“This challenge seemed like the perfect opportunity to translate academic concepts into actionable real-life applications to solve problems that have a huge impact in the lives of many.”



IE School of Human Sciences & Technology - Spain

Team Bruce is a mixed team of many nationalities and backgrounds. All studying the Master in Customer Experience and Innovation at IE School of Human Sciences & Technology in Madrid. The team believes in the power of human-centered design as a powerful tool to address today's biggest challenges.and share a common goal: to make a positive impact in the world. They faced tough situations during the Challenge but made it through with a lot of collaboration, extra effort and some sessions of pure fun and bonding. Their combined experience in engineering, marketing, product management, product design and data driven business strategy made the team stronger with each of them bringing in their own unique added value.


Team members - Lilian Buitrago (Colombia), Karoline Strand (Norway), Emilio Guillot (Mexico), Ricardo Vélez (Colombia), Dimitris Spyrou (Cyprus)

“I was captivated by their skills, their eagerness to apply human centered design and their motivation to bring new value to underrepresented social groups. I am proud of the resilience, motivation, reliability and openness the team has shown during these unprecedented times.”

Assessment coach, Markus Meissner, IBM Studios Berlin, Germany

Service concept

Yummeals - a digital content platform delivering a healthy-meals cooking adventure to engage parents and kids while learning healthy habits. In addition, on a monthly basis, a box with cooking tools and sustainable elements for the fun activities is delivered. The aim is to deliver a fun experience for kids, convenience for parents and healthy habits adoption for all.


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.