B2B Flex Benefit Product Management: A Design Thinking Approach
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Published:2022-09-12
Issue:3
Volume:7
Page:176-184
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ISSN:0128-2603
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Container-title:GATR Journal of Management and Marketing Review (GATR JMMR) VOL. 7 (3) JULY - SEPTEMBER 2022
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language:en
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Short-container-title:J. Mgt. Mkt. Review
Author:
Sofyan Sry Rashida1, Dhewanto Wawan2, Radiman Verrel3
Affiliation:
1. School of Business and Management Institut Teknologi Bandung, Jakarta Campus, 12950, DKI Jakarta, Indonesia 2. School of Business and Management Institut Teknologi Bandung, Bandung Campus, 40132, Bandung, Indonesia 3. Faculty of Computer Science, Universitas Brawijaya, Universitas Brawijaya, 65145, Malang, Indonesia
Abstract
Objective - As the world began to adapt to Covid-19, the phenomenon of mass resignations emerged. Companies are competing to retain their best talents by offering flexible benefits. This paper shows how Design Thinking is used to solve user problems in creating a B2B Flex Benefit product.
Methodology/Technique - The Flex Benefit that will be developed is the employee loan, which is growing in demand among Indonesians. Design Thinking is one method of developing products that meet user needs. This study's primary data collection methods were In-Depth Interviews (IDI) and moderated Usability Testing (UT).
Findings – This study uses an Empathy Map, a Value Proposition Canvas, and a User Journey Map.
Novelty - This paper will demonstrate how a Flex Benefit product in Indonesia can gain a competitive advantage by synthesizing user insights.
Type of Paper: Empirical
JEL Classification: M11, M13, M15
Keywords: Product development; design thinking; usability testing; employee loan; human-computer interaction; user persona; product design.
Reference to this paper should be made as follows: Sofyan, S.R; Dhewanto, W; Radiman, V. (2022). B2B Flex Benefit Product Management: A Design Thinking Approach, J. Mgt. Mkt. Review, 7(3), 176 – 184. https://doi.org/10.35609/jmmr.2022.7.3(10)
Publisher
Global Academy of Training and Research (GATR) Enterprise
Reference26 articles.
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