Understanding web enjoyment experiences and informal learning: A study in a museum context

There is a significant and growing trend to provide informational learning material online by organizations including businesses, government and cultural institutions. Yet, the concept of enjoyable online learning experiences – specifically when learning is not part of a formal instructional undertaking – has not been well studied, and thus it is not well understood. To redress the gap in the literature, this article reports on a major exploratory study that analyzed the learning and enjoyment experiences of a large number of informal learners in a museum context. The paper shows how designing for an enjoyment experience has unique characteristics that distinguish it from traditional website design and calls for more research with focus on human emotions and reactions. The article also identifies a set of characteristics which would encourage enjoyable online learning experiences for the general public and suggests a number of conceptual guidelines for developing an online learning website for enjoyment.