All of our discussions and progress were documented in Figjam.
< Empathy Stage >
Targeted User Group - B40 Ibu Niaga (B40 Woman Entrupreuner)
After knowing the targeted users, we have separated them into 2 targeted groups, which are B40 Ibu Niaga that sell things online and B40 Inu Niaga that sell things offline.
However, after conducting all of the interviews, we found out that the first 2 targeted groups that we set at the beginning might not be that suitable, so we decided to change the targeted group to B40 Ibu Niaga that sell products and B40 Ibu Niaga that provide services.
Interview and Transcript
To get to know what B40 Ibu Niaga needs, we have conducted an interview with them. Since my team need to interview 6 interviewees in total, as a team leader, I have to take part in interviewing 2 interviewees.
# Interviewee 1
My First Interviewee was a B40 Ibu Niaga that running her Ice cream and catering business, hence she belongs to our first targeted group, which is B40 women entrepreneur that sell products.
# Interviewee 2
My second Interviewee was a B40 Ibu Niaga that running a alteration shop, hence she belongs to our second targeted group, which is B40 women entrepreneur that provide services.
Affinity Diagram
After highlighting all the important/ related information, we transfer it into individual sticky notes and sort them into different clusters.
< Define Stage >
Problem Statement & How, Might, We (HMW)
In Week 4, our group participated in an in-class exercise where each member developed a problem statement and a "How Might We" (HMW) question based on the insights gathered from our assigned interviewee. This activity helped us identify key user needs and challenges, which were then synthesised into a consolidated problem statement and HMW question representing our two user personas.
This project helped me gain a deeper understanding of the challenges faced by B40 women entrepreneurs, especially micro-business owners. Through the interview sessions, I learned that many of them are not very familiar with digital tools and lack the marketing knowledge needed to effectively promote their products or services.
Throughout the research process, I learned the importance of empathy in design. Instead of relying on my own assumptions, I tried to view the situation from the users’ perspective and understand their real experiences and struggles. This approach helped our group identify the actual needs that could support the growth and sustainability of their businesses.
Working as a team was also an important part of the project. My teammates and I supported one another by holding regular discussions, tracking our progress, and refining our ideas together. This experience taught me how essential collaboration and communication are in achieving efficient teamwork and producing stronger outcomes.
Overall, the project gave me valuable insight into the workflow of a design project from research and ideation to solution development. It also showed me how thoughtful, user-centred design decisions can help increase visibility, confidence, and growth opportunities for micro-business owners.
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