PROPOSED NEW PRODUCT DEVELOPMENT AND VALUE PROPOSITION USING DESIGN THINKING CASE STUDY: KETIKAKU

• Main Author: Kiranandaru Pawestri, Tyas
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/46945
• Institution: Institut Teknologi Bandung

Ketikaku had been running since February 2019. During the past 7 months, Ketikaku managed to get 197 users with 50 story contents. However, the growth was very slow. Ads and other promotional methods had been used to increase the number of users, but the bounce rate of visitor to the Ketikaky web page increased to 66.86%. The high bounce indicated that the web design did not suit customer taste, the product was not fit with the market, the content of the web was not interesting, and also the value proposition was not right, therefore web redesigning was needed to improve (reducing) bounce rate. The founders of Ketikaku did not understand the target market well. They cannot define who Ketikaku’s target market is. Pivoting the product that fit the needs is necessary to reach product/market fit. This research was conducted with the aim of providing new product development with a validated value proposition. Customer identification is carried out to determine the research target. The matrix used to collect customers was SPA (Size, Pain, Access). The approach used after customer identification was design thinking. There are five stages in the design thinking process. The first stage is empathy with the aim of knowing what the customer feels, says, thinks, and does in order to publish the novels. The method used in this research was in-depth interview 2 users (persona), 1 non-user (anti-persona), and 2 non-persona (buyer-persona). The next stage is defining, the objective was looking for customers’ problems and needs. The framework used in this stage was value proposition canvas. In this stage, author found two main problems of users. They are low income and lack of knowledge about writing and publishing. The third stage was ideate. The framework used was value proposition canvas by brainstorming with Ketikaku team. At this stage two alternative products were concluded to address user problems. They were community-based literary agents as alternative 1 and information media as alternative 2. The fourth stage was prototyping, making MVP (minimum viable product). At this stage both of alternative concepts was made in the form of Instagram feeds. The last stage was testing the MVP. The test was conducted using two methods, in-depth interview and Instagram ads and then calculated the conversion rate of each concept. The results of MVP testing was, the most suitable products based on the innovation trifacta test was alternative 1, Ketikaku as a community-based literacy agent. The new value proposition offered was, Ketikaku, a community based literary agent to help writers grow together and sell their own stories. However, alternative 2 was recommended as an alternative to increase awareness, because from the results of MVP testing the number of followers of Ketikaku Instagram had quadrupled during alternative 2 testing period. This recommendation will be implemented in 2020. All plans were adaptive to the performance.