During interaction between an end-user and system ( Web and Mobile interface, Kiosks, etc), user physiology and psychology work hand-in-hand to develop overall human experience framework. 

 1. What a user does online, e.g., **Objective data**-->action data, Performance and web analytic)
 2. What a user feels and thinks, e.g., **Subjective data**-->emotions, satisfaction, expectations, engagement and attention)
 3. **Physiological data:** How physiological impulses drive human psychology and overall subjective and objective behavioral process or emotions. ( Eye-tracking, EEG and NIRS Brain signals, GSR and Body sensors)
 4. User Demographics and context of use attribute work as moderators of inferential relationship.