B2B Flex Benefit Product Management: A Design Thinking Approach

Objective - 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/Technique - 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 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 JEL Classification: M11, M13, M15 Keywords: Product development; design thinking; usability testing; employee loan; human-computer interaction; user persona; product design. Reference to this paper should be made as follows: Sofyan, S.R; Dhewanto, W; Radiman, V. (2022). B2B Flex Benefit Product Management: A Design Thinking Approach, J. Mgt. Mkt. Review, 7(3), 176 – 184. https://doi.org/10.35609/jmmr.2022.7.3(10)