International Journal of Communication

and Media Studies (IJCMS)

ISSN(P): 2250-0014; ISSN(E): Applied
Vol. 6, Issue 2, Apr 2016, 7-24
TJPRC Pvt. Ltd

THE ASSESSMENT FACTORS FOR MUSEUM DIGITAL GUIDE SYSTEM

DESIGN - FROM USER EXPERIENCE AND PERCEPTION
YUH-SHIHNG CHANG1 & JUE, WU-HAW2
1
2

Associate Professor, Department of Digital Multimedia Arts, Shih Hsin University, Taiwan

Associate Professor, Department of Multimedia Design, National Formosa University, Taiwan

ABSTRACT
Through the perspective of Human-Machine interface, this research is focused on the users experience and
perception. Using the "qualitative approach" as the main method of gathering data, we examine the users behavior and
experiences to understand the users interaction and experiences within the museum exhibition. In this particular
research, we explore the relationship between the users and the digital guide and to further enhance the effectiveness
of it. Firstly, this research takes the KJ method to create on interview as to collect the users feedback in order to record
and analyse the uses experiences and perception. Secondly, this research will take Delphi method to make the first steps
result more effective; as well as take the collection of related experts viewpoint as well as literature review to further

shown as follows: (1) to realize the users experience and perception with regard to "Digital Museum Guide", (2) to
evaluate the factors of the design of the digital guide and its core value. In view of the human-machine interface design,
this researchs result will be concentrated on the users experience and perception as the reference for the design plan of
the digital guide.
KEYWORDS: Museum Digital Guide System, Human-Machine Interface, User Experience, User Perception

Original Article

prove the finding with regard to the improvement of the digital guide and its core value. There are two research proposes

Received: Jan 13, 2016; Accepted: Apr 05, 2016; Published: Mar 08, 2016; Paper Id.: IJCMSAPR20162

INTRODUCTION
In recent years, interactive technology and installation arts technical advancement has become the new
material for art
Performance and creation, this change has activated a multivariate cross-filed application like large
performance and digital guide system; as the result of direct interaction between the visitors and the works or
system. Interactive technology thus has be seen as an important function and requirement for the part of guide
system - in particular for the works in a museum or an art gallery (the museum of fine art). Under this technical
trend, interaction thus has become a concept of Human-Machine Interface. For instance, museum digital guide
system (digital guide) like touch technology for further informationmobile APPQR codedigital art
equipment and so forth - all of which can assist in the explanation of works information and its knowledge more
clearer and renovated by means of the interactive design.
According to the 2014 Taiwan Tourism Bureau Survey with regards to the part of Scenic
Spots(consumption and its movement), the National Palace Museum was the main Scenic Spots for the foreigner
(Tourism Bureau of Taiwan, 2015). Moreover, with reference to the public museum spots, the National Taiwan

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Yuh-Shihng Chang & Jue, Wu-Haw

Science Education Center is the second most important Scenic Spots in the Taipei area. Every year, there are over a million
visitors crowded in to the National palace Museum and National Taiwan Science Education Center, it is thus clear that
apart from the function of education, performance, collection and research, the museum is also the core of Scenic Spots. In
recent years, besides the text, vocal, and staff guide, the museum has been carrying out the method of interaction digital
technology so as to make the works beauty and its meaning conveyed more clearly in order to improve the personalization
for visitors. In addition to the traditional guide equipment, the digital guide connectes the interaction technologys
creativity, entertainment, and education, which has become a brand new sightseeing mode in the museum.
Table 1: Visitors to the Principal Scenic Spots in Taiwan, 2014
Class

Location
Taipei City
Taipei City
Taipei City
New Taipei City

Total
5,402,325
495,354
2,326,609
1,185,948

Museum

Scenic Spots
National Palace Museum
Taipei Fine Arts Museum
National Taiwan Science Education Center
Taipei County Yingge Ceramics Museum
Taipei County Shinsanhang Museum of
Archaeology
Taipei County Gold Ecological Park
National Museum of Natural Science
National Taiwan Museum of Fine Arts
National Science and Technology Museum
Kaoshiung Museum of Fine Arts
National Museum of Marine Biology & Aquarium
(Tourism Bureau of Taiwan, 2015)

New Taipei City

969,677

New Taipei City

Taichung City
Taichung City
Kaohsiung City
Kaohsiung City
Pingtung County

2,235,430
2,927,214
1,248,256
1,933,777
830,176
1,363,364

According to the Ministry of Science and Technology projects, the Wireless Museum Digital Guide System
Design and Production Project, as well as the Improvement of Network New City in Taipei Project, nowadays people will
bring their PDA, notebook, iPad, smart phone or other mobile tools while they travel the Taipei MRT station. People can
easily seek after the exact location of every museum as well as related services and information. Even more so, while
visitors are inside the museum, they can use the Wi-Fi function so as to look at information such as text, pictures, and video
on their devices. Simultaneously, as well as providing visitors with an in-depth experience of museum guide through the
on-site museum public digital device. From the traditionally passive way, the guide in the museum has changed into a
digital interactive one which fits more with what visitors need. Visiting thus becomes a sort of renovated experience
construction that comes with individual (or media) behavior, personalization, and activity involved (Xu, 1998). Experience
is related to the person involvedindividual and mental and experiences, background, and moral view, are all in the
experience process. Everyone has the purpose as well as the feature of multivariate entertainment, personalization,
cheering, new, and non-benefit (Holbrook, Chestunt, Oliva, and Greenleaf, 1984). In view of the visitors usage and
involved situation, as well as a result of the digital guide being successful or not, the interaction experience between
visitors and digital guide thus will be a crucial issue (Institute for Information Industry, 2013).
Through the on-site observation on visitors in the museum, the guide system could improves the interaction
between visitors and works so as to avoid any unclear of works information in the interest of the visitors need for
knowledge. Moreover, the part of the guide systems extra value, the plan of sightseeing line, whether a mobile device is
easy to bring with outside, all of which will be the important factors to the visitors satisfaction (Lai, Gao, & Huang, 2004).
In terms of the function of digital technology to the museum, Hirose and Tanikawa (2010) suggests that digital technology
guide device could (1) provide a better visual effect; (2) Help visitors get a better experience; (3) improve the interest of
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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

museum. In connection with the part of technical skills, depending on the different type and the different usage, the choice
of digital technology will be different as well. Kortbek and Gronbaek (2008) classified museum guide system into: (1)
vocal guide, (2) assisting device, (3) interaction device, (4) interaction teaching system. In recent years, due to the trend of
smart phone, the digital guides development space has been extended in the meantime. Since the visitor can get on the net
at anytime, the museum thus could gather the information in a better order so as to provide the visitor a multivariate
method to enjoy the works, for example; micro application (App), touch screen, QR code and so on. As the result of
technology development, digital guide changed in to a brand new mode. In view of the museum, a digital guide system not
only supports a renovated learning experience, but could also help to attract more varied groups of visitors in the interest of
consumption.
In a broadband age, with regards to connecting with users care it is not about how people adapt to living their
lives with new technology, but more on how they consume these new items in their lives. For the purpose of doing further
exploration of this technical issue with regards to the relationship between technology and humans, this research has
collected many literature reviews in which there are different theories and modes that are based on the different areas of
research purpose and technology features. The definition of users acceptation refers to users obvious will to use the
technology production. Thus, the core of the design will be focused on the part of the users desire - in other words,
technology production will not attract users to actively experience and then would be in a low acceptation situation
(Dillon,2001).
In terms of digital guide design, in which it is not only simply to shift the traditional media in to a digital one by
encoding method; a good digital guide device and its interface platform could make operation much easier so as to help
users to get more information as well as a convenient agency to convey a message. In contrast with a bad design of guide,
the users mood and attitude would be influenced. On the other hand, there is a large distance between the experience
visitors wish and the meaning the museum convey, and this sort of distance always be ignored (Sliverman, 1995). How do
the visitors and audience (called as the users) feel after the experiencing the museum digital guide system? Does the digital
guide interaction device reach the conveying goal? These issues need to be taken in to account. In the digital era,
interaction cold help the users become a core part of the information system or digital technology media the final value
thus will be concentrated on human (Chang2009). Thus, in view of the concept of design thinking, the research
purpose will take the users as the core for examination. In the course of the interview method, this research will
execute the collection of the interaction, sharing and sightseeing experiences with regards to the relationship between the
users and human-machine interface in order to further deeply understand the users experience and its perception when
doing digital guide in the museum. Thus, the users experience and its perception are quite worth to be investigated and
studied. According to the research purpose, some research questions are raised as follows:

To understand the users experience and their perceptions to the digital guide system.

To understand to the core value of digital guides in museums.

The research findings will be a reference of digital guide design in the interest of the museums development, as

well as extend theories in the related academic field.

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LITERATURE REVIEW
This research will focus on three main dimensions: (1) the interaction experience research of museum the digital
guide (2) taking human- machine interface as the core to explore the users experience and perceptions (3) carry out the KJ
method.
Research of Museum Digital Guide
According to Encyclopedia Britannica, the word of museum is derived from the Greek language
Mouseion, which meaning is a seat of the Muses, as the place where they worshiped Muses. In the Third century BC,
the first museum was set by an Egyptian king, Ptoleny Soter. He took Mouseion as the name of Alexandria museum, a
museum where one could do researching, writing, and teaching. In the twentieth century, since human had become the
center, the word of Museology thus shows up, and then step by step, different types of museums were built by their
different features. (Harrison,1967). Multivariate knowledge filed could be obtained in a museum, by taking the concept of
text, picture or model as a way to convey the character of work and make its educative form become eternal (Watts, 1999).
In terms of the function of internationally famous museums apart from the four main functions of, research,
performance, collection, and educationthe part of entertainment, knowledge and culture conveying, are also included.
Thus, as to speak, the development of a country improves in proportion to the development its museum. (Huang, 2002)
After the Second World War, museums have been increasing in prominence. In 1907, Boston Museum of Fine
Artss official, Bejamin Ives Gilman, became the first person who started to use docent to act as a guide in the museum.
After that the Metropolitan Museum of Art and the British Museum also did the same. Museum guides thus have appeared
and developed. The definition of docent is a knowledgeable guide in particular in the museum and performance, as
well as including the person who make explanation while walking with visitors in the museum (Grinder & McCoy,1985).
Due to the difference of life backgrounds, education experience and working experience, visitors will get different
sensations when enjoying the same work in the museum. In order to help visitors to learn and further understand the works
knowledge in a limited time, the varying types of museum guide devices are used as methods. A guide thus is not only a
service way of communication, but also a means of education. In a word, a guide could be seen as a process of explanation;
as a method of assisting sightseeing; as a media between the visitors and works, for the part of appreciation, perception,
and participation, through the third person to obtain richer information so as to search the purpose of education.
In some measures, the best example with regard to digital technology guide will be the case of 2010 Taipei
International Flora Expo. By the use of on-site interaction reflection system, the visitor is able to enjoy an instant
interaction effect with a guide in open space while viewing the works. The sponsor connected NFC, OR code, and other
mobile devices with a guide system so as to let the visitors get the exact information they require through the use or their
own mobile devices. Moreover, there are over 30 Wi-Fi hotspots that have been built up in the interest of visitors surfing
the net, which visitors can also use to get information of the flower expo. There are also 200 mobile smart phones CHT
8000 that are equipped with the Android system as well as the NFC bluetooth in support of searching online. The visitors
simply require to have their certification card to borrow these devices complimentary. While enjoying the flowers, related
information and explanations will automatically show up by means of these devices. Plus, the visitors also could also use
their own mobile smart phone to scan the QR code signs so as to connect for instant expo information and explanations. As
for the part of the non-mobile phone user group, some interaction stations with internet service also went up for more

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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

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information about the expo in same space. In a sense, the amount of the visitors increases in proportion to the usage times
of the digital guide system, it is thus clear that the digital technology guide system is one of the defining factors of success
for the expo. The case of the 2010 Taipei International Flora Expo digital technology guide system has thus become the
main reference point for museums.
There are many studies that are in relation to museums, like the topic of digital collection, interface design and
visiting experience as well as the part of education and marketing. In the Multimedia Tourpilot (MMT) three-months test
plan, Tate Modern Art Gallery and Antenna Audio mentioned that the plans success factor consists in the quality of guide
system. The Taiwan National Museum of Historys former curator, Huang Kuang-nan, also states that the wireless guide
system success factor consists in the museum work as content and the part of education (Huang, 1998). Faced with the
trend of digital technology guides, we not only need to design an innovative application that takes into account the most
important factors the users, the need of every age group, every education level, different languages, physical and mental
disordersall or these will be taken into account for a richer digital technology guide experience. Many related researches
references have pointed out that the users gave positive ideas with relation to the digital guide system in all likelihood. The
users consider the digital technology guide as a way to provide to their interesting learning experience, in which not only
improves the learning value but also could provide a interaction even in a still guide behavior (Dehn and Mulken, 2000;
Proctor & Tellis, 2003; Zancanaro, Stock, Alfaro, 2003; Rocchi, Stock, Zancanaro, Kruppa and Krger, 2004; Fleck, Frid,
Kindberg, OBrien-Strain, Rajani and Spasojevic,2002; Lai, et.al.,2004). Here are related research reference classified as
table 2:
Table 2: Related Researches for Museum Digital Guide
Issues
devices

Interface
design

Guide line

topic

fluency

Contents
(1) its much easy to carry with a small, light guide devices
(2) its much convenient with wireless guide devices
(3) the issue with regard to the borrowing and returning procedures
(4) guide system stability, instant information
(1)the resolution of text and pictures
(2) different vocal language guide with clear pronunciation
(3) visual effect are in harmony with text explanation
(4) text massage is clear
(5) the size of text
(6) the operation of interface
(7) the interaction method with the user
(1)the convenient and practical part of guide system
(2) guide sigh is clear
(1)clear topic which content could correspond with different need
(2)content should be more rich and professional for avoiding of too serious
(3)improve the connection between the users and the work
(4)a proper guide content by taking allowance for the time
(1)the operation of guide will influence on the visitors attention
(2)maintain guide fluency for the fear of visual focus shifted
(3)mobile devices screen small cause uncomfortable reading experience
(4) when face up to the problem of hand-operation

The user Experience and Perception

The user experience (User experience; UX) refers to a reaction and change after contacting a production, system,
service, or in the act of using so. In the pre, mid, and post period of using production; system; service; the users

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Yuh-Shihng Chang & Jue, Wu-Haw

perception; emotion; habits, and sensation, as well as physical and mental behavior will be included, which by concept
should create a better user experience. The design plan should include targets of the users setting, satisfaction degree,
theme setting, and function of users needs, interaction research, system feedback, final report and result. Although the
principle of user experience is central to virtually all aspects of modern design, few people really know what this discipline
entails.
UX is necessary to any production or online usage, but what is UX? How do we design a plan which with a UX?
Umair considers that a good human-machine interface should include three steps: the first step discovery (1) find out a
user as a target in a workplace; (2) listen to the users problem and suggestions with care; (3) find out important and
meaningful messages. The second step design (1) respond to the need of the user; (2) create an innovative idea and
discussion; (3) describe the concept of design and the third step evaluation (1) test and involve together with the user; (2)
evaluate the result and its perception; (3) keep on improving the current situation (Umair, 2015). In the process of design,
we put the point of the users experience and perception in to its functional prototype. The final goal will be corresponded
to the user experience (1) come up with an innovative method to resolve an issue; (2) distinct design, easy operation; (3)
have (emotional) identifiers with the user (as figure1).

Figure 1: The Human-Machine Interface Design with

User Experience (Umair, 2015)
There is many research focused on the interaction experiences between involvers, users and audiences, as well as
some studies in relation to interaction prototype devices which put emphasis on the specific design made in an empirical
field much like that of an expo space. (Borsook & Higginbotham,1991 Dehn & Mulken, 2000King & Ohya,1996
Nielsen, 1994Edmonds et al., 2009). Borsook & Higginbotham (1991) pointed out that the elements of interaction
includes: immediacy or response, non-sequential access information, adaptability, feedback, options and bi-directional
communication. Edmonds et al (2009) suggests that doing observation, interview, analysis and recording on different
audiences will be the best interaction behavior to collect the information. Through the above discussion, it is thus clear that
the method of interaction information collection is the crucial factor that has an influence on the research result, as well as
creating harmony with the principles of the user experience UX design. This research thus also takes interaction experience
as a method of examination so as to deeply understand the interaction relation, reason, motivation, and experiences
between the user and the digital technology guide system as well as with the other interaction devices by means of
interview.
Dehn and Mulken(2000) state three points with regards to Human-Machine Interface, in which includes: The
users subjective experience of the system; The users behavior while interacting and the outcome of the interaction on the
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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

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part of subject experience. There are 11 influential factors that exist in the part of the perception and felt support.
Attention and fluency, both are the influential factors that exist in the part of interaction behavior. Validity includes the
factors of problem solving, learning, and memory performance. Davis, Bagozzi, & Warshaw(1992) also proposed that
IT usage derived from the perceived usefulnessthe users internal perception is the most influential factor to the user
experience (UX), as well as one of the key factors that could directly make influence to its usage. (Davis et al., 1992; Hsu
& Lu, 2007) Thus, this research suggests that the factors of users perception should be taken into account in the interest of
digital guide system design for museums.
KJ Method
In 1964, the KJ method was derived from Kawakita Jiro(). KJ being an abbreviation of the name. In
view of anthropology, this KJ method invented for breaking problems into smaller quantities and simpler situations, by
which method to obtain an innovated finding(,1986; , 1970). The steps of the KJ
method are as follows : (1) set a research theme at first, (2) and then carry out information collection, as by mean of the
previously mentioned hybrid interview, (3) and coding the interview results individually in a card, (4) so as to classify
cards by different types and relations, (5) and by taking the method of A-type explanation of the chart to classify cards into
different groups until these cards cannot be classified anymore and then find out its causal relations. If there are a huge
quantity of images, we can transfer them into text so as to classify them easier, (6)lastly, by taking the method of B-type
explanation to use text to present the classified results for the conclusion. (as figure 2)
The KJ method is different from other traditional coding methods in that no matter how well the grounded theory,
selective decoding, systematic structures method, or category method, might collect information they also take a huge
quantity of manpower to do complicated analyses. Plus, the result has obvious relation to the master degree of researchers
analysis. However the KJ method, one of qualitative investigation, handles information in a stable way with two crucial
points: (1) information simplified: out of the traditional frame of brain analysis by means of card operation, (2) information
unitized: one concept in one card, properly divide information and then unitize them by which method it could get away
from the limitation of quantification. KJ method is also an analysis tool for the non-statistical information. KJ method
could create a specific question, and improve the information analysis, and could catch on the key factor in the analysis
(Yeh & Lin, 2010), Cheng & Leu (2011), its much order-system than other analyzed method.
As previously mentioned, the KJ method has some advantages as follows: (1) break the limitation to think and
seek other factors; (2) through the use of a logical classifying method to help a clearer thought process so as to improve the
ability of analysis; (3) for the benefit of cogitate, through the visual way of cards; (4) analysis could be finished by just one
researcher, though of course two researchers may create different viewpoints for a more accurate finding; (5) create
structure relations so as to provide a more logical status; (6) may get more objective views by the way of doing (making)
negative and positive vocabularies in each card.
In the first step of research, the observation and interview will be executed in the museum, as well as will
extending an invitation to two related experts (in the field of digital art and interaction devices) for the act of classification
card and A-type explanation of chart. Lastly, B-type explanation and research conclusion will also be counted for the
construction of assessment with users perception.

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Yuh-Shihng Chang & Jue, Wu-Haw

Figure 2: The Steps of KJ Method

RESEARCH METHOD
This research will take the KJ method to make an attempt to collect and explore the users thought, experiences,
and process with regard to the usage of digital technology guide system. The study fields are in Taiwan National Palace
Museum, National Taiwan Science Education Center, and Taipei County Shinsanhang Museum of Archaeology. After the
collecting of information, the research will then carry out an act of card classification in order, so as to look for the
emotional value of digital technology guide system in order to obtain the users need.
Here is the research step shown as follows: (1) decide on a research topic (2) pull the out research samples (3)
create a catalog (4) confirm an analysis unit (5) building up validity (6) coding of the content (7) make classifications
based on the KJ method (8) the execute Delphi interview (9) analyze information (10) evaluate and create research finding.
In connection with confirming research samples and its range, this research will take this study to the digital guide
users in Taipei and new Taipei museums in the region. With relation to the samples, this research will choose the
interviewees who can provide rich information as reference. Here are the principles of object choice as follows:

Involvement level: in order to meet the study requirements, this research will take purposive sampling and
snowball sampling as a principle to find out the proper samples accordingly to their information to seek after other
proper objectives. Based on Zaichkowsky (1994), a revision will be made and then executed by the users selection
by the Revised Personal Involvement InventoryRPII. As seen in Figure 1, the goal users refer to the high level
involvement, their ideas could be presented as the need of the majority.

The using situation of the museums digital technology guide: the selection of research object from the high
involvers in order to meet the research goal is carried out for each visit. accordingly to this research topic.

The average staying hours in the museum for each visit; generally speaking, the definition of high involvement
could be said as an individual to an object with a high interest, which means they would like to stay in the
museum for a long time over 2 hours to half a day.
By above-principle, this research has selected 8 research objects in regard to their background information shown

as follows:

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The Assessment Factors for Museum Digital Guide System

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Table 3: Interview Information

Interviewee

RPII
Value

Sex

Age

Visiting
Frequency

Staying
Hours

52

Female

31

One
Season

4 hours

51

Male

34

Half Year

2-3 hours

70

Male

36

Three
Months

2-3 hours

56

Female

36

One
Season

3-4 hours

60

Male

38

Half Year

3-4 hours

54

Male

41

One Year

2-3 hours

62

Male

48

Half Year

4 hours

Digital Guide Experiences

National Museum of
HistoryNational Museum of
Natural ScienceNational
Museum of Marine Biology &
AquariumNational Taiwan
MuseumNational Taiwan
Science Education Center
National Palace Museum
National Palace
MuseumNational Museum
of HistoryNational Museum
of Marine Biology &
AquariumNational Museum
of PrehistoryTaipei Fine Arts
Museum
National Palace
MuseumNational Museum
of HistoryNational Museum
of Natural ScienceNational
Museum of Marine Biology &
AquariumTaipei County
Shinsanhang Museum of
Archaeology
National Museum of Marine
Biology & Aquarium
National Museum of Marine
Biology & AquariumTaipei
County Shinsanhang Museum
of ArchaeologyTaipei
County Gold Ecological Park
National Palace
MuseumTaipei Story House

After the selection of research samples, this research will then execute interviews and then further make
classifications in order, when the original code is obtained, this research will then find out the core (middle group card) that
8 interviewees have mentioned by means of the KJ method. This research had interviewed these 8 people till 2015/3/30, In
April of 2015, according interview information collected from the interview, this research started to execute card coding
and classification. Due to the huge quantity of interview information, this research thus will do the grouped activities and
propositions so as to get a logical conclusion. All thoughts, experiences, and ideas will be collected. This information is
then sorted out into card classification in detail in order to look for new viewpoints as well as for decreasing the
complicated degree.

KJ METHOD STEPS
The Process of Preparation
Sheets or paper and stationery were prepared the interview. The researcher and consultant executes the act of
descriptions by the draft of experiences, behavior, and emotions, in which they make about 30 50 phrases of vocabulary,
written down on the paper. If there are similar meanings in different words, it is also recorded down.
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Yuh-Shihng Chang & Jue, Wu-Haw

Card-Making
After mutual discussion, the researcher and consultant proposed some phrases and wrote them down on cards,
which are labelled basic cards. In this step, this research would make an attempt to collect the users experiences,
behavior, and perception. In the course of interview, the part of proposition will be the most difficult task, since this step is
the crucial core to make findings. So-called proposition refers to a phenomena we see in which there is a relation to what
we want to be validated (Strauss & Corbin, 1990). In order to improve the validity of the cards, researcher will invite each
interviewee to make sure if the proposition is acceptable or not.
In the part of proposition, same semantics in different words, for example, (1) the sense of presence = the situation
of presence (2) interaction = interactive experience = on-site interaction and connection; similar meaning of different
words (1) humanities vs. culture connotation; (2) information downloading vs. information services vs. information
conveyed. By taking above-mentioned principles, the connection for each phrase will be made in the act of information
classification. This research will carry out a group interview with the 8 interviewees in the interest of results validity.
Through the group discussion, there are 151 basic cards collected which shown as table 4.
Group Classification
Researchers and consultants will execute card classification in person, putting the meaning of the cards together
and then give each of them a proper title written down on paper with a green pen, labeled small group cards (seen as
table 4),cards that failed be classified are put into an individual group. In order to improve the validity of cards, the Delphi
interview will be executed to 8 experts (seen as table 5) so as to determine if the combination of small group cards is
proper or not. After the first round of Delphi interview, the results are carried out by the Quartile Deviation method. The
lower the interquartile range value, the idea of experts will be more similar. When the interquartile range value below 0.6,
which means we obtained a high degree consistency with regard to experts idea; when interquartile range value goes
between 0.6 to 1, it means idea in middle degree of consistency; when interquartile range goes over 1, it means idea is not
consistent (Holden and Wedman, 1993). This research will fill out its result on small group cards through the result of
interquartile range calculation. Apart from the part of using situation (0.625) and individualization (0.65), both are in
middle degree of consistency, the rest of the group all get a high degree consistency (below 0.6), it is thus clear that 8
experts all agree on the method of card classification and its proposition. The result of the interquartile range calculation
will be filled in table 4.
Table 4: Group Classification of KJ Method
Middle Group
Card

User experience
(0.25)

Small Group
Card

Original Coding

Using
situation(0.625)

The sense of presence(F)the situation of presence

Immersed
experience(0.375)

Immersed in a situation (AB)fascinating(F)impressed

(AC)immersive(CE)seeing situation(A)

feeling(ABCDEF)identify with other(D)

Consideration(C)peaceful

Emotional
experience(0.468)

mind(G)interested(BCFH)comfortable(BF)relaxin
g(BFH)cognation(H)joyful experience(E)wonderful
impression(ADF)

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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

Interesting(0.25)
Experience
value(0.35)

17

Entertainment
effect(FH)curious(G)innovation(BD)brilliant(E)
Experience creation(B)visiting Experience (BD)Experience
value(B)grow up(B)knowledge need(B)
Interaction(BCD)field interaction (A)visitors interaction

Interaction(0.444)

(B)interaction experience(C)on-site interaction

connection(G)direct experience (E)interaction
visiting(E)touch in person(B)interaction devices(A)
Infrared interaction (C)RFID interaction (CG)screen

Digital
technology
(0.416)

touching(DHG)3Dreflection(CG)Digital technology
Digital technology
(0.576)

(D)wireless bracelet(G)wireless transit(G)virtual

situation(EG)smart guide(G)user locatedinformation
technology(ABG)3D printing(G)assisting production
CDH)
Effect application(C)attractive(DEH)text and picture

Multimedia
effect(0.571)

combining(E)art(ABCDEF)feature(AD)medi
a vocal and lighting effect(B)vocal form(C)

Guide design(0.33)

Movement line design(CFG)visit movement

line(CDEFH)multivariate guide form (C)
Easy to use(A)non-obstacle(H)easy to get content(E)easy to
have get it(E)be clear at a

Ease of Use
(0.363)
Interface design
(0.166)

glance(CEFG)convenience(DE)easy to
use(AG)convenient(A)easy to carry with(E) easy
operated interface(AD) guide devices size(C)
Individualization (BCEG)customized(G)friendly
interface(A)guide divided group visitors(F)individual

Individualization(0
.65)

information service(G)categorized (C)choice content at

will(H)have own choice in massage (H)multivariate
guide(AC)humanized (BD)the difference of content
depth(F)text character size(C)clear character(F)

User
satisfaction(0.45)
User
requirement
(0.125)

User feedback (E)satisfaction survey(F)satisfaction

need(A)interest satisfaction (B)feeling practical(C)
Digitalized(AD)different value(EF)different

User need (0.388)

need(CFG)usage habit (C)multivariate presence(A)user

image space(E)satisfaction visual effect (E)knowledge
exploration(B)research exploration (AEG)
Information downloading(CG)information

Value
(0.56)

Information
service (0.525)

service(ABG)information conveying (ADG)other

museum connecting(D)creative content service(D)instant

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Yuh-Shihng Chang & Jue, Wu-Haw

(C)reservation providing(B)work background

introduce(CH)user charge(H) rich information
(ABCD)
The meaning of culture education(C)traditional culture
Culture
education(0.4375)

heritage(F)humanity(B)culture connotation(ACDG)
cultural marking(D)cultural creation(D)educational
function(AH)culture and its customs(C)

Professional
content(0.5)

Validity(B)professionally(B)trust(BFH)content service
(G) rich content(BE)
Collection value (ABCDEH)history recording

Collection
value(0.187)

(AB)Collection storing (A)exhibited

function(ABCDEFG)
Exhibition theme(F)theme content(A)presenting a theme in a
clear way(EH)focus on theme(C)theme style

Theme
(0.25)

Theme
require(0.295)

guide(A)holistic works( (C)the connection of the

theme(C)the serious of theme(F)the continuity of theme
(F)museum core value and its purpose(D)the definition of
theme(CDF)

Atmosphere design
(0.45)

Into life(A)building overall atmosphere(E)privacy(F)theme

Marketing (0.125)

Individual marketing (G)special group marketing (CD)

atmosphere(B) texture(G)

The combination of tradition and modern(D)connect with the

Marketing
(0.375)

concept of art(ADE)the concept of art(B)architecture

Architecture
design(0.568)

art(E)style(CH)lighting reflection(F)space
building(G)representative architecture exterior DE)space
design(A)exterior space of architecture(A)exterior devices
art(A)

Table 5: Question Item of the 1st Round of Delphi Experts

Questionnaire Item 1-1-1 (Please Fill in Your Comments)

Using Situation
I agree that 'The sense of presence ' can be classified in the smaller group
card of 'Using situation '.
Not Very Appropriate 1
Not Appropriate 2
Common 3
Appropriate 4
Very Appropriate 5
Amendments:

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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

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Middle Group Combining

This research will then be put into the result of small group card together and further mutual discussion with
consultant, so as to classify them into a middle group card. Each will receive a proper title and write down on cards
marked with a yellow pen. In the course of classification, the proposition is decided as follows: user experiences, digital
technology, user requirement, interface design, value, theme, and marketing, (seen as table 4) in which taking
human as the core will be the part of user experiences, and user requirement. Whereas digital technology,
interface design, value, theme, and marketing are composed with the elements of digital guide system devices,
that is to say as human and machine,the two different aspects. Through the perspectives of human-machine interface
design, this research will build up an assessment structure of user experience and its perception.
This research will then take the 2nd Delphi interview method to make a confirmation in regards to the
combination of middle group cards as well as the proposition if proper or not (seen as table 6). After the second of round
interviews and information collecting, interquartile range calculation will be executed and examined with results of high
degree consistency, which means total 8 experts agree upon the card category of the combination of small group cards and
middle group cards. The results of interquartile range calculation will be filled in table 4.
Table 6: Question item of the 2nd Round of Delphi Experts
Questionnaire Item 1-1 (Please fill in your comments)

User Experience
I agree that ' usage situation ' can be classified in the smaller group card
of ' User experience '.
Not Very Appropriate 1
Not Appropriate 2
Common 3
Appropriate 4
Very Appropriate 5
Amendments:
A-Type Explanation of Chart
This research will then make an attempt to sort out the middle group cards into big group cards and give a proper
title for each. A red pen is used to mark which of the cards belong to the big group. The proposition is decided as digital
guide system assessment aspects, which can also be said as A-type explanation of chart in the KJ method, this structure
can be seen in Figure 3. The transverse assessment aspect will be the system operation factors: digital technology, interface
design, theme, value, and marketing. The straight assessment aspect will be the design factors that goes with the core of the
user: the user requirement, user experiences, and users feeling. This research will then carry out the connection between
the middle group cards and the big group cards by its causal relation, which is explained Figure3.

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Yuh-Shihng Chang & Jue, Wu-Haw

Figure 3: A-Type Explanation Chart in KJ Method

B-Type Explanation
By means of the KJ method, the needs of digital technology are obtained as follows: (1) interaction devices/
field interactive; (2) interaction visiting/ in-person contact; (3) touch screens / smart guide; (4) 3D reflection/ virtual
simulation; (5) media vocals and lighting effects, and so forth. In the part of user experiences will be: (1) the interest in
media interaction; (2) immersion in an interactive guide situation; (3) animated visual effects with the combination of text
and pictures; but also could (4) interrupt an influence visiting time and progress. This research will use a smiley face and
an unhappy face as a way to present above two different aspect feelings, which shown as Figure3.
The requirement of interface design for users is obtained as follows: (1) multivariate guide design; (2)
individualized/ customized/ humanized; (3) friendly interface; (4) ease of use; (5) convenience and so on. In connection
with the part of use experiences created as: (1) in favor of multivariate digital guide; (2)unfamiliarity with the operation of
interface; (3) feeling acknowledged with the different languages and vocal services provided; (4) its not convenient to
carry with guide devices. The above-perception is also presented by a smiley face and an unhappy face.
The requirement of theme is obtained as follows: (1) theme is presented in a clear way; (2) focus is on the
exhibition theme; (3) the meaning of theme and its holistic; (4) the building themes atmosphere; (5) with life relative and
so on. In connection with the part of use experiences created as: through the digital guide, we can (1) understand themes
content; (2) failing to catch on the visiting movement line; (3) put a comfortable and relaxing mood into the exhibition
space; (4) lack of interest with a life-unrelated theme. The above-perceptions are presented either by a smiley face or an
unhappy face.
The requirement of value is obtained as follows: (1) creation content service; (2) the introduction to the works
background; (3) the meaning of culture education; (4) professional and rich content; (5) historical recordings and collection
storing, and so on. The factors that create an experience are as follows: (1) immersion make visitor surprised; (2) could
from a deeper understanding about culture; (3) could meet the need of knowledge; (4) getting the value of visiting. The
above-perception is also presented a smiley face or an unhappy face.
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The Assessment Factors for Museum Digital Guide System

Design - from user Experience and Perception

21

The requirements for marketing are obtained as follows: (1) individual marketing and grouped marketing; (2)
the concept of art and its connection; (3) representative architecture and exterior. In connection with the use of experiences
are created as: (1)feeling valued when the exhibition and its theme is informed on time ; (2) the wish to get the suggestions
and feedback from museum ; (3) like museum architecture and the atmosphere its has when its space is filled with
exhibition pieces. The above-perception also presented by the smiley face or an unhappy face.
Through above evaluated structure, this research could make a proposal that the digital guide system and its
content would be accepted or not, as well as create the core value of human- machine design aspects. As seen in figure 3, it
is clear that digital technology focuses on innovated service; interface design and theme. These aspects should
correspond with cognitive needs; value and marketing could meet five aspects in relation with conveying art
education, joyful perception and so forth. All in all, this research proposes that users needs to the museum are not only
concentrated on technology and knowledge, but also beauty and atmosphere. Thus, the above assessment factors could
contribute to make closer relationship between the visitor and the digital guide system, as well as a reference for the further
research exploration.

CONCLUSIONS
This research takes human as the core to design, and explore the key factors and user perception with regard to
a museum digital guide system. By taking the interview method of qualitative data processing procedures to collect the
information in relation to human-machine interface interaction, sharing, experiences, in order to make a study of the
experiences and perception about museum digital guide; and then using the KJ method interview to examine the digital
technology evaluated aspect and its core aspects.
In view of museum requirements and the difference of visitors ages, education, life background, and even
nationality, there will be in a gap between museum benefit and visitors requirement. Thus, this research makes an attempt
to seek after the interaction factors, so as to convey museum information while simultaneously meeting visitors
requirements and contribute to creating a closer relationship between the visitors and digital guide system in the interest of
museum marketing. In theory, figure 3 digital technology assessment aspects could clearly present the requirement of the
visitor, experiences and their perception. It could be an evaluated tool in the usage of digital guide system design through
human-machine interface perspective. This research result realized the combination of user experience and perception in
the human-machine area, and extended museum digital guide system studies viewpoints which could in turn be further
researched to ever close the gap between what a visitor wants out of their interactive museum experiences and how this is
provided to them by the guide system.
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