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The Shift from User Experience (EX) and Customer Experience (CX) to Human Experience (HX)

What is User Experience (UX)?

User experience is described as a user’s interaction with a physical or digital product or service and their perception of this interaction (Hurree, 2020). Factors that influence UX include accessibility, functionality and the aesthetics of a product (Hurree, 2020). UX embraces a “user-centric” approach (Recke, 2017); therefore, the company’s focus is on developing favourable experiences around the usability of their products for their end-users.

What is Customer Experience (CX)?

Customer Experience refers to the perception a consumer has of a company as a result of the culmination of every interaction between the company and the consumer (Mixon & Torode, 2020). CX includes every interaction from the initial touchpoint to the end of the customer’s “journey” with that company (Hurree, 2020). A CX strategy takes a customer-centric approach, which places a central focus on the customer’s needs, desires, and frustrations (Product Plan, 2022).

The Shift from UX and CX to HX (Human Experience)

Human experience encompasses both an individual’s experience of a company and the “purpose” behind the company (Hurree, 2020). HX involves a drive, by a company, towards building meaningful relationships with their customers. This drive focuses on putting their customers’ “purpose before profit” (Hurree, 2020). A HX strategy employs a “holistic, human-centric perspective” that places a focus on understanding the reasoning behind the consumption of products by its users (Recke, 2017). The development of HX strategies takes users, customers, and employees into account (Daga, 2022).

Campillo (2019) strongly emphasises their opinion on the importance of HX by stating that a product or service developed with the intention of providing a customer with a positive user experience, will always be the leader in the market that it supplies. Poynter (2022) explains that HX has gained momentum in the market due to customers looking for additional value in their purchases. Therefore traditional means of maintaining a competitive advantage, such as a product-centric approach, are no longer delivering the returns they once did. 

Poynter (2022) attributes the decreased success of traditional strategies to:

  1. The ease with which companies can duplicate products and services. Therefore, making it difficult to maintain a long-term competitive advantage. 
  2. The markets and legislation that governs “distribution systems” leaves little room for companies to differentiate their distribution systems from their competitors. 

As a result of these factors, companies are moving away from product-centric focused strategies to customer-centric focused strategies, concentrating their efforts on improving their customers’ experience (Poynter, 2022). 


Campillo, P. (2019, May 19). In search of the ultimate user experience: Typeform blog. Opinins and Expertise. 

Mixon, E. and Torode, C. (2020) Customer Experience (CX), TechTarget. Available at:

Recke, M. (2017) From UX and CX to HX: The Human Experience, Next. Available at:

Daga, R. (2022) Reason Why Should Companies Move to Human Experience Design?, Red Baton. Available at:

Pham, K. (2019) HX (Human Experience) — We all should keep it in mind to create more value, Medium. Available at:

Product Plan (2022) What’s the Difference Between Product-Centric and Customer-Centric, Product Plan. Available at:

Poynter, R. (2022) Why HX, Why Now?, Platform One. Available at:

Hurree (2020). CX | UX | HX: How to Become a Human  Experience-Centered Brand, pp. 6, 15, 27, 29. Available at: