USULAN STRATEGI PENINGKATAN PENGALAMAN PENGGUNA LAYANAN TRYOUT PT.XYZ DENGAN MENGGUNAKAN MODEL KANO DAN TRIZ

• Main Author: Rahmadya Sihdiba, Firza
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/73631
• Institution: Institut Teknologi Bandung

PT.XYZ is an educational application service platform that assist students in preparing for college entrance exams by providing practice services. In the recent academic year, PT.XYZ experienced a decline in user acquisition by up to 37.7% compared to the previous academic year, despite an increase in budget allocation of 50% for user acquisition. Upon further investigation, users expressed dissatisfaction experience regarding the use of PT.XYZ application services, especially during the pre-purchase phase or before product purchase. Based on this, a study was conducted by first illustrating the real experiences users had when using PT.XYZ application services through the customer journey map method. The results were the interactions between the company and users that are considered moments of truth or interaction that influencing users decision to continue using PT.XYZ services or not. The list of these moments of truth was then prioritized using the Kano model, resulting in three key moments of truth that formed the basis for the improvement. The improvement was carried out using the TRIZ method, and three design directions for improvement were identified: creating a list of alternative solution recommendations for the issues users face when using services, designing alternative awareness strategies without disrupting the tryout registration process for users, automating the verification process to reduce waiting time for manual payment verification, and designing alternative features that can be used by users apart from the main features to alleviate waiting time for payment verification.