p–ISSN: 2723 - 6609 e-ISSN: 2745-5254
Vol. 5, No. 10, October 2024 http://jist.publikasiindonesia.id/
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4481
Improvement of Livestock Product Delivery Services Using
Design Thinking
Mochamad Khilmi
Institut Teknologi Sepuluh November Surabaya, Indonesia
Email: [email protected]
*Correspondence
ABSTRACT
Keywords: chicken
farming; delivery; design
thinking; logistics; day
one chick.
PT. Charoen Pokphand Indonesia, the largest livestock
company in Indonesia, was established in 1972 as PT
Charoen Pokphand Indonesia Animal Feedmil Co. Limited.
Today, the company is expanding with a focus on livestock
activities such as broiler breeding, poultry slaughterhouses,
and packing, processing of meat and poultry products,
cultivation of broiler chickens, and a large trade in live
animals and chicken meat. This study aims to identify the
obstacles that occur in the process of shipping chickens, both
experienced by farmers and by chicken expedition
companies. In addition, this research also aims to improve
livestock product delivery services by applying the Design
Thinking approach. In the context of the livestock industry,
the delivery of products such as live DOC chickens requires
special handling, especially related to temperature and
humidity, considering the vulnerability of DOC chickens to
environmental changes. With a focus on partner logistics
companies PT. Charoen Pokphand Indonesia, namely CV.
Joint Work. The researcher included the Design Thinking
method. The results of this research are expected to make a
significant contribution to improving the quality of livestock
product delivery services, improving operational efficiency,
and providing a better experience for stakeholders.
Introduction
PT. Charoen Pokphand Indonesia is one of the largest livestock companies in
Indonesia. The company was established in 1972 under the name PT Charoen Pokphand
Indonesia Animal Feedmil Co. Limited. (Latifah, 2021).
In running its business, PT. Charoen Pokphand Indonesia has collaborated with
several logistics companies to make deliveries, especially in the delivery of DOC (day
one chick) live chickens to fostered farmers from PT. Charoen Pokphand Indonesia.
These DOC live chickens will later be bred by fostered breeders into broilers. (Ahtiainen
et al., 2022).
CV. Karya Bersama is one of the logistics companies that is a partner or partner of
PT. Charoen Pokphand Indonesia who is in charge of making deliveries. Currently, CV.
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Karya Bersama has 26 fleets that serve deliveries to all of Java, Bali, and parts of
Kalimantan. A management system is needed to support the fleet's journey with an
estimated 3-4 deliveries per week (Van Der Pijl et al., 2016).
In addition, DOC live chickens are a type of chicken that is still susceptible to death
in transit because the age of the chicken is only one day before being sent. DOC chickens
require special handling in delivery, especially in temperature and humidity (Domokos et
al., 2018). The duration of delivery also greatly affects the health of the DOC chickens.
The longer the duration of the trip, the greater the risk of death or weight loss that will be
experienced by chickens. Therefore, the supporting management system needs to be able
to track and monitor the location of the vehicle and the duration of the trip. (Kholis et al.,
2018).
The quality of logistics delivery also affects customer satisfaction, the service
provided to customers is the basic measure in logistics competition. Logistics delivery
management must also be well-organized (Marliana et al., 2024). Previous research
related to the design of a collaboration system for logistics service providers shows that
the use of management applications in logistics companies helps the business processes
that are run, thereby facilitating the monitoring process and ensuring constant service
quality. (Armiati & Choldun, 2020).
Relevant previous research has an important role in providing a more
comprehensive understanding of this research topic. Some relevant previous research
supporting this thesis is listed in Error! Not a valid bookmark self-reference..
Table 1
List of Relevant Previous Studies
Journal
Name
Heading
Result
Domain
Journal of
Informatics
Engineerin
g
Musirawas
(2022)
Mobile Web-
Based Doc
(Day Old
Chicken)
Chicken
Cultivation
Application.
The research produced a web-
based application that can be
used by chicken farmers to
obtain information about DOC
chicken cultivation and can be
used to calculate the estimated
cost of DOC chicken
cultivation.
Farm
Journal of
Physics:
Conference
Series
(2018)
Information
Systems Of
Logistic
Management:
a Case Study
Information System Logistic
Management (ISLM) is a
valuable technology that
companies use.
To evaluate the efficiency of
their company's operations as
well as the performance of
their staff.
Logistics,
Management
Logistics
Science
And
Engineerin
g National
UI/UX Design
Feature
Integration
with Logistics
in Creativity
UI Design The Integration
with Logistic feature in the
Krealogi Application is
designed to be enough to help
Logistic, Design
Thinking
Improvement of Livestock Product Delivery Services Using Design Thinking
Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4483
Seminar 6
(2021)
Applications
Using the
Design
Thinking
Method
users carry out more precise
supervision of their orders.
Based on the presentation of the problem written in the background above, the
problem can be formulated according to the design thinking phase as follows. (Riyanto
& Anto, 2022).
1. What is the empathy process and problem definition in the delivery of livestock
products?
2. How can the idea and development of a prototype application platform that can
overcome problems in the process of delivering livestock products?
3. How is the user experience study on the prototype of the delivery application platform
of the developed livestock product?
4. How is the evaluation of the livestock product delivery service based on the results of
the user experience study on the prototype through the user?
The purpose of this research is to identify problems that arise in the delivery of
chicken livestock in expedition companies, define features or services that can overcome
these problems through online application platforms, develop related solutions, and
design, build, and test platform prototypes with a Design Thinking approach to meet the
needs of stakeholders, such as chicken farmers, delivery companies, and breeding
companies, with the hope of improving user satisfaction, management, and supervision
in the chicken delivery process, including monitoring the health of chickens during
delivery.
Method
Background and Sample of Research
The research method involves a research sample consisting of several people who
work as chicken farmers and chicken delivery business owners. With the following
sample description: Table 2
Table of Chicken Farm Owners
Chicken Farm Owner
30 Respond
Online surveys
- Bogor
- Pasuruan
- Jombang
- Bali
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Research Stages
In the context of the research, researchers use the Design Thinking methodology to
understand users and identify relevant strategies for user needs.
1. Literature Studies
At this stage, the author conducts research on the literature that is by the thesis to
be worked on. The study of this literature is especially related to or related to livestock,
livestock delivery services, and related issues about livestock delivery services. This
literature can include papers, journals, related websites, previous theses, and other
literature. The results of the literature study give the conclusion that there are several
problem factors in the process of sending chickens.
2. Identify Problems (Empathize)
Problem identification is the process of defining a problem or challenge that needs
to be solved. At this stage, the process carried out is to conduct interviews and surveys
with questions that explore the problems experienced by expedition companies, breeders,
and chicken hatchery companies.
Results and Discussion
Stakeholder Typology
In understanding the persona of stakeholders, the researcher collected preliminary
data by conducting online surveys and interviews. Then a total of 36 farmers were
gathered and spread into the following areas:
Table 3
Table of Number of Respondents
It
Number of
Respondents
Farm Location
1
21 Respond
East Java
2
4 Respond
Central Java
3
7 Respond
West Java
4
4 Respond
Other
Next, the researcher also conducted interviews or in-depth interviews with several
chicken delivery expedition entrepreneurs in several regions in East Java, with most of
them having businesses for more than 5 years. Figure Figure 1 Shows a diagram of the
length of the expedition business (Legowo & Aditama, 2020).
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Figure 1 Diagram of the old expedition business
Stakeholder Personas
Based on the above data, the researcher can determine several personas used. Then
the persona was redeveloped through an online survey and in-depth interview process.
Persona of an Experienced Expedition Entrepreneur
This persona is taken from the stakeholder typology with the following provisions:
a. Have a minimum business duration of 2 years
b. Have a fleet of at least 5 units
c. Have a minimum of 10 experienced drivers
d. Have a roadworthy vehicle condition and complete papers
As for the results of in-depth interviews with the persona, the results of the persona
were obtained as follows:
Table Error! No text of specified style in document.
Results of Personas of Experienced Expedition Entrepreneurs
Experienced Expedition
Entrepreneur
Goal
1. Want the delivered DOC chickens can be
monitored in real-time to maintain quality.
- Minimum 2 years of business
2. Because the fleet is more, it is necessary to
have a fleet maintenance feature
- Have a minimum of 5
delivery fleets
3. Requires real-time fleet monitoring or tracking.
- Have a minimum of 10
drivers for delivery
- Have a roadworthy vehicle
condition and complete
papers
Frustration
- It is difficult to charge farmers, especially small
farmers.
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- It is difficult to know the fleet maintenance
schedule because there are many fleets.
- Difficulty in ensuring available drivers
- Difficulty knowing the applicable KIR schedule.
- Difficulty creating monthly reports on income
and expenses per month
From some of the personas above, the initial analysis of the researcher has several
obstacles that arise experienced by stakeholders, namely:
a. There needs to be an integrated and user-friendly system that can make payments more
easily
b. There needs to be a system that can monitor the journey of chicken seed delivery, this
is because there are several risks that arise if the chicken is delivered late such as
chicken seeds will be weak and even the death of chicken seeds.
Empathy Maps for Chicken Farmers
Figure 2 Shows the results of empathy maps from farmer personas based on the
results of interviews.
Figure 2
Empathy maps for farmers
Improvement of Livestock Product Delivery Services Using Design Thinking
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This empathy map was compiled by conducting interviews with several chicken
farmers, both small and large-scale farmers. In the interview, several complaints and
responses related to the current performance of chicken delivery were obtained. With the
caption on the image, pink is a positive response and yellow is a negative response or
complaint. (Andry & Loisa, 2019). Some responses that can be taken from the activity:
a. Some farmers complain that chickens arrive late
b. Farmers complained that there were difficulties in monitoring chicken shipments.
c. Farmers also compare the reputation of word-of-mouth delivery services.
d. Farmers consider that shipping costs will affect the profits they get.
Registration Menu
Figure 3 BRO-Ex application registration menu
Figure 3 BRO-Ex application registration menu Shows the registration menu there are
several menu flows, namely:
a. Landing page
The welcome page contains a button that shows the new user or the user who
already has an account.
b. The signup page used to register.
c. Phone number registration page to register a phone number.
d. Phone number verification page to verify your phone number.
Web Apps for Expedition Entrepreneurs
In the web application for expedition entrepreneurs, there are 4 main menus used,
namely the Dashboard Menu.
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Figure Error! No text of specified style in document.
Main dashboard display
On the dashboard menu, the features displayed are a summary of order monitoring,
a summary of vehicle tracking monitoring, and a summary of vehicle maintenance
schedule monitoring.
Testing
After the prototype stage, the prototype that has been made is then tested. This test
uses the Maze application, while the type of test carried out is usability testing. Usability
testing is a testing method used to measure how easily and efficiently users can interact
with a product or system. The goal is to identify usability issues and find ways to improve
the user experience. In addition, another benefit of usability testing is that finding and
fixing usability issues in the early stages of development can reduce the cost of more
expensive repairs later on.
The usability testing scenario of the mobile application for farmers will be carried
out as follows:
a. Enter the mobile application for farmers then register
b. After registration, the user will be directed to the login page, then the user will be asked
to log in according to the user and password that has been entered
c. Next, users will be asked to process the order.
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d. Then the next user will follow the order flow until payment is completed and
completed.
In determining success in this usability test, several factors must be considered,
including:
a. Exit rate is the percentage of users who leave the app compared to the total number of
users who view the page. This is an important metric in web analytics that provides
insights into user behavior and helps identify which pages are causing users to leave
the site.
b. Missclicked Rate is a metric used to measure the percentage of accidental clicks or
clicks a user makes on an element that is not the actual purpose of the click. In the
Maze application, the missclicked rate test is replicated using a heatmap test.
c. Average Duration refers to the measurement of the average time spent by a user
performing a task or using a feature on a website, app, or during a given experiment.
This method is often used in usability testing and performance analysis to understand
how effective and efficient a system or feature is in meeting user needs.
Survey Against Application Features for Chicken Delivery Entrepreneurs
Next, an online survey was also conducted for applications used for chicken
delivery entrepreneurs. The results of the survey are as follows.
a. Features to provide and view ratings and feedback on chicken delivery services
At this stage, researchers conducted an online survey to find out if the feature to
view ratings and feedback was helpful enough. Figure 5 shows the results of an online
survey related to this feature.
Figure 5
Results of online surveys on the rating and feedback feature of delivery services
It can be seen that from these results, 50% of chicken delivery service entrepreneurs
give a score of 8 which means that some of the respondents think that the feature is quite
helpful, while 16.7% choose the feature as very helpful to improve the quality of their
services.
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b. Order Information Feature
The next feature that is no less important is the feature to inform orders that have
taken place. Figure 6 shows that 33.3% of respondents think that this feature helps
chicken delivery entrepreneurs.
Figure 6
Results of the online survey for the order information feature that is currently taking
place.
c. Vehicle position and condition information feature
This feature functions to find out the position and condition of the vehicle through
GPS. Figure 7 shows that 50% of respondents agree that this feature helps chicken
delivery entrepreneurs to run their businesses.
Figure 7
Results of online survey features to find out the position and condition of vehicles.
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Conclusion
Based on the results of the study, it was concluded that this study successfully
identified various problems in the delivery service of livestock products, such as
uncertainty in delivery time, product damage during transportation, and customer
dissatisfaction. The application of the Design Thinking method is used to analyze and
design solutions to improve delivery services through the stages of empathy, problem
definition, ideation, prototype, and testing. The researcher also divided stakeholders into
four customer personas, namely Small Farm Persona, Large Farm Persona, Beginner
Expedition Entrepreneur Persona, and Experienced Expedition Persona. Based on in-
depth interviews with stakeholders, various obstacles were found in the livestock delivery
business process, such as difficulties for farmers to monitor chicken shipments, delays in
delivery, delays in payments by farmers, concerns of delivery service companies related
to the loss of travel documents, and difficulties in monitoring travel schedules and fleet
maintenance in companies with a fleet of more than five units.
To overcome these obstacles, several creative solutions were proposed, including
the development of web and mobile applications with GPS trackers to monitor chicken
shipments, digitization of documents such as bills and road letters, and an application
equipped with monthly reports for billing recapitulation. Prototypes of these ideas were
developed using the Figma app, and prototype testing through usability testing showed
that some components needed to be improved, such as user click errors and the need for
further iterations until the user error rate was lower than 30 percent. The conclusion shows
that the Design Thinking method can be applied well in the chicken delivery business
process, but further coordination with stakeholders is needed to understand the needs and
problems, as well as continuous iteration of the prototype until it is ready for use.
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