Enhancing the Visibility of Handicraft-Based MSMEs through Strategic Web Design

Atifa Raidatun Nisa; Ellya Zulaikha

doi:10.56741/jmsd.v4i03.1223

Authors

Atifa Raidatun Nisa
6047231001@student.its.ac.id
Institut Teknologi Sepuluh Nopember https://orcid.org/0000-0003-3414-2579
Ellya Zulaikha Institut Teknologi Sepuluh Nopember https://orcid.org/0000-0002-8150-7772

DOI:

https://doi.org/10.56741/jmsd.v4i03.1223

Keywords:

Creative Industry, Design Thinking, Digital Platform, Handicraft MSMEs, Shibori Workshop

Abstract

This study aims to develop a strategic web design approach for micro or small enterprises focusing on workshop-based creative industries, using FGH (an enterprise specializing in handcrafted shibori techniques) as a case study. The research adopts a design thinking approach, encompassing five stages: empathize, define, ideate, prototype, and test. Data were collected through interviews and observations involving the business owner and potential customers. Two key personas emerged: “The Curious Creative” and “The Craft Entrepreneur,” with the design focus on the latter. During the define stage, user needs were synthesized using the empathy map, Customer Journey Map (CJM), and Value Proposition Canvas (VPC). The ideate phase involved collaborative brainstorming sessions guided by the five dimensions of experiential marketing: sense, feel, think, act, and relate. Ideas were then validated with stakeholders for relevance and feasibility. The findings reveal a demand for a digital platform that not only provides workshop information but also supports learning processes, community engagement, and access to an alumni marketplace. This research contributes to understanding user-centered digital strategies for creative micro-enterprises, particularly those offering experiential-based services.

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Author Biographies

Atifa Raidatun Nisa, Institut Teknologi Sepuluh Nopember

is a Master's degree in Innovation and Technological Systems at the School of Interdisciplinary Management and Technology, Institut Teknologi Sepuluh Nopember (ITS), Surabaya, Indonesia. She holds a bachelor's degree with a focus on Bioenergy and Chemurgy Engineering from Institut Teknologi Bandung (ITB), Bandung, Indonesia. Her academic interests center around the integration of natural materials into the creative industry, combining technological innovation with sustainable practices. She is currently developing a micro-industry in the creative sector, focusing on textile production using the shibori technique, while introducing innovations through an experiential marketing approach in this industry. (email: 6047231001@student.its.ac.id).

Ellya Zulaikha, Institut Teknologi Sepuluh Nopember

is an Associate Professor in the Department of Industrial Product Design at Institut Teknologi Sepuluh Nopember (ITS), Surabaya, Indonesia. She earned her Bachelor’s degree from ITS, her Master’s from Institut Teknologi Bandung (ITB), and completed her Ph.D. at Queensland University of Technology in Brisbane. Her core expertise includes participatory design, user behavior, and industrial design research, with a strong focus on empowering rural craftspeople and integrating community-centric methods in design projects. She leads the Human Centered Design laboratory and regularly teaches courses in Design Thinking, Design Methods, Product Creativity, and Professional Ethics. Her research contributions span sustainable design, gamification in e-commerce, environmental planning, and educational game evaluation. Recent publications include studies on spatial design to mitigate vandalism in urban parks, the effect of gamification on e-commerce behavior, and visual identity in higher education institutions. Her work demonstrates a strong orientation towards user-driven innovation and real-world societal impact. (email: ellya.zulaikha@its.ac.id).

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