The Heptagon of AUX Model: Development of a Synergising Model on Aesthetic Experience and User Experience through the Fuzzy Delphi Method Towards Augmented Reality Comics

This research paper aims to report the development of a synergy model from two different fields of knowledge, namely Aesthetic Experience (AX) and User Experience (UX) using Fuzzy Delphi Method (FDM). This model was put forward in order to fill the theoretical gaps in the context of technology-based arts application, such as augmented reality comics (AR comics). Most technology products only measure UX elements even though there are strong artistic elements on the product and vice versa, when most art products only measured at AX despite using the dominant technology on the product. Constructs and elements were built using a methodological review of six models, three from each AX and UX models. In the methodological review, the elements of AX and UX are synergise and are used as research items as constructs and elements for expert consensus process. A total of ten experts, constitute of half from each comics and AR related expertise were used to gain consensus on 16 constructs and 39 elements of AX and UX. The analysis was conducted based on FDM conditions, namely expert consensus >70%, threshold value (d) < 0.2, and fuzzy score, amax > 0.5.