User Requirements on Mobile AR for Cultural Heritage Site towards Enjoyable Informal Learning Syamsul Bahrin Zaibon, Ulka Chandini Pendit, and Juliana Aida Abu Bakar School of Multimedia Technology & Communication Universiti Utara Malaysia UUM Sintok, Kedah, Malaysia syamsulbahrin@uum.edu.my; ulka.chandinipendit@gmail.com; liana@uum.edu.my Abstract— Various mobile augmented reality applications have been developed for cultural heritage sites especially in Europe. However, these existing applications focus on the application content without concerning on the enjoyable and informal learning concepts. This study found that enjoyable aspect and informal learning concept are necessary to promote learning processes at cultural heritage sites. Therefore, this study proposes a conceptual model of mobile augmented reality for cultural heritage site towards enjoyable informal learning. In the proposed model, user requirements were collected and determined through a field study of enjoyable informal learning content at cultural heritage site. This paper presents the results of the field study which detail out the conceptual model with three structures, ten elements, and thirty seven supporting elements. The conceptual model could benefit to the designer of mobile AR to develop such application by implementing various elements to cater enjoyable informal learning experience. Keywords— user requirement; mobile augmented reality; cultural heritage site; enjoyable informal learning; conceptual model I. INTRODUCTION Mobile Augmented Reality (AR) is the form of AR that is experienced through smart-phones or handheld devices [1]. Mobile AR is fast and lightweight as user has already brought along the required hardware (smart-phone). Further, mobile AR has become the most booming area for AR application. The market is ranged from location-based, games, lifestyle and healthcare, multimedia and entertainment, enterprise, and social networking. Mobile AR market will be reaching USD 5.2 billion revenue since 2012 to 2017 [2]. It is unquestionable that mobile AR has potential to be applied at cultural heritage sites because visitor will learn informally about heritage and history of certain sites. Learning in cultural heritage should be enjoyable. Enjoyable informal learning helps the visitor to enjoy learning as if they are not learning but at the same time they are achieving new knowledge [3]. Learning at cultural heritage site is assisted by interpretive media. The current emerging interpretive media at cultural heritage site is Mobile AR. Mobile AR has been developed for cultural heritage in many approach [4]-[8]. They provide different approach to help visitor for learning at cultural heritage site. However, these existing mobile AR projects do not embed enjoyable informal learning concept [9]. Informal learning in cultural heritage site relies heavily on intrinsic motivation that makes it should be enjoyable [10]. Furthermore, criteria of presentation for informal learning in cultural heritage site are not explained in detail (refer to Fig. 1) [11]. The factors that support informal learning are mentioned without clearly explained: presentation designed with appropriate understanding of visitor, presentation appropriate to informal learning environment and the dynamic presentation with appropriate element of entertainment. This is regretted as the explanation of presentation is needed to provide the appropriate informal learning education. Fig. 1. Influencing factors in informal education at cultural heritage sites In conjunction with these issues, the next section reviews some of the existing mobile AR applications for cultural heritage sites developed and researched by other scholars. However, to date currently none of them is implemented in South-East Asia region. II. MOBILE AR APPLICATIONS FOR CULTURAL HERITAGE SITES Explore! is the first mobile AR that is developed for Egnathia archaeological park, Italy [4]. It is an AR game that played by students in a group of four or five that carries out missions to find the meaningful places in the park. Apart from Some degree of prior interest in history Background Knowledge Motives for visiting Extent of interest and attention to interpretative media Features of interpretative media that can assist or hinder informal learning 1. Presentations designed with an appropriate understanding of visitor 2. Presentations appropriate to an informal learning environment 3. Dynamic presentations with an appropriate element of entertainment 1. Presentations designed with a poor understanding of visitors 2. Presentations too lengthy or too complicated for an informal learning situation 3. Excessive emphasis on entertainment, overwhelming display media Effective communication, informal education and understanding among visitors Poor communication, little informal learning and little understanding among visitors 978-1-4799-7967-7/15/$31.00 ©2015 IEEE Asia Pacific Conference on Multimedia and Broadcasting, Bali, 23-25 April 2015 61