1. Young Women in Technology Sophia Black
FA102a,
Research and Speculative
Product/Service Development
2. Young Women in Technology Sophia Black
Assignment 1, Research
“Supporting women in the sciences
and technology”
http://www.kurzweilai.net/ask-ray-supporting-women-in-the-sciences-and-technology
3. Young Women in Technology Sophia Black
Assignment 1, Research
-Women are underrepresented in the
technology industryhttp://www.nytimes.com/2014/04/06/technology/technologys-man-problem.html?_r=0
4. Young Women in Technology Sophia Black
Assignment 1, Research
“A sexist, alpha-male culture in the
industry [makes] women … feel
unwelcome, demeaned or even
endangered.
Source: Bureau of Labor Statistics and Harvard Business Publishing, via National Center for Women & Information Technology
5. Young Women in Technology Sophia Black
Assignment 1, Research
“Here's the Real Reason There Are
Not More Women in Technology”
http://www.forbes.com/sites/markfidelman/2012/06/05/heres-the-real-reason-there-are-not-more-women-in-technology/2/#30204a993c67
6. Young Women in Technology Sophia Black
Assignment 1, Future Product or Service
Young Women in Technology
-Engages middle school females
-Promotes science curriculum
-Eliminates negative stereotypes
7. Young Women in Technology Sophia Black
Source for Brand Character Words
M.I.A
8. Young Women in Technology Sophia Black
Naming Process
Selected words from original posts:
“technology, STEM, feminism, future”
Generated name possibilities:
FemTech (created by combining feminism
and tech)
Femme STEM (created by tweaking
feminism and combining STEM)
9. Young Women in Technology Sophia Black
Final Product/Service Name
Femme STEM
Could not use FemTech because it was
already in use
“Femme” adds a youthful and playful feel
for young women
“STEM” (Science Technology Engineering Mathematics) is a
major buzzword in middle school
curriculums
10. Young Women in Technology Sophia Black
Brand Character Diagram Sketches
11. Young Women in Technology Sophia Black
Brand Character Diagram
TONE
leader
strut
lady
warm
PERSONA
daughter
independent
educated
bubbling
LANGUAGE
career
pride
study
represent
PURPOSE
pack
equal
production
possibilities
femme STEM
