INSIDE PRODUCT MINDS 💡

Unpacking How Product Minds Think.

Innovation doesn’t just happen. Behind every successful feature, every well-timed pivot, and every high-growth product lies the strategic mindset and bold decisions of product leaders.

From Product Managers and CEOs to AI product leaders they are the minds behind the scenes, blending user empathy, business vision, and technology to create relevant and lasting impact.

Through the Inside Product Minds campaign, we invite you to explore the stories of 100 product leaders across industries in Indonesia. Discover how they shape strategies, navigate change, learn from failure, and build the future through products.

Dimas Bagus Ginta Permana

Ex-Head of Product at Viapulsa

Dimas believes that the essence of building a great product lies in the courage to dive deep into real user problems and translate them into solutions that are simple, stable, and impactful. From leading the revamp of the Viapulsa app which successfully boosted conversion rates by more than 20% and reduced transaction errors to below 2% to designing omnichannel integration strategies at Majoo that significantly increased merchant adoption, Dimas consistently emphasizes the connection between product, user experience, and business growth. For him, a great product is not just usable, but also valuable and sustainable one that remains relevant, endures over time, and truly becomes an essential part of users’ lives.

What is the most innovative product initiative/innovation/strategy you have ever made? How did you measure its success?

One of the most innovative product initiatives I have led was the revamp of the Viapulsa app. At that time, the main issues were inconsistent user experience, frequent transaction errors, and the need for a secure system, especially for financial transactions. In addition to the product team, I also took part in leading cross-functional teams (product, design, and engineering) to deliver a complete redesign, which included:

• Redefining the user journey and prioritizing features using a data-driven approach while directly involving users.
• Implementing a more stable, secure, and scalable payment and conversion system.
• Building data tracking for internal dashboard monitoring.

The results:

• Conversion rate increased by more than 20%.
• Transaction errors decreased significantly to below 2%.
• Daily Active Users grew consistently, directly contributing to revenue growth.

Furthermore, at Majoo Omnichannel & E-Commerce, I played an active role in shaping the product integration strategy that enabled merchants to manage both offline and online stores seamlessly. This initiative significantly boosted merchant adoption and became one of the key products that drove the company’s scale-up journey.

What does a great product mean to you? Is it more about impact, usability, retention, or something else?

In my view, a great product is one that can balance three key aspects:

• Impact on users – the product truly solves real problems and makes users’ lives easier. When users feel the product is essential, they will keep coming back.
• Business value – the product is not only used but also makes a tangible contribution to the company’s growth, whether through revenue, efficiency, or market expansion.
• Sustainability & retention – a great product is not just a short-lived trend; it has endurance. This means it builds stickiness and delivers ongoing value that remains relevant to users.

So for me, a great product is not about choosing between usability or impact alone, but about creating something usable, valuable, and sustainable all at once. That’s what makes it truly great.

Who is the person/role model that most influenced or inspired you to lead and think as a product professional?

The role model who has most influenced me as a product professional is the founder and CEO of Majoo Indonesia, during my time working there. He inspired me in two key ways:

• Big yet grounded vision – showing how to build a complex omnichannel product while staying focused on merchants’ everyday needs. From this, I learned that product strategy must be visionary but also executable and directly felt by users.
• Connecting product and business – he consistently emphasized that every feature is not just about technology, but must have a clear path to revenue, market adoption, and business scalability.

From that experience, I developed the habit of thinking not only as a product builder but also as a business partner, connecting product decisions with company growth. This perspective continues to shape how I lead teams and design product strategies today.

If you could only give one piece of advice to the next generation of Product Managers, what would it be?

If I could give just one piece of advice to the next generation of Product Managers, it would be this: 👉 Don’t limit yourself to the technical skills of product management—develop cross-domain knowledge as well.

Being a PM is not only about writing user stories or leading sprints; it’s about understanding how a product creates real impact on the business. For example, how a feature directly contributes to company revenue, or how it enables the sales and marketing teams to sell more effectively in the market.

By opening yourself up to perspectives from business, marketing, and even commercial strategy, a PM can see the broader connections: not only to build the product right, but also to build the right product—one that sells and sustains. That’s what allows us to go beyond technology and become true growth catalysts for the company.

How do you think AI will impact the future of product development? What concrete steps have you and your team already taken to integrate it into your process?

In my view, AI will be a true game-changer in product development—not just as an add-on feature, but as a powerful enabler. AI makes it possible to understand user behavior in real time, run predictive analytics for roadmap planning, and accelerate automated testing as well as bug detection.

What’s most exciting is AI’s role as a knowledge accelerator. As PMs, we’re required not only to understand technical aspects but also business, marketing, sales, and even commercial strategy. With AI, the process of building cross-domain knowledge can be significantly faster: we can connect insights across domains much quicker than through traditional methods. This enables more accurate and comprehensive product decisions.

In my team, some concrete steps we’ve already taken include:

• Leveraging AI-based analytics to identify transaction patterns and segment users, leading to more accurate feature prioritization.
• Exploring AI chatbots and knowledge bases to reduce support workload while improving customer experience.
• Using AI tools for research and synthesis to accelerate understanding of market insights and user journey clustering.

Through these efforts, we’re not just following the AI trend—we’re building a foundation where AI truly expands the capabilities of our product team, accelerates cross-domain learning, and helps us create products that are both relevant and impactful for the business.

If you were asked to teach a class on product strategy, what 3 core lessons would you cover?

If I were asked to teach a class on product strategy, there are three core lessons I would emphasize:

1. Problem First, Not Solution Many PMs fall into the trap of rushing to build features. A strong product strategy always starts from the right problem. I would teach frameworks to deeply understand user and market problems, and then connect them to business priorities.
2. Connect Product to Business Impact A great product is not only usable, but also measurable. A PM should always be able to answer: How does this feature impact revenue, efficiency, or adoption? It’s not just about product–market fit, but also about product–business fit.
3. Cross-Disciplinary Mindset A PM cannot remain only a “technologist.” They need to understand how the product is sold, marketed, and sustained in the market. That means learning from marketing, sales, data, and operations. With this cross-domain mindset, product strategy becomes far more holistic and scalable.

This is just one of 100 sharp perspectives shaping the future of products in Indonesia.

Discover more stories on Instagram & LinkedIn and meet the leaders in person at:

Indonesia Product Conference 2025

📅 September 25th, 2025

🕘 09.00 AM – 06.00 PM

📍 JW Marriott Jakarta

🔗 s.id/IPC-25