PROPOSED NEW PRODUCTS DEVELOPMENT USING DESIGN THINKING AND VALUE PROPOSITION APPROACH CASE STUDY : KENALAN - CRAFTING AND DESIGN

• Main Author: Wisesa Nalan, Ghesa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33531
• Institution: Institut Teknologi Bandung

Many important moments in someone’s life is worth to celebrate and there are also many ways to do it, one of them is by giving a gift. In today's society giving gifts is a tool to celebrate these important moments. But there is a shift in meaning where gifts become one of the tools to increase one's self-actualization in their society. This shift in meaning is largely due to generation Y, where they do more self-actualizing than usual. With high self-actualization they need a product product which more personal and can adapted to the character of the gift recipient. Many products can be chosen as choices, but the time limit makes people look for more practical products. Therefore, Kenalan are exist to trying to answer the challenge. This study aims to find a priority for new product development proposals based on the company’s capabilities and customer’s needs. Qualitative methods are used by interviewing 20 customers. With the new product development and design thinking approach this research tries to be solved. There are 5 stages of design thinking, there are empathize, define, ideate, prototype and test. In the empathize phase, researchers try to get an understanding of empathy from all respondents using interview techniques. Furthermore, at define stage researcher processes the interview results and observation using the value proposition canvas which converted to customer jobs, pains and gains. Then at the ideate stage, researcher changes the findings in the previous stage to 4 alternatives products and services. At this stage, pain relievers and gain creators are sought for each alternative. And its poured into card base prototypes which contains the overall alternative concept. At the end, each prototype was tested on 12 respondents from the interview stage. Generated alternative sequences that are most representative according to customers, there are improving Kenalan’s products and services, held a workshop, develop a website and build up customized craft shop. Furthermore, six market dynamic is used as a validation tool for the proposals. By looking at 6 fundamental aspects in a business both external and internal, the final result of this research is the proposal of new product development that have been validated and can be implemented. The four proposals have been sorted by its priority, there are improving Kenalan’s products and services, held a workshop, build up customized craft shop and the last is develop a website