This past weekend, 28 teams from 11 business schools traveled from as far away as Germany this weekend to compete in the 2019 Kellogg Design Challenge, the largest MBA design competition in the country. This year, the prompt came from our partner Amazon, who challenged teams to answer the question: "How could Prime Video become a destination for movie and TV viewers, outside of times when they're planning on watching something?"
With over 120 teams applying to the challenge in early October, teams were selected as semi-finalists based on the strength of their innovation plans. The 28 teams worked over the past few weeks to further refine their product idea, while attending relevant workshops hosted by Amazon and IA Collaborative to ensure they stay true to the human centered design frameworks.
On Saturday, after a morning of presentations, 5 finalist teams were selected to present on the big stage in the shot-gun fashion that KDC has become known for. Ultimately, 3 teams emerged as winners of the challenge, and received cash prizes of $12,000, $5,000 and $3,000.
During the day, participants also dove deep into design thinking by attending student-led design workshops, hearing from our keynote speaker Dan Kraemer (Founder and Chief Design Officer, IA Collaborative), and attending a fireside chat with Andrew Watts (Director of Product, Prime Video).
Thank you to all participants and attendees - we hope to see you again next year!
Read more about KDC 2019 and previous challenges here.
Big congratulations to our three winning teams:
First place: A-Team (Kellogg) -- Alex Steinwald, Aline Bass Callahan, Andrew Beir, Amit Kalra, Shikha Khinvasara, Amy Wang
Second place: Team Primed and Ready (Kellogg) -- Nikki Cope, Olaniyi Jinadu, Bri Leon, Colleen Paxton, Jeannette Stock, Jason Wirth
Third place: Team Mansio (Kellogg) -- Panama Marquand, Matthew Marrapode, Marco Hartmann, Sai Gunturi, Caroline Brown, Eda Levent
Attendees exercised their design thinking muscles through a series of Kellogg-student led workshops: Graphic Recording Workshop led by Ellen Wilcox (MMM ’20), Improvisation for Design Workshop led by Abhishek Ravi (MMM ’20), and a Virtual Reality Demo led by Kellogg’s AR/VR Club.
We were honored to have a fireside chat with Andrew Watts, Director of Product at Prime Video facilitated by Kellogg's own Linda Darragh, Larry Levy Executive Director of the Kellogg Innovation & Entrepreneurship Initiative. Kellogg alum, Dan Kraemer, Founder and Chief Design Officer at IA Collaborative, gave the keynote speech: "Growth Through Design + Business Strategy", where he highlighted the importance of design thinking in driving business growth throughout industries.