Integrating Generative AI in Design Thinking Entrepreneurship: Enhancing Prototyping processes for BECEK Raincoats (2024)

The goal of this study is to improve the BECEK Raincoat brand by incorporating feedback from users such as Joko, a fashionable Malang motorcyclist with distinct functional and aesthetic preferences. Using empathy mapping and the AEIOU framework, we discovered several concerns about existing raincoats, including their impracticality and lack of aesthetic appeal. Interviews and AI evaluations confirmed the necessity of raincoats that possess functionality, durability, style, and user-friendliness. Our research findings inform the development of a versatile raincoat that also serves as everyday clothing, presenting a unique product in the market. The BECEK Raincoat utilizes a 7-step design thinking process and AI technologies to visualize concepts and tackle the discomfort of wearing conventional raincoats after it has rained. It achieves this by introducing a raincoat with a casual appearance. This design not only provides protection against rain but also serves as a stylish accessory for dry weather, thereby eliminating common usage limitations. This study combines fashion and usefulness to challenge the prevailing design tendencies in Indonesia's raincoat market, which prioritize functionality and price. By closely observing the market and gathering input from early users and experts, we gained valuable knowledge about what consumers truly want. This knowledge guided us in creating a unique raincoat that combines fashion, functionality, and comfort, specifically designed to meet the aesthetic and practical needs of modern bikers.