Exploring the diversity of users of digital mobility services by developing personas – A case study of the Barcelona metropolitan area

Abstract

Addressing digital exclusion first requires an in-depth understanding of the factors leading to it. In this paper, we explore to what extent new digital mobility solutions can be considered inclusive, by taking into account the diverse perspectives of the users of transport services. Specifically, our work contributes to understanding the end user needs and capabilities in digital mobility, by presenting a set of personas developed using data from a population-representative survey of 601 Barcelona metropolitan area residents in the framework of the EU Horizon 2020 programme’s DIGNITY project. Overall, roughly 15% of this population cannot access and effectively use digital technologies, thereby hindering their use of many digital mobility services. This work provides information about the diversity of potential users by analysing different stories and travel experiences of the personas; this in turn can inspire decision makers, developers, and other stakeholders along the design process. The methodological approach for developing personas could be also potentially useful for mobility service providers and policymakers who aim to create more inclusive and user-centred transport ecosystems that meet the needs of diverse users.