| Summary: | Rapid technological advancement has altered the demands of user experience (UX) in product design. However, research has shown that there is a gap and paucity of conceptual and practical models in this research field that may serve as guidelines for the design of immersive technologies such as augmented reality (AR) applications. Identifying the variables and components that influence the enhancement of AR design is critical for creating a great UX. The literature indicated that emotion is the primary driver of the UX. Therefore, this study proposed a conceptual design model for AR mobile application that incorporates user interface, interaction, and content design elements while taking their emotions into consideration in order to improve the UX. The focus of this study is to evaluate the proposed conceptual design model of augmented reality mobile application design (ARMAD) through expert reviews. Feedbacks from the expert reviewers are compiled and illustrated in order to refine the initial ARMAD model. The findings showed that majority of the expert reviewers agreed that the conceptual design model is suitable to be used as guideline in designing AR applications that enhances the UX through emotional elicitation. Accordingly, ARMAD model has been refined according to the feedback and suggestions from the expert reviewers. This model will provide researchers and practitioners insight into the essence of AR design that influence the user experience. © 2022,International Journal of Advanced Computer Science and Applications. All Rights Reserved.
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