Product Innovation Design of Freight Shipping Website Application on Maritime Transportation Using the Design Thinking Method

Abstract

Indonesia is a maritime country, and most logistics activities are by sea. Digitization is needed as a form of differentiation and competitive advantage in logistics services. The current condition of shipping through maritime transportation has several problems such as uncertainty of ship departure and arrival schedules, inability to monitor shipments, too long broker chains, unable to provide integrated multimodal transportation shipments between islands in Indonesia, and lack of public knowledge about available ship routes and schedules and selection of the most appropriate type of ship. An innovation is needed in this case that can become a platform to facilitate and visualize the delivery of goods using digital maritime transportation based on web applications. This research uses the three stages of the design thinking model proposed by IDEO: inspiration, ideation, and implementation. In developing a system, a prototype is needed, or it can be called a minimum viable product. At the implementation stage, there is a usability testing process that uses a feedback capture matrix and a system usability scale. The results of the research are in the form of a product with the hope of pioneering the use of comprehensive digitization and making it easier for customers to ship goods via maritime transportation.