NEW PRODUCT DEVELOPMENT USING DESIGN THINKING AND VALUE PROPOSITION FOR TRAVEL DIGITAL MEDIA PROJECT

• Main Author: Hanifa Rahmansyah, Ardhi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/46148
• Institution: Institut Teknologi Bandung

The development of information technology in the field of tourism and traveling began to show significant changes. Many things feel different compared to how developed before, many sites on the internet that provide travel reviews, social media specifically for traveling, providers of digital open trips, as well as other types of traveling websites that play a major role in changing and creating new styles of traveling for millennials. Sakral Technology is a startup company in the field of information technology, by looking at its potential, the company wants to develop new information technology products related to tourism and traveling, But problems often occur during the process of developing information technology product conducted by a team from Sakral Technology, there was a continuous revision in terms of features and user interface or user experience (UI / UX), because the information technology product developed by Sakral Technology did not meet user needs, such as lack of a feature in the product or vice versa that is making features that are not needed by the user and the product is also not easy to use also travel information technology is new to Sakral Technology. Because Sakral Technology is currently only developing products according to the request of stakeholders who use Sakral Technology services. This research aims to find proposals for developing new products that are prioritized based on the capabilities of the company and the needs of potential users. A qualitative method was used by interviewing 20 potential users. With the new product development approach and design thinking this research tries to be completed. There are 5 stages of design thinking, namely empathize, define, ideate, prototype and test. In the empathize stage, trying to get an understanding of empathy from respondents using interview techniques. The next step is to define the process of interview and observation using the value proposition canvas that turns it into customer jobs, pains and gains. Next in the ideate stage is changing the findings in the previous stage into 2 alternative products. At this stage you also look for pain relievers and gain creators for 2 alternatives. The alternative of the two alternatives is to make a prototype in the form of a concept or mock-up. Then each prototype was tested on 12 respondents who came from respondents at the interview stage. The most representative alternative order generated according to prospective users, namely Digital Media Travel then the second priority is the marketplace for travel services. Furthermore, six dynamic markets are used as a validation tool against the resulting alternatives. By looking at 6 fundamental aspects in a business both external and internal, then after the alternative is validated, the main priority for developing new products is Travel Digital Media, the next phase is making the Minimum Viable Product (MVP) and testing MVPs made using Javelin Board to the closed beta tester whether the new product meets the needs or not.