Coaching and judging 2025

Coaching and judging

Meet the coaches and the members of the jury

Joining the Student Service Design Challenge is a once-in-a-lifetime experience. Each student design team will have regular (virtual) coaching sessions with its dedicated Challenge coach. Challenge coaches support the teams for one of the five challenges - presented by the Red Cross, Philips, the Estonian governement, ISDIN, and IBM - on an individual basis during the discovery phase (round 2), define phase (round 3) and development phase (round 4). Each team will also be guided by a team coach, an IBM design strategist and practitioner. The team coaches will give each team feedback and provide help on specific areas. This guidance might take place physically or online, depending on the location of the design team. To help teams get started with the different design phases, past winners of the Challenge will offer support in each round during a live coaching session. In the final stages of the teams’ design process, they also receive strategic and business mentoring to consider the viability of their service concepts.

At the end of round 4, each student design team submits their concept. All submissions are reviewed and validated based on the six challenge criteria (see Assessment areas). There will be a selection of nominees (‘Shortlist’) who will be able to pitch their concepts to a panel of esteemed judges at a Dragons’ Den event. The Challenge jury is composed of renowned design experts from various fields – related to human-centred (service) design, AI, circular design, and design-led innovation.

Coaches

Afsa Akbar (UAE) is a service designer specialised in design strategy and user research and the coach of the Red Cross challenge.

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Transforming services in the UAE. Afsa is currently working at Tribal Experience as a Service Design Lead. With a background in creating value in services in the UK across multiple sectors including central and local government, charities, health and private sector, she has a keen interest in shifting the power dynamic from the service provider to the people impacted by it. Creating a more just and inclusive world. She is an active community builder to help better people’s experiences within the service design industry. Opening it up to be more accessible to get involved as a practitioner. Co-founding Mega Mentor, previous organiser at Global jams and Service Lab.

Lokesh Sharma (India) is a seasoned User Experience researcher and is the coach of the IBM challenge.

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In his role as UX Researcher at ServiceNow, Lokesh uncovers user needs, evaluates concept relevance, and guides new researchers within the company. With 14 years of experience, he transitioned from market research to UX research, working on products like Google Maps, Go & Search, and IBM TRIRIGA & Maximo. He believes design should be simple, effortless, and intuitive across life stages. Lokesh holds a Bachelor's in Commerce and a Master's in Marketing & Information Technology, He is passionate about design and understanding user psychology to create meaningful product experiences.

Julienne Joven (Philippines) is a product service system designer and will help teams get started with research and fieldwork in the Discovery phase.

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Julienne has 10 years of experience doing strategic design and participatory design in the development sector. She co-founded her own design agency for social causes and has worked in the Philippine national government under the Design Center of the Philippines, to bring about community-based development for vulnerable sectors. She is currently taking her Masters in Product Service System Design at Politecnico di Milano.

Julienne is a member of Team Innove, winner of the 2024 Student Service Design Challenge.

Anna Wippel (Switzerland) is an experienced service designer, IBM enterprise design thinking coach and mentor, and is the coach of the Estonia challenge.

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In her role as Senior Business Consultant and Business Developer for the central IT department of the Canton of Basel, Switzerland, Anna thrives in empowered, interdisciplinary teams, unlocking creative potential in the realms of digital transformation and responsible innovation. She explores how technology can "blur the givens" by transforming data into information to foster trust and participation. Holding a Master's Degree from the London Open Business School, Anna is a firm believer in lifelong learning to tackle today's complex challenges within high-performance teams.

Gonzalo Sanchidrian (Spain) is a seasoned service designer and coach of the Philips challenge.

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In his role as Senior Service Designer at Kindred, Gonzalo coordinates across the 17 markets where the group operates, collaborating with stakeholders and local teams to ensure a unified and collaborative strategy. Employing tools such as service blueprints and ecosystem maps, Gonzalo crafts holistic approaches to development backlogs, emphasising the customer's experience while optimising employee satisfaction.

Gonzalo is committed to expanding students' perspectives, fostering well-thought-out design processes with a focus on real-life changes that users can relate to. He holds an MFA in Industrial and Product Design from the Academy of Art University in San Francisco.

Robin Auer (Germany) is an expert in various design methods and is the overall coordinator of the team coaches.

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Robin is an IBM Design Lead in the area of Data and AI. Worldwide, he facilitates product and strategy workshops with IBM teams and clients. He helps them understand, experience and leverage different design methods like Design Thinking in order to create innovative solutions with outstanding user experience. Robin is a creative problem solver who loves designing user-centric solutions for complex, digital applications and experiences. As lecturer in design, he wants students to see the holistic nature of a problem. Because ideas only have relevance if they make it into people’s everyday lives. Robin holds a Master’s degree in Design from the University of Applied Sciences Konstanz (DE), and is Vice Chairman of der German Designer Club.

Silvia Calvet (Spain) is an experienced design strategist and the coach of the ISDIN challenge.

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Silvia has a strong foundation in Information Sciences and an MBA in e-business. She currently works in the social sector at Saura Cooperativa as Director of the Casal Online, where she strives to use her creativity and experience in crafting positive, meaningful transformations.

Throughout her career, Silvia has excelled in crafting innovative solutions and building cohesive teams characterised by trust, open communication, and unwavering focus. She is driven to make a lasting impact and help organisations succeed in their pursuit of customer-centric innovation.

Aman Sinha (India) is a product designer and will help teams ideate and turn their ideas into concrete concepts in the Develop phase.

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With a background in product design and strategy and a Master of Science in Product and Service Innovation from Carnegie Mellon, Aman has a deep understanding of the product development cycle, from concept to execution. His experience in the Student Service Design Challenge has honed his skills in creating impactful solutions and is now eager to guide new talents, offering practical advice and sharing valuable lessons.

Aman is a member of Team Solace, winner of the 2023 Student Service Design Challenge

Alexander Burton (Canada) is a product designer and will help teams extract insights and make sense of their findings in the Define phase.

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Alex is a graduate from OCAD University and a practising designer based in Toronto, Canada. Working at the intersection of service design, public policy, and political engagement, Alex channels his passions for systems thinking and human-centred design to create a more just, accessible, and sustainable society. He is currently Senior Product Designer at Small Change Fund.

Alex is a member of Team Sage, winner of the 2022 Student Service Design Challenge.

Jury

Sofia Nordberg (Spain) is a UX Research specialist at ISDIN.

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With a background in marketing and communications, Sofia strives to continuously enhance and add value to the user experience at every touchpoint. She firmly believes in the power of thorough research to shape products and services, as it drives strategy and ensures the user remains at the centre of the conversation. While pursuing a Master of Arts at Hyper Island, Sofia had the opportunity to tackle a live company brief as part of her studies—an experience that fueled her passion to support and collaborate with students.

Suhaib Aslam (Pakistan/The Netherlands) is Data & AI Innovation Designer at Philips Experience Design.

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In this role, he intertwines data, AI, strategy and design to reimagine healthcare. With a focus on clinical and well-being projects, he pioneers the integration of data and AI into intelligent service experiences. He cares about addressing systemic challenges through a transdisciplinary approach, and always embraces empathy and complexity. Suhaib is passionate about shaping the future of design with data and AI as his canvas. His journey is one of curiosity, practical innovation, and a profound love for design, driving him to explore the uncharted territories of what makes innovation meaningful for life – both today and tomorrow.

Helelyn Tammsaar (Estonia) is Team Lead at the Public Sector Innovation Team, Government Office of Estonia.

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Helelyn is an anthropologist and public sector innovator, dedicated to improving government services through behavioral insights and design methods. As Team Lead of Estonia’s Public Sector Innovation Team, she supports all 11 ministries and their agencies by running innovation programs, sprints, and workshops that combine service design, ethnography, and behavioural science. With a background in public sector innovation, she applies human-centred approaches to policymaking, strengthening Estonia’s reputation as a leader in experimental governance.

Anna Ribera (Spain) is a service design & UX research specialist and Strategic Design Lead at ISDIN.

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With a background in psychology, she integrates her passion for understanding human behaviour with a multidisciplinary approach encompassing psychology, design, and circularity. She uses design as a transformative tool to solve complex challenges rooted in customer needs. Anna's expertise lies in research, conceptualisation, and designing services and digital experiences, guiding the organisation towards a comprehensive embrace of customer-centricity at all levels.

Shannon E. Thomas (United States) is the Global Head of Experience Design for Services at Philips.

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With over fifteen years of experience, most recently in mobility and healthcare, Shannon has a history of designing products and experiences that delight while delivering a better quality of life. Using curiosity, humility, and an eye for detail, Shannon manipulates cutting-edge technologies to meet human needs. She believes in the democratisation of design and is passionate about creating inclusive processes that promote diversity and multi-disciplinary collaboration within organisations. Shannon is author of The Practical Guide to Experience Design.

Urvi Kaljas (Estonia) is Design Strategist at the Ministry of Justice and Digital Affairs, Estonia.

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Urvi is a service design and digital governance expert, dedicated to improving public services through user-centred strategies. Previously, she worked as a Public Services Strategist in Estonia’s Digital State Development Department, contributing to policies that enhance accessibility and efficiency in government services. With a background in communication, service design, and strategic development, she applies human-centred design principles to create impactful and inclusive digital solutions. Urvi studied at the University of Tartu and has been actively involved in initiatives that strengthen Estonia’s leadership in digital public services.

Kim Holmes (United States) is a Design Principal at IBM, focusing on Ethical and Trustworthy AI.

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Kim is a design leader applying human-centred design to artificial intelligence. With over 30 years of experience across industries, she spent a decade at IBM Watson, developing AI solutions for healthcare clients like MD Anderson Cancer Center and Pfizer. Her innovations earned three patents, including one for error detection in medical records using natural language processing. Kim also teaches ‘Design it Forward’ at North Carolina State College of Design, guiding students in problem-solving for local non-profits. She holds a degree from East Carolina University’s School of Art and Design.

Karen Reeves (United Kingdom) is Services Leader at Inter IKEA, developing the services offer for the company globally.

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Karen has over 10 years of experience working for retailers such as John Lewis, Red Bull, Dyson and IKEA. She is a specialist in physical and digital service solutions; transitioning consumers from product transactions to end-to-end, human-led experiences across their shopping or aftersales journeys. Karen is passionate about understanding how we can innovate in the service space to support and accelerate consumers living better lives at home. She studied Law at the University of Kent and is a keen runner and hockey player, which has nurtured communities and friendships while living abroad.

Urvi Kaljas (Estonia) is Design Strategist at the Ministry of Justice and Digital Affairs, Estonia.

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Urvi is a service design and digital governance expert, dedicated to improving public services through user-centred strategies. Previously, she worked as a Public Services Strategist in Estonia’s Digital State Development Department, contributing to policies that enhance accessibility and efficiency in government services. With a background in communication, service design, and strategic development, she applies human-centred design principles to create impactful and inclusive digital solutions. Urvi studied at the University of Tartu and has been actively involved in initiatives that strengthen Estonia’s leadership in digital public services.

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FAQ

Until when can teams register?

Registration closes on January 17, 2025.

Can I enter the challenge alone?

You cannot participate as an individual student. You need to be part of a team of 4 to 7 members.

Is there any limitation on the number of members in a team?

Yes. The team needs to have at the least 4 team members and no more than 7 team members. All team members have to be students.

I am not a Service Design student. Can I enter the challenge?

Yes, you can. You need to be part of a multidisciplinary team, preferably with at least one design student.

Is there an age limit for entering the challenge?

No, there are no age restrictions, as long as you meet the criteria about student status.

Can a team submit more than one research proposal?

Yes a team can submit more than one research proposal, but you should submit each proposal separately.

What happens to our ideas, materials, etc.?

As a participant in the challenge you will retain intellectual property ownership of all your challenge submission ideas. Please read more about this in our Official rules before submitting.

Official rules Privacy notice