A new perspective on personas and customer journey maps: Proposing systemic UX

Callum Bradley, Luis Oliveira, Stewart Birrell, Rebecca Cain

    Research output: Contribution to journalArticlepeer-review

    13 Citations (Scopus)
    1334 Downloads (Pure)


    This article explores user experience research within a consequentialist philosophical framework, where an optimal design depends on users’ resultant levels of satisfaction and pleasure. Personas and customer journey maps can be pragmatic in indicating the requirements of a system by aggregating the overall pleasure of the majority of users. However, a revised approach, focused on minimising displeasures at the expense of reducing the pleasures of others, may level out individuals’ satisfactory experiences with a view toward more holistic, systemic satisfaction for all users. We explore our philosophical thinking and illustrate these premises with a project set out to develop technological innovation for the rail industry. We conclude with recommendations of how designers could think about user experience to incorporate systemic views of pleasure when proposing innovations.
    Original languageEnglish
    Article number102583
    JournalInternational Journal of Human-Computer Studies
    Early online date5 Jan 2021
    Publication statusPublished - Apr 2021

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in International Journal of Human-Computer Studies. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in International Journal of Human-Computer Studies, 148, (2021) DOI: 10.1016/j.ijhcs.2021.102583

    © 2021, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/


    Funding Information: The first and second authors contributed equally to the production and revision of this manuscript. The authors would like to thank the anonymous reviewers for their thorough comments, which helped improve the quality of this publication. This research is performed as part of the “CLoSeR: Customer Loyalty and Dynamic Seat Reservation System” project, funded by RSSB / Innovate UK (grant no 102483 ). This project was selected through the competition ‘Enhancing Customer Experience in Rail’. Publisher Copyright: © 2021 Copyright: Copyright 2020 Elsevier B.V., All rights reserved.


    • Design methods
    • Innovation
    • Interdisciplinarity
    • Philosophy of design
    • User experience

    ASJC Scopus subject areas

    • Software
    • Human Factors and Ergonomics
    • Education
    • Engineering(all)
    • Human-Computer Interaction
    • Hardware and Architecture


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