Female Interaction af Rune Nørager, ITU, designpsykologi ApS
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Female Interaction af Rune Nørager, ITU, designpsykologi ApS

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Oplægget blev holdt ved InfinIT-arrangementet "Temadag om Female Interaction" afholdt den 19. september 2012. ...

Oplægget blev holdt ved InfinIT-arrangementet "Temadag om Female Interaction" afholdt den 19. september 2012.
Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/stort_forretningspotentiale_i_teknologisk_udvikling.htm

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Female Interaction af Rune Nørager, ITU, designpsykologi ApS Female Interaction af Rune Nørager, ITU, designpsykologi ApS Presentation Transcript

  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Female interaction How women naturally see it differently: - The psychology of gender related to interaction design Infinit 19. september 2012
  • • Rune Nørager - +45 4041 4422 - rune@design-psychology.com• MSc., PhD., design psychology• External associate professor, IT-University Copenhagen• Design- & interaction psychologist• design psychology: B2B, pharma & medico, production, consumer, finance, architecture, female-interaction Research White papers Process facilitation Innovation vectoring Teaching & seminars User experience testing User research & profiling Concept & product reviews
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Pervasive and unfortunate dualisms in science and folk psychology Mind Software Mind Gender Socially constructed versus versus versus versus Body Hardware Heart Sex Biological & physiological
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Equality versus similar
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum #11()(,+&$&.&*"0("/ 6.."(%("#,5&4,&.)"+$4&3($#&2(..$-#,+#"&#11()(,+&$&.&*"0("/ &:(,).,-.0"*-&3%%$+2,%,9&(,&)("0("-"0&.&"%$+.&"8)&(,&(,).,-&"87 32,%,8+3.-&%$(,.*"-&0($&)+$-#&%"*1)%1+ $#"! **?6<&)>1&>",:03&6****+****;!;$<=;<!;****+**:,0-&&*6.(19*8.130765****+***4*&3(2****+***,10-/(.&-,+*&)(&%
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum Female Male
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Genotype and phenotype
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum Female Male
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum Female Male
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender and culture
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender and culture: phenotypical constraints ... a real man is a... ....and a real woman is a...
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender and culture
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender and culture: social construction hypothesis
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Women and men differ ! Gender scores calculated from the three discriminant functions from all anthropometric measures by gender and geographic region.
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com The results demonstrate a strong separation between men and women with all samples and measurement sets providing at least 96% accuracy in gender prediction. In addition, all regions consistently showed a strong contrast between hip breadth and other measures. This means items proportioned for men but perhaps scaled-down will not necessarily fit women and that .this issue is not limited to any one country but probably exists throughout NATO. The demonstrated contrast of the hip size with the other body proportions is an important issue for many apparel items including flight suits, cold water immersion suits, anti-g suits, and other protective suits because it means that a coverall or lower-body garment proportioned for men will likely not fit women. If a male proportioned suit is scaled down to fit a woman’s stature, shoulder or upper chest circumference it will likely be too tight in the hips. This means if protective equipment is not specifically designed for women, women’s safety for military operations could be jeopardized.
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Do you have a problem as well ? Consumer electronics
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender perspective not new ... in product design and marketing Physical Social Pinking & Interaction differences Marketing values shrinking Design
  • Apollo mission control approx. 110 persons 3 women / 2,7% 1969
  • 2010Engineers at Fermilab approx. 120 persons 4 women / 3,3%
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Admission numbers 2010 ... a marked gender bias Dentist Electronics engineer Computer science Information technology
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum Female Male
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Variability between majority of men and women is smaller than the variability of all men Female Male 68% 68% Male
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com 1% of women thought consumer electronics However... manufacturers had them in mind when developing products. Consumer Electronics Association, CE.ORG 2004. Engineers Programmers Empathy SystemizingHigh Central coherence Low central coherence
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com The nature of the (extreme) male mind thinking style compared to female thinking style Central coherence theory ...tendency to process information in context for gist, i.e., the human people relevant discourse ...pulling information together for higher level global meaning, often at the expense of detail. Happé, F. (1999) ‘Understanding assets and deficits in autism: why success is more interesting than failure’, Spearman Medal Lecture, The Psychologist, vol. 12, no. 11, November 1999
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Happé, F. (1999) ‘Understanding assets and deficits in autism: why success is more interesting than failure’, Spearman Medal Lecture, The Psychologist, vol. 12, no. 11, November 1999
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Characters Shape Personality Colour Agenda Number Mood Geomtric relations Mind state Duration Interpersonal Size Relations Line texture Needs Trajectories Desires Figure/ground Narrative ... ...
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Anything can be systemized Even in psychology... - Cognitive therapy - Interpersonal therapy - corrective emotional experiences Simon Baron-Cohen*, Jennifer Richler, Dheraj Bisarya, Nhishanth Gurunathan and Sally Wheelwright: 2003
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Female Interaction may have a potential both in addressing the needs of women and the majority of men Engineers Programmers
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gender is a continuum Female Male Empathy SystemizingHigh Central coherence Low central coherence
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Education Play, games, free time, work, identity leisure, motivation (abilities) (interests) Passive recipients Active agents ... the products are ok it’s cultural dynamics ... maybe the products don’t fundamentally fit
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Where does gender come from? Innate differences expressed Cultural relativism and shaped through culture
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Gaming industry as an interaction design case Female Male Empathy SystemizingHigh Central coherence Low central coherence Preference girls toys Preference boys toys Fine motor skilss Mental rotation Verbal fluency Assertiveness
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com 20% women - 80% men Dedicated player (non-casual) Game DNA: “...exploring the landscape, fighting various monsters, completing quests, and interacting with non-player characters or other players.” “Much of World of Warcraft play involves questing.” “Quests commonly involve killing a number of creatures, gathering a certain number of resources, finding a difficult to locate object, ... delivering an item from one place to another.” “As characters become more developed, they gain various talents and skills, requiring the player to further define the abilities of that character.” Clear mission goals and objectives. Rule based, controlled, improvement & character enhancement
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com What about the social factor in World of Warcraft, e.g. guilds ? Guilds: group of players (40 or more - up to 500)
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Systemizing the social
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Add on tools to calculate and administer character development
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com 60% women -40% men Casual players Game DNA: “ The Sims is a strategic lige-simulation computer game.” “Instead of objectives, the player is encouraged to make choices and engage fully in an interactive environment.” “ The only real objective of the game is to organize the Sims time to help them reach personal goals.” “Needs govern the overall moods of the sims. If the needs are not fulfilled, the sims can become grumpy and unwilling to obey certain player-directed commands, particularly ones that do not fulfill the depleted needs in question.” ..empathy.. ! “The Sims technically has unlimited replay value in that there is no way to win the game, and the player can play on indefinitely. It has been described as more like a toy than a game”.. open ended narratives.
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Note ! Shopping cart metaphor Women are active agents that make choices based on their temperaments, abilities and desires. However, with regard to products like computer games they are not in a “high choice situation”, i.e. not a whole lot to chose from with regard to their preferences. Computer games and sex differences James Woudhuysen, 2006 No real choice “Furthermore, a group of women players whose engagement with the game is characterized by creation and sharing of new and altered game content, the skinning of it, appears interesting since the women skinners resist traditional gender roles by taking active, productive positions towards the game.” Playing The Sims 2 Hanna Elina Wirman, 2011 Change the game ... i.e. female players actively negotiate the intended game dynamics to fit their own motivations (in open ended games...).
  • Shopping for a trip to the summer house
  • We need a goodWhat we might dinner need - steak - food - red wine - cleaning - sauce utensils - snacks ... ...
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Rejsebranchen Rige narrativer om Instrumentelle tekniske oplevelsesmuligheder specifikationer
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Abstract products to narrative contextualization
  • Infrastrcutureof homes
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com $#"! **?6<&)>1&>",:03&6****+****;!;$<=;<!;****+**:,0-&&*6.(19*8.130765****+***4*&3(2****+***,10-/(.&-,+*&)(&% Empathy Systemizing High Central coherence Low central coherence
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Heating Water Alarm Electricity ?
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Heating Water Alarm Electricity ?
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Safety Responsibility High level Indoor (interpersonal) climate narratives
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Safety Responsibility Health Pollen Indoor Fresh air climate Decentral interaction Rich interaction Social well-being
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Female interaction design
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Functional integration of photo & pictures The picture as supportive of her daily life The picture as self referential object
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Female shopping of digital consumer products Shopping checklist Megapixels Father Zeiss optics Brother Memory card Boy friend What Firewire to chose Based on survey at Aalborg University, Department of communication
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Healhtcare Computation & technology digital storage social, people, society performance, machines, system Laser technology Sylvie Kerger, Romain Martin, Martin Brunner. How can we enhance girls’ interest in scientific topics? British Journal of Educational Psychology
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Social network services
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Social network services Pew Internet and American Life Project
  • design psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com Social network services • Women tend to use SNS more than men and differently - e.g. have more friends and tag more images • More social purposes • Women tend to use more affiliative language, i.e. the social emotional side og talk • Men tend to use more assertive language, i.e. the referential side of talk Pew Internet and American Life Project Thelwall, M., Wilkinson, D., Uppal, S. (2009). "Data mining emotion in social network communication: Gender differences in MySpace". Journal of the American Society for Information Science and Technology (in press).
  • Female & male Facebook picture stylesdesign psychology © 2012 T: 4041 4422 E : info@design-psychology.com W : www.design-psychology.com
  • • Rune Nørager - +45 4041 4422 - rune@design-psychology.com• MSc., PhD., design psychology• External associate professor, IT-University Copenhagen• Design- & interaction psychologist• design psychology: B2B, pharma & medico, production, consumer, finance, architecture, female-interaction Research White papers Process facilitation Innovation vectoring Teaching & seminars User experience testing User research & profiling Concept & product reviews