Augmented reality devices overlay digital information or objects with a person’s current view of reality. As such, the user is able to see his or her surroundings while also seeing the AR content. Virtual reality devices place end users into a completely new reality, obscuring the view of their existing reality. Augmented reality is enhanced by computer-generated perceptual information across multiple sensory, visual or auditory modalities. The user experience is closely interwoven with the physical world and is perceived as an immersive aspect of the real environment.
When it comes to designing products and services increasing importance is attributed to an overarching and holistic customer experience. An integral approach to do so is utilizing the potential of augmented and virtual reality (AR/VR).
Concepts of modified reality have long existed, notably in the realm of futuristic sci-fi culture and academic imaginings of a future society. However, in reality these technologies are only just beginning to come to fruition.