Business Model Using Design Thinking Concept for Pet Industry in Indonesia
Widyanita Noviani1*, Leo Aldianto1
1 School of Business and Management, Bandung Institute of Technology, Bandung, Indonesia
*Corresponding Author: [email protected]
Accepted: 15 March 2023 | Published: 31 March 2023
DOI:https://doi.org/10.55057/ajrbm.2023.5.1.17
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Abstract: The COVID-19 pandemic that has been present since 2019 has had a significant impact on many aspects of human life. One of the business sectors that has thrived even in the midst of a pandemic is pet industry. The aim of this research is to identify possibilities for business growth in the pet industry. This study attempts to describe the consumer behavior of pet owners, the pain and gain associated with providing the needs of their pets, and the potential solutions to the challenges that are experienced by pet owners. The design thinking methodology and in-dept interviews with pet owners as persona were both used in this study.
The stages of design thinking method applied in this study include; understand, define, ideate prototype, and test. Based on this research a quick-commerce platform online app, called Petway apps is being offered to pet owners as a solution. The Petway apps provide solutions by addressing all of the pet needs, including providing original pet food brands, with fast delivery services to consumers’ homes at affordable pricing.
Keywords: design thinking, pet business, Covid-19, quick commerce
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1. Introduction
The impact of COVID-19, particularly on the business world, couldn’t have been predicted but has been an incredible learning experience. However, there are several niche markets or missing spaces in the digital marketplace that entrepreneurs can fill and consider pursuing, whether making an entrepreneurial. Debut or adapting the products and services that already offer to a changing marketplace (Ludwig, 2021).
A positive from the COVID-19 lockdowns was the significant spike in pet adoptions. As people sought companionship from dogs, cats, birds, and more while social distancing, shelters across the country saw a 700% increase in adoptions and fostering in 2020 compared to 2019.
To care for their new furry friends, many consumers are turning to online retailers and service providers. Pet products like homemade treats and toys are in high demand right now, as are online pet training classes. Channel your love of animals into pet-focused business that makes consumers’ and pets’ lives better.
The COVID-19 pandemic has also contributed to an increase in the amount of pets adopted, as people believe that pets can be their companions at home. A recent study found that having pets not only reduces boredom and loneliness, but it can also achieve better physical and mental
health. Based on Letter One data, recently published a new study that shows that having pets like cats and dogs has a positive effect on up to 50% more people than those who do not have pets. The study was created by analysing 139 groups of data from various countries around the world. Researchers link the data to various health conditions in pet owners, including cardiovascular, physical health, mental health, and welfare. As a matter of fact, the pet care market has grown rapidly because they require constant monitoring. A significant portion of the budget is allocated to pet food.
Indonesia is one of the rapidly emerging South-Asian economies, and the growth is fuelled by the rapidly increasing urbanization and industrial rate, this demographic change is very crucial to the future growth of the pet food market. The humanization of pets has become a new trend in the Indonesian household. This was further boosted by increasing single-populations who preferred to have a pet companion along with them. Larger low middle-income group Indonesian populations are favouring the growth of economic pet foods. The major constraint offered by the region is that owning a dog is a limitation among the Muslim population of Indonesia, which comprises 86.7% of the total population, according to the World Population Review. A larger car population can be witnessed in the country compared to the dogs. The rise in internet sales and the growth of e-commerce are important in convenience-oriented pet food market.
Indonesia is one of the fastest-growing economies in South Asia, and its growth is being fuelled by rapid urbanization and industrialization. This demographic change is critical to the pet food market’s future growth. Pet ownership is on the rise among the millennial generation on all continents. Shifting cultural landscapes, combined with high rates of loneliness, are prompting the younger generation to have pets as a source of companionship. According to the Indonesian Pet Food Association, the sector is growing at a rate of 20% per year, with Java reporting for 60% of the market, home to the capital Jakarta and other major cities.
2. Literature Review
Design and design thinking have been acknowledged as bringing significant benefits for business and management, and there are an increasing number of higher education programs providing design thinking to managers, executives, and business students. However, there is considerable ambiguity regarding possible directions due to the variety of definitions of design thinking and the breadth of perspectives (Brown, 2008).
Design thinking can be described as “a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity” (Brown, 2009, p.
86). Design thinking is generally referred to as “applying a designer’s sensibility and methods to problem solving, no matter what the problem is ... a methodology for problem solving and enablement” (Lockwood, 2010, p. xi). More recently, design thinking has moved from product and process design to a key factor in company strategy (Bucolo & Matthews, 2010; Carlopio 2009).
Design thinking applied to business strategy and business transformation is sometimes described as integrative thinking (Cooper, Junginger, & Lockwood 2010; Martin, 2009). This approach to design thinking centres on innovation and business transformation, the discovery of unmet needs and opportunities, and the creation of new visions and alternative scenarios. A
core element of design thinking is its ability to capture new knowledge, whereby practitioners might differ in their technique and tools (Bucolo & Matthews, 2010).
A. Empathize
The first step of design thinking method is to understand the customers. The development of products or services starts with understand the customers first. In this research, researchers try to get empathy understanding from the respondent through questionnaire, and then conduct in- depth interview with the respondents. Researchers got a lot of insight based on the questionnaire and in-dept interview from the respondents, and then divided the result into several group based on characteristic of the customers.
B. Define
Persona is a description of ideal end-users. It describes the behaviours and motivations of real users. Persona description was based on research and not by an assumption (Cooper, et.al, 2014). Persona was helpful to empathize and understand users’ perspective of their problems (Luchs, et.al, 2016). The selected person represents a fictitious person with individual characteristics that represent the target group (or part of it) of the innovation. However, one should not put together an average persona, but rather concretize different personas with actual data. It is recommended to represent different persona with different functions in the buying process (Rotterberg, 2018).
C. Ideate
Ideation is the process to respond pain and gain of the customer. The method used in ideation was brainstorming among founders to interpret customer insight to concept that can be built.
The product must have trifecta of innovation, they are desirable solution, feasible solution, and profitable solution (Brown, 2009).
SCAMPER is a further development of the well-known Osborn checklist. Alex Osborn, a brainstorming expert, developed in collaboration with Sidney Parnes one of the first approaches. To the creative problem-solving process. For ideation, the Scamper method uses along with brainstorming. SCAMPER. Is an acronym and stands for the terms:
SCAMPER = Substitute, Combine, Adapt, Modify, Put to other uses, Eliminate, Rearrange.
D. Prototype
Prototyping is an important element of design thinking. It encourages us to test functions and solutions in reality, in conjunction with the desire to learn from users how to improve an offer on an ongoing basis. For this to succeed, all those involved in the process must keep an open mind so an idea can be changed or discarded. What is crucial here is the willingness to make radical changes. With a prototype, an idea is brought into form that allows potential users to experience and evaluate it. The focus of prototyping is always on learning. The added value of individual functions, a new product or the result of a customer interaction can be tested with a prototype. Thus, we come to the third principle of prototyping; it’s never-ending story, means to iterate, iterate and iterate still again.
E. Test
Testing is an essential step in the design thinking process. Not infrequently, decisive change proposal appears during this phase that could enhance the quality of the end result substantially.
In particular, the fresh views of the people who were not involved in the development of the
prototype and thus are much freer in their assessment can pay off quite well in the end. They can see prototypes through the eyes of a customer or user.
Conceptual Framework
Conceptual framework used to propose business model for pet industry in Indonesia, that can be seen in this following figure:
This study aims to find business model for pet industry in Indonesia based on customer needs.
The basic theory that been used in this research is 5 stages of design thinking in focused on business development. At the end of these stages, a list of alternative business model for pet industry will be obtained. The results of this study are expected to be able to achieve research objective and can be used as recommendations for the implementation.
3. Research Methodology
3.1 Research Design
The methodology used in this study is qualitative research, due to collecting qualitative data from sample of population. This method is also chosen because it can explore information well.
Many techniques can be carried out as qualitative approaches such as interviews, focus group discussion or direct observation.
Literature research was conducted on several theories, so this study has a strong basis for accountability. Literature research on design thinking, and business model analysis are the literature learned to solve the problem in this study. Qualitative research was also conducted through in-depth interview to gather the data. At the end of this study, a business model canvas was conducted to validate the result of the business model for pet industry. Through this combination of methods, it is expected that the business issue can be resolved properly.
3.2 Data Collection Method(s)
Customer profiling and segmentation is used to understand the behaviour of customers and acts as the guide to help reach a company’s ideal customers. The customer is given the utmost importance in this system, and the business develops around the company (Upadhyay et al., 2016).
Based on the data conducted in December 2022, questionnaire had been shared to respondents, and there are 99 respondent that fill in the questionnaire. In this research, customer identification will be based on the demographic, age, type of job, amount of spending per month, type of pets, number of pets, amount of spending for pet’s needs per month.
This research will be using primary data, by in-depth interviews through face-to-face meetings, both online and offline interviews with the persona of end-customers.
Based on the 99 respondents that participated in the survey, 52.5% of respondents were interested to further interviews. And based on the profile of the respondents, the interview's findings identified four distinct market categories that can be grouped as follows:
A. Type 1, a pet owner who lives in the city, is a millennial pet owner who is willing to spend money on his animals' wellbeing and diverse demands.
B. Type 2, used to describe a pet owner who merely provides for their pet's essential necessities, such as food and sand.
C. Type 3, a pet owner with more than 10 animals, typically just purchases items for their pets' necessities, such food and sand.
D. Type 4 are pet owners who raise animals out of a social conscience to protect animals on the streets. As a result, they are willing to care for pets in shelters and provide access to animal adoption services. This group also frequently accepts donations from donors to cover the daily operating expenses of the animals.
After analysing the various types of pet owner categories from respondent feedback, this study focuses on the Type 1 category as the target consumer. The data collected from the questionnaire then used to determine the persona of the project, the persona’s based on the data are:
These customer personas are based in the big city, Jabodetabek area, who are millennials. All of them are having pet, with cat, dog, and bird as their pet. They also considered their pets as family members and spend IDR 1 – 5 million/ month for their pets’ needs.
3.3 Data Analysis Method(s)
This study focusing on the customer pet industry using design thinking framework which are including the 5 stage of design thinking; empathize, define, ideate, prototype and test step. For each of step, there are analysis method that specifically used, for empathize step, researchers using in-depth interview method to the users of pet industry. Then, for the define step, researcher exploring the problem using jobs-to-be-done framework, pains, and gains from the potential customers. And for ideate stage, in this study using SCAMPER tool, specifically Adapt tool. Next stage is prototype stage, using digital design quick commerce apps. The last stage of the design thinking framework is test stage, this stage using feedback grid for the data analysis.
4. Business Analysis and Solution
4.1 Analysis 4.1.1 Empathize
The development of products or services starts with understand the customers first. In this research, researcher cannot use their assumptions because at this stage, researchers must focus on the target customers as a research canter, researchers tries to get empathy understanding from the respondent through questionnaire through Google Form and then conduct in-depth interview with the respondents. Researchers got a lot of insight based on the questionnaire and in-depth interview from the respondents, and then divided the result into several group based on characteristic of the customers.
Lists of questions category on the in-depth interview
Introduction General information about user Actual beginning General information about main topic Create reference Explore about user experience
Grand tour Deepen other critical topics, refer to tangible and emotional facts Pain Explore problems that faces by the respondents
Reflection Summarize the main points from researcher point of view XX
• Millennials, 30-35 y.o.
• Graduate student, freelancer
• Jakarta area
• Cats
XYX
• Millennials, 30-35 y.o.
• Middle manager
• Tangerang area
• Cats
XYX
• Millennials, 30-35 y.o.
• Middle manager
• Jakarta area
• Dogs, Bird
According to Luchs et al. (2015), personas are a representative of ideal or prototypical end users, based on behaviors and motivations of actual people. Customer grouping is conducted based on personas prior to the interview process. Personas are useful characters that enable researchers in understanding the target consumers and users of goods and services. In this study, personas are created by categorizing target customers based on their responses to a questionnaire. Based on target consumers' spending on pet products and their aspirations to own pets, customer behaviour and channel considerations, each persona represents those customers. It is anticipated that the respondents' personas will provide a variety of perspectives that can be utilised in next discussions to find solutions to their problems. With limited time and resources, it will be critical to pick just one beachhead market and deselect all other persona categories. Researcher need to focus all of the sales and marketing resources on one target.
Winning in this one segment, then researchers can continue to leverage the business opportunity in other segment categories.
4.1.2 Define A) Jobs-to-be-done
Define step conducted using jobs-to-be-done frameworks. In this framework, with a conversational mindset, there would be seen properties of the products. through a customer survey, we will find out that the new properties are popular. The jobs-to-be-done framework focuses instead on a change of behaviour and on customer needs. Jobs-to-be-done framework consists of these steps; When, I want to, and So I can.
Jobs-to-be-done framework
Based on the in-depth interview with personas, these below following jobs-to-be-done :
Respondent A
1. When : pet food at home is out of stock
2. I want to : feed my pets as soon as possible with the pet food that usually consumed by his pets
3. So I can : get the pet food as fast as possible with certain brand of pet food that usually used
Respondent B
1. When : I want to restock pet food at home
2. I want to : make sure that the product that I buy original with affordable price
3. So I can : get the pet food with original product and with this she make sure the health of her pets, and with affordable price, she can save her money
Respondent C
1. When : Browsing on the e-commerce while looking for pet’s need, mostly pet food 2. I want to : make sure that I can find the nearest store (online store)
3. So I can : get the products as soon as possible with cheaper delivery cost
Based on the data above, the researchers could define the customer jobs, customer jobs describe what customers are trying to do to complete their tasks. In this study, their jobs were to find the needs of their pets, especially pet food in certain moments. The results of the previous interpretations have been collected. Into these following table :
No. Customer Jobs
1. Buy pet’s needs, mostly pet foods 2. Find the products
3. Find in the pet shop or e-commerce
4. Find the certain product that fits with budget 5. Check the product stock
6. Check the delivery cost (if they buy online) 7. Wait for the products to arrive (if they buy online)
There are 7 customers jobs generated, each representing a different job that is usually done by the customer.
B) Pains
Pains describe bad outcomes, risks, and obstacles related to customer jobs (Osterwalder, 2014).
In their statement, each customer has different pain and it is possible if the customer A does not feel the pain by the customer B and vice versa. Or maybe the pain that customer B feels is a gain for customer C. The results of the previous interpretations have been collected into the following table :
No Pains
1. Out of stock of pet foods 2. Can’t find the item
3. Over budget/limited budget 4. Untrusted seller
5. Non-original product 6. Choose different seller 7. Comparing the price 8. Forgotten
9. Sudden needs 10. Seller far away 11. Limited time
The list of customer pains leads the researchers to discuss more about what could be the solution they want to offer to the customers as pain reliever or business solutions.
C) Gains
Gain describes the outcomes customers want to achieve or the concrete benefits they are seeking (Osterwalder, 2014). In their statement, each customer has a different gain and it is possible if the customer A does not feel the gain felt by the customer B and vice versa. The results of the previous interpretations have been collected into the following table:
No Gains
1. Enough stock of pet’s needs 2. Easily find the item
3. Affordable price 4. Trusted seller 5. Original product
6. One stop solution platform/apps 7. Easy reminder feature
8. Fast delivery 9. Deliver to your home 10. Easy to access
The list of customer gains lead the researchers to discuss more about what could be the solution they want to offer to the customers as gain gainer or business solutions.
4.2 Business Solution 4.2.1 Ideate
Based on the data that came from understand and define steps, the researcher using SCAMPER (Substitute, Combine, Adapt, Modify, and Put to Other Uses) method, specifically in Adapt tool to generate the idea to offer to the customers is to make an apps or website that can help customers get the pet care products faster, more affordable with original quality of the products.
Adapt tool is determine what else something suggests or what we might copy. To generate more ideas while brainstorming, probing questions for Adapt tool using these questions list:
• What might we change or do differently?
• What else is this like?
• What else does this remind you of?
• What might you copy?
Based on existing e-commerce that usually using by pet owners and following above list of questions, the researchers made the Adapt tool for the 3 alternatives as following below:
Alternative 1:
One Stop Solution Pet Products and Services adapted from Halodoc application. Halodoc application is a secure health-tech platform with a mission to simplifying access to healthcare by connecting millions of patients with licensed doctors, insurance, labs, and pharmacies in one simple mobile application. Halodoc’s innovative technology, nimble services, and patient focus enable host of solutions including 24/7 doctor tele consultation via chat, voice or video, medicine purchase and delivery, lab services at home, and strong customer support.
Adapt from Halodoc mobile application, Alternative 1 for the ideation is to adapt the services that provide by the mobile apps, to gather all pet shop and pet clinic based on the area category, provide online consultation with veterinarian, and also provide purchase pet products online and delivery to the customers. Then, based on these services, the researchers combine the pains of list customer pains and this Alternative 1 as the solutions:
No Pains Gains Solutions
1. Out of stock of pet foods Enough stock of pet’s needs ✓
2. Can’t find the item Easily find the item ✓
3. Over budget/limited budget Affordable price ✓
4. Untrusted seller Trusted seller ✓
5. Non-original product Original product ✓
6. Choose different seller One stop solution platform/apps ✓
7. Comparing the price Best deal of price ✕
8. Forgotten Easy reminder feature ✕
9. Sudden needs Fast delivery ✓
10. Seller far away Deliver to your home ✓
11. Limited time Easy to access ✓
Alternative 2:
One stop solution pet-commerce adapted from business model of e-commerce, such as Shopee and Tokopedia, which popular mobile platform based in Southeast Asia that originally began as a consumer-to-consumer (C2C) platform before developing business-to-business (B2B) marketplace serving customers throughout the region. This online marketplace also connects businesses by allowing their users to buy and sell products. Consumers interested in products such as electronics, fashion, appliances, pet supplies, and many more. Purchases can be made on both the regular e-commerce platform and the mall product, and will only list high quality, authorized brand name products. Technically, anyone with a product inventory can start selling on the e-commerce.
Based on these services, the researchers combine the pains of list customer pains and this Alternative 2 as the solutions:
No Pains Gains Solutions
1. Out of stock of pet foods Enough stock of pet’s needs ✓
2. Can’t find the item Easily find the item ✓
3. Over budget/limited budget Affordable price ✓
4. Untrusted seller Trusted seller ✕
5. Non-original product Original product ✕
6. Choose different seller One stop solution platform/apps ✕
7. Comparing the price Best deal of price ✕
8. Forgotten Easy reminder feature ✕
9. Sudden needs Fast delivery ✓
10. Seller far away Deliver to your home ✓
11. Limited time Easy to access ✕
Alternative 3:
One stop solution website in this Alternative 3 provides pet shop, pet clinic, day care, playground, pet salon, pet hotel and also pet training. The website can access anytime anywhere through official stores that collaborate with. This Alternative 3 adapt from exixting pet website, namely Pet Kingdom that collaborated with e-commerce like ruparupa, Tokopedia, and Blibli to sell their products and services. The website not only focus on the products and services, but also became the media for pet information in short articles, infographics, pet events and exhibitions, pet bazaar, and also pet communities.
Based on these services, the researchers combine the pains of list customer pains and this Alternative 3 as the solutions:
No Pains Gains Solutions
1. Out of stock of pet foods Enough stock of pet’s needs ✓
2. Can’t find the item Easily find the item ✓
3. Over budget/limited budget Affordable price ✓
4. Untrusted seller Trusted seller ✕
5. Non-original product Original product ✕
6. Choose different seller One stop solution platform/apps ✕
7. Comparing the price Best deal of price ✕
8. Forgotten Easy reminder feature ✕
9. Sudden needs Fast delivery ✕
10. Seller far away Deliver to your home ✓
11. Limited time Easy to access ✓
These are 3 alternatives generated from the ideation stage to become a business solution for customer pains and gains. Then the researchers continue the next stage of ideation step, through the “important and urgent matrix” as follows:
Using this “important and urgent matrix”, researchers focus on what in the quadrant “high, now” to develop the prototype. And based on the pains and gains that important and urgent for the customers are these points below:
• Original product
• Affordable price
• Easy and fast delivery
And using the combination of the alternatives, the ideation that would focus on the most important and urgent matrix would be in the form of quick commerce apps. Quick commerce aims to deliver within hours, while e-commerce refers to online purchase, or sale, of a good or service, which can take 3-4 or longer days to deliver.
4.2.2 Prototype
Based on the ideation stage, target customers preferred services that can accommodate their needs to get more affordable product, with original product guarantee, and also can easily deliver fast to their home. With this insight, then researcher modify the ideation into the prototype as below:
This is the interface of the apps that with simple but lively design that customers can offered one stop solution for customers to but their pet’s needs in one complete apps that offered original products guarantee, product with affordable prices, and fast delivery (2 hours maximal delivery) to their front door.
Quick-commerce model as proposed business solution for the pains and gains customer described in the following business model analysis:
1. Market Segment
Market segment in this research are urban millennials who lived in big cities in Indonesia, especially in Jabodetabek area, who has pets, and considered their pet as family member.
The SES of the target consumers is in A class, and they’re spend IDR 1 - 5 million/month for their pets’ expenses.
2. Value Proposition
In this research, value proposition of the offered solutions is apps that provides guaranteed original pets’ products offered original products guarantee, product with affordable prices, and fast delivery (2 hours maximal delivery) to their front door.
3. Revenue Model
E-business firms generate revenues through subscription fees, advertising fees, and transactional income (including fixed transaction fees, referral fees, fixed or variable sales commissions, and mark-up on direct sales of goods).
4. Growth Model
The growth model of the Petway apps, are to collaborate with Brand to grow their business.
Another strategy is to offer flexible payment options to manage cashflow and promoting higher average order value.
A business model that represents the basic thought about how an organization create, give, and grab values. According to Osterwalder and Pigneur (2012), a business model represents content, structure, and transaction management designed in such a way so that it can create values through the exploration of business opportunities. Business model canvas is also used to describe, visualize, evaluate, and change the business model. The following is the description of business model using business model canvas:
4.2.3 Test
In the Testing stage, held in December 2022, by inviting around 30 pet owners, and 10 of them are potential users, in workshop session. The researcher using Feedback Grid, getting feedback from the users and customers are crucial in delivering a great user experience for the products or services. The simple feedback grid makes it easier to capture insights and categorize them into likes, dislikes, questions, and new ideas so you can incorporate them into the next iteration.
The Feedback Grid is a method to gather feedback in a structured grid, that is documented along the way. It is based on four quadrants labelled with easy-to-understand symbols, that are used as categories for the feedback. This method divided into four quadrants:
• Likes, positive feedback
• Wishes, constructive negative feedback
• Questions, questions about the experience
• Ideas, ideas that sparked during the presentation
Based on the Testing stage result, there are many likes than wishes and questions, and the researchers also find the many insights and ideas from users that also can applicable in the next development of the quick commerce apps. Petway apps, the prototype that made by the researchers in this study, are maintained with a simple interface, features that are neatly organized with symmetrical boxes, easy one-click access, no advertisement that appear in pop ups. In the other way, the improvements made in these apps is to move the location feature to the first page and placing it at the top of the page so that it is easier to access, and determining the distance between locations, the estimated price of delivery costs, selecting the closest pet shop from users’ location. And to improve the promo feature more attractive and interactive in the top of the page so that it is more accessible to users. The ideas and questions that emerged and were discussed in the workshop session were used as the next development of the Petway apps, the additional services like pet grooming, pet clinics, and pet hotel might be provided in the next stage of Petway apps development.
According to the respondents’ feedback and discussions that followed, Petway apps already have the fuctionality that users are looking for when obtaining pet supplies, particularly pet food. However, there are still plenty of opportunities for new features to be added to Petway apps, such as demand for regularly updated articles or videos on animal care guidance, online vet consultation feature, pet grooming, pet hotel or pet day care features, community features that connect pet owners, and even services for pet training. This feedback is very valuable for the future development of Petway apps.
5. Conclusion and Recommendations
5.1 Conclusion
Based on this research, there are three research questions answered. First, the persona of the pet owners are millennials (age are ranged from 26 – 35 years old), living around Jabodetabek (Jakarta, Bogor, Depok, Tangerang, and Bekasi) area, they’re all have pet(s), and they’re considered their pet(s) as family members. They’re SES A (based on the data on their spend for pets’ needs in the range of IDR 1-5 million per month).
Second, in accordance with this research, pet owners frequently run out of pet food supplies, forget to buy pet food stock at home, and have difficulty finding the goods they need at the nearby pet shop and online retailer, particularly in periods of need. In the process of buying pet products, especially through online shopping, pet owners find it difficult to choose a store that provides pet products with brands and stock that suit their needs, compare prices between store,
and get original products. They are looking for items that are assured to be original, delivered quickly, and are cost effective.
Third, based on the persona of the pet owners and theit pain and gain, the solution offered to them is to create Petway apps. Petway is an online apps that provides pet products, including pet foods, with original products/brands, delivered quickly to their front door with competitive prices.
5.2 Recommendation
The recommendation for further research is to conduct marketing strategy to develop brand awareness of Petway apps as an online application that provides a complete range of pet products, with fast delivery features and competitive prices. In addition, more research is required to develop new Petway app services or product solutions that will address all of pet owners’ in pampering their pets.
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