Postillion DBE Hackathon
Background and Challenge
As part of your exploration of DBE and Design Thinking we’re partnering with Postillion Hotels. It turns out they need your help. They’ve decided to work with a digital influencer to appeal to a different target group, but who what where when why they still need to figure out. That’s where you come in. You’re going to work in groups of 5-6 students (your activator and hosts will divide you up) on helping solve this challenge:
How can a digital influencer help the Postillion hotel brand to
promote itself amongst hotel school students?
There are some milestones you need to consider:
Day One: The first two phase of design thinking should be explored. Postillion Hotels is expecting a persona description, user journey and problem definition.
Day Two: At the end of day two, the team should have a prototype of their solution. This will be presented in the Museum of Now for feedback.
Day Three: At the end of day three the final product should be delivered.
A 3-minute video with an explanation of the (validated) prototype of the solution to the problem, and an explanation of the methods used to get to the prototype.
How to submit:
- Upload a 3-minute video on You-Tube (you might want to consider making it private);
- Create a short description of the video (a sales pitch if you will);
- Add both of these to a PDF document. Include your group name and the group members;
- Send the PDF document to firstname.lastname@example.org. Make sure to include your group name in the subject line;
- Cross your fingers.
Assessment of Deliverable
Each video and description will be assessed on the following:
- How applicable is the solution for the industry/Postillion
- Does the video radiate energy?
- Is there a budget or cost guideline (and is it realistic)?
- Does the concept resonate with the target group?
- All facets of Design Thinking have been explored and completed
- Validated by the end user?
- BONUS: Is there iteration?
- Have any suggestions been made as a result of the iteration?
The winning group will be announced on Thursday evening by Erik-Jan Ginjaar and Marco ten Hoor.
The winning team will win:
- An overnight stay in Postillion Hotel Amsterdam
- Masterclasses from Hospitality Experts
- Lunch Dinner and Drinks
Flow of the DBE Hackathon
- Opening Postillion Hotels by Erik-Jan Ginjaar
- Digital Influencer by Maarten Reijersbergen (RauwCC)
- The world of Postillion by Mark Struik
- Design Thinking in short from Jeroen Kraak (TheNextLab)
These people are available all day on Tuesday to answer questions as you move through
the first two phases of design thinking
Jeroen and Mark available via the SSW platform from 10-11.
Students can enter the meeting via clicking this button to ask questions:
Do we need to promote the Postillion Hotels for students to visit or to come work there?
I read they created something called the 'Female touch'. Do they already have this for men? Or do they have something else? What is the reason they created this?
What is the budget for the influencer, via what platforms do you want to have promotion, are there any requirements or demands, what kind of ideal customers do you want to attract via the platforms, would you like to create a certain impression.
Question asked by: Aisha Drent, group number 11
Why did Postillion create this challenge and what have been the struggles with getting students to come to your hotel?
Are there any more targetgroups Postillion Hotels would like to attract? Maybe ones that there missing right now?
What can Postillion offer us? and what are the pro's of Postillion? And what kind of position is Postillion looking for?
Is Esther able to talk? So, it is possible to make a video of her talking?
What does postillion mean with hospitality DNA?
Is it possible for Esther to move within a video?
What's the goal we should reach? this persona should sponsor the hotel for guest or just let everybody know how is amazing working for them?
I have a question. How would you describe the persona of the bussiness booker?
Will it be possible to open the hotel's backstage for a group of students so that they can experience how is it working? We want to organise an event which will show students how the hotel's departments work and also to give them the opportunity to speak to the staff and management.
How does Postillion wants to attract the students target audience?
Is the challenge for one specific hotel or the entire Postillion?
What do they mean with validated by the end user? And what means iteration?
Iteration means “little improvement on your original idea”. Continues iteration will allow you to constantly improve your services. Please note: it is NOT part of the assignment to iterate on your outcomes.” Jeroen Kraak
Is it possible in the future to make her talk? Are they already working on her voice?
Do you have an example of the expectations of your guest?
Who is the persona. Can we choose a virtual Influencer ourselves or can you give us the name about the girl from the presentation that we can find information about her?
“Please note: the user personas are the students themselves.” Jeroen Kraak
I wanted to know how we can get information about what postillion wants as a ideal customer.
Are we free to choose the influencer, or we should have in mind a particular one?
And if the persona we have to investigate then is about the digital influencer or the target group
What are the requirements are to work for them and what postillion would offer us?
I was wondering if we could get more information about what kind of products Postillion Hotels uses. Like what kind of eco-friendly products, products with as little plastic as possible, what kind of showers and washing machines, stuff like that. Maybe some "brands"? I was also wondering what local companies Postillion Hotels buy their produce from, maybe you could give us a few names
That is very detailed question – not sure if that depth is needed in the process. Regarding eco-friendly: we follow the standards of green key and we are all gold certificated. Our many different (but selected) provides and hotels must follow those guidelines. We do not so much on a local basis but have partnerships with companies who can serve us on a national basis.