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

Callum Bradley; Luis Oliveira; Stewart Birrell; Rebecca Cain

doi:10.1016/j.ijhcs.2021.102583

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

Callum Bradley, Luis Oliveira, Stewart Birrell, Rebecca Cain

Research output: Contribution to journal › Article › peer-review

28 Citations (Scopus)

2669 Downloads (Pure)

Abstract

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 language	English
Article number	102583
Number of pages	17
Journal	International Journal of Human-Computer Studies
Volume	148
Early online date	5 Jan 2021
DOIs	https://doi.org/10.1016/j.ijhcs.2021.102583
Publication status	Published - 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/

Funder

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.

Funding

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?. 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 \u201CCLoSeR: Customer Loyalty and Dynamic Seat Reservation System\u201D project, funded by RSSB / Innovate UK (grant no 102483 ). This project was selected through the competition \u2018Enhancing Customer Experience in Rail\u2019.

Funders	Funder number
UK Research and Innovation
Rail Safety and Standards Board Ltd
Innovate UK	102483
Innovate UK

Keywords

Design methods
Innovation
Interdisciplinarity
Philosophy of design
User experience

ASJC Scopus subject areas

Software
Human Factors and Ergonomics
Education
General Engineering
Human-Computer Interaction
Hardware and Architecture

Access to Document

10.1016/j.ijhcs.2021.102583

Post-PrintAccepted author manuscript, 2 MBLicence: CC BY-NC-ND

http://www.sciencedirect.com/science/article/pii/S107158192100001X

Cite this

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

Abstract

Bibliographical note

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Funding

Keywords

ASJC Scopus subject areas

Access to Document

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