Product Detail Page Guidelines Berbasis Design Thinking untuk Toko Afiliasi Paragon di Marketplace Shopee

Abstract

The rapid growth of e-commerce requires online store owners to develop effective marketing strategies to maintain or increase conversion rates, one of which is through Product Detail Page (PDP) optimization. This study was prompted by issues found in Paragon's affiliate store on Shopee, such as poor visual quality, inconsistent product descriptions, and the absence of standardized upload procedures. The objective of this research is to design PDP Guidelines using the Design Thinking method to assist store owners and administrators in creating PDPs that are attractive, informative, and aligned with consumer needs and Shopee standards. This qualitative study applied the 6 (six) stages of the Design Thinking framework: understand, observe, define, ideate, prototype, and test, with data collected through interviews, observations, and questionnaires. Findings revealed that the main issues included the absence of visual and informational standards, as well as human resource limitations. As a solution, the PDP Guidelines document was developed, evaluated as highly valid by experts with score 84% and received positive feedback from consumers. The guidelines include visual standards, description templates, Shopee rules, and an upload checklist aimed at improving PDP quality and increasing store conversion rates on Shopee.