Product Development Strategy for “Pye Tree” MSMEs Through a Design Thinking Approach with the Utilization of Artificial Intelligence

Yaffa Nur Aziza, Lina Fatimah Lishobrina, Abia Moses Dave, Razydan Nafie Subandi, Zaneta Dwi Maulana

Abstract


This study aimed to develop a couple bracelet product for the “Pye Tree” MSME through a Design Thinking approach integrated with Artificial Intelligence using Gemini AI Pro. The research used a descriptive qualitative method with the stages of empathize, define, ideate, prototype, and testing. Data were collected through interviews and observations involving Generation Z consumers aged 15-23 years. Gemini AI Pro was utilized in the ideate stage to support brainstorming and product concept development. The results showed that the “Pye Tree Couple Collection” met consumer needs for aesthetic and comfortable couple accessories. Prototype testing obtained an average score of 4.52 out of 5, indicating positive responses toward the product design and value. The study demonstrated that integrating Design Thinking and Artificial Intelligence could support MSMEs in creating more relevant product innovations.

Keywords


Artificial Intelligence; Design Thinking; Gemini AI Pro; MSMEs; Product Development

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References


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