NARRATIVE DESIGN FOR SDG-ORIENTED SOCIAL INNOVATION: THE KOH KRET MODEL

Abstract

This study investigates the development and implementation of a community-focused e-commerce platform that functions as a communicative tool and a model for social innovation.   The project, conducted within a participatory action research framework with enterprises in Koh Kret, integrated user-centered design and digital storytelling to enhance local cultural artifacts' visibility, credibility, and emotional resonance.Within 60 days of launch, participating entrepreneurs reported a 20–35% increase in income, with 78% of site traffic originating from mobile devices,underscoring the effectiveness of mobile-first design and social media integration.The evaluation results demonstrate considerable user satisfaction with content clarity and identity connection, while digital storytelling has been crucial in shaping purchase decisions and fostering brand loyalty.The collaborative design process of the platform enables entrepreneurs to independently manage and maintain their digital presence, thus making this model sustainable. This research proposes a framework of “narrative design for social innovation”, which integrates communication theory with platform design to enable community-driven digital transformation.   Studies suggest that these models can be adapted and enhanced for many cultural contexts, especially when integrated with artificial intelligence, Big Data analytics, and ethical data governance frameworks.   This research advances the scholarly discourse on communication for development and offers a replicable paradigm for grassroots digital empowerment.