Human-Centered Service Design and Client Desirability in Digital Agencies: A Design Thinking Case Study of Pitoeng

The expansion of Indonesia digital sector has made competition among branding and digital marketing firms more intense, necessitating the adoption of service strategies that are noy only technically sound but also focused on customer satisfaction and long-term business partnerships. To To support business practices that align with the Sustainable Development Goals (SDGs), specifically SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production), it is pertinent to strengthen human-centered service design in this context. This study uses the Design Thinking technique to examine why and how clients view Pitoeng as a desired digital firm. The five steps of Design Thinking—empathize, define, ideate, prototype, and test—are referenced in this study's qualitative methodology and case study design. Semi-structured interviews with internal parties were used to obtain data, with document analysis and observation serving as backups. The findings demonstrate that human-centered elements including a thorough comprehension of client demands, open communication, adaptability in teamwork, and transparent and straightforward service procedures influence Pitoeng's desirability. These results demonstrate that the Design Thinking methodology helps establish creative, ethical, and long-lasting digital agency service strategies in addition to adding value and fostering client trust.