“We've seen this as an opportunity to grow our own perspectives and skill sets while creating a tangible project output that has the potential for future growth.”



Politecnico di Milano - Italy

Team Milano is an international team of designers studying a Master in Product Service System design at Politecnico di Milano. Coming from Brazil and the United States, and with backgrounds in graphic design and industrial design, Team Milano members share a passion for working on projects that can transform the world into a more fair and sustainable place to live.They decided to participate in the Student Service Design Challenge because they recognized the significant potential of working on a real life problem and getting coached by some of the best minds in the industry.


Team members - Angela Corrado (USA), Luiza Braga Campos (Brazil), Thomas Tonapi (USA), Mariah Madureira Giacchetta (Brazil)

“Coaching this talented team was focused on encouraging them to do exactly what they were doing, while offering additional perspectives and providing personal opinions on the design choices.”

Assessment coach, Ora Peled Nakash, IBM Studios Haifa, Israel

Service concept

CURA - empowering women to care for their hearts. CURA is a subscription service and non-profit organization that empowers Italian women to better care for their heart health, build awareness for CVD and manage risk factors through activity based support groups, a dedicated health ambassador, a goal setting and tracking platform and a medical device lending service (HeartBox).


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.