PROPOSED MARKET SEGMENT TARGETING AND PRODUCT ROADMAP OF MAGPIE AS B2B E-COMMERCE ENABLER DIGITAL PRODUCT USING DESIGN THINKING METHOD CASE STUDY OF PT PARAGON TECHNOLOGY AND INNOVATION

• Main Author: Firmansyah, Ikhsan
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70010
• Institution: Institut Teknologi Bandung

One of the biggest changes in the world when Covid-19 appeared is the shopping behavior from the people all over the world, especially in Indonesia. This change was fully utilized by one of the biggest and market leading cosmetics companies in Indonesia, where they successfully improved their online sales channel significantly. One of the key factors in this success is the system used in the online sales channel operation, where currently they already have the beta version of ecommerce enabler, specifically in the marketplace aggregator system called Magpie. The company has a dream to leverage Magpie and make it into a commercialized digital product that can lead to new revenue streams. This dream needs to be analyzed further to understand how far Magpie is ready to be commercialized. The market segment targeting was done by the analysis of each segment's business contribution using data from the author's internal company. One of the product discovery methods as part of product development that has been used in this research is design thinking. The design thinking process consists of empathize, define, ideate, prototype, and test stages that will be repeated in the bigger process. The primary data collection method used in this study was an in-depth interview. Along with the design thinking method used, Value Proposition Canvas and ICE prioritization also used in this study. Using the design thinking process, the gap with the competition and the need from the user in the target segment of Magpie in the ecommerce enabler market can be analyzed faster with minimum assumptions created in the process.