The context selected for studying the relationships between web design features, enjoyment and informal learning is that of museums. Museums serve society through the provision of education and enjoyment to visitors motivated by intrinsic personal desires rather than extrinsic motivators for learning [43]. The nature of the visitors' motivation is important as it differentiates an informal online learning focus from other kinds of online learning. Learning on a museum website does not involve formal lectures and does not lead to any degrees or certification, as in formal online education [86]. It is also different from organizational training for employees [95], which targets increasing organizational benefits and a measurable increase in workforce skills or knowledge.