Sausan, Haifa (2026) Penerapan Design Thinking Dalam Redesign Antarmuka Pengguna Website Brand XYZ Untuk Meningkatkan Usability Dan Kepuasan Pengguna. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini bertujuan untuk mengembangkan ulang antarmuka pengguna website Brand XYZ menggunakan pendekatan Design Thinking guna meningkatkan usability dan kepuasan pengguna loyal. Permasalahan awal penelitian berangkat dari rendahnya kontribusi penjualan website dibandingkan marketplace, yang disertai performa teknis yang belum optimal seperti waktu muat halaman yang lambat dan tingkat bounce rate yang tinggi. Tujuan penelitian meliputi identifikasi kendala pengguna sebelum redesign, perancangan solusi desain berbasis kebutuhan pengguna, serta evaluasi perubahan usability, kepuasan pengguna, dan performa website setelah desain baru diterapkan. Hasil tahap empati menunjukkan bahwa meskipun setiap segmen pengguna memiliki karakteristik yang berbeda, kebutuhan utama dapat dikelompokkan ke dalam tiga fokus. Pertama, aspek kualitas sistem yang mencakup kecepatan akses, stabilitas proses checkout, dan kenyamanan penggunaan pada perangkat mobile. Kedua, aspek kualitas informasi yang meliputi kejelasan detail produk seperti size chart, ketersediaan stok, serta akurasi filter produk untuk mempermudah proses pencarian. Ketiga, aspek inovasi fitur seperti loyalty program, fitur mix and match, serta konten interaktif yang berperan dalam meningkatkan engagement pengguna. Hasil usability test pra-redesign menunjukkan hambatan pada navigasi dan alur belanja, dengan rata-rata waktu penyelesaian tugas sebesar 108,2 detik, skor kemudahan pencarian 2,5, kejelasan informasi 3, dan kemudahan alur belanja 3,2. Setelah redesign diterapkan, seluruh indikator usability meningkat, dengan waktu penyelesaian tugas menurun menjadi 66,3 detik, skor kemudahan pencarian 4,4, kejelasan informasi 4,6, serta kemudahan alur belanja 4,6. Skor kepuasan pengguna berdasarkan ACSI juga meningkat dari 44,42 menjadi 80,53. Evaluasi performa website selama dua bulan pasca-redesign menunjukkan perbaikan teknis dan perilaku pengguna, ditandai dengan waktu muat halaman sebesar 1063 ms, penurunan bounce rate menjadi 41,12 persen, serta peningkatan add to cart rate dan conversion rate. Hasil penelitian ini menunjukkan bahwa redesign website berbasis kebutuhan pengguna melalui pendekatan Design Thinking mampu meningkatkan usability, kualitas interaksi, dan memperkuat peran website sebagai kanal penjualan Brand XYZ.
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This study aims to redesign the user interface of the Brand XYZ website using the Design Thinking approach in order to improve usability and satisfaction among loyal users. The research was motivated by the low contribution of website sales compared to marketplace channels, accompanied by suboptimal technical performance such as slow page load time and a high bounce rate. The objectives of this study include identifying user problems prior to redesign, developing design solutions based on user needs, and evaluating changes in usability, user satisfaction, and website performance after the implementation of the new design. Findings from the empathy stage indicate that although each user segment has unique characteristics, prominent needs can be classified into three main focuses. First, system quality aspects, including access speed, checkout stability, and mobile usability, are critical concerns across all segments. Second, information quality aspects such as clear product details, size charts, stock availability, and accurate product filters are essential to support the product search and decision-making process. Third, feature innovation aspects such as loyalty programs, mix and match features, and interactive content serve as differentiating factors that strengthen user engagement. Pre-redesign usability testing revealed significant obstacles in navigation and shopping flow, with an average task completion time of 108.2 seconds, search ease score of 2.5, information clarity score of 3, and shopping flow ease score of 3.2. After the redesign, all usability indicators improved, with task completion time reduced to 66.3 seconds, search ease increased to 4.4, information clarity to 4.6, and shopping flow ease to 4.6. User satisfaction measured using the ACSI model also showed a substantial increase, from an average score of 44.42 before redesign to 80.53 after redesign. Website performance evaluation over a two-month period after redesign demonstrated technical and behavioral improvements, indicated by a page load time of 1063 ms, a decrease in bounce rate to 41.12 percent, and increases in add to cart rate and conversion rate. These results indicate that a user-centered website redesign based on the Design Thinking approach effectively enhances usability, improves interaction quality, and strengthens the role of the website as a sales channel for Brand XYZ.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | usability, desain website, kepuasan pengguna, Design Thinking, pengalaman pengguna, usability, website design, user satisfaction, Design Thinking, user experience |
| Subjects: | T Technology > TK Electrical engineering. Electronics Nuclear engineering > TK5105.888 Web sites--Design. Web site development. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Haifa Sausan |
| Date Deposited: | 27 Jan 2026 07:43 |
| Last Modified: | 27 Jan 2026 07:43 |
| URI: | http://repository.its.ac.id/id/eprint/130799 |
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