Veronica Massoud – MDes Service Design Innovation

Veronica Massoud is a graduate of MDes Service Design (now MA Service Experience Design and Innovation) at London College of Communication. She is currently a Lead UX Consultant for a digital agency working with clients including Vodafone, Bupa and Sony.

What did you study at LCC and what year did you graduate?

I completed an MDes in Service Design Innovation (now MA Service Experience Design and Innovation) in 2009 – this was the year the course had started and I was lucky to be a part of that.

What are you working on/where are you working at the moment?

I’m a Lead UX Consultant for a digital agency. I love my job, it involves putting the user first in everything I do. I’ve worked with a variety of clients including Vodafone, Bupa, Sony PlayStation, TfL, Channel 4 and British Gas. 
I apply service design to the digital projects I work on everyday, but I’m pushing service design more until it becomes a recognised area within the agency I work for.

Name three things you couldn't be creative without:

People, empathy, open-mindedness

If you could collaborate creatively with anybody in the world who would it be?

I enjoyed collaborating with Samsung Art and Design Institute and what better place to be creative than in Seoul, South Korea. I’d love to collaborate with students – students are the best people I’ve worked with as there are no limitations to creativity and business barriers don’t get in the way. 

Tell us about your future plans and ambitions:

The industry I’m in is forever changing – it’s exciting not knowing what I’ll be designing in 10 years time. One thing that I do know is that it’ll still involve understanding people’s needs and improving the experiences of whatever they are using. I love telling people about Service Design, in the future I’d like to take this up more seriously and teach.

What three words would you use to best describe LCC?

Supportive, Engaging, Stimulating

What piece of advice would you give to new students?

Make the most out of the course. As I’ve always said it was the year I progressed the most. It will go quickly – start to prepare for what you’d like to do after the course is complete and focus your project on an area you’d like to move towards. Attend as many events as possible and meet as many people in the industry.