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FCIC 5 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Preserving village culture, identity, and sense of belonging

through visual identity design for public children playground
(case study: Mekar Bakti village, Panongan regency, Tange-
rang)

A Zulkarnain1, H Soenarjo1, P J O Sugandi1 and F Fergiani1

1
Visual Communication Design Department, School of Design, Universitas Pelita Harapan,
Karawaci, Tangerang, Indonesia

E-mail. alfiansyah.zulkarnain@uph.edu, hady.soenarjo@uph.edu

Abstract. Mekar Bakti, a village in Panongan regency, is located beside Citra, a more modern
urban housing complex. This contrast engenders a threat to Mekar Bakti, as their more traditional
culture and identity are getting eroded as modern culture invades the daily lives of its residents.
In a tangible sense, it brings misunderstanding on the function and ownership of the public fa-
cilities such as the children playground, as some of the residents think that it belongs to Citra.
The reason for this is because there is no strong visible spatial identity on these facilities, and it
affects Mekar Bakti resident’s perception and sense of belonging towards these facilities. Using
Participatory Action Research method, combined with Design Thinking and narrative approach,
the design team conducted a research and design solution to this visual identity problem. This
method allows both the qualitative aspect (visual innovation) and quantitative aspect (improving
social life) to be investigated. In the end, a visual identity based on the culture and local wisdom
of Mekar Bakti village residents were created for the public children playground in that village.
This strategy and result could be used as a model towards a similar problem in other villages.

Keywords. The Narrative approach, Visual Identity, Children Playground, Participatory Action
Research, Design Thinking, Local Wisdom

1.Introduction
Mekar Bakti is a village in Panongan regency, Tangerang city, Banten Province, in Indonesia. It is lo-
cated right beside a more modern Citra housing complex. Influenced by the urban life, the society in
Mekar Bakti became more developed, especially in its social life and environmental order. Although
there is still a hint of traditional lifestyle through tight-knit housing complex design, 40% of its residen-
tial houses influenced by urban housing complex design with order and isotype designs. Public facilities
such as soccer field, mosque, public clinic, and children playground are provided.
With its location close to Citra housing complex, a problem arises in Mekar Bakti village in regards
of its public spaces. Even though the existing children playground legally and rightfully belongs to
Mekar Bakti village, with the lack of recognizable visual identity and identifiable name of the play-
ground, there are confusions among its residents whether it belongs to Mekar Bakti or Citra. Some
residents even call the playground with Citra Playground. This confusion creates apathy towards the
condition of the site. Through direct observation and confirmed with an interview with the village head,
there is a lack of care towards the cleanliness and the facility from its residents.
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IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Another issue of Mekar Bakti village caused by being so close with its neighboring Citra housing
complex is the issue of slowly losing its local culture identity caused by modern globalization. Mekar
Bakti is a village with a rich culture of bamboo plaits craft and automotive workshop community. This
unique cultural identity could be lost if not being consciously preserved by its people.

Figure 1. The condition of the children playground on Mekar Bakti village in October 2018, before
design solution deployment.

A good and interesting visual identity of a location could give a strong sense of belonging to its residents.
Well designed signage design could inform the residents of the name of the children playground, and it
adds to the identity of the site. A strong sense of belonging towards a public space from its residents
could build empathy and sense of community. A grounded approach of visual identity design through
human-centered design and participatory approach could produce a genuine design solution that is based
on the existing local culture.
This paper will report how the team of Visual Communication Design department students, with the
guidance of their lecturers, tried to tackle the problem of identity of Mekar Bakti Village children play-
ground through design thinking method, with participatory action research, human-centered design and
narratology approach to produce a signage system and visual identity design that could build a sense of
identity for its residents [1]. The team formulate a hypothesis that a well designed, grounded visual
identity design based on local culture could raise the residents’ awareness and sense of belonging to-
wards the children playground. In the end, a pre-test and post-test survey and analysis were conducted
to measure the awareness escalation on how the residents of Mekar Bakti village identify the children
playground after the visual identity design is deployed.

2. Method
The methodology used to solve the societal problem is using the Design Thinking method [2]. The aim
of this method is to solve complex problem systematically through product or service. Design Thinking
method involves people intersected with said problem, and then it will be analyzed and defined to be
effectively solved through a solution that is implemented and evaluated for the best solution. There are
five phases of Design Thinking: Empathise, Define, Ideate, Prototype, and Test. These phases are not
linear as sometimes reassessment of previous phases might be needed based on the latest phase evalua-
tion result. This kind of system is necessary to iterate the solution to the problem. In solving the issue
presented in this project, the phases are modified into: Empathise, Define, Ideate, Prototype, Pre-test,
Deployment, Post-test.

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FCIC 5 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Figure 2. The five phases of design thinking.

2.1. Empathise
On the first phase, the design team put themselves as the one being studied through Participatory Action
Research using direct field observation and a series of stakeholders interviews and surveys to build a
coherent feeling and understanding of the problem presented. Idealism and assumption are put aside to
give room for human-centered design. The research process was conducted from October to December
2018.
Initial direct observation was done to find the main potential of a spatial identity problem. As a
whole, investigat on existing spaces on RW 03 neighborhood was done, including wayfinding, main
roads, alleys, house numbering, vacant spaces, signage system, public facilities, and Mekar Bakti com-
munity’s cultural identity. From the initial observation, the problem then being focused on spatial iden-
tity problem on public space, especially the children playground directly located on the front of Garden
Grove housing complex. Direct observation on the playground resulted in the dirty and unkempt condi-
tion of the site. There were no sign nor unique identity showing that the site is belong to the village. The
initial observation then was followed by measuring the site to analyze the potential of design solution
placement.
Following the observations, the design team conducted sets of interviews on Muhidin as the head of
RW 03, Mahfud Kuzaeni as the village head, and residents of RW 03 through social media. To gather
valid quantitative data on the cultural identity of the community, the team did a survey on the residents.
They also did another survey on children playing regularly on the site to identify a grounded visual
representation for the children playground.
The interviews and the survey conducted on the stakeholders resulted on valuable information re-
garding the cultural identity of the village, which are: Most of the residents are Sundanese and are still
fluent in said language; Panongan regency is famous for its bamboo plait crafts; There is a strong com-
munity of automotive workshop, motorcycle club and bicycle club, which resulted in an abundance of
used tires across in the village; The village head suggested to build a signage and gave a proper naming
to identify the site; There was concern from the village head to put emphasis on trash management and
sustainability as cleanliness is one of the main value being promoted by the local government on the
village community; The village head has a program to promote that Mekar Bakti is a child friendly
village. The children mainly depict tree, sun, cloud, animals, rainbow, and slides in their drawing. It is
crucial for key problem defined in a later phase to be based on these grounded information. These in-
formation will also be the building block for developing the design solution.

2.2. Define
Define means summarise the data gathered in empathise phase, and analyze them. In this phase, we are
looking for the human-centered key problem. The design team defined the problem as to how could we
preserve the eroding village culture, identity, and sense of belonging through visual identity design for
public children playground. Through defining the key problem based on participatory action research,
the design team could produce a communicative and well-designed solution on the ideation phase.

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FCIC 5 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

2.3. Ideate
In this phase, the design team explored the design alternatives to find the best solution based on the data
analysis on previous phases. Design theory and principles such as typography, visual semiotics, and
color theory are being used to inform, communicate, and persuade the intended target audience effec-
tively. Mind mapping method was being used to produce keywords as a guideline to create visual alter-
natives through design sketches. From the design alternatives, the design team chose a design solution
with the best potential to solve the key problem based on the data analysis provided. Next, the design
sketch was configured, developed, and revised digitally to create a design blueprint for building a pro-
totype.
The chosen design was created with narrative approach using Don Norman's Three Layers of User
Experience theory [3]. This approach is designed to create an emotional bond between the design and
human interacting with it through a specific narrative experience. There are experience three levels of
consuming narrative experience: visceral, behavioral, and reflective. Through these steps, the target au-
dience would be instantly pulled to the site through visual means, persuaded to be responsible on the
cleanliness of the site through the visual call to actions, and provided a space and time to reflect, recall
and associate on the visual design with their cultural identity and sense of belonging.

Figure 3. The visualization of Don Norman's Three Layers of User Experience theory.

2.4. Prototype
This design blueprint then used to build a design prototype. This prototype will inform the village resi-
dents a representation of the final design solution. Through their response on this prototype, the design
team could gather feedback to iterate the design for the ultimate design solution. After that, the design
team created the prototype in three-dimensional model with 1:150 ratio in scale. The prototype then was
presented to the village head of Mekar Bakti for feedback. The design process that resulted in the design
prototype was conducted by the team from March to April 2019.

2.5. Pre-test
Before final design deployment, a pre-test was carried on the residents of Mekar Bakti to measure and
determine their understanding of the children playground and their cultural identity. The pre-test was
conducted through a survey on residents regularly visiting the children playground and residents living
nears the site. Through the test, the design team could get feedback from the users, experts, and even
from the designers themselves when testing the prototype. Feedback is an important aspect in the design
thinking method because the purpose of the test is to find a solution based on the result of the test. A
survey was also conducted on the residents to generate alternative names for the playground. As with
participatory action approach, the village head as the stakeholder chose the final naming based on the
survey which is “Taman Sayang Barudak”, which means Loving Children Garden in Sundanese.

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FCIC 5 IOP Publishing
IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

2.6. Deployment
The final visual identity design that are consists of signage created from bamboo materials are then
produced by the design team in collaboration with Akademi Bambu Nusantara, a pilot project commu-
nity development institution in which expertise on bamboo as the design material. Tires were also used
to create sustainable trash cans, with paints applied to the media used to represents a visual identity that
is based on the village children drawings and plaits design. The final design then was deployed on site,
involving the village administrators and residents in placing and painting the signage, trash cans, and
corn blocks. The final design deployment was done on May 25th, 2019.

Figure 4. Photos of final design deployment by the design team and the residents of Mekar Bakti

2.7. Post-test
Finally, a post-test was conducted two weeks after final design deployment to gauge the response of the
target audience. This phase was very crucial where the final design from the empathize, define, and
ideate process was being tested by the design team in its ability as the solution to the key problem. Then
the data would be compared and analyzed with the post-test data result to determine and measure the
impact of the design solution on the residents of the village. Through comparing the pre-test and post-
test result, it could then be concluded whether the design solution succeed in solving the problem.

3. Results and discussions

3.1 Pre test & post test result

Table 1. Chart comparing the pre-test and post-test result on what the village residents call the children
playground.
Pre Test Post Test

Table 2. Table comparing the pre-test and post-test result on how the residents acquire the information
for the name.

Variables Pre Test Post Test

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IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Passing by the garden 46.6% 66.6%

Friends/relatives 23.3% 30%

Odong-odong 30% 3.3%

Table 3. Table comparing the pre-test and post-test result on the village residents’ opinion on the com-
fort of the children playground.

Variables Pre Test Post Test

Waiting for children playing 20% 35.4%

Picnic 11.4% 32.2%

Playing 37% 22.5%

Passing through 14.2% 6.4%

Studying 14.2% 3.2%

Dating 2.8% 0%

Table 4. Table comparing the pre-test and post-test result on the village residents’ awareness that the
playground belongs to RW 03.

Variables Pre Test Post Test

Know 40% 40%

Do not
60% 60%
know

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IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Table 5. Table comparing the pre-test and post-test result on the village residents’ awareness that the
village is child-friendly.

Variables Pre Test Post Test

Know 43.3% 73.3%

Do not know 56.6% 26.6%

Table 6. Table comparing the pre-test and post-test result on the village residents’ opinion on the con-
dition of the children playground.

Variables Pre Test Post Test

Comfortable 22.7% 25%

Tidy 25% 21.1%

Maintained 15.9% 15.3%

Not comfortable 9% 7.8%

Messy 6.8% 9.6%

Not maintained 20.4% 19.2%

Table 7. Table comparing the pre-test and post-test result on the village residents’ opinion on whether
the playground is children friendly.

Variable Pre Test Post Test

Child-friendly 76.6% 90%

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IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

Not child-
23.3% 10%
friendly

Table 8. Table comparing the pre-test and post-test result on the village residents’ awareness that bam-
boo plaits are Panongan regency’s unique identity.

Pre Test Post

Variables
Test

Know 40% 60%

Do not know 60% 40%

3.2. Analysis of pre-test & post-test result

Based on survey result on 30 respondents of Mekar Bakti village residents in the form of chart and tables
comparing the Pre-test to Post-test result above, there are notable increase especially in the awareness
of the residents on the new name of the children playground, the comforts in the playground experience,
the child friendliness of the playground and village as a whole, and the awareness of bamboo plaits as
part of the cultural identity of the village. There was no increase on the residents’ awareness that the
playground belongs to the village, but this might be attributed to the lack of the information of the said
issue on the main sign of the site, which means that this feedback could be useful for further design
iteration. The decrease of the playground’s tidiness and increase of messiness could indicate that there
is increased crowd between the two weeks or the visual identity design deemed too messy for the resi-
dents’ taste, in which it needs further tests to find the definitive problem to be solved.

4. Conclusions
In conclusion it could be said that generally, the visual identity solution created by the design team on
the children playground give positive impact to the Mekar Bakti village residents, where it increases
their awareness of their own cultural identity while also developing the child friendliness and the sense
of comfort inside the playground.
Having a visual identity on Taman Sayang Barudak could make the local community identify and
starts to build a sense of belonging on the public facility, and it reminds them of their own cultural
identity. The visual identity design, in this sense, works as a catalyst for the people of Mekar Bakti to
preserve the environment and their culture. This project is just a start of the many structured, systematic,
and continuous effort needed to further develop a local community with a strong sense of cultural iden-
tity that cares about their environment. Nevertheless, this human-centered design with participatory ac-
tion research approach using design thinking method could be used and tested as a model to other similar
cases of cultural identity needs through spatial visual design on other villages.

References
[1] Hakim R, Utomo H 2003 Komponen Perancangan Arsitektur Lansekap
[2] Dam R, and Teo S 2019 5 Strategies in the Design Thinking Process https://www.interaction-
dsign.org/literature/article/5-stages-in-the-design-thinking-process Interaction Design Fo
dation accessed on 23 April 2019

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IOP Conf. Series: Earth and Environmental Science 452 (2020) 012064 doi:10.1088/1755-1315/452/1/012064

[3] Lupton E 2017 Design is Storytelling 60-63