What Everyone Needs to Know About      Designing for Women      Jessica Ivins      jessicaivins@gmail.com      @jessicaivi...
#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           ...
#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              ...
Facebook Page & Application for Men Only      • Shooting gallery where you shoot things like high heels and lipstick      ...
#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                       ...
What We’ll Cover      • Web design      • Industrial design      • Service design      • Design strategy                  ...
What We Won’t Cover      Designing for girls or children                                        #designwmnSunday, Septembe...
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%                    ...
In the United States,      women generate 58% of e-commerce dollars.                                   42%                ...
Women don’t just buy for themselves.                      Children   Neighbors   Friends                                 E...
Women spend more time using social media      than men do.                                         #designwmnSunday, Septe...
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?                             #designwmnSund...
The Buchanan Test      1. Do you feature a      woman outside of      the home?      2. Do you feature a      woman in a r...
The Buchanan Test      1. Do you feature a      woman outside of      the home?      2. Do you feature a      woman in a r...
#designwmnSunday, September 23, 2012
#designwmnSunday, September 23, 2012
Visible vs.      Transparent Design      Two approaches to designing      with gender in mind                             ...
Visible Design      • Clearly directed toward women or men      • Use if targeting only one gender                        ...
Great Example of Visible Design                                        #designwmnSunday, September 23, 2012
Transparent Design      • Not explicitly “for        women” or “for        men”      • Meets target        audience needs ...
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...
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      ...
Men’s preferences                             #design4wmnSunday, September 23, 2012
Men’s preferences                             • Straight Lines                             • Neutral Colors               ...
Preferences by Gender                                  Women                         Men                  Rounded Shapes &...
Most people also prefer designs that were                     created by people of their own gender.                      ...
#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                         ...
Yale University Research Study                             68%      16%                             of Men   of Women     ...
Why are women less        tolerant of bad        design?        According to the Femme Den,        women usually have no d...
Women Don’t Have Time or Energy for Bad Design                                                        Send                ...
Femme Den’s Guidelines: Designing for Women                                           #designwmnSunday, September 23, 2012
1. Emphasize Benefits Over Features or Specs                               RAM        Processing Speed                     ...
1. Emphasize Benefits Over Features or Specs                             x x                               RAM        Proce...
2. Craft a Story for Others       How will this product help her and other people in her life?                            ...
#designwmnSunday, September 23, 2012
3. Consider the Full      Experience      • The product itself      • Advertising      • Retail environment      • Packagi...
#designwmnSunday, September 23, 2012
4. Identify a Spot on the Spectrum          Feminine                         Not so feminine                              ...
Case study:               User Research for Hospital Website Redesign                                                   #d...
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 do...
Our Findings       In some capacity, all participants acted as caregivers for family and beyond.                          ...
“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                 ...
Our Recommendations Based on Research      • Facilitate the sharing of content via email and social media      • Allow vis...
Success Story: Online DatingSunday, September 23, 2012
Men Behave Aggressively                                 W                                 W                             M ...
Women Are Bombarded                             M                             M                             M   W         ...
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  ...
#designwmnSunday, September 23, 2012
#designwmnSunday, September 23, 2012
A Few Notes About GenderSunday, September 23, 2012
Not all women are heterosexual.                                                               #designwmnSunday, September ...
Not everyone falls into the gender binary.                                                           #designwmnSunday, Sep...
Traditional Gender Categories: Male & Female                                              #designwmnSunday, September 23, ...
There’s Much More to Gender Identity           Genderqueer       Pangender   Cisgender     Trans           Trans Woman    ...
How do you collect gender information?      Example courtesy of: http://bagcheck.com/blog/01-the-gender-question          ...
How do you collect gender information?      Example courtesy of: http://bagcheck.com/blog/01-the-gender-question          ...
Don’t stereotype women (or any audience).                   Instead, take the time to understand them.                    ...
Resources      • 2010 ComScore report Women on the Web: How Women are Shaping the Internet          (http://cog.gd/1t7)   ...
Thank You!      Jessica Ivins      jessicaivins@gmail.com      @jessicaivins      Slideshare: http://goo.gl/yyr3TSunday, S...
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On Shrink It and Pink It: Designing Experiences for Women

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Slides from my 2012 presentation about designing for women.

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  • I think the better quote on Diet Drinks is a they state horrible, and yes some men masculinity is threatened by trivial things
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  • On Shrink It and Pink It: Designing Experiences for Women

    1. 1. What Everyone Needs to Know About Designing for Women Jessica Ivins jessicaivins@gmail.com @jessicaivins #designwmnSunday, September 23, 2012
    2. 2. #designwmnSunday, September 23, 2012
    3. 3. #designwmnSunday, September 23, 2012
    4. 4. iMaxi: Case for the iPad #designwmnSunday, September 23, 2012
    5. 5. #designwmnSunday, September 23, 2012
    6. 6. “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
    7. 7. #designwmnSunday, September 23, 2012
    8. 8. Della: Dell MicrositeSunday, September 23, 2012
    9. 9. The Classic Shrink It & Pink It ReflexSunday, September 23, 2012
    10. 10. Dr Pepper TEN Company research found that men perceive diet drinks as not "manly" enough #designwmnSunday, September 23, 2012
    11. 11. 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
    12. 12. #designwmnSunday, September 23, 2012
    13. 13. #designwmnSunday, September 23, 2012
    14. 14. #designwmnSunday, September 23, 2012
    15. 15. When we design with gender in mind, our instinct is to resort to extremes instead of solving real problems. #designwmnSunday, September 23, 2012
    16. 16. What We’ll Cover • Web design • Industrial design • Service design • Design strategy #designwmnSunday, September 23, 2012
    17. 17. What We Won’t Cover Designing for girls or children #designwmnSunday, September 23, 2012
    18. 18. Why Should We Care About Women As an Audience?Sunday, September 23, 2012
    19. 19. Women make or influence 80% of consumer purchases in the US. 20% 80% #designwmnSunday, September 23, 2012
    20. 20. In the United States, women generate 58% of e-commerce dollars. 42% 58% #designwmnSunday, September 23, 2012
    21. 21. Women don’t just buy for themselves. Children Neighbors Friends Extended Partner or Coworkers Family Spouse #designwmnSunday, September 23, 2012
    22. 22. Women spend more time using social media than men do. #designwmnSunday, September 23, 2012
    23. 23. Beware of myths, stereotypes, and assumptions.Sunday, September 23, 2012
    24. 24. #designwmnSunday, September 23, 2012
    25. 25. Myth: Women Aren’t Into Video Games #designwmnSunday, September 23, 2012
    26. 26. Myth: Women Aren’t Into Video Games #designwmnSunday, September 23, 2012
    27. 27. Approximately 75% of Casual Gamers are Women #designwmnSunday, September 23, 2012
    28. 28. Holly Buchanan: Don’t Stereotype Women #designwmnSunday, September 23, 2012
    29. 29. People don’t like to be stereotyped.Sunday, September 23, 2012
    30. 30. “Women Laughing Alone With Salad” #designwmnSunday, September 23, 2012
    31. 31. #designwmnSunday, September 23, 2012
    32. 32. #designwmnSunday, September 23, 2012
    33. 33. The Buchanan Test #designwmnSunday, September 23, 2012
    34. 34. The Buchanan Test 1. Do you feature a woman outside of the home? #designwmnSunday, September 23, 2012
    35. 35. 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
    36. 36. 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
    37. 37. #designwmnSunday, September 23, 2012
    38. 38. #designwmnSunday, September 23, 2012
    39. 39. Visible vs. Transparent Design Two approaches to designing with gender in mind #designwmnSunday, September 23, 2012
    40. 40. Visible Design • Clearly directed toward women or men • Use if targeting only one gender #designwmnSunday, September 23, 2012
    41. 41. Great Example of Visible Design #designwmnSunday, September 23, 2012
    42. 42. 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
    43. 43. The Problem with Traditional Scrubs #designwmnSunday, September 23, 2012
    44. 44. The Design Doesn’t Work for the Audience #designwmnSunday, September 23, 2012
    45. 45. “One surgeon told me there wasnt a woman at the hospital whose boobs he hadnt seen.” -Whitney Hopkins, Femme Den #designwmnSunday, September 23, 2012
    46. 46. Endura Scrubs #designwmnSunday, September 23, 2012
    47. 47. Works For Men & Women #designwmnSunday, September 23, 2012
    48. 48. Design Preferences Based on GenderSunday, September 23, 2012
    49. 49. #design4wmnSunday, September 23, 2012
    50. 50. Women’s Preferences #design4wmnSunday, September 23, 2012
    51. 51. Women’s Preferences • Rounded Shapes & Lines • Bright Colors • Detail • Patterns • Unconventional Typography • Depictions of Women • Originality #design4wmnSunday, September 23, 2012
    52. 52. Men’s preferences #design4wmnSunday, September 23, 2012
    53. 53. Men’s preferences • Straight Lines • Neutral Colors • Simplicity • Conventional Typography • Depictions of Men • Conventionality #design4wmnSunday, September 23, 2012
    54. 54. 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
    55. 55. Most people also prefer designs that were created by people of their own gender. #design4wmnSunday, September 23, 2012
    56. 56. #design4wmnSunday, September 23, 2012
    57. 57. Women Have a Low Tolerance for Bad DesignSunday, September 23, 2012
    58. 58. #designwmnSunday, September 23, 2012
    59. 59. Yale University Research Study #designwmnSunday, September 23, 2012
    60. 60. Yale University Research Study 68% of Men #designwmnSunday, September 23, 2012
    61. 61. Yale University Research Study 68% 16% of Men of Women #designwmnSunday, September 23, 2012
    62. 62. 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
    63. 63. 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
    64. 64. Femme Den’s Guidelines: Designing for Women #designwmnSunday, September 23, 2012
    65. 65. 1. Emphasize Benefits Over Features or Specs RAM Processing Speed Resolution Horsepower #designwmnSunday, September 23, 2012
    66. 66. 1. Emphasize Benefits Over Features or Specs x x RAM Processing SpeedSunday, September 23, 2012 x x Resolution Horsepower #designwmn
    67. 67. 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
    68. 68. #designwmnSunday, September 23, 2012
    69. 69. 3. Consider the Full Experience • The product itself • Advertising • Retail environment • Packaging • Customer Service #designwmnSunday, September 23, 2012
    70. 70. #designwmnSunday, September 23, 2012
    71. 71. 4. Identify a Spot on the Spectrum Feminine Not so feminine #designwmnSunday, September 23, 2012
    72. 72. Case study: User Research for Hospital Website Redesign #designwmnSunday, September 23, 2012
    73. 73. Women Play Family Caregiver Role #designwmnSunday, September 23, 2012
    74. 74. 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
    75. 75. Our Findings In some capacity, all participants acted as caregivers for family and beyond. #designwmnSunday, September 23, 2012
    76. 76. “Emily” 29 Years Old #designwmnSunday, September 23, 2012
    77. 77. “Diane” 67 Years Old #designwmnSunday, September 23, 2012
    78. 78. “Joan” 44 Years Old #designwmnSunday, September 23, 2012
    79. 79. Our Recommendations Based on Research #designwmnSunday, September 23, 2012
    80. 80. Our Recommendations Based on Research • Facilitate the sharing of content via email and social media #designwmnSunday, September 23, 2012
    81. 81. 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
    82. 82. Success Story: Online DatingSunday, September 23, 2012
    83. 83. Men Behave Aggressively W W M W W W #designwmnSunday, September 23, 2012
    84. 84. Women Are Bombarded M M M W M M #designwmnSunday, September 23, 2012
    85. 85. Everyone Gets Frustrated #designwmnSunday, September 23, 2012
    86. 86. #designwmnSunday, September 23, 2012
    87. 87. 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
    88. 88. #designwmnSunday, September 23, 2012
    89. 89. #designwmnSunday, September 23, 2012
    90. 90. A Few Notes About GenderSunday, September 23, 2012
    91. 91. Not all women are heterosexual. #designwmnSunday, September 23, 2012
    92. 92. Not everyone falls into the gender binary. #designwmnSunday, September 23, 2012
    93. 93. Traditional Gender Categories: Male & Female #designwmnSunday, September 23, 2012
    94. 94. There’s Much More to Gender Identity Genderqueer Pangender Cisgender Trans Trans Woman Trans Man Bigender Trigender #designwmnSunday, September 23, 2012
    95. 95. How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmnSunday, September 23, 2012
    96. 96. How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmnSunday, September 23, 2012
    97. 97. Don’t stereotype women (or any audience). Instead, take the time to understand them. #designwmnSunday, September 23, 2012
    98. 98. 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
    99. 99. Thank You! Jessica Ivins jessicaivins@gmail.com @jessicaivins Slideshare: http://goo.gl/yyr3TSunday, September 23, 2012

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