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UPSI Digital Repository (UDRep)
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| Abstract : Universiti Pendidikan Sultan Idris |
| This study was aimed to explore young users’ experiences (UX) through gamification-based personas at the Palace Museum in Beijing using Service Design (SD) approach. By adapting ethnography research design, this study did not only analyze the users’ experiences, but also provided insights into the personas’ motivation. The exploration of museum UX was based on the employment of two models: the Richard Bartle’s four types of players model (gamification-based) and the visit process-based (pre-during-post) model. Using the Bartle Test of Gamer Psychology, the study identified four desirable personas (i.e., Socializer, Explorer, Achiever and Attacker) from 126 candidates, with one participant selected for each type of persona. The data from four personas were collected through three phases (pre-, during-, and post-visit) from both online and offline services at the Palace Museum. This study employed multiple instruments as observation method: video recording, in-depth retrospective interviews and personas’ experience cards, mainly for pre and post visits, as well as service safari, shadowing, and images photographed by personas during the site visits. Experience cards and photos were used for recalling past experiences and reducing misunderstandings. Data were analyzed using triangulation through three coding cycles accompanied by quantifying the qualitative data. The data were used to cross-examine the observed situations to capture the reasons behind why personas performed particular behaviors. The findings indicated that each gamification-based persona had a distinct intrinsic motivation such as Explorer-type participant was focusing on knowledge-gathering by unlocking new areas in museum and discovering hidden details. Socializer was preferring on the cooperation and building connections with others. Attacker was keen on taking risks and challenges. Finally, achiever was concentrating on competitive accumulation like gaining ticket discount and souvenirs. Through analyzing the experience data, a model with three clusters emerged, namely ‘Functionality’, ‘Emotionality’, and ‘Uniqueness’ were used by the four personas in describing their museum experiences. As a conclusion, the varied motives of gamification-based personas were found in exploring the museum services. These intrinsic motives include the motivation to discover, to connect, to take new challenges, and to gain rewards. For the implication of the study, a model called museum experience based on Functionality-Emotionality-Uniqueness cluster was formulated and can be used as a newsetof guidelinesformuseumservice experience. |
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