<![CDATA[English language learning at the elementary school level, particularly in fourth grade, continues to face challenges related to low learning motivation and limited vocabulary retention due to the use of conventional instructional media. This study aims to develop an Augmented Reality (AR)-based interactive book as an English vocabulary learning medium for fourth-grade students at SDN 18 Ampenan, Mataram City. The design process adopts the design thinking method, which consists of the stages of empathize, define, ideate, prototype, and test, with data collected through observation, interviews, and literature review. The results indicate that the integration of AR technology, sensory branding theory, flat design visual style, and a game-based learning approach enhances students' visual, auditory, and emotional engagement. The resulting medium takes the form of a printed interactive book equipped with AR markers and a supporting application that displays 2D objects and pronunciation audio, demonstrating strong potential to improve English vocabulary retention among fourth-grade students.]]>
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