Designing an integrated counseling service through WhatsApp bot and physical space: A design science research approach at Islamic State University of Sumatera Utara

Abstract

This study addresses the persistent underutilization of counseling and academic guidance services among university students at the Faculty of Public Health (FKM), Universitas Islam Negeri Sumatera Utara (UINSU), Indonesia. It aims to systematically design, develop, demonstrate, and evaluate an integrated counseling service artifact—combining a physical counseling space (MIKA Corner) with a WhatsApp-based chatbot (MIKA Care)—to improve service accessibility and reduce stigma barriers to ultimately enhance student well-being. The study employs Design Science Research (DSR) methodology following the process model by Peffers, et al. [1] operationalized through five iterative stages: (1) problem identification and motivation, (2) definition of solution objectives, (3) design and development, (4) demonstration, and (5) evaluation. The research is further grounded in Hevner, et al. [2] three-cycle framework (relevance, design, and rigor cycles). Data were gathered through stakeholder consultations, observational analysis, student feedback surveys (Likert-scale and open-ended), and platform usage analytics over a 30-day implementation period. The evaluation employed a mixed-methods approach guided by the Framework for Evaluation in Design Science Research (FEDS) by Venable, et al. [3]. The MIKA artifact successfully served 64 students (3 via face-to-face counseling at MIKA Corner; 61 via MIKA Care WhatsApp Bot). Student satisfaction ratings averaged 4.83/5.0 for ease of use, 4.83/5.0 for information relevance, and 4.60/5.0 for helpfulness. Qualitative feedback confirmed stigma reduction and improved accessibility. The digital channel’s dominance (95.3% of users) demonstrates the chatbot’s effectiveness as a low-barrier gateway to professional academic counseling. The integrated physical-digital counseling artifact effectively addressed barriers to counseling utilization in an Indonesian Islamic university context. The DSR methodology provided a rigorous framework for systematic service innovation. Design principles, including dual-channel delivery, de-stigmatized environments, and familiar-platform integration, are transferable to similar higher education contexts. Universities in developing countries can adopt the MIKA model as a scalable, low-cost approach to improving student support services. The WhatsApp-based chatbot infrastructure requires minimal technical investment while achieving significant reach. The design principles and DSR framework offer a replicable methodology for similar service innovation projects.