Motivating MSMEs Entrepreneurs through Gamified Digital Platforms: A Design Thinking Approach
Keywords:
gamification, design thinking, MSMEs, digitalizationAbstract
Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in driving local economic development; however, their growth is often constrained by limited access to technology and digital literacy. This study aims to design a user-centered digital marketplace, Sarana Desa (SaDes), to support rural entrepreneurs in marketing their products more effectively. The research adopts the Design Thinking methodology, consisting of five stages—empathize, define, ideate, prototype, and test—to ensure that the system design aligns with users’ real needs. Insights from interviews and empathy mapping reveal that rural sellers face difficulties in reaching broader markets, navigating digital platforms, and maintaining motivation in online business environments. Therefore, a gamification-based design approach is proposed to enhance user engagement and sustain seller motivation through mechanisms that encourage active participation, competition, and recognition. The study concludes that incorporating gamification elements within a simple and intuitive interface can improve user experience, build confidence among rural entrepreneurs, and foster sustainable participation in the digital economy.
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