Digital Museum and User Experience: The Case of Google Art & Culture

Museum websites have evolved from offering information on the collections of institutions over the virtual space to providing the richer user experience. However, previous re-search in museology has mainly focused on the causal rela-tionship between online users and actual visitors of physical museums, neglecting users’ behaviour within the digital platform or human-computer interaction (HCI). This study aims to explore the way in which online users are affected by the interface tools of digital museums with a case study of the Google Art & Culture. Drawing on the concept of re-mediation [1], our analysis reinforces the interactivity based on its interface tools such as “Zoom-in” and “Museum View” for delivering information (transparency) and “User Gal-lery”, “Share”, and “Details” for compelling experience (re-flectivity). The outcome of this research suggests ways in which museum professionals can develop and manage user interface of their institutions.