People are driven by their need to be in Control, to feel Competent, and to belong to a Community.

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The need for Control refers to being in control of your own activities, e.g. the order and way in which you perform them. The need for Competence is fueled by successfully performing an activity and experiencing feelings of mastery. The need for Community is satisfied by activities strengthening the feeling that you belong to a lager (social) group.

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To optimise the use of new technologies, these 3 basic human needs – the 3 C’s - need to be fulfilled.

Accounting for these and other key human factors in the design and implementation phase of technological innovations will significantly contribute to their successful adoption and embrace by their users.