ABSTRACT
The Covid-19 pandemic has changed the paradigm and behavior of people in all fields, including the business sector. In order to survive, every company is required to be more adaptive and proactive in adjusting its business processes. Previous research has suggested that design can effectively improve business performance when used at a strategic level. This study examines how strategic design is applied to a company in response to emerging challenges and opportunities. Batik Fractal was chosen because it succeeded in changing its business model by using a strategic design. In contrast to previous studies that examined the strategy of SMEs during a pandemic with a focus on management science, this research was conducted with a design approach. This study uses a qualitative descriptive method with a case study approach. Primary data collection was done through observation and in-depth interviews. The results of this study can be used as a reference for the strategic design framework used by the company to survive during the COVID-19 pandemic.
