Communicating User Insights with Travel Mindsets and Experience Personas in Intra-city Bus Context

Elina Hildén, Kaisa Väänänen

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


Design of attractive services for the bus travel context is important because of the aim to increase the usage of sustainable travel modes of public transportation. In bus travel, both user experience of the digital services and the broader service design context of the public transportation need to be addressed. Experience-Driven Design (EDD) can be used to take the passengers’ needs and experiences in the core of the design process. This paper presents a qualitative diary and interview study on bus travel experience with 20 passengers in two major cities in Finland. The aim of this study was to identify and communicate frequent bus passengers’ needs, experiences, values and activities as user insights to support experience-driven service design in the public transportation context. Based on the data analysis, we derived ten Travel Mindsets: Abstracted, Efficient, Enjoyer, In-control, Isolation, Observer, Off-line, Relaxed, Sensitive, and Social. To communicate the study findings on bus passengers’ travel experience, Travel Experience Personas were created. The personas include primary and secondary travel mindsets, specific needs related to bus travel, insights on mobile device usage, and target user experience (UX) goals that could enhance the personas’ travel experience. We also discuss how the personas can be used as a communicative design tool that supports EDD of novel services in the bus context.

Original languageEnglish
Title of host publicationHuman-Computer Interaction – INTERACT 2019 - 17th IFIP TC 13 International Conference, Proceedings
EditorsDavid Lamas, Fernando Loizides, Lennart Nacke, Helen Petrie, Marco Winckler, Panayiotis Zaphiris
PublisherSpringer Verlag
Number of pages19
ISBN (Print)9783030293895
Publication statusPublished - 2019
Publication typeA4 Article in conference proceedings
EventIFIP TC13 International Conference on Human-Computer Interaction - Paphos, Cyprus
Duration: 2 Sept 20196 Sept 2019

Publication series

NameLecture Notes in Computer Science
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


ConferenceIFIP TC13 International Conference on Human-Computer Interaction


  • Bus
  • Design tool
  • Experience-Driven Design
  • Mindset
  • Persona
  • Travel experience
  • User experience (UX)
  • UX goal

Publication forum classification

  • Publication forum level 1

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)


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