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

The growth of the digital industry in Indonesia has led to increasingly fierce competition among digital marketing and branding agencies, requiring the implementation of service strategies that are not only technically superior, but also focused on client experience and sustainable business relationships. In this context, strengthening human-centered service design is relevant to support business practices that are in line with the Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth), SDG 9 (Industry, Innovation, and Infrastructure), and SDG 12 (Responsible Consumption and Production). This study aims to analyze why and how Pitoeng is perceived as a desirable digital agency from the client's perspective through the application of the Design Thinking approach. This study uses a qualitative method with a case study design that refers to the five stages of Design Thinking, namely empathize, define, ideate, prototype, and test. Data collection was conducted through semi-structured interviews with internal parties, supported by observation and document analysis. The results show that Pitoeng's desirability is shaped by human-centered factors, such as a deep understanding of client needs, transparent communication, flexibility in collaboration, and clear and adaptive service mechanisms. These findings confirm that the Design Thinking approach not only plays a role in creating value and client trust, but also contributes to the development of innovative, responsible, and sustainable digital agency service strategies.