The User Experience of Mobile Augmented Reality: The Case of WOORLD

Nora Horn

Studenteropgave: Kandidatafhandlinger


This study investigates the user experience of handheld mobile augmented reality (MAR). Smartphones are expected to drive the mass adoption of Augmented Reality. Still, the industry is lacking the ‘killer application.' A good user experience (UX) is considered to be influential in the success of a product. However, little research efforts have been dedicated to this niche. Thus, the purpose of this study is to identify the types of experiences elicited by MAR, and how the system’s components contribute to the experience. In order to research this topic, a qualitative case study approach is chosen. The application under investigation is WOORLD, an MAR sandbox game created by Funomena and built with the Google Tango technology. The study employs semi-structured interviews and direct observations during explorative in-situ game tests as main methods. Five participants agreed to partake in the sessions. The data analysis is guided by Thomas Olsson’s framework for Desirable UX for MAR and the related Component Model (2013). Evidence is consolidated with insights from the application analysis. Finally, the study presents a set of positive and negative experiences elicited by WOORLD, associated with the different categories derived from the framework: instrumental, cognitive and epistemic, emotional, sensory, social and motivational and behavioural experiences. The experiences are linked to the relevant components of the application. Drawing from concepts of game design and game experience, the study proposes an adaptation of Olsson’s framework and model to better fit the domain of MAR games. The findings from the case add to a body of knowledge aiming towards an improved understanding of the user experiences of mobile augmented reality and how it can be designed for. Further research is necessary to strengthen the validity of the case study. Keywords: User Experience, User Experience Evaluation, Mobile Augmented Reality,

UddannelserMSc in Business Administration and E-business, (Kandidatuddannelse) Afsluttende afhandling
Antal sider108
VejledereMads Bødker