An iterative design approach that puts users and their needs at the core of the design process. To create products that are satisfying, usable, and accessible to users, the design team in the UCD cycle includes end users at every stage through an increasing number and types of research and design methodologies.
Published in Chapter:
Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility
Alessandra Marasco (Institute for Research on Innovation and Services for Development, National Research Council, Italy), Francesca Nicolais (Università degli Studi Suor Orsola Benincasa, Italy), Guido Acampa (Lapej Communication, Italy), and Barbara Balbi (Italian Ministry of Culture, SABAP Naples, Italy)
Copyright: © 2022
|Pages: 22
DOI: 10.4018/978-1-6684-3436-9.ch010
Abstract
This chapter addresses the potential of virtual reality (VR) as a storytelling medium for experiential marketing and the accessibility of cultural heritage sites through a case study of a cinematic VR storytelling aimed to enhance the visitor experience at the Archeological Park of Cuma (Italy). The immersive storytelling was used both as a persuasive tool in the pre-visit stage and as a core element of the on-site visit experience for improved accessibility. The VR storytelling was created through a user-centred design process involving users and in collaboration with heritage curators. The case study illustrates how the cinematic immersive narrative is used to engage viewers, developing a connection between two VR experiences that experiment different narratives in relation to their functions in the visitor experience. Theoretical, methodological, and managerial implications are discussed for the design of visitor-centric experiences and the development of experiential marketing strategies.