Mobile Augmented Reality (MAR) is a system that combines digital and virtual content for users so users are not fully immersed in the virtual world but can benefit from immersive experiences while still being in the real world. However, the end-user may experience various design challenges while using such immersive technologies. To deliver positive User Experience (UX), researchers need to understand the design factors, end-user challenges, and enhance the overall immersive UX for MAR. This research follows the design science approach to present a UX model for MAR, which encapsulate components and design factors that can aid in positive UX. We developed a MAR system to verify and validate the UX model by evaluating and benchmarking it. The experimental results show excellent system novelty, good attractiveness and perspicuity compared to the benchmark. The findings suggest that the efficiency, dependability, and stimulation of MAR can be improved to enhance the UX further. This study's research knowledge can be utilized to improve the immersive design and engineering of MAR services based on understanding the practical aspirations of potential end-users. © 2020 ACM.