Emerging technology like Mobile Augmented Reality (MAR) is becoming increasingly diverse and well established. However, this research field needs conceptual and practical frameworks to be followed while designing for a positive User Experience (UX). This paper presents a multi-layered conceptual MAR framework. It highlight the components needed to design MAR products and demonstrate different types of experiences invoked by the use of such products in a particular timespan. This work presents the important product aspects that need to be considered while designing for MAR to enhance its user experience. © 2016 ACM.