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The Future in designing for the sex(es)

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Presentation at UX Scotland 2013

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The Future in designing for the sex(es)

  1. 1. the future in designing for the sex(es)UX Scotland. 2013 Cathy Wang. @cathycracks
  2. 2. the beginning
  3. 3. more than a tree
  4. 4. @frogdesign about frog
  5. 5. We are 1,100 of the world’s best designers, strategists, researchers, and technologists. San Francisco Seattle Austin New York Amsterdam Milan Munich Kiev Shanghai Johannesburg 5
  6. 6. We are passionate about bringing to market meaningful solutions designed to advance the human experience. 6
  7. 7. gender-specific marketing http://www.jeongmeeyoon.com/
  8. 8. “Block up to 99% of UV rays, women can drive to the grocery store confident that they are not increasing their chances of wrinkles.” http://www.honda.co.jp/Fit/webcatalog/type/shes/
  9. 9. sexist or culture?
  10. 10. the man your man could smell like https://www.youtube.com/watch?v=owGykVbfgUE
  11. 11. buy v.s. shop 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/
  12. 12. DINK noun. Double Income No kids
  13. 13. http://atlantisevents.com
  14. 14. target audiences Female Male LBGT
  15. 15. ‘Because I’m a Girl’ campaign that promotes sponsoring a girl to receive proper education in a developing country. Facial Recognition
  16. 16. Culture v.s. Behavior
  17. 17. the projected self
  18. 18. verbal 7% non- verbal 55% 55% 38% 7% paraverbal 38% Silent message - Albert Mehrabian(1971)
  19. 19. a behavior, even a non-behavior, is a communication “One cannot not communicate.” - Paul Watzlawick
  20. 20. reconstructed. remapped. reinvented.
  21. 21. leadership
  22. 22. women in leadership
  23. 23. Understanding your male ego: become a better leader. ? “I guess I can understand why people would call me an asshole.” - David Brent.
  24. 24. “this approach prepares white men to deliver better results, by building more effective relationships with black employees and customers.” How to work successfully with black colleagues and customers
  25. 25. bridge the gap. don’t widen the gap
  26. 26. Past Now Future Gender Emotion
  27. 27. As designers, we design for human behavior, on top of our understanding of culture.
  28. 28. 1 Boundaries 2 Identities 3 Complexity the gender future
  29. 29. Gender Boundaries will breakthrough our conception of emotional roles and landscape
  30. 30. Gender Identity will be transformed to our likings
  31. 31. Gender complexity will become normalized and more of a casual lifestyle choice.
  32. 32. designing without gender baseline
  33. 33. If finding true love were an exact science, we wouldn’t need matchmakers, single bars, or of course, online dating services http://www.nytimes.com/2010/02/07/business/07stream.html?_r=0
  34. 34. let’s get physical http://www.nytimes.com/1998/06/09/science/studies-explore-love-and-the-sweaty-t-shirt.html
  35. 35. sex, is survival.
  36. 36. 1 emotion driven goals 2 outsourced interaction 3 empathic design to keep in mind..
  37. 37. emotion driven goalsthe least painful path
  38. 38. http://news.bbc.co.uk/1/hi/scotland/highlands_and_islands/8004769.stm outsourced interactionphysical. digital.
  39. 39. http://www.frogdesign.com/work/girl-effect.html empathy servicespain & gain
  40. 40. http://www.frogdesign.com/work/girl-effect.html
  41. 41. what gender?
  42. 42. thank you.UX Scotland. 2013 Cathy Wang. @cathycracks

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