This study was aimed to explore young users’ experiences (UX) through gamification-based personas at the Palace Museum in Beijing using Service Design (SD) approach. By adapting ethnography research design, this study did not only analyze the users’ experiences, but also provided insights into the personas’ motivation. The exploration of museum UX was based on the employment of two models: the Richard Bartle’s four types of players model (gamification-based) and the visit process-based (pre-during-post) model. Using the Bartle Test of Gamer Psychology, the study identified four desirable personas (i.e., Socializer, Explorer, Achiever and Attacker) from 126 candidates, with one participant selected for each type of persona. The data from four personas were collected through three phases (pre-, during-, and post-visit) from both online and offline services at the Palace Museum. This study employed multiple instruments as observation method: video recording, in-depth retrospective.....

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