Factors

In the Experience Design Factors framework, experience designs comprise factor blocks—elements that, when combined, determine the kind of experience a person has when using a product, service, or system. Below are all 59 factors—stacked into four “components” that make up an experience and arranged by level of intensity. Not all designed experiences need every factor. Pouring milk out of a carton is not as emotionally nuanced as planning a memorial service for a deceased friend. But too often, people who plan products, services, and systems overlook the hidden concerns that can turn an experience from forgettable to transformative.

The grid organizes all factors by their type (context, people, or design components) and by depth (characteristic, dynamic, complex, underlying, or core levels). Click on any of the factors below to discover their role in experiences.

XDF factors organised by component and complexity level

	Context × Context Component The physical spaces, ideas, and prevailing attitudes of a place and time affect experience design scenes. A basketball arena A living room in a house A bus stop A bus More About Context Opens the factor guide in new tab.	People: Self × People: Self Component A person's internal and physical identity. 34 years old Scientist Values intependence Hopeful outlook More About People: Self Opens the factor guide in new tab.	People: Social × People: Social Component Ways people relate to others and how they perceive themselves in those relationships. Star Trek fan Introspective Mother Asian More About People: Social Opens the factor guide in new tab.	Design × Design Component Anything designed—a product, service, or system. Coffee maker Snow plow Restaurant Car wiring More About Design Opens the factor guide in new tab.
Characteristic Level × Characteristic Level Level Physically observable and measurable factors. Characteristics can be identified and described. 3 feet long 15 degrees Celsius Moscow, Russia Retro style More About Characteristic Level Opens the factor guide in new tab.	Location × Location Context Characteristic Level A place and time where an experience design scene takes place. Paris, France Remote mountain cabin Hospital waiting room in 1964 Chicago Subway platform More About Location Opens the factor guide in new tab. Physical Dimensions × Physical Dimensions Context Characteristic Level The dimensions of physical spaces where experience design scenes take place. A cramped airplane seat Spacious art gallery Narrow hallway Massive open plains More About Physical Dimensions Opens the factor guide in new tab.	Body Size × Body Size People Characteristic Level A person's physical size. Petite child Plus-size shopper Muscular athlete Pregnant person More About Body Size Opens the factor guide in new tab. Age × Age People Characteristic Level How long a person has lived. 2 year-old Toddler Middle-aged professional 84 year-old adult Teenager More About Age Opens the factor guide in new tab. Sex × Sex People Characteristic Level A person’s biological attributes that are typically assigned at birth. Female Male XX Intersex XY Intersex More About Sex Opens the factor guide in new tab.		Dimensions/Scope × Dimensions/Scope Design Characteristic Level The size of physical products and the breadth and complexity of services and systems. Pocket-sized tool Enterprise system Miniature component Large-scale service More About Dimensions/Scope Opens the factor guide in new tab. Material × Material Design Characteristic Level Physical materials that comprise a designed outcome. Stainless steel Recycled plastic Digital interface Soft fabric More About Material Opens the factor guide in new tab. Style × Style Design Characteristic Level A design's distinctive appearance. Minimalist aesthetic Retro design Playful colors Professional finish More About Style Opens the factor guide in new tab.
Dynamic Level × Dynamic Level Level Factors that change with conditions and situations. Weather conditions A folding chaor Other marathon runners Sick with the flu More About Dynamic Level Opens the factor guide in new tab.	Weather × Weather Context Dynamic Level Physical conditions in an indoor or outdoor setting. Sudden rainstorm Sweltering heat Foggy morning Comfortable air conditioning More About Weather Opens the factor guide in new tab. Sensory × Sensory Context Dynamic Level Stimuli that can be perceived with the senses. Loud construction noise Fresh bread aroma Dim lighting Vibrating phone More About Sensory Opens the factor guide in new tab. Available Resources × Available Resources Context Dynamic Level Materials available for use in a setting. Free WiFi Water fountain Charging station Wheelchair ramp More About Available Resources Opens the factor guide in new tab. Non-User Actors × Non-User Actors Context Dynamic Level People and objects in a context that are not the intended experiencer. Crying baby Security guard Service dog Delivery robot More About Non-User Actors Opens the factor guide in new tab.	Health Status × Health Status People Dynamic Level A person's physical and mental condition. Chronic pain High physical fitness Fighting a cold Managing depression More About Health Status Opens the factor guide in new tab. Habits × Habits People Dynamic Level People's behavioral tendencies. Checks phone constantly Morning coffee ritual Exercises daily Procrastinates More About Habits Opens the factor guide in new tab. Body Movements × Body Movements People Dynamic Level The ways people physically move their bodies. Walks with a cane Fidgets nervously Graceful dancer Slouches More About Body Movements Opens the factor guide in new tab.	Relationships × Relationships People Dynamic Level Ways people are connected to others. New parent Caregiver Estranged sibling Close friends More About Relationships Opens the factor guide in new tab. Role × Role People Dynamic Level The functions a person plays in different situations. Team leader Student learner Customer First-time visitor More About Role Opens the factor guide in new tab. Gender Expression × Gender Expression People Dynamic Level The outward presentation of a person's gender through clothing, behavior, hairstyle, voice, and other expressive cues. Masculine presentation Feminine style Androgynous look Non-conforming dress More About Gender Expression Opens the factor guide in new tab.	Condition × Condition Design Dynamic Level A design's current state of functionality and upkeep. Brand new Well-worn Broken screen Pristine condition More About Condition Opens the factor guide in new tab. Operation × Operation Design Dynamic Level The sequence of steps required to use a product, service, or system. Three-step process Manual control Voice activated Touch interface More About Operation Opens the factor guide in new tab. Configuration × Configuration Design Dynamic Level A design's current phase or arrangement. Folded compact Expanded mode Default settings Adjustable position More About Configuration Opens the factor guide in new tab.
Complex Level × Complex Level Level Multifaceted factors that involve many interrelated concepts. 20 minutes to departure Lesbian Usable interface Handy with auto repairs More About Complex Level Opens the factor guide in new tab.	Demographics × Demographics Context Complex Level The measurable qualities of people and people groups in a population. College town Retirement community Tech hub Rural farming area More About Demographics Opens the factor guide in new tab. Laws × Laws Context Complex Level Physical and social conventions that govern settings. No smoking policy Speed limit Parking restrictions Building codes More About Laws Opens the factor guide in new tab. Time × Time Context Complex Level The duration of time in which experience design scenes take place. 8 months until birth All day to relax One week of vacation 30-minute lunch break More About Time Opens the factor guide in new tab.	Knowledge × Knowledge People Complex Level Facts, information, experiences, and insights a person has acquired. Expert programmer Novice cook Medical knowledge Local insider More About Knowledge Opens the factor guide in new tab. Attention × Attention People Complex Level Concentration on the activity at hand. Easily distracted Multitasking Hyper-aware Zoned out More About Attention Opens the factor guide in new tab. Abilities × Abilities People Complex Level Competence or skill to complete an activity. Blind user Skilled craftsperson Limited mobility Deaf community member More About Abilities Opens the factor guide in new tab. Attitude × Attitude People Complex Level A way of thinking or feeling about an activity, product, service, or system. Enthusiastic supporter Resistant to change Optimistic outlook Cynical perspective More About Attitude Opens the factor guide in new tab.	Race × Race People Complex Level A person's perceived physical traits shaped by historical and cultural contexts. Black White Asian Indigenous More About Race Opens the factor guide in new tab. Social Class × Social Class People Complex Level A classification based on a person's socio-economic status, including factors such as income, education, and occupation. Working class Upper middle class Experiencing poverty Wealthy elite More About Social Class Opens the factor guide in new tab. Personality × Personality People Complex Level A person's distinctive character. Extroverted networker Introverted thinker Risk-taker Cautious planner More About Personality Opens the factor guide in new tab. Sexual Orientation × Sexual Orientation People Complex Level Patterns of emotional, romantic, and/or sexual attraction to others. Gay Bisexual Asexual Heterosexual More About Sexual Orientation Opens the factor guide in new tab. Subjective Norm × Subjective Norm People Complex Level A person's perception of how others will judge or expect them to behave. Peer expectations Family pressure Community norms Social media influence More About Subjective Norm Opens the factor guide in new tab.	Usefulness × Usefulness Design Complex Level The relevancy of a designed outcome to people who use it for a purpose. Solves real problem Mostly decorative Essential tool Rarely needed More About Usefulness Opens the factor guide in new tab. Usability × Usability Design Complex Level How easily and effectively a user can operate a design to achieve their goals. Intuitive interface Confusing controls Easy to learn Requires training More About Usability Opens the factor guide in new tab. Accessibility × Accessibility Design Complex Level The measure of obstacles that prevent people from accessing a product, service, or system. High contrast mode Wheelchair accessible Closed captions Large buttons More About Accessibility Opens the factor guide in new tab. Sustainability × Sustainability Design Complex Level Design that meets present needs while ensuring long-term viability—environmentally, socially, and organizationally. Cost-efficient operations Recyclable materials Low energy use Maintainable over time More About Sustainability Opens the factor guide in new tab.
Underlying Level × Underlying Level Level These factors underpin contexts, people, and design—below the surface. Chinese language Closeness with co-workers Making ethical choices Religious beliefs More About Underlying Level Opens the factor guide in new tab.	Cultural Makeup × Cultural Makeup Context Underlying Level The variety of cultural expressions, traditions, languages, values, and beliefs that exist within a community. Multilingual signage Only fast-food options High school football night Religious plurality More About Cultural Makeup Opens the factor guide in new tab. Hierarchy × Hierarchy Context Underlying Level Power or influence relationships between variables in a context. Corporate structure Social status markers A building dominates a skyline Impending hurricane More About Hierarchy Opens the factor guide in new tab. Interconnections × Interconnections Context Underlying Level Exchanges and interdependencies between components in experience design scenes. Transit hub Social network Ecosystem Communication web More About Interconnections Opens the factor guide in new tab.	Language × Language People Underlying Level The words, gestures, and symbols a person uses to communicate and express thoughts and emotions. Native Spanish speaker Sign language user Bilingual communicator Technical jargon More About Language Opens the factor guide in new tab. Values × Values People Underlying Level Fundamental beliefs about what is desirable and ideal. Family first Career-focused Spiritual seeker Social justice advocate More About Values Opens the factor guide in new tab. Autonomy × Autonomy People Underlying Level The capacity to make choices and have control over one's own life. Seeking control Self-directed learner Restricted choices Empowered agent More About Autonomy Opens the factor guide in new tab. Competence × Competence People Underlying Level The feeling of being effective and skilled in one's activities and interactions. Building skills Feeling capable Struggling learner Confident expert More About Competence Opens the factor guide in new tab.	Culture × Culture People Underlying Level Shared beliefs, values, traditions, and behavioral patterns that shape how a group understands and interacts with the world. Collectivist mindset Individualist approach Traditional practices Cultural hybrid More About Culture Opens the factor guide in new tab. Intention × Intention People Underlying Level A person's determination to complete an activity. Determined to succeed Half-hearted effort Uncertain purpose Strong commitment More About Intention Opens the factor guide in new tab. Relatedness × Relatedness People Underlying Level The feeling of being connected to others through meaningful relationships and interactions. Feeling connected Lonely isolation Seeking belonging Community member More About Relatedness Opens the factor guide in new tab.	Affordances × Affordances Design Underlying Level The actions a design makes possible or invites a user to perform. Obvious handle Push plate Clickable link Slidable control More About Affordances Opens the factor guide in new tab. Desirability × Desirability Design Underlying Level The aesthetic, emotional, and symbolic appeal that makes a design attractive or compelling. Status symbol Emotional appeal Aspirational brand Delightful surprise More About Desirability Opens the factor guide in new tab. Ethics × Ethics Design Underlying Level The extent to which a design avoids harm and upholds fairness, responsibility, and integrity in its creation and use. Fair trade sourced Privacy-first Transparent data use Social responsibility More About Ethics Opens the factor guide in new tab. Purpose × Purpose Design Underlying Level The intended function or outcome a design exists to accomplish. Enable communication Provide shelter Facilitate learning Entertain users More About Purpose Opens the factor guide in new tab.
Core Level × Core Level Level Foundational, often unspoken factors that reside at the deepest levels of contexts, people, and design. Heirloom jewelery Fear of strangers Feeling hopeful Economic downturns More About Core Level Opens the factor guide in new tab.	Social Climate × Social Climate Context Core Level Perceived attitudes in a setting. Welcoming vibe Competitive energy Fearful mood Celebration spirit More About Social Climate Opens the factor guide in new tab. Social Norms × Social Norms Context Core Level Unwritten "rules" that define acceptable behavior. Quiet library Tipping expected Remove shoes Eye contact varies More About Social Norms Opens the factor guide in new tab.	Self-Concept × Self-Concept People Core Level People's beliefs, perceptions, and evaluations about themselves. Feeling inadequate Strong sense of identity Questioning oneself Positive self-image More About Self-Concept Opens the factor guide in new tab. Worldview × Worldview People Core Level The lens through which a person interprets reality, shaping their assumptions about life, meaning, and the nature of the world. Optimistic outlook Pessimistic lens Religious framework Scientific perspective More About Worldview Opens the factor guide in new tab.	Sensations × Sensations People Core Level Physical sensations such as pain or coldness. Sharp pain Comfortable warmth Refreshing coolness Unpleasant itch More About Sensations Opens the factor guide in new tab. Mood × Mood People Core Level A person's underlying emotional state. Joyful Irritable Melancholic Peaceful More About Mood Opens the factor guide in new tab.	Meaning × Meaning Design Core Level A design's functional, cultural, and emotional significance to those who use it. Family heirloom Cultural symbol Memento Status marker More About Meaning Opens the factor guide in new tab. Memorability × Memorability Design Core Level Design that resonates emotionally with users and leaves lasting impressions. Unforgettable experience Lasting impression Easily forgotten Remarkable moment More About Memorability Opens the factor guide in new tab.