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B2B Flex Benefit Product Management: a Design Thinking Approach

Author

Listed:
  • 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:)

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"

Suggested Citation

  • Sry Rashida Sofyan, 2022. "B2B Flex Benefit Product Management: a Design Thinking Approach ," GATR Journals jmmr305, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr305
    DOI: https://doi.org/10.35609/jmmr.2022.7.3(10)
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    More about this item

    Keywords

    Product development; design thinking; usability testing; employee loan; human-computer interaction; user persona; product design.;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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