“The Challenge has shifted our perception and thinking about sustainability. It made us look at the circular economy in a business context and think about how designers can be involved in changing the world and take their reasonable share of social responsibility.”



University of the Arts London - United Kingdom

Although coming from different backgrounds: industrial design, graphic design, user experience design and urban planning, they are all currently pursuing an MA in Service Design at University of the Arts London. Together, they have focused on increasing the opportunities to design for the circular economy.


Team members - Guo Chen (China), Jiaoyan Yang (China), Qian Zhao (China), Yaqi Zhang (China) and Ziwei Lin (China)

“Baby Jedi is a team of hardworking students who brought enthusiasm and drive into every stage of the competition. I particularly admired their commitment to user research and testing with a wide range of parents to gain first-hand insights and genuine feedback. Furthermore, their holistic and responsible approach to design meant they landed on a service solution that was not only environmentally sustainable but socially sustainable too.”

Assessment coach, Hannah Rayner - Designer at IBM Garage, London, UK

Service concept

Recolo - a secondhand stroller service platform that provides complete stroller evaluations, freeing up communication time between buyers and sellers. The service conducts cleaning and check-up of products to address parents' concerns about the safety and sanitation of secondhand strollers.


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.