“This competition is an excellent opportunity to learn methodologies of service design in a real-life project.”



University of the Arts London - United Kingdom

Team Olive is composed of four master students from University of the Arts London. Some team members are studying an MA in Service Design at the London College of Communication, and one student is studying an MA in Industrial Design at Central Saint Martins. All share a passion for the service design field and are very thankful for the opportunity of 2020 SD Challenge and the support of their coaches.


Team members - Leanne Linyuan Chen (China), Haoru Wang (China), Xinyue Wang (China), Ting Wang (China)

“The team was very positive and enthusiastic about learning by doing. The members were all skilled designers with creative vision and open-minded thinking.”

Assessment coach, Daim Yoon, IBM Studios London, UK

Service concept

Dietary Planner of Healthy Heart - helps low-income families who are unaware of the importance of a healthy diet and have risks of getting Triple H & Heart disease and want to prevent family members from these illnesses in the early stages by changing the attitude toward Triple H and heart disease and improving the shopping experience.


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.