“Research is the key, defining gaps and opportunities and analysing them to reach interesting insights is what makes the project unique.”



Royal College of Art / University of the Arts London - United Kingdom

Team 111 comprises four members who although sharing nationality have very different backgrounds. They are all studying different masters in London, both at the University of the Arts London (MA Service Design) and at the Royal College of Art (Visual Communication and Jewelry). Each member brought a unique skillset to the team, from data analysis to product design. All sharing a common goal: putting users in the heart of services and focusing on the big picture of the system.


Team members - Patrawin Winyoopongphun (Thailand), Pornnatcha Sangsuk-iam (Thailand), Pitisuda Sukumalchantra (Thailand), Wareesa Lakanathampichit (Thailand)

“I've really enjoyed coaching for this challenge - especially meeting a team of talented young women who have been very keen to continuously develop their idea to ensure it works for their user group.”

Assessment coach, Lucy Marsden, IBM Studios London, UK

Service concept

Phil - a personalised healthy lifestyle motivating service accessed through ‘a smart scale’ and the ‘Phil application’. The service encourages young adults whose family members suffer from heart disease to keep engaging and maintaining their good routine to achieve one’s goal by suggesting plans relating to diets and exercise. .


Other teams


Initiated and powered by Philips Experience Design
and co-organized with SERVICE DESIGN COLLEGE, in
collaboration with IBM and the Ellen MacArthur Foundation.

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Until when can teams register?
Teams can register until January 14, 2022. They will have until Friday January 21, 2022 (11:59:59 PM CET) to submit their research proposal(s). We expect that the preparation for a proposal will take at least a few weeks.
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. There is no transfer of intellectual property rights to any third party as a condition of participating in the challenge. Please read our Official rules before submitting.