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Welcome to the ideation phase of the hackathon!

You can read the challenge overview below, or check the intro slides here.

Getting started with the AI tools

On the left, there are various AI tools we’ve prepared for you to use, both when coming up with your solution (ideation) and creating visuals for your pitch. Check out the tabs on the left side for instructions on how to use them!

To kickstart your ideation process, we recommend the following approach:

  1. Open the Living Document to outline key details about your persona, and your ideas. (Read our instructions carefully!)
  2. Then, utilize the context-aware chatbot (called NotebookLM) to engage in a discussion about the case. This chatbot has access to general info about the case study and to your Living Document, making it an invaluable resource for brainstorming and refining your ideas.
  3. Ask it what you should research to refine your idea, and then use Perplexity to perform those searches.
  4. If you get nice search results, you can copy-paste them into your NotebookLM as a new source (or put them in your Living Document).

This process will help you generate initial concepts that are both innovative and aligned with your persona’s needs and perspectives.

Challenge Overview

La Prairie, Beiersdorf’s prestigious skincare brand, is experiencing a sales decline and aims to expand its customer base, particularly among younger demographics.

Your mission is to develop an innovative solution to attract younger consumers (25-35) to La Prairie, bridging the gap between luxury heritage and the values of a new generation.

You have until 16:00 to refine your concepts into a single, compelling solution and prepare a persuasive 3-minute pitch. As you develop your pitch, keep in mind these key criteria:

  • Human-centered design: Does it address user needs empathetically?
  • Data-driven iteration: How will you incorporate feedback for continuous improvement?
  • AI bias awareness: If using AI, how will you mitigate potential biases?

Using AI within your idea is encouraged, but not mandatory. However, your presentation must include at least one element generated using AI (e.g., a visual or poem). Access AI tools at https://euna.stl.dev.

Remember to use AI thoughtfully and purposefully in your solution.

Ideation Process

AI Tools & Resources

Access various AI tools at https://euna.stl.dev, for instance:

  • Ideation: Talk to NotebookLM, a chatbot with knowledge of this challenge
  • Visual Creation: Generate images and videos with Krea

These tools can help you develop your solution and create visuals for your pitch. Detailed instructions are available on the dashboard.

Expert Consultations

Enhance your solution with optional 3-minute expert consultations in the Auditorium:

  • AI Table: Paul Lodder (Social Technology Lab) - AI technologies, data integration, and ethical AI
  • Marketing Table: Beatrice Lindvall (Beiersdorf) - AI in Retail/FMCG and La Prairie brand alignment

Note: While optional, these sessions offer valuable feedback to refine your ideas. Use them strategically to improve your solution and pitch.

Pitch

Develop a 3-minute pitch for your consolidated idea. When making your pitch, consider:

  • The key insights from your persona discussion
  • Your proposed solution and how it addresses the challenge
  • How your solution incorporates human-centered design, feedback and iteration, and considers potential AI biases
  • The potential impact of your solution on attracting younger audiences to La Prairie

Remember, the proposed solution is flexible. It could be an AI-powered app, a marketing strategy, a customer insights tool, a new product line, or something else entirely. The key is to focus on attracting younger audiences to La Prairie while keeping in mind the principles of human-centered design, feedback and iteration, and responsible AI use.

Important: Your pitch must not exceed 3 minutes. Practice to ensure you stay within this time limit.

Assessment Criteria

Your pitch will be assessed based on the following criteria:

Best Presentation Award

  • Clarity and coherence in conveying the proposed solution
  • Visual appeal of presentation materials
  • Creative use of AI

Best Solution Award

  • Innovation and creativity in addressing the challenge
  • Application of the principle of feedback and iteration
  • Is the idea human-centered in its design
  • The consideration and mitigation of potential problematic bias in the solution
  • Practical applicability and feasibility within La Prairie