Bridging the multiple reality gap: Application of augmented reality in new product development

Increased product complexity and internal team dynamics pose serious challenges to the quality of collaboration, usually reflected upon long delays, cost overruns and poor design quality during product development. Our focus is to study the factors that drive collaboration, shared understanding and team learning in product development in order to investigate new tools to facilitate this process. The present paper provides the theoretical framework to experiment with novel collaborative tools like Augmented Reality in the product development setting. The core argument is that Augmented Reality technologies act as a catalyst to the communication between the various stakeholders. The main idea behind this work is a dynamic investigation on the nature of collaboration in product development teams, through a socio-cognitive lens. The basic focus of this work is to connect insights from the social sciences to collaborative design and visualization technologies.