Abstract
While customer information and knowledge need transform in the context of globalization and technological change, it is important for organizations to efficiently meet new and changing needs and stimulate consumer creativity through the use of augmented reality mobile applications. In order to solve this kind of problem, it is important to evaluate mobile applications with respect to user experience. The purpose of this study is to evaluate alternative research methods for user experience assessment in augmented reality, to determine whether the selected user experience survey method is suitable for augmented reality mobile applications’ evaluation, and to identify features, which would improve augmented reality mobile applications in order to enhance users’ creativity and positive attitude. The article presents the analysis of theoretical aspects of evaluation of augmented reality mobile applications, the concept of the augmented reality, the augmented reality mobile application evaluation results and the recommendations for the user’s creativity stimulation. Research methods such as scientific literature analysis and user experience survey are used to achieve the purpose of the article.
Highlights
The purpose of this study is to evaluate alternative research methods for user experience assessment in augmented reality, to determine whether the selected user experience survey method is suitable for augmented reality mobile applications’ evaluation, and to identify features, which would improve augmented reality mobile applications in order to enhance users’ creativity and positive attitude
Mobile augmented reality (AR) is a technology that extends the physical world with virtual objects and information through mobile devices
The popularity of mobile AR is driven by technical AR and mobile device factors – the AR technology itself is already mature enough to be used on the market and its devices are powerful enough to create a smooth AR experience
Summary
In the context of transformations, satisfaction and stimulation of consumer information and creativity needs through AR MAs is an effective mean of increasing the efficiency of public administration institutions and business organizations in marketing communication. An organization’s communication with target customers is becoming an important aspect: how at minimal costs to create and apply AR technologies to consumers for to meet their needs of information and knowledge, and to promote their creativity and loyalty to the organization
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