Chapter One — 1.1 Background to the Study

Organizations that depend on e-commerce platforms are under increasing pressure to modernize, and Design Thinking Methodology has emerged as one of the more promising avenues for doing so, given its demonstrated impact in related domains.

In practice, however, adoption of design thinking methodology within e-commerce platforms has been uneven, and its actual impact on user engagement is not yet well understood in a rigorous, evaluable way — a gap this study is positioned to address.

1.2 Statement of the Problem

Current e-commerce platforms in many organizations struggle with inadequate user engagement, often relying on manual processes or outdated architectures that were not designed for today's operating environment. Without a structured approach to integrating design thinking methodology, these limitations are likely to persist, exposing organizations to inefficiency, risk, and a poor user experience. This study is motivated by the need to design and evaluate a design thinking methodology-based approach to addressing this problem.

1.3 Objectives of the Study

1. To design and implement a design thinking methodology-based approach to improving user engagement in e-commerce platforms.
2. To evaluate the effectiveness of Design Thinking Methodology in enhancing user engagement within e-commerce platforms.
3. To identify the key requirements and constraints relevant to deploying design thinking methodology in this context.
4. To assess user and stakeholder perception of the resulting system.

1.4 Research Questions

1. How can design thinking methodology be applied to improve user engagement in e-commerce platforms?
2. How effective is Design Thinking Methodology at enhancing user engagement within e-commerce platforms?
3. What requirements and constraints are relevant to deploying design thinking methodology in this context?
4. How do users and stakeholders perceive the resulting system?

1.5 Significance of the Study

Beyond its immediate technical contribution, this study offers value to organizations evaluating whether to invest in design thinking methodology for their own e-commerce platforms, and contributes to the broader literature on applied UI/UX design by documenting a concrete implementation and evaluation case.

1.6 Scope of the Study

The study is limited to the design, implementation, and evaluation of a design thinking methodology-based approach to improving user engagement within e-commerce platforms. Reflecting its BSc-level scope, it does not extend to a full commercial rollout or long-term post-implementation review beyond the study period.