On Shrink It and Pink It: Designing Experiences for Women

On Shrink It and Pink It: Designing Experiences for Women Jessica Ivins jessicaivins@gmail.com @jessicaivins #designwmnThursday, May 31, 12

#designwmnThursday, May 31, 12

iMaxi #designwmnThursday, May 31, 12

“You forget, but they made fun of the iPod name when it came out. What matters is the product and what it means to consumers.” ~Steve Jobs, January 2010 #designwmnThursday, May 31, 12

Della: Dell MicrositeThursday, May 31, 12

The Classic Shrink It & Pink It ReﬂexThursday, May 31, 12

Dr Pepper TEN Company research found that men perceive diet drinks as not "manly" enough #designwmnThursday, May 31, 12

Facebook Page & Application for Men Only • Shooting gallery where you shoot things like high heels and lipstick • "Man Quiz" with questions on activities like ﬁshing and hunting #designwmnThursday, May 31, 12

When we design with gender in mind, our instinct is to resort to extremes instead of solving real problems. #designwmnThursday, May 31, 12

What We’ll Cover • Web design • Industrial design • Service design • Design strategy #designwmnThursday, May 31, 12

What We Won’t Cover Designing for girls or children #designwmnThursday, May 31, 12

Why Should We Care About Women As an Audience?Thursday, May 31, 12

Women make or inﬂuence 80% of consumer purchases in the US. 20% 80% #designwmnThursday, May 31, 12

In the United States, women generate 58% of e-commerce dollars. 42% 58% #designwmnThursday, May 31, 12

Women don’t just buy for themselves. Children Neighbors Friends Extended Partner or Coworkers Family Spouse #designwmnThursday, May 31, 12

Women spend more time using social media than men do. #designwmnThursday, May 31, 12

Beware of myths, stereotypes, and assumptions.Thursday, May 31, 12

Myth: Women Aren’t Into Video Games #designwmnThursday, May 31, 12

Approximately 75% of Casual Gamers are Women #designwmnThursday, May 31, 12

Holly Buchanan: Don’t Stereotype Women #designwmnThursday, May 31, 12

People don’t like to be stereotyped.Thursday, May 31, 12

“Women Laughing Alone With Salad” #designwmnThursday, May 31, 12

The Buchanan Test #designwmnThursday, May 31, 12

The Buchanan Test 1. Do you feature a woman outside of the home? #designwmnThursday, May 31, 12

The Buchanan Test 1. Do you feature a woman outside of the home? 2. Do you feature a woman in a role other than "mother"? #designwmnThursday, May 31, 12

The Buchanan Test 1. Do you feature a woman outside of the home? 2. Do you feature a woman in a role other than "mother"? 3. Is she NOT doing yoga? #designwmnThursday, May 31, 12

Visible vs. Transparent Design Two approaches to designing with gender in mind #designwmnThursday, May 31, 12

Visible Design • Clearly directed toward women or men • Use if targeting only one gender #designwmnThursday, May 31, 12

Great Example of Visible Design #designwmnThursday, May 31, 12

Transparent Design • Not explicitly “for women” or “for men” • Meets target audience needs (women or men) without touting it • Usually appreciated by everyone #designwmnThursday, May 31, 12

The Problem with Traditional Scrubs #designwmnThursday, May 31, 12

The Design Doesn’t Work for the Audience #designwmnThursday, May 31, 12

“One surgeon told me there wasnt a woman at the hospital whose boobs he hadnt seen.” -Whitney Hopkins, Femme Den #designwmnThursday, May 31, 12

Endura Scrubs #designwmnThursday, May 31, 12

Works For Men & Women #designwmnThursday, May 31, 12

Women Have a Low Tolerance for Bad DesignThursday, May 31, 12

Yale University Research Study #designwmnThursday, May 31, 12

Yale University Research Study 68% of Men #designwmnThursday, May 31, 12

Yale University Research Study 68% 16% of Men of Women #designwmnThursday, May 31, 12

Why are women less tolerant of bad design? According to the Femme Den, women usually have no desire to conquer a product. #designwmnThursday, May 31, 12

Why are Women Less Tolerant of Bad Design? Send Pick Up Grandpa a Schedule Make Prescription Oil Change Birthday Dinner Card Help Kids with Pay the Bills Homework Clean the Bathroom Grocery Shopping 40+ Hour Drive Kids Work Week to School Go to the Bank Fix Leaky Sink #designwmnThursday, May 31, 12

Femme Den’s Guidelines: Designing for Women #designwmnThursday, May 31, 12

1. Emphasize Beneﬁts Over Features or Specs RAM Processing Speed Resolution Horsepower #designwmnThursday, May 31, 12

1. Emphasize Beneﬁts Over Features or Specs x x RAM Processing SpeedThursday, May 31, 12 x x Resolution Horsepower #designwmn

2. Craft a Story for Others How will this product help her and other people in her life? Neighbors Extended Family Friends Children Coworkers Partner or Spouse #designwmnThursday, May 31, 12

3. Consider the Full Experience • The product itself • Advertising • Retail environment • Packaging • Customer Service #designwmnThursday, May 31, 12

4. Identify a Spot on the Spectrum Feminine Not so feminine #designwmnThursday, May 31, 12

Case study: User Research for Hospital Website Redesign #designwmnThursday, May 31, 12

Women Play Family Caregiver Role #designwmnThursday, May 31, 12

User Interviews with Patients & Caregivers • How do you mange healthcare for yourself and your family? • Find doctors? • Look for health information online? #designwmnThursday, May 31, 12

Our Findings In some capacity, all participants acted as caregivers for family and beyond. #designwmnThursday, May 31, 12

“Emily” 29 Years Old #designwmnThursday, May 31, 12

“Diane” 67 Years Old #designwmnThursday, May 31, 12

“Joan” 44 Years Old #designwmnThursday, May 31, 12

Our Recommendations Based on Research #designwmnThursday, May 31, 12

Our Recommendations Based on Research • Facilitate the sharing of content via email and social media #designwmnThursday, May 31, 12

Our Recommendations Based on Research • Facilitate the sharing of content via email and social media • Allow visitors to ﬁnd doctors quickly and easily • Provide more information on doctor proﬁles • Personal statements • Patient testimonials • Contact info and directions #designwmnThursday, May 31, 12

Success Story: Online DatingThursday, May 31, 12

Men Behave Aggressively W W M W W W #designwmnThursday, May 31, 12

Women Are Bombarded M M M W M M #designwmnThursday, May 31, 12

Everyone Gets Frustrated #designwmnThursday, May 31, 12

Herway • Both men and women sign up for free • Over half of Herway’s members are men • Women can browse men’s proﬁles, but men cannot browse women’s proﬁles • Women initiate contact with men they are interested in #designwmnThursday, May 31, 12

A Few Notes About GenderThursday, May 31, 12

Not all women are heterosexual. #designwmnThursday, May 31, 12

Not everyone falls into the gender binary. #designwmnThursday, May 31, 12

Traditional Gender Categories: Male & Female #designwmnThursday, May 31, 12

There’s Much More to Gender Identity Genderqueer Pangender Cisgender Trans Trans Woman Trans Man Bigender Trigender #designwmnThursday, May 31, 12

How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmnThursday, May 31, 12

Don’t stereotype your audience. Instead, take the time to understand them. #designwmnThursday, May 31, 12

Resources • 2010 ComScore report Women on the Web: How Women are Shaping the Internet (http://cog.gd/1t7) • Femme Den’s Series on Gender & Design (http://tinyurl.com/3jt9r4m/) • Holly Buchanan’s Blog (http://marketingtowomenonline.typepad.com/blog/) • She-conomy (http://she-conomy.com/) #designwmnThursday, May 31, 12

Thank You! Jessica Ivins jessicaivins@gmail.com @jessicaivins #designwmnThursday, May 31, 12

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On Shrink It and Pink It: Designing Experiences for Women

by jessicaivins on Apr 06, 2011

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On Shrink It and Pink It: Designing Experiences for Women — Presentation Transcript