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All Journal Deskomvis: Jurnal Ilmiah Desain Komunikasi Visual, Seni Rupa dan Media
Zuhreini Amanda
Bina Insani University
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UI/UX Optimization and Digital Promotion Strategy for Cigadung Tourism Village Website Zuhreini Amanda
Deskomvis: Jurnal Ilmiah Desain Komunikasi Visual, Seni Rupa dan Media Vol. 7 No. 1 (2026): Deskomvis: Jurnal Ilmiah Desain Komunikasi Visual, Seni Rupa dan Media
Publisher : Asosiasi Program Studi Desain Komunikasi Visual Indonesia (Asprodi DKV)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38010/deskomvis.v7i1.174

Abstract

This study aims to optimize user experience and strengthen digital promotion through the redesign of the website of Kampung Wisata Kreatif Cigadung (KWKC), Bandung City. The study addresses three interconnected problems: low public awareness of KWKC, suboptimal performance of its official digital promotion channel, and unequal representation of micro, small, and medium enterprises (MSMEs) on the existing website. Methodologically, the study applies design thinking (empathize, define, ideate, prototype, and test) supported by the AISAS model to translate user needs into a promotional information architecture. Data were collected through observation, interviews, literature review, benchmarking, and questionnaires. The initial needs analysis involved 153 respondents, while prototype testing involved 68 respondents. The redesign was developed around content completeness, navigational clarity, visual consistency, and equitable MSME representation. The evaluation showed that 77.94% of respondents rated the new visual display as highly attractive, 80.00% stated that the information they needed could be found easily, 78.53% reported that the features facilitated exploration, and 78.24% considered the photographs, videos, and information attractive and informative. In addition, 81.47% of respondents became more interested in visiting KWKC after viewing the redesigned website, and all respondents preferred the new design over the previous one. The contribution of this study lies in integrating UI/UX optimization, AISAS-based promotional logic, and CBT-oriented MSME visibility into a website design framework for a creative tourism village.
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