INOVASI MODEL BISNIS BERKELANJUTAN DENGAN PENDEKATAN DESIGN THINKING: STUDI KASUS RITEL FESYEN KECIL ZAHRAZIZA.MFO
DOI:
https://doi.org/10.35794/jmbi.v13i1.66078Abstract
Zahraziza.mfo is a small Muslim fashion retailer in Surabaya that has experienced a decline in performance since 2023 despite its transition to digital sales channels. An internal business model analysis revealed misalignments between several Business Model Canvas elements namely customer segments, value proposition, channels, key activities, and key resources with post-pandemic changes in consumer behavior. This study aims to redesign Zahraziza.mfo’s business model to become more adaptive and sustainable through a Design Thinking approach. The research employs interviews, observations, and the five stages of Design Thinking, empathize, define, ideate, prototype, and test to explore customer needs and validate proposed solutions. The results are embodied in a sustainable business model prototype that focuses transformation on key leverage points of the model, specifically the value proposition, customer relationships, and channels. The prototype generates four strategic solution clusters: strengthening digital experience and trust, developing a sustainable capsule collection, implementing gradual circular economy initiatives, and refining brand identity. These solutions are designed to realign the firm’s value creation logic with customer needs and meanings. The redesigned business model is considered more aligned with internal capabilities, market expectations, and sustainability principles, thereby providing a design framework that is aligned with Zahraziza.mfo’s long-term competitiveness and performance goals.
Keyword: Design Thinking, Business Model Innovation, Sustainable Business Model Innovation, Fashion Retail, Small Medium Enterprise.
References
França, C. L., Broman, G., Robert, K. H., Basile, G., & Trygg, L. (2017). An approach to business model innovation and design for strategic sustainable development. Journal of Cleaner Production, 140, 155–166.
Geissdoerfer, M., Bocken, N. M., & Hultink, E. J. (2016). Design thinking to enhance the sustainable business modelling process – A workshop based on a value mapping process. Journal of Cleaner Production, 135, 1218–1232.
Gibbons, S. (2018). Journey mapping 101. Nielsen Norman Group. https://www.nngroup.com/articles/journey-mapping-101/
He, J., & Ortiz, J. (2021). Sustainable business modeling: The need for innovative design thinking. Journal of Cleaner Production, 298, Artikel 126751.
Kurniawan, A., & Sunitiyoso, Y. (2024). New business model for sustainable retail company using design thinking concept. arXiv. https://arxiv.org/abs/2405.06193
Liedtka, J. (2000). In defense of strategy as design. California Management Review, 42(3), 8–30.
Lockwood, T. (2009). Design thinking: Integrating innovation, customer experience, and brand value (Edisi ke-3). Allworth Press.
Malhotra, N., & Birks, D. (2007). Instructor’s manual.
Moleong, L. J. (2022). Jenis dan pendekatan penelitian. Dalam Implementasi Program Pengurus Komisariat Korps Putri–Pergerakan Mahasiswa Islam Indonesia (Kopri–PMII) dalam Pemberdayaan Mahasiswi di UIN Suska Riau (hlm. 31).
Oulasvirta, A., & Hornbæk, K. (2016). HCI research as problem-solving. Proceedings of the CHI Conference on Human Factors in Computing Systems, 4956–4967.
Wattanasupachoke, T. (2012). Design thinking, innovativeness and performance: An empirical examination. International Journal of Management and Innovation, 4(1), 1–14.
Zhao, Y., Li, Z., Li, W., & Huang, Z. (2025). Developing an innovative design model for Xinjiang brocades based on design thinking. Thinking Skills and Creativity, Artikel 101780.
