“In our team, everyone is good at different things. We played to our strengths, cultivated the tacit understanding of teamwork, and this helped us to improve the efficiency of our cooperation!”



University of the Arts London - United Kingdom

Team London Arts 3 is a dynamic group of young students from University of the Arts London currently pursuing an MA in Service Design. Coming from multiple backgrounds like interaction design, finance and product design. The team focuses on the development of human-centred design and establishing good communication between the target and them.


Team members - Peiling Wu (China), Chuan Li (China), Fanxi Zhou (China), Jijun Li (China)

“Their idea to create a physical and digital heart puzzle was very innovative and was aimed very specifically on children - a particularly hard demographic to design for.”

Assessment coach, Raj Shehmar, IBM Studios London, UK

Service concept

Lightup - a game system with educational implications for minors. Partnering with families, doctors, schools and charities to provide educational games for minors who can learn necessary medical terminology, with the aim to enable them to  better understand their own illnesses and become more willing to cooperate and participate in treatment. .


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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Connect with us


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.