“The process and timeline were clearly structured. It gave us a chance to try new methods, and the deliverables presented an opportunity to reflect on our path and define a clear logic to find direction.”



University of the Arts London - United Kingdom

Team London Arts 2 are students at University of the Arts London enrolled in the Master in Service Design. The students became friends in a language class and saw the Challenge as an opportunity to work  together.  As an interdisciplinary team their backgrounds include UX design, business management, architecture, and creative copywriting. They aim to support vulnerable people by making their lives a little better.


Team members - Pin Yuan (China), Watanya Sureechainirun (Thailand), Min Deng (China), Ryoko Baba (Japan)

“The team was able to create a solution that fit the needs of their user groups and helped to address factors leading to poor health. I believe that their project could help to address some of the underlying health inequality issues in society that were exacerbated by the pandemic.”

Assessment coach, Demetra Brady, IBM Studios London, UK

Service concept

After 3 Kitchen - provides a service that helps schools host an after school cooking club and an online platform for families to share and exchange their knowledge and experience. Turning schools and children into promoters, the service introduces families to affordable, convenient and enjoyable healthy food.


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.