“The topic of this challenge was particularly inspiring as it involved getting in touch with real users in their contexts as well as subject matter experts to design solutions which can help neglected populations and improve society as a whole.”



IE University Madrid - Spain

Team MCXI is completing the Master of Customer Experience & Innovation at IE University in Madrid and were eager to apply the acquired learnings from their academic courses to the service design challenge. With origins from all corners of the world and with different industry backgrounds, they were able to contribute with diverse perspectives to their final solution. One of their most memorable moments of the project was the field trip they made to rural towns in the Sierra de Madrid to better understand the context of the end users.


Team members - Tanya Raschle (Switzerland), Joshua Hill (South Africa), Andrea Mercado (Bolivia), Gabriela Machado (Brazil), Jorge Callejas (Nicaragua), Wisse de Kempenaer (Spain)

“The team members are from different backgrounds and professional experiences. Some of them were more motivated to improve customer experiences and understand the value of it, while others had a more functional approach and technical knowledge. The idea they presented is viable, interesting, and definitely something that should be considered for the near future or other scenarios.”

Assessment coach, Victoria Coello, IBM Studios Madrid, Spain

Service concept

Mi Pulso - providing convenient access to personalised early diagnosis of heart diseases. Mi Pulso is a proactive heart health service based in rural pharmacies which feeds collected user data (such as age, height and weight) as well as their ECG & blood pressure readings through a neural network platform to provide users with a customized predictive heart health report – designed to assist early diagnosis, educate the user and provoke positive daily habit change.


Other teams


I <3 WOMEN  (GOLD)University of the Arts London


NO PRESSURE  (SILVER)Aalto University

BARCELONA 2Universitat de Barcelona

HEARTBITUniversity of Siena

LONDON ARTS 2University of the Arts London

LONDON ARTS 3University of the Arts London

MILANOPolitecnico di Milano

PANDA EYEThe Glasgow School of Art

C-AIRUniversity of the Arts London

111Royal College of Art

BRIGHT HEARTSElisava Barcelona

OLIVEUniversity of the Arts London

CALABANDThe Glasgow School of Art

YRGOYrgo School of Architectural Visualization

LONDON ARTS 1  (BRONZE)University of the Arts London

CORE.01The Glasgow School of Art


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 throughout January 2021, but will have until Friday January 29 2021, 11:59:59 PM CET to submit their research proposal(s). We expect that the preparation for a proposal will take one week.
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/recent graduate 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.