Abstract
Globalization, technological development and a dynamic business environment influence the change of customer information demands. It becomes vital for organizations to find out the customer demand change and discover technological solutions to satisfy these demands. One of these technologies is augmented reality, which connects real and digital environments by expanding it with digitally coded information which is decoded by using a specific device. As this type of technology enables the changing information needs of customers to be met faster, organizations are increasingly using these technological solutions to achieve a variety of purposes: to position products innovatively, increase product awareness, create added value for the customer, increase sales. However, organizations often face the challenge of evaluating commercial augmented reality mobile applications in user experience. A two-case study has been selected to evaluate the user experience of augmented reality commercial mobile applications and provide recommendations for their development to address this issue. In this research, such methods as scoping scientific literature review, expert evaluation, and user experience questionnaire method were used. The study has identified the main factors influencing the positive user experience: the explicit purpose of the application, easy to use and learn, smooth operation, imaginative information presentation, and interactivity.
Highlights
The rise of augmented reality technology is driven by globalization, technological development, and a dynamic business environment, and by the changes of consumer information and knowledge needs (Raudeliūnienė et al, 2018; Raudeliūnienė & Davidavičius, 2017), organizations’ efforts and investments to improve the quality of technology devices and software that allows using augmented reality and increase accessibility to the general public in a way that is intuitive and user-friendly
This study aims to evaluate the user experience of augmented reality commercial mobile applications and provide recommendations for their development to address this type of problem
After analyzing the augmented reality approaches of researchers and business practitioners, in this study, augmented reality is defined as a technology, a real-time direct or indirect representation of the physical real-world environment, which allows the user to see the real environment augmented with virtual objects and enhances the interaction with the real world by attempting to create a mixed reality in real-time to improve the user experience
Summary
This study aims to evaluate the user experience of augmented reality commercial mobile applications and provide recommendations for their development to address this type of problem. The research employed such methods as scoping scientific literature review, expert evaluation, and user experience questionnaire. Two augmented reality commercial applications that were active during the research were selected for the study: Inkhunter (a mobile application that tests virtual tattoos using augmented reality) and Arilyn (a mobile application that presents the visual story of a product by Kalnapilis) These applications are chosen because they reflect the purpose and substance of augmented reality and do not oblige long-term user engagement and ease of use
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