Product Redevelopment for Mature E-commerce using User Experience Approach and Kansei Engineering (Case Study: Bukalapak)

Nabilah, Hanan Izzah (2020) Product Redevelopment for Mature E-commerce using User Experience Approach and Kansei Engineering (Case Study: Bukalapak). Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

In preparing highly competitive market among e-commerce in Indonesia, a company must be aware ready about when the product will be headed out to decline stage and then vanish from the competition. Innovation plays integral role in designing user experience as user experience focuses on the customer and their journeys that features need to be updated according to the change of user needs. Therefore, Kansei Engineering can be involved in the analysis of study. This leads to design feature as strategy to extend product’s life on maturity phase by capturing customer’s perspective through Kansei Engineering and User Experience approach to explore a breakthrough feature. The knowledge gain could be used by e-commerce as a strategy to extend the maturity phase before going to decline phase by implementing Kansei engineering into User Experience Design to recognize user needs on e-commerce. There are 32 words chosen from interview and literature. Derived from chosen Kansei Words (Special, Extraordinary, Uncrowded, and Well-known), the proposed featured is Try-On Feature and Personalized Quiz. The prototype is designed by using Adobe XD. User interface of the new feature is evaluated using SUS Questionnaire filled by 5 people. Three out of 5 respondents’ results score above 70 which is interpreted into acceptable system of the proposed feature. ======================================================== Dalam mempersiapkan pasar yang sangat kompetitif di antara e-commerce di Indonesia, perusahaan harus waspada terhadap kapan sebuah produk akan menuju tahap penurunan dan kemudian lenyap dari persaingan. Inovasi memainkan peran penting dalam merancang user experience karena pengalaman pengguna berfokus pada manusia sehingga fitur perlu diperbarui sesuai dengan perubahan kebutuhan pengguna. Oleh karena itu, Kansei Engineering dapat digunakan dalam analisis studi. Hal ini mengarah pada fitur desain sebagai strategi untuk memperpanjang usia produk pada fase kedewasaan dengan menangkap perspektif pelanggan melalui pendekatan Kansei Engineering dan User Experience untuk mengeksplorasi fitur terobosan. Pengetahuan yang didapat dapat digunakan oleh e-commerce sebagai strategi untuk memperpanjang fase kematangan sebelum menuju fase penurunan dengan menerapkan rekayasa Kansei ke dalam Perancangan User Experience untuk mengenali kebutuhan pengguna pada e-commerce. Terdapat 32 kata yang dipilih dari wawancara dan studi pustaka. Berasal dari Kata-kata Kansei yang dipilih (Special, Extraordinary, Uncrowded, and Well-known), fitur yang diusulkan adalah Try-On Feature and Personalized Quiz. Prototipe dirancang dengan menggunakan Adobe XD. Antarmuka pengguna fitur baru dievaluasi menggunakan SUS Questionnaire yang diisi oleh 5 orang. Tiga dari 5 responden menghasilkan hasil skor di atas 70 yang diinterpretasikan bahwa sistem yang diusulkan dapat diterima oleh pengguna.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Kansei Engineering, User Experience, E-Commerce
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions: Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User: Hanan Izzah Nabilah
Date Deposited: 19 Aug 2020 14:42
Last Modified: 19 Aug 2020 14:42
URI: https://repository.its.ac.id/id/eprint/79091

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