Combination of persona and user journey map in service design process

Service design is a Less well-known subject in design knowledge. This shortage is more serious in less developed societies. This issue shows the importance of studies in service design in these contexts. This study investigates Persona and User journey map as important tools in service design. A real project about city bike sharing system was performed in Isfahan town. Isfahan city bike sharing has a little history about 8 years. The project focus was on bike stations that don't work properly. It seemed there were a lot of problems in this service that had led to inefficient results. At a glance, there were lacks of user centered approaches in the whole system. Then redesign of this service by using tow tools, persona and user journey was considered in combination together. But there were not enough knowledge in both tools. There for this paper studies persona and user journey map quiddity and structures in the first part. The persona is a tool for presenting user groups differences and personalities. Persona show demographic data, life style, wishes and the story of users. Previous studies have shown designers obtain a deep insight about users by persona. In the other hand persona can only be used for reveals users properties in static situations but not in dynamic periods of times. There for there was a need for a tool for unfolding of user interactions in time periods. User journey can reveal emotions, service touchpoints and user needs through interacting with systems. User journey combines story line of evidence with what happens in a whole interaction to presents a respectful vision on behavioral reflects of user to the system. The second sector of study tries to represent how these tools can apply for service improvement. This part of paper starts with an introduction of Isfahan bike sharing system as a case study. It has shown how to build and use of persona and user journey map for native projects in this section. Mojtaba, one of the project's personas appeared from this case study and showed relative data in a persona image format. This persona was one of four personas that made in this project. A User journey map made for this persona too. This journey showed three periods of interactions: before, use and after. There were a lot of pains and miserable point in Mujtaba's journey that needed attention. In conclusion, we found significant results as different scenarios of use for selective persona, persona had serious concerns in confrontation with touchpoints and peak-end points in journey emotions. Positive results of this study showed these two service design tools have problem-solving abilities for less developed societies subjects too. But there were some lacks in utilization of this tools in design. Appropriate use of these tools demands correct estimating of projects scale and designers previous experiences in service design. We found these tools as good tools for training service design to students. Service design and its methods need more studies for proper use in these projects and these topics reqiere more efforts in future studies.