Five Human Factors


The Five Human Factors method is about taking a holistic view of the customer experience. Five central human factors that make up a customer experience are studied. The five human factors to be considered are made up as follows:

  • physical
  • cognitive
  • social
  • cultural
  • emotional

This method is used in the observation phase of an innovation project and supports customer observations in the field.

The Five Human Factors method is guided by the idea that we gain a goal-oriented and in-depth understanding of the customer experience by recording the selected factors in a structured way and thinking them through in detail. This holistic observation increases the likelihood of finding unsolved problems and unmet customer needs that call for an innovative solution.

The five factors are considered individually and separately from each other, i.e. the customer experience is broken down into its individual components in order to better understand them. The entire customer experience is then reassembled in order to analyze interdependencies from which further valuable insights can be derived.

The Five Human Factors method can be used individually in the observation phase or as a supplement to the Empathy Map and the Value Proposition Canvas.

The consideration of human factors in the context of an innovation project represents a derivation of the consideration of these factors within highly technical complex systems. The origins of human factors lie in psychology, and they are used intensively in aviation, space travel and shipping, as well as in the medical field.

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