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On Shrink It and Pink It: Designing Experiences for Women

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Updated 2/2012

Updated 2/2012

Slides from my 2012 presentation about designing for women.

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

  • What Everyone Needs to Know About Designing for Women Jessica Ivins jessicaivins@gmail.com @jessicaivins #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • iMaxi: Case for the iPad #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • “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 #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • Della: Dell MicrositeSunday, September 23, 2012
  • The Classic Shrink It & Pink It ReflexSunday, September 23, 2012
  • Dr Pepper TEN Company research found that men perceive diet drinks as not "manly" enough #designwmnSunday, September 23, 2012
  • 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 #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • When we design with gender in mind, our instinct is to resort to extremes instead of solving real problems. #designwmnSunday, September 23, 2012
  • What We’ll Cover • Web design • Industrial design • Service design • Design strategy #designwmnSunday, September 23, 2012
  • What We Won’t Cover Designing for girls or children #designwmnSunday, September 23, 2012
  • Why Should We Care About Women As an Audience?Sunday, September 23, 2012
  • Women make or influence 80% of consumer purchases in the US. 20% 80% #designwmnSunday, September 23, 2012
  • In the United States, women generate 58% of e-commerce dollars. 42% 58% #designwmnSunday, September 23, 2012
  • Women don’t just buy for themselves. Children Neighbors Friends Extended Partner or Coworkers Family Spouse #designwmnSunday, September 23, 2012
  • Women spend more time using social media than men do. #designwmnSunday, September 23, 2012
  • Beware of myths, stereotypes, and assumptions.Sunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • Myth: Women Aren’t Into Video Games #designwmnSunday, September 23, 2012
  • Myth: Women Aren’t Into Video Games #designwmnSunday, September 23, 2012
  • Approximately 75% of Casual Gamers are Women #designwmnSunday, September 23, 2012
  • Holly Buchanan: Don’t Stereotype Women #designwmnSunday, September 23, 2012
  • People don’t like to be stereotyped.Sunday, September 23, 2012
  • “Women Laughing Alone With Salad” #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • The Buchanan Test #designwmnSunday, September 23, 2012
  • The Buchanan Test 1. Do you feature a woman outside of the home? #designwmnSunday, September 23, 2012
  • 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"? #designwmnSunday, September 23, 2012
  • 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? #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • Visible vs. Transparent Design Two approaches to designing with gender in mind #designwmnSunday, September 23, 2012
  • Visible Design • Clearly directed toward women or men • Use if targeting only one gender #designwmnSunday, September 23, 2012
  • Great Example of Visible Design #designwmnSunday, September 23, 2012
  • Transparent Design • Not explicitly “for women” or “for men” • Meets target audience needs (women or men) without touting it • Usually appreciated by everyone #designwmnSunday, September 23, 2012
  • The Problem with Traditional Scrubs #designwmnSunday, September 23, 2012
  • The Design Doesn’t Work for the Audience #designwmnSunday, September 23, 2012
  • “One surgeon told me there wasnt a woman at the hospital whose boobs he hadnt seen.” -Whitney Hopkins, Femme Den #designwmnSunday, September 23, 2012
  • Endura Scrubs #designwmnSunday, September 23, 2012
  • Works For Men & Women #designwmnSunday, September 23, 2012
  • Design Preferences Based on GenderSunday, September 23, 2012
  • #design4wmnSunday, September 23, 2012
  • Women’s Preferences #design4wmnSunday, September 23, 2012
  • Women’s Preferences • Rounded Shapes & Lines • Bright Colors • Detail • Patterns • Unconventional Typography • Depictions of Women • Originality #design4wmnSunday, September 23, 2012
  • Men’s preferences #design4wmnSunday, September 23, 2012
  • Men’s preferences • Straight Lines • Neutral Colors • Simplicity • Conventional Typography • Depictions of Men • Conventionality #design4wmnSunday, September 23, 2012
  • Preferences by Gender Women Men Rounded Shapes & Lines Straight Lines Bright Colors Neutral Colors Detail Simplicity Patterns [No data] Unconventional Typography Conventional Typography Depictions of Women Depictions of Men Originality Conventionality #design4wmnSunday, September 23, 2012
  • Most people also prefer designs that were created by people of their own gender. #design4wmnSunday, September 23, 2012
  • #design4wmnSunday, September 23, 2012
  • Women Have a Low Tolerance for Bad DesignSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • Yale University Research Study #designwmnSunday, September 23, 2012
  • Yale University Research Study 68% of Men #designwmnSunday, September 23, 2012
  • Yale University Research Study 68% 16% of Men of Women #designwmnSunday, September 23, 2012
  • Why are women less tolerant of bad design? According to the Femme Den, women usually have no desire to conquer a product. #designwmnSunday, September 23, 2012
  • Women Don’t Have Time or Energy for 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 #designwmnSunday, September 23, 2012
  • Femme Den’s Guidelines: Designing for Women #designwmnSunday, September 23, 2012
  • 1. Emphasize Benefits Over Features or Specs RAM Processing Speed Resolution Horsepower #designwmnSunday, September 23, 2012
  • 1. Emphasize Benefits Over Features or Specs x x RAM Processing SpeedSunday, September 23, 2012 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 #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • 3. Consider the Full Experience • The product itself • Advertising • Retail environment • Packaging • Customer Service #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • 4. Identify a Spot on the Spectrum Feminine Not so feminine #designwmnSunday, September 23, 2012
  • Case study: User Research for Hospital Website Redesign #designwmnSunday, September 23, 2012
  • Women Play Family Caregiver Role #designwmnSunday, September 23, 2012
  • User Interviews with Patients & Caregivers • How do you mange healthcare for yourself and your family? • Find doctors? • Look for health information online? #designwmnSunday, September 23, 2012
  • Our Findings In some capacity, all participants acted as caregivers for family and beyond. #designwmnSunday, September 23, 2012
  • “Emily” 29 Years Old #designwmnSunday, September 23, 2012
  • “Diane” 67 Years Old #designwmnSunday, September 23, 2012
  • “Joan” 44 Years Old #designwmnSunday, September 23, 2012
  • Our Recommendations Based on Research #designwmnSunday, September 23, 2012
  • Our Recommendations Based on Research • Facilitate the sharing of content via email and social media #designwmnSunday, September 23, 2012
  • 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 #designwmnSunday, September 23, 2012
  • Success Story: Online DatingSunday, September 23, 2012
  • Men Behave Aggressively W W M W W W #designwmnSunday, September 23, 2012
  • Women Are Bombarded M M M W M M #designwmnSunday, September 23, 2012
  • Everyone Gets Frustrated #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • 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 #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • #designwmnSunday, September 23, 2012
  • A Few Notes About GenderSunday, September 23, 2012
  • Not all women are heterosexual. #designwmnSunday, September 23, 2012
  • Not everyone falls into the gender binary. #designwmnSunday, September 23, 2012
  • Traditional Gender Categories: Male & Female #designwmnSunday, September 23, 2012
  • There’s Much More to Gender Identity Genderqueer Pangender Cisgender Trans Trans Woman Trans Man Bigender Trigender #designwmnSunday, September 23, 2012
  • How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmnSunday, September 23, 2012
  • How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmnSunday, September 23, 2012
  • Don’t stereotype women (or any audience). Instead, take the time to understand them. #designwmnSunday, September 23, 2012
  • 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/) • This Presentation on Slideshare: http://goo.gl/yyr3T #designwmnSunday, September 23, 2012
  • Thank You! Jessica Ivins jessicaivins@gmail.com @jessicaivins Slideshare: http://goo.gl/yyr3TSunday, September 23, 2012