ANALYSIS OF CUSTOMER REQUIREMENTS FOR AN ONLINE PET SHOP USING QUALITY FUNCTION DEPLOYMENT

• Main Author: Ahmad Prasetyo, Vivaldi
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70748
• Institution: Institut Teknologi Bandung

Pelihara is an online pet shop startup which is still undergoing market validation and has not been generating any revenue. This happens due to the fact that Pelihara has not been able to launch their online store because they also have not been able to develop a minimum viable product (MVP). To do this, the company needs to understand necessary features or quality goals that must be met by the MVP that they will offer to the market. Unfortunately, the company is not entirely sure on what the customers require from an online pet shop. Therefore, Pelihara needs to identify a way to understand customer requirements for an online pet shop and translate them into design characteristics that can serve as quality goals for the MVP. This study suggests that the company applies the quality function deployment (QFD) method using the house of quality (HOQ) framework in order to overcome the business issue. Thirteen customer requirements were analysed based on each of their importance level and improvement weights. The top six attributes which the customers view as among the most important while also having the most opportunity to be improved are free shipping, responsiveness for Q&A, technical product description, sales discount, customer review and product classification or categorisation. From there, the research results also present the prioritisation of sixteen design characteristics. The design characteristics in order of priority are dry food brand variants, wet food brand variants, rewards system for each customer review, routine product discounts, standard operating procedure for admin, description of returns policy, description of product composition, multiple payment channels, provide updates on order process, litter product variants, occasional shipping costs discounts, top selling brands for each product type, official phone contact for customer care, official email address for customer care, feature for product filter, and display product from different angles. These order of attributes should then enable the company to understand which quality goals are better to be addressed firstly than others when building an MVP to meet customer wants and needs.