Xue Yin – MDes Service Design Innovation

Image: profile picture of Xue Yin
Xue Yin

Xue Yin is a service designer who graduated from the MDes Service Design Innovation (now MA Service Experience Design and Innovation) course at London College of Communication in 2014.

Where are you from in the world?

China.

Why did you choose to study this course and why LCC?

Actually, I wasn't aware of the MA in Service Design during the application process. I was originally a MA Graphic Design student but than came across this course and it sounded perfect as I wanted to explore more about user experience and business models. As a result I transferred from Graphic Design to Service Experience Design and Innovation.

What are your fondest memories of LCC?

I found LCC down to earth and enjoyed the cross-border teamwork while working on my different projects.

In the beginning, due to the culture shock and language barrier, I found my MA conceptual. My projects meant I did lots of user-research interviews, co-design, prototypes etc. This was to put service design into practice which was great.

Image: picture of children as part of Xue Jun projects
Xue Jun


Where are you working at the moment and what are some recent interesting projects you’ve worked on?

I've recently started working at CATL as a Brand Strategist. Before that I worked at CBi China Bridge as a service designer and innovation strategist.

During those two years, I single-handedly founded, organized, and managed the Shanghai chapter of China Service Design Network (SDN) as a project manager.

Besides that, I was also involved in some service design projects including how to improve Chinese Children Financial Quotient and how to improve user service at a park.

Name three things you couldn't be creative without:

Post-it, camera and a marker pen.

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

Children and elderly people.

Image: sketch of one Xin Yin's project where a sketch demonstrates her planning
Xue Yin


Tell us about your future plans and ambitions:

I would like to do some interesting and meaningful service design projects. I would like to use my skills to promote the value of education. Hopefully I will have my own team in the future.  

What drives you to succeed?

My passion for service design for public good and I'm also driven by problem-solving.

How would you say the course helped you to get to where you are today?

I think the biggest gain was a mindset shift, you never know how design thinking could have an effect on different fields.

Throughout my education I have been taught to focus on creative design style, fonts, colour, layout, VI, etc.

But with the service design course the focus shifted to understand users need and co-design with them.

Besides that, service design approaches and methodology supports me to work more professionally.

What three words would you use to best describe LCC?

Student-driven, creative and flexible.

Where in London do you go when you need a little inspiration?

I read the tube posters, visit Trafalgar Square, the Science Museum, the V&A and do some volunteering work. 

What piece of advice would you give to new students?

Try to explore your interests by yourself, remember your goal and be positive. Think globally, act locally with your passion. 

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