Design Thinking Business Model Design for Magma Coffee Using a Design Thinking Approach

Abstract

This study aims to: (1) identify customer needs at Magma Coffee Bandasari using the Design Thinking approach, (2) design solutions to meet customer needs through a Business Model Canvas (BMC), and (3) test the feasibility of the developed business model. The research employs a qualitative approach using the Design Thinking method, consisting of Empathize, Define, Ideate, Prototype, and Testing stages. Data were collected through semi- structured interviews with respondents, including the business owner, customers, and business expert. Data analysis utilized Customer Persona, Jobs to Be Done, Empathy Map, Point of View, How Might We Questions, and Value Proposition Canvas tools. The findings indicate that primary customer needs focus on environmental comfort, productivity-supporting facilities, and meaningful visiting experiences. The developed business model emphasizes a more focused value proposition, sharpened customer segments, enhanced customer relationships through loyalty programs, and additional key activities such as events and community engagement. Business model testing shows positive results in Desirability (customer acceptance), Feasibility (gradual implementation capability), and Viability (sustainability potential). The Design Thinking approach proves effective in identifying customer needs and designing relevant business models for MSME coffee shops. The resulting business model can improve customer comfort, visit frequency, and revenue opportunities. Keywords: Design Thinking, Business Model Canvas, MSME, Coffee Shop, Customer Loyalty