目的 用讲故事的设计方法讲述博物馆文物背后的故事，引发用户的情景体验和情感共鸣，提升数字博物馆的文化体验。方法 以叙事学理论和方法为基础，运用文献研究、逻辑论证等研究方法，分析了用户、博物馆文物资源和叙事设计三者间的内在联系，在此基础上构建了角色代入类叙事设计模型，并以西汉南越王博物馆为个案展开设计实践。结果 角色代入类叙事设计通过博物馆文物故事来确定叙事主题，用视觉元素和多元形式内容来搭建叙事空间，由用户通过界面交互主导故事情节设计，从而建立用户对文化情境的深度感知。角色代入类叙事设计能从用户的感知层面和情感层面提升数字博物馆的文化体验。结论 角色代入类叙事设计能实现数字博物馆文化体验在感知深度和参与效度上的拓展，其核心是对用户的感官认知和情感体验的洞察和满足，为当下数字博物馆的开发与优化提供新的设计路径。

The work aims to tell the story behind the museum's cultural relics through storytelling design, trigger the user's situational experience and emotional resonance, and enhance the cultural experience of the digital museum. Based on the theories and methods of narratology, research methods such as literature research and logical argumentation were used to analyze the internal relationship between users, museum cultural relics resources and narrative design, and establish a character substitution narrative design model, and carry out the design practice with the Museum of the Nanyue King of the Western Han Dynasty as a case. The role substitution narrative design focused on museum cultural relics to determine the narrative theme. Visual elements and multiple forms of content were used to build a narrative space, allowing users to lead the storyline design through interface interaction, thereby establishing users’ in-depth perception of cultural situations. The role substitution narrative design can enhance the cultural experience of digital museums from the user's perceptual and emotional levels. The role substitution narrative design can realize the expansion of the perception depth and participation validity of the digital museum cultural experience. Its core is the insight and satisfaction of the user's sensory cognition and emotional experience. It provides a reference for the development and optimization of the current digital museum.