The Rise and Fall of Augmented Reality Projects

Augmented Reality (AR) has been hailed as the next big thing in technology, with the global AR market expected to reach $70 billion by 2023 [1]. However, despite its vast potential, many AR projects have failed to deliver on their promises. In fact, a study by Perkins Coie and XR Association found that 60% of AR startups fail within the first two years [2]. So, what can we learn from these failures, and how can we apply these lessons to future AR projects?

Lack of Clear Goals and Objectives

One of the primary reasons AR projects fail is due to a lack of clear goals and objectives. Many developers and entrepreneurs get caught up in the excitement of AR technology and launch projects without a clear understanding of what they want to achieve. A study by Gartner found that 85% of AR projects lack a clear business case [3]. Without a well-defined objective, AR projects can meander and ultimately fail to deliver any real value.

For example, in 2018, IKEA launched an AR app that allowed customers to see how furniture would look in their homes before making a purchase. However, the app was clunky and difficult to use, and it failed to provide a clear benefit to customers. As a result, the app was largely ignored, and IKEA’s AR experiment was deemed a failure.

Insufficient Testing and Quality Assurance

Another common mistake AR developers make is insufficient testing and quality assurance. AR experiences are often complex and require a high degree of precision to work effectively. However, many developers skip over testing and QA to get their project to market quickly.

For instance, in 2019, Google launched its AR navigation feature, which promised to provide users with a more intuitive way of navigating cities. However, the feature was plagued by bugs and inaccuracies, which led to widespread criticism and a hasty update. If Google had spent more time testing and refining its AR feature, it could have avoided the negative publicity and provided a better user experience.

Ignoring User Experience and Feedback

User experience and feedback are crucial components of any successful AR project. However, many developers neglect to gather feedback from users and fail to prioritize user experience. As a result, AR experiences can be clunky, confusing, and ultimately fail to engage users.

For example, in 2017, Blippar launched an AR platform that allowed users to scan and interact with virtual objects in their environment. However, the platform was criticized for its poor user experience and lack of clear instructions. Despite attempts to improve the platform, Blippar struggled to gain traction and ultimately shut down its AR operations.

Unrealistic Expectations and Budgets

Finally, many AR projects fail due to unrealistic expectations and budgets. AR development can be expensive and time-consuming, and many developers underestimate the resources required to bring an AR project to life.

According to a study by Deloitte, 75% of AR projects exceed their budgets, and 55% of AR projects take longer than expected to complete [4]. By being more realistic about the time and resources required for AR development, developers can avoid financial and reputational risks associated with failed projects.

Conclusion

Augmented Reality has the potential to revolutionize numerous industries and transform the way we live and work. However, to realize this potential, we need to learn from past failures and apply these lessons to future AR projects. By setting clear goals and objectives, testing and refining AR experiences, prioritizing user experience and feedback, and being realistic about expectations and budgets, developers can increase their chances of success and create innovative and effective AR experiences.

What do you think are some of the most significant challenges facing AR developers today? Share your thoughts in the comments below!

References:

[1] Statista. (2022). Augmented reality (AR) market size worldwide from 2020 to 2023.

[2] Perkins Coie and XR Association. (2020). XR Industry Survey Report.

[3] Gartner. (2020). Market Trends: Augmented Reality, 2020.

[4] Deloitte. (2020). 2020 Global Mobile Consumer Survey.