melalui wawancara internal, wawancara pengguna, dan survei kuantitatif yang dianalisis menggunakan User Persona, Empathy Map, Customer Journey Map, dan Value Proposition Canvas. Hasil penelitian menunjukkan bahwa pengguna asuransi kendaraan memiliki karakter rasional dan analitis, serta membutuhkan informasi yang sederhana, transparan, mudah dibandingkan, dan didukung visual edukatif. Tahap ideasi memanfaatkan integrasi kerangka Scrum dan Golden Circle untuk memfokuskan prioritas pengembangan fitur. Hasilnya diwujudkan dalam prototype website edukasi asuransi kendaraan yang mencakup halaman manfaat perlindungan, tabel perbandingan produk, dan simulasi premi sederhana. Hasil usability testing menunjukkan tingkat kemudahan penggunaan yang tinggi. Secara keseluruhan, pendekatan Design Thinking terbukti efektif dalam merancang solusi digital yang informatif, mudah digunakan, dan relevan bagi pengguna B2C, serta berpotensi menjadi acuan strategis bagi PT Asuransi AIO dalam pengembangan digitalisasi layanan asuransi kendaraan.
==================================================================================================================================
The insurance industry in Indonesia continues to grow; however, changes in consumer behavior in the digital era require insurance companies to adopt more adaptive and user-oriented approaches. This challenge is particularly evident in motor vehicle insurance products, which involve complex information and demand adequate consumer understanding prior to decision-making. PT Asuransi AIO (pseudonym), a general insurance company, is currently undergoing a strategic transition from a B2B to a B2C business model, yet still faces limitations in providing effective digital media to educate individual consumers. This study aims to identify the needs and characteristics of motor vehicle insurance users and to formulate recommendations for an appropriate digital platform using the Design Thinking approach. The research applies five stages: empathize, define, ideate, prototype, and test. Data were collected through internal interviews, user interviews, and quantitative surveys, and analyzed using User Persona, Empathy Map, Customer Journey Map, and Value Proposition Canvas. The findings indicate that motor vehicle insurance users tend to be rational and analytical, requiring simplified, transparent, and visually supported information to assist their understanding. During the ideation stage, the Scrum framework and Golden Circle were integrated to guide feature prioritization and ensure strategic alignment. The outcome of this process is a prototype of an educational motor vehicle insurance website featuring protection benefit explanations, product comparison tables, and a simplified premium simulation. Usability testing results demonstrate a high level of ease of use among participants. Overall, the Design Thinking approach is proven effective in developing an informative, user-friendly, and relevant digital solution for B2C users, and may serve as a strategic reference for PT Asuransi AIO in advancing the digitalization of motor vehicle insurance services.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Design Thinking, Industri Asuransi, Digital, Design Thinking, Insurance Industry, Digital
Subjects:	H Social Sciences > HG Finance > HG8051 Insurance
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 78201-System And Technology Innovation
Depositing User:	Ben Hugo Rezanda
Date Deposited:	06 Feb 2026 01:57
Last Modified:	06 Feb 2026 01:57
URI:	http://repository.its.ac.id/id/eprint/132207

Actions (login required)

View Item