PROPOSED PRODUCT DESIGN FOR SMART DIGI NEW INITIATIVE ON CREATING DIGITAL CREDIT CARD USING DESIGN THINKING

• Main Author: Dwi Apriyanto, Luthfi
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/53347
• Institution: Institut Teknologi Bandung

The technology era was disrupting many conventional industries and force those industries to adapt to the digital environment. The conventional industry, including banking, needs to adapt with the changes. Based on the survey, 55% of Indonesian people tend to use digital banking services in the next six months. One of the banks that already have a digital platform as part of the service is Smart Digi. With the rapid growth and adoption of digital banking in Indonesia, there is still a problem that the banking industry faces in Indonesia. More than half of Indonesian population still not using bank service or unbankable. . One of the banking products that have the lowest adoption to the people in Indonesia is a credit card. In Indonesia, the credit card consumer is just 2% of the total population, compared to other ASEAN countries like Singapore, Malaysia, and the Philippines that reach 15% from the total population that was already adopting credit card products. Low penetration in the credit card market in Indonesia is a big opportunity for banks to expand the credit card product. By leveraging the technology, credit card adoption will be easier because society is already familiar with digital technology. The way to look at what customers need regarding the credit card by using Design Thinking. Design Thinking consists of empathizing, defining, ideation, prototyping, and testing. Conducting those Design Thinking processes can create a product that customer-centric and know what customers really need. To get a better understanding of what customer really need, this research is using Value Proposition Canvas to determine the user pains, gains, and customer jobs, and later can defining the pain relievers, gain creators, and products or services that need to deliver. Another framework that is used are Customer Journey Map to determining the whole customer journey and experience regarding the use of credit card. There is eleven features that are defined based on the customer pains and gains, grouped to the four main groups: simple feature, smart feature, and safe feature. The total eleven features being prioritized to four features by using ICE scoring technique, and that feature being developed to become prototype in order to conduct usability testing to the user. The four feature that being tested with usability testing to the users are digital onboarding, in-app request for instalment, real time transactions history, and in-app cards management for block cards.