“As afraid we were that our project would hit a standstill due to the coronavirus outbreak, our team made the most of our situation and used creative ways to reach out to stakeholders. Often, it is simply about going outside one’s comfort zone and giving it a try, you never know what you will get.”



University of the Arts London - United Kingdom

Team I <3 Women (GOLD winner) is an international group of five aspiring service designers, hailing from different industry backgrounds and countries. They are all enrolled in the MA in Service Design at University of the Arts London. Having to work through different time zones, the team learned to trust each other in order to complete delegated tasks in a timely and effective manner. They are passionate individuals who are interested in making the world a better place through design and are grateful to have had this opportunity to take on the unique challenge of bettering women’s heart health.


Team members - Angela Tam (Canada), Laura Duarte (Colombia), Katerina Shikhotova (Russia), Ruchika Karnani (India), Maria Jesus Domeyko (Chile)

“In a time of struggle and from locations dispersed all over the world the “I 3> Women team” came together to gather creative insights, endless invention and monumental new ideas to a life changing human problem. A triumph of teamwork! Five Stars.”

Assessment coach, Darren Brandwood, IBM Studios London, UK

Service concept

Women to Heart - a service for women of all ages that partners with key apps and smart devices to raise awareness about heart disease. Through personalized online heart check-ups supported by real testimonials, reliable statistics and language prompts, the service empowers women to confidently communicate their symptoms to healthcare professionals and avoid being misdiagnosed. Through the prompts, women can communicate the level of pain or discomfort they are feeling and express how their symptoms are affecting their quality of life. Answers are analyzed to create personalized reports including suggested key actions and information to share with doctors, leading to quicker diagnosis.


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.