measure of success. Moreover, especially in the conditions of the new normal era, there are new
conditions that have not been experienced before, either by the innovator or the adopters, so that
in the identifying stage, it is necessary to conduct research on the characteristics and effects of
conditions in this new normal era. The key to success at this stage is an understanding of the
characteristics of the conditions of the new normal era and the influence on people’s needs.
3.3 Implementation stage
The implementation stage is the process of implementing solutions resulted (resulting) from the
creativity stage. In the conditions of this new normal era, this implementation stage is closely
related to communication channels.
The communication channel consists of two things, the first is persuasion, which is the most
influential in transferring innovation to craftsmen, especially because in new normal conditions
there are distance restrictions and frequency limits for meetings that are intense. Therefore, with this
condition, there is a distance that slows the process of transfer of innovation through communication.
This not only happens between innovators to innovator craftsmen but also from innovators to other
adopters. Other communication channels are instructive, which is a communication form carried
out to provide work instructions in the form of experimental assignments to craftsmen.
The thing that has the most impact on changing conditions entering the new normal era is the
communication channel. Communication patterns that were previously intense and personal must
be slowly changed with the communication model by involving third parties as a connector of
information. These third parties can be selected from the indigenous Tuban community groups
who represent a modern mentality that is accustomed to online communication patterns both via
mobile phones and other online platforms.
It is also necessary to anticipate the possibility of risks that will arise, one of which is the received
information that is misunderstood, so that the resulted (resulting) form of innovation is not achieved.
To minimize this condition means to always carry out repeated confirmation processes to ensure
the information provided has been received correctly, and to communicate more frequently, at least
double the number of common communication frequencies (Fogg 2009).
4 CONCLUSIONS
This study resulted in several considerations in conducting innovation to traditional batik handicraft
products in the midst of the new normal era of COVID-19, i.e., first by identifying the factors
inhibiting the transfer of innovation and risk factors by using a combined approach of design
thinking and diffusion of innovation theory ideas. The results of the analysis include the following.
1. The motivation stage can be focused on the Tuban community group with a moderate mentality
and the motivation can be lifted from the issue of economic needs.
2. The creativity stage needs to strengthen the identifying process to understand the characteristics
of the conditions of the new normal era and the influence on the needs of the community and be
open to receive suggestions and input from parties outside the designer/researcher. This process
needs to be done in-depth and not in a hurry so that it can be more precise in continuing the
prototyping process.
3. The implementation stage is carried out by changing the communication model with the involvement of third parties as a connector of information from the Tuban native community group that
represents a modern mentality and is accustomed to online communication patterns. In this type
of online communication, it is also necessary to repeat the confirmation process with more
frequencies, at least double from the usual number of communication frequencies.
In the final stage, there is a validation stage which is a process of measuring the level of success in
realizing an innovation idea given by the innovator. This stage can be developed in further research.
155
conditions that have not been experienced before, either by the innovator or the adopters, so that
in the identifying stage, it is necessary to conduct research on the characteristics and effects of
conditions in this new normal era. The key to success at this stage is an understanding of the
characteristics of the conditions of the new normal era and the influence on people’s needs.
3.3 Implementation stage
The implementation stage is the process of implementing solutions resulted (resulting) from the
creativity stage. In the conditions of this new normal era, this implementation stage is closely
related to communication channels.
The communication channel consists of two things, the first is persuasion, which is the most
influential in transferring innovation to craftsmen, especially because in new normal conditions
there are distance restrictions and frequency limits for meetings that are intense. Therefore, with this
condition, there is a distance that slows the process of transfer of innovation through communication.
This not only happens between innovators to innovator craftsmen but also from innovators to other
adopters. Other communication channels are instructive, which is a communication form carried
out to provide work instructions in the form of experimental assignments to craftsmen.
The thing that has the most impact on changing conditions entering the new normal era is the
communication channel. Communication patterns that were previously intense and personal must
be slowly changed with the communication model by involving third parties as a connector of
information. These third parties can be selected from the indigenous Tuban community groups
who represent a modern mentality that is accustomed to online communication patterns both via
mobile phones and other online platforms.
It is also necessary to anticipate the possibility of risks that will arise, one of which is the received
information that is misunderstood, so that the resulted (resulting) form of innovation is not achieved.
To minimize this condition means to always carry out repeated confirmation processes to ensure
the information provided has been received correctly, and to communicate more frequently, at least
double the number of common communication frequencies (Fogg 2009).
4 CONCLUSIONS
This study resulted in several considerations in conducting innovation to traditional batik handicraft
products in the midst of the new normal era of COVID-19, i.e., first by identifying the factors
inhibiting the transfer of innovation and risk factors by using a combined approach of design
thinking and diffusion of innovation theory ideas. The results of the analysis include the following.
1. The motivation stage can be focused on the Tuban community group with a moderate mentality
and the motivation can be lifted from the issue of economic needs.
2. The creativity stage needs to strengthen the identifying process to understand the characteristics
of the conditions of the new normal era and the influence on the needs of the community and be
open to receive suggestions and input from parties outside the designer/researcher. This process
needs to be done in-depth and not in a hurry so that it can be more precise in continuing the
prototyping process.
3. The implementation stage is carried out by changing the communication model with the involvement of third parties as a connector of information from the Tuban native community group that
represents a modern mentality and is accustomed to online communication patterns. In this type
of online communication, it is also necessary to repeat the confirmation process with more
frequencies, at least double from the usual number of communication frequencies.
In the final stage, there is a validation stage which is a process of measuring the level of success in
realizing an innovation idea given by the innovator. This stage can be developed in further research.
155