“The Challenge introduced us to new design toolkits. We gained a lot of high-value design methods, and at the same time had the opportunity to practice them.”



University of the Arts London - United Kingdom

Team ‘C-air’ are students at the University of the Arts London all pursuing different master degree specializations: Service Design, Design for Social Innovation and Sustainable Futures, and User Experience Design.  Their team name is a word game: meant to sound like “care” but reflecting their target users: flight attendants. They joined the challenge because they share an interest in how service design can address wicked problems as social health issues.


Team members - Yujie Li (China), Jiasheng Xiong (China), Qingyang Tan (China), Tiannan Zhao (China)

“It was always interesting to see what the team had done and how they had moved forward. You could see the thought, effort and thinking they had gone through at each level. A really nice team with intriguing ideas and questions.”

Assessment coach, Kunjnita Patel, IBM Studios London, UK

Service concept

FlightPlanner - an app + product (Illumirror) that helps flight attendants adjust shift work and jet lag. Through light therapy and scheduling recommendations, users can develop better sleeping habits and help prevent illness and improve heart health.


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.