Published date: Jan 06 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Creative Economy

Pages: 84 - 90

DOI: 10.18502/kss.v10i1.17854

Bijaksana Prabawabeejaksana@telkomuniversity.ac.idTelkom University, Bandung

Ahmad Zuhairi MajidUniversiti Sains Malaysia, Penang

Ben HugoTelkom University, Bandung

Ariesa Beta NandyaTelkom University, Bandung

Satria Eka WicaksonoTelkom University, Bandung

Patra AditiaTelkom University, Bandung

Adya Mulya PrajanaTelkom University, Bandung

The business context is changing rapidly in line with technological improvements in the Industrial Era 4.0. Changes in people’s behavior require every company to adapt to changes in their business models in the digital ecosystem. Established in 1978, Artarindo Insurance is a business entity that offers insurance products. Artarindo Insurance faces a significant threat of diminishing market share due to the age shift, which results in changes in the behavior of its customers. This research aims to see how Artarindo Insurance formulates a design strategy to answer the company’s current challenges. In previous research, design has been shown to contribute positively at the strategic level in generating innovation and strengthening the company’s brand. The method in that study used a qualitative approach, where primary data was collected through in-depth interviews and observation. Data analysis was carried out through a strategic design framework to look for design opportunities and solutions. The analysis results showed the need for rebranding and business process innovation through interaction design media as a new approach for the current market. Hopefully, this research will show how design can significantly impact business strategically and practically.

Keywords: Artarindo Insurance, branding, innovations, strategic design

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