Design Thinking Approach on development of digital application: a case study of FMCG company’s product compliance

Abstract

Population growth and changes in consumer demographics over time require fast moving consumer goods or FMCG company that produce consumer goods to keep innovating. Food market was forecasted to continuously increase between 2024 and 2029 by in total 85.1 million U.S Dollars while beauty and personal care segment projected to reach 10.89 billion U.S Dollars revenue by 2028. Product innovations that are carried out have to conform to regulatory provisions while also meet the required efficacy, quality and safety of the product. The process of fulfilling product compliance can be improved by utilizing technology through digital application. Creation of a digital application have to consider the usability aspect of the user. Design thinking is a method that has been widely used to create a product with human-centered approach and prioritizing the user aspect. Digital application created using a design thinking approach will be easy to use and improve the product compliance process so that companies can have competitive edge compared to competitors. This research is qualitative research that uses study case with design thinking approach. The data was collected by interview method and supplemented by observation method. Informant was five employees that involved in fulfillment of product compliance. Design thinking in this research includes 5 phases, namely empathize, define, ideation, prototype, test. These phases help map problems and formulate ideas to be made into functions or features. Based on the results of the analysis and exploration of ideas, a medium fidelity prototype application was produced which has 4 main menus integrated with 1 technical documentation system. The resulting prototype was tested using the system usability scale and obtained a score of 73.9 and usability rating of 26.6 out of 40 with both grade B-. Further research is expected in refining the prototype and further evaluation on the impact toward product compliance’s business process.