Mobile Augmented Reality (MAR) blends the real world with digital objects especially in ubiquitous devices such as smartphones. The MAR applications provide an intelligent interface for users. In this, valuable digital information is advertised in physical spaces. However, the success of these applications is tied directly to the degree of user acceptance. This makes understanding the needs and expectations of the MAR's potential users of paramount importance for designing and building the proper application. The objective of the paper is to expose an important gap in the development of novel applications in the virtual world. Previous research has shown that it is essential to study and understand the needs and expectations of the potential users of the upcoming application or system. Studying user needs and expectations before offering the developed application ensures a minimum level of acceptance and, of course, success. This paper presents a detailed study comprising of a user-experience (UX) evaluation of different prototypes through the use of three different UX evaluation methods. This kind of evaluation allows new developments to offer systems, which do not fail. The main contributions of this study are that it: 1) solicits expectations when consumers use MAR applications, 2) assesses the UX over different prototypes using three different metrics, 3) provides methodological insights on UX evaluation experiments and, 4) is useful for anyone who wants to develop handheld applications after understanding user expectations and how his experience should progress. The results of the study show that users value concreteness, realizability, personalization, novelty, intuitiveness and the usefulness of presented information. Paying attention to these factors can help develop more acceptable MAR applications and lead to more novel future designs.