1. @cathycracks
the designer’s view to
anti-sexism
from the front: Frontend in wonderland
2015
Cathy Wang
@cathycracks

2. @cathycracks
PATATINA
1. little potato
2. a pretty / cute / faceable girl
3. vagina

3. @cathycracks
“when you grow up, you can
marry a doctor or a lawyer”
- Mom. 30 years ago

4. @cathycracks
I wanted to marry a tree

5. @cathycracks
the perception of gender

6. @cathycracks
Cathy Wang
@cathycracks
Nomadic Vancouverite found mostly in Europe.
Business design & Experience Strategy Consultant
London. UK
I spend a lot of time thinking about the future,
systems, and the interconnectivity of world around us.

7. @cathycracks
the empathy role
“cathy, can you book the follow up meeting?”

8. @cathycracks
Life is a non-stop
research project
as a designer

9. @cathycracks
Always design a thing by
considering it in its next larger
context —
a chair in a room, a room in a house,
a house in an environment, an
environment in a city plan.
Eliel Saarinen

10. @cathycracks
context shift reflect onwards
thinking about gender
> > >

11. @cathycracks
context
The culture, the history

12. @cathycracks
What does gender mean

13. @cathycracks

14. @cathycracks
“Block up to 99% of UV rays,
women can drive to the grocery
store confident that they are not
increasing their chances of
wrinkles.”
honda fit

15. @cathycracks
Women account for
85% of all consumer
purchases including
everything from autos
to health care.http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/

16. @cathycracks

17. @cathycracks

18. @cathycracks
shift
the changing times

19. @cathycracks
23%
higher median household income
24%
more equity in their homes
LGBT

20. @cathycracks
starting from the girls
and changing the perception

21. @cathycracks

22. @cathycracks
women shouldn't have rights
women shouldn’t vote
women shouldn’t work
women shouldn’t box
gender, in other places

23. @cathycracks

24. @cathycracks
We've begun to raise daughters
more like sons... but few have the
courage to raise our sons more
like our daughters.
- Gloria Steinem

25. @cathycracks
what does a man look like?

26. @cathycracks
what does a man look like?

27. @cathycracks
what does a man look like?

28. @cathycracks
is this what men look like?

29. @cathycracks

30. @cathycracks
gender inequality,
from the man’s view

31. @cathycracks
Culture Behaviour
informs
influences
changes
Context

32. @cathycracks
reflect
a look at the now

33. @cathycracks
leadership books

34. @cathycracks
women leadership books

35. @cathycracks
Double Outsiders: How
Women of Color Can
Succeed in Corporate
America

36. @cathycracks
How to work
successfully with
black colleagues and
customers
“this approach prepares white men to
deliver better results, by building more
effective relationships with black
employees and customers.”

37. @cathycracks
Understanding your
male ego: becoming a
better leader.?
“I guess I can understand why
people would call me an asshole.”
- David Brent.

38. @cathycracks
onwards
moving forward

39. @cathycracks
the gender shifts
boundaries
identities
complexity

40. @cathycracks
gender boundaries
blurred conception of emotional roles
and landscapes

41. @cathycracks
gender identities
fluid transformation based on
our will

42. @cathycracks
gender complexity
normalized and casual lifestyle
choice
Dutch photographer Sarah Wong has documented the lives and
experiences of a group of children who have transitioned -- or are in the
process of transitioning -- to live as their authentic selves.

43. @cathycracks
understand the gap
bridge the gap

44. @cathycracks
what if..
there’s no gap?

45. @cathycracks
a campaign that promotes
sponsoring a girl to receive proper
education in a developing country.
Using facial recognition to only be
shown to female.
because I am a girl
by Plan UK

46. @cathycracks
As designers,
we design for human behaviour,
on top of our understanding of culture.
We craft the future that
we want to live in.

47. @cathycracks
projected self
55%
non-verbal
7%
verbal
38%
paraverbal
Silent message - Albert Mehrabian (1971)

48. @cathycracks
a behaviour, even a
non-behaviour, is a
communication
“One cannot not communicate.”
- Paul Watzlawick

49. @cathycracks
digital self
reconstructed
remapped
reinvented

50. @cathycracks
> >
gender biased
the progression in thinking
emotion focused
Past Now Future
gender targeted

51. @cathycracks
imagine….
the disappearance of
baseline

52. @cathycracks
sex is survival

53. @cathycracks
emotion driven goals
the 436 questions on match.com
questionnaire

54. @cathycracks
Devices as human

55. @cathycracks
Singularity love

56. @cathycracks
so, remember my tree?

57. @cathycracks
Thank you
from the front: Frontend in wonderland
2015
Cathy Wang
@cathycracks

58. @cathycracks
I have collected most of my researched in one place.
antisexism.tumblr.com
Please feel free to submit to it and go through it.

59. @cathycracks
http://www.honda.co.jp/Fit/webcatalog/type/shes/
References
Honda fit
Cathy Wang
@cathycracks
Credit
Mixed gender by Amy Hu from the Noun Project
Transgender Children Appear As Their
Authentic Selves In Stunning Photo
Project
http://www.huffingtonpost.co.uk/2015/06/04/transgender-children-sarah-
wong-photo-project_n_7510728.html
http://www.jeongmeeyoon.com/aw_pinkblue.htm
The pink and blue project
https://www.youtube.com/watch?v=owGykVbfgUE
Old Spice | The man your man could
smell like
https://www.youtube.com/watch?v=2AdViveJYD0
Kate Upton Carl Jr. Ad
http://www.lettoysbetoys.org.uk/
Let toys be toys
http://always.com/en-us/about-us/our-epic-battle-like-a-girl
#likeagirl
http://www.amazon.co.uk/Silent-Messages-
Implicit-Communication-Attitudes/dp/0534000592
Silent Messages: Implicit Communication
of Emotions and Attitudes
http://www.gizmag.com/researchers-develop-
emotion-sensing-responsive-computer-interface/
17433/
emotion detecting robot
http://mashable.com/2015/08/04/i-look-like-an-engineer/
#vG4ilQdaKak2
#ILookLikeAnEngineer