PERANCANGAN PROPOSISI NILAI PRODUK DIGITAL PADA PT X MENGGUNAKAN PENDEKATAN DESIGN THINKING

• Main Author: Putri Gitaanjali, Lalitya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50241
• Institution: Institut Teknologi Bandung

This research aims to discuss the product design process at a startup located in Bandung, namely PT X, that is currently developing its product line. PT X saw an opportunity to develop an online store website builder service, seeing a spike in interest from SMMEs to create instant websites in an effort to increase business profits. SMMEs' needs of instant website is caused by the increase of online shopping. The recent COVID-19 pandemic also amplify this trend of online shopping, therefore providing an opportunity for businesses to expand their DTC (Direct-to-Consumer) channel model. The mentioned product is called TP, a SaaS (Software as a Service) based service that can be integrated with social media. The purpose of this research is to design a value proposition and features for the users of TP product. The methodology of this research consists of a preliminary study, method development, data processing and data collection that is comprised of two phases, namely segmenting-targeting-positioning and design thinking phase, analysis and discussion, conclusions and suggestions. The main approach used in this research is design thinking (Woolery 2011) with tools such as value proposition canvas (Osterwalder et al. 2014), user empathy map & persona (Cowan, n.d. a), and user stories (Haesen et al. 2010). The output of this research is in the form of market segmentation of TP’s target market, value proposition design, and the initial iteration of the product’s features that will be released in the next one-year period (2020-2021). Keywords: product design, product development, digital product, design thinking.