Mulyana, Andika Pratama (2025) Analisis Penerapan Metode Design Thinking Dalam Meningkatkan Engagement Pengguna Pada Platform Digital: Studi Kasus PT Taplink Digital Indonesia. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pertumbuhan platform digital telah menciptakan tantangan baru dalam mempertahankan dan meningkatkan keterlibatan (engagement) pengguna, terutama pada layanan bio-link seperti Taplink. Penelitian ini bertujuan untuk mengidentifikasi tingkat engagement pengguna, menganalisis faktor-faktor yang memengaruhinya, dan merancang solusi berbasis pendekatan design thinking guna mengoptimalkan pengalaman pengguna di PT. Taplink Digital. Metode yang digunakan adalah kualitatif dengan pendekatan studi kasus, melibatkan wawancara mendalam terhadap informan internal perusahaan dan pengguna aktif platform. Proses design thinking diterapkan melalui lima tahap: empathize, define, ideate, prototype, dan test. Hasil penelitian menunjukkan bahwa engagement pengguna masih tergolong rendah akibat kurangnya personalisasi, interaktivitas fitur, serta performa halaman yang belum optimal. Melalui tahapan design thinking, ditemukan solusi berupa integrasi chatbot berbasis AI, penyempurnaan tampilan UX/UI, serta notifikasi real-time yang disesuaikan dengan perilaku pengguna. Penelitian ini menyimpulkan bahwa pendekatan design thinking efektif dalam merancang strategi peningkatan engagement yang responsif, humanistik, dan relevan terhadap kebutuhan pengguna platform digital skala UMKM.
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The growth of digital platforms has introduced new challenges in maintaining and enhancing user engagement, particularly in bio-link services such as Taplink. This study aims to identify the current level of user engagement, analyze influencing factors, and design user-centered solutions using the design thinking approach to optimize the user experience on PT. Taplink Digital’s platform. A qualitative case study method was employed, involving in-depth interviews with internal company staff and active platform users. The design thinking process was implemented through five stages: empathize, define, ideate, prototype, and test. Findings indicate that user engagement remains relatively low due to limited personalization, lack of feature interactivity, and suboptimal page performance. The proposed solutions include AI-powered chatbots, improved UX/UI designs, and real-time notifications tailored to user behavior. The study concludes that design thinking is an effective approach to designing responsive, human-centered strategies to improve engagement on digital platforms targeted at SMEs.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Design thinking, Engagement pengguna, Platform digital, Taplink, Design thinking, Digital platform, User engagement, Taplink |
| Subjects: | T Technology > T Technology (General) T Technology > T Technology (General) > T58.6 Management information systems |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Mulyana Andika Pratama |
| Date Deposited: | 20 Jan 2026 06:15 |
| Last Modified: | 20 Jan 2026 06:15 |
| URI: | http://repository.its.ac.id/id/eprint/129701 |
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