B2B Flex Benefit Product Management: a Design Thinking Approach

Sry Rashida Sofyan ()
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Sry Rashida Sofyan: School of Business and Management, Institut Teknologi Bandung, Indonesia Author-2-Name: Wawan Dhewanto Author-2-Workplace-Name: School of Business and Management Institut Teknologi Bandung, Bandung Campus, 40132, Bandung, Indonesia Author-3-Name: Verrel Radiman Author-3-Workplace-Name: Faculty of Computer Science, Universitas Brawijaya, Universitas Brawijaya, 65145, Malang, Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:

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Abstract: " Purpose - As the world began to adapt to Covid-19, the phenomenon of mass resignations emerged. Companies are competing to retain their best talents by offering flexible benefits. This paper shows how Design Thinking is used to solve user problems in creating a B2B Flex Benefit product. Methodology - The Flex Benefit that will be developed is the employee loan, which is growing in demand among Indonesians. Design Thinking is one method of developing products that meet user needs. This study's primary data collection methods were In-Depth Interviews (IDI) and moderated Usability Testing (UT). Findings - This study also uses an Empathy Map, a Value Proposition Canvas, and a User Journey Map. Novelty - This paper will demonstrate how a Flex Benefit product in Indonesia can gain a competitive advantage by synthesizing user insights. Type of Paper - Empirical"

Keywords: Product development; design thinking; usability testing; employee loan; human-computer interaction; user persona; product design. (search for similar items in EconPapers)
JEL-codes: M11 M13 M15 (search for similar items in EconPapers)
Pages: 9
Date: 2022-09-30
New Economics Papers: this item is included in nep-sea
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Published in Journal of Management and Marketing Review, Volume 7, Issue3

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Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr305

DOI: 10.35609/jmmr.2022.7.3(10)

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