PsychNology Journal, Volume 4, Number 3, 311-335

“Augmented itineraries”: Mobile services differentiating what museum has to offer

Maria Cristina Brugnoli
Telecom Italia, Rome (Italy)

Federico Morabito
Telecom Italia, Rome (Italy)

Giancarlo Bo
Giunti Labs, Sestri Levante (Genova, Italy

Elena Murelli
Università Cattolica del Sacro Cuore Piacenza, Italy



Museums are the mechanism through which we research, interpret and present our insights into the natural and cultural worlds. They represent our belief systems concerning cultural inter-relationships, our relationship with the environment and of our place in the Universe. They are windows on the "dream-time" of humanity. Wireless technology is becoming a part of the museum experience. In an effort to bring art and science to life for a new generation of technically sophisticated patrons, an increasing number of museums are experimenting with advanced mobile technologies to make museum going more interactive, more educational — and more fun. An ideal electronic guide to a museum is one that you take at the entrance, put in your pocket and forget you have. It should fully support a free, natural visit providing the most appropriate information at the right time and place. The only activity required of visitors is to enjoy the exhibition: the interaction is with the (augmented) museum, no longer with the guide; the guide analyses the context and composes presentations adapted to the current situation. In this paper we present the results of an experimentation conducted in the Florence’s Uffizi Gallery with groups of user using the MOBILearn systems a novel application based on innovative mobile-learning services specifically designed to improve the Museum “experience”. The main objective of this paper is to describe the results of qualitative research into the behavior of users during the trial. In particular the paper will present the participants’ overall experience, responses and needs; the participants’ responses to, and perceptions of, specific system capabilities (including responses relevant to the particular device they used in the trial), pointing to comments and suggestions that may serve to improve the system; and will finally identify “key findings” and provide general observations on how the MOBILearn system can change users’ experience of a museum.



mobile learning, interactive services for museums, user experience, augmented itineraries.


Brugnoli M.C., Morabito F., Bo G., Murelli E. (2006). “Augmented itineraries”: Mobile services differentiating what museum has to offer. PsychNology Journal, 4(3), 311 – 335. Retrieved [month] [day], [year], from

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