Applying Design Thinking to Develop A Prototype Marketing Channels Via Line Official Account for Ceiling Material Retail Strores

Abstract

This research aimed to (1) examine modern marketing strategies for ceiling-material stores through the LINE Official Account channel and (2) develop a prototype marketing channel by applying the Design Thinking. A qualitative research methodology was employed, utilizing in-depth interviews with three groups of participants: successful practitioners who had effectively implemented online marketing for ceiling-material stores, small retailers with at least five years of business experience, and consumers who frequently interact and purchase products via LINE Official Account. All data were analyzed following the five stages of Design Thinking: Empathize, Define, Ideate, Prototype, and Test. The findings revealed that small ceiling-material retailers required a structured digital marketing channel that enhances communication efficiency, product presentation, and customer relationship management. However, they often faced limitations in resources, digital literacy, and lacked practical models for utilizing LINE Official Account appropriately within their specialized business context. Meanwhile, consumers expected an accessible channel that provides systematic product information, visual content, and timely responses, indicating that an effective use of LINE Official Account significantly influences their purchasing decisions and overall satisfaction. Through the Ideate and Prototype stages, the study developed a LINE Official Account prototype featuring a structured menu system, product-focused content, automated response (Chatbot) functions, promotional tools, and a Rich Menu design that reflects the identity of ceiling-material retail businesses. Testing with retailers and consumers confirmed that the prototype improved information accessibility, enhanced store credibility, and elevated user experience on the platform. In conclusion, applying Design Thinking to develop a marketing channel through LINE Official Account enables small ceiling-material retailers to systematically transition into digital marketing. The proposed prototype aligns with contemporary consumer behavior and offers a practical model that can strengthen competitive capability within the construction-material retail sector.