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

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.