Unpacking the Invisible: Human Factors in a Data-Driven World

Design, at its core, is fundamentally concerned with human experience—shaping perception, environment, and behavior. In an increasingly interconnected and digital world, design ethnography and human factors research must evolve beyond traditional, verbally focused, and localized studies to incorporate innovative, technology-driven methodologies. This paper explores emerging approaches to human factors in design, with a focus on data ethnography and entangled ethnography as methods for gaining deeper insights into the complex interplay between perception, behavior, and technological ecosystems. Through the lens of Globally Inclusive Design, we examine the opportunities and ethical challenges these methodologies present, particularly in relation to AI systems. Ultimately, this paper demonstrates how advanced ethnographic methods can inform the development of human-centered AI systems that enhance usability, resilience, and well-being. By bridging methodological innovation with ethical considerations, it contributes to the ongoing discourse on human factors in complex technological and design ecosystems—advocating for design practices that reflect the diversity, complexity, and interconnectedness of human experiences.