User eXperience (UX) Evaluation for MR Cultural Applications: The CEMEC Holographic Showcases in European Museums

Within the EU CEMEC project framework, a novel approach for using holographic show- cases in museums has been conceived and experimented upon in different venues in the context of an itinerant exhibition dealing with Early Medieval European collections. The purpose of this holographic showcase, the so-called "box of stories", is to improve the link and interaction between real and virtual contents in the museum's context, making the exhibited object "alive" in the visitors' perception. An Avar sword and a Byzantine treasure have been used as the main case studies, and they have been experienced in the museums of several European regions by audiences with different cultural backgrounds. This has been a great opportunity to carry out user experience (UX) evaluations in order to collect feedback (from about 600 museum visitors) regarding the attractiveness of such a mixed reality (MR) system, its usability, the comprehension of the contents, the efficacy of the logistics and environmental conditions, as well as the educational impact. The results of such inquiries helped the CNR ISPC team to identify the most meaningful User eXperience Analytics (UXA) able to support the work of UX evaluators and UX designers to assess the efficacy of digital cultural products. Indeed, this manuscript presents UXA and tries to draft a concrete and effective evaluation model for future digital projects for museum contexts.