In this work in progress paper we explore the many facets and activities that contribute to the definition of reading experience, in particular when considering children as readers of electronic books (eBooks). We aim at understanding the importance of reading context and book choice as part of the reading experience in order to set up the main steps of a User-Centered Design (UCD) process that will result in innovative models and interfaces for more engaging children's eBooks. © 2012 ACM.