Construction site operations often involve multiple actors with substantial variations in assumptions, expectations, and knowledge about technology. This could impair digitalization, which involves development of socio-cognitive environments that foster use of digital technology in new organizational procedures. Nevertheless, construction industry digitalization research has mainly addressed firm-level transformation of engineering phases and focused on technology, largely ignoring challenges arising from cognitive differences among actors at construction sites. Thus, we report a case study of attempts to spark construction site digitalization through a shared information management system (IMS). Applying technology frame of reference theory, we demonstrate how differences within groups among actors’ frames (inconsistency) shape group-level frame misalignment (incongruence) and thus digitalization outcomes. The IMS was implemented successfully at the focal firm’s headquarter and regional office levels. However, substantial construction site-level frame inconsistency led to misaligned group-level expectations and generated a fragmented socio-cognitive environment that hindered strategic digitalization. In conclusion, socio-cognitive environments at industry, construction site, and group levels recursively shape individual frames, and harmonization of frames is important to realize construction digitalization.