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On Shrink It and Pink It: Designing Experiences for Women

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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 #designwmn Sunday, September 23, 2012
  2. 2. #designwmn Sunday, September 23, 2012
  3. 3. #designwmn Sunday, September 23, 2012
  4. 4. iMaxi: Case for the iPad #designwmn Sunday, September 23, 2012
  5. 5. #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  7. 7. #designwmn Sunday, September 23, 2012
  8. 8. Della: Dell Microsite Sunday, September 23, 2012
  9. 9. The Classic Shrink It & Pink It Reflex Sunday, September 23, 2012
  10. 10. Dr Pepper TEN Company research found that men perceive diet drinks as not "manly" enough #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  12. 12. #designwmn Sunday, September 23, 2012
  13. 13. #designwmn Sunday, September 23, 2012
  14. 14. #designwmn Sunday, September 23, 2012
  15. 15. When we design with gender in mind, our instinct is to resort to extremes instead of solving real problems. #designwmn Sunday, September 23, 2012
  16. 16. What We’ll Cover • Web design • Industrial design • Service design • Design strategy #designwmn Sunday, September 23, 2012
  17. 17. What We Won’t Cover Designing for girls or children #designwmn Sunday, 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% #designwmn Sunday, September 23, 2012
  20. 20. In the United States, women generate 58% of e-commerce dollars. 42% 58% #designwmn Sunday, September 23, 2012
  21. 21. Women don’t just buy for themselves. Children Neighbors Friends Extended Partner or Coworkers Family Spouse #designwmn Sunday, September 23, 2012
  22. 22. Women spend more time using social media than men do. #designwmn Sunday, September 23, 2012
  23. 23. Beware of myths, stereotypes, and assumptions. Sunday, September 23, 2012
  24. 24. #designwmn Sunday, September 23, 2012
  25. 25. Myth: Women Aren’t Into Video Games #designwmn Sunday, September 23, 2012
  26. 26. Myth: Women Aren’t Into Video Games #designwmn Sunday, September 23, 2012
  27. 27. Approximately 75% of Casual Gamers are Women #designwmn Sunday, September 23, 2012
  28. 28. Holly Buchanan: Don’t Stereotype Women #designwmn Sunday, September 23, 2012
  29. 29. People don’t like to be stereotyped. Sunday, September 23, 2012
  30. 30. “Women Laughing Alone With Salad” #designwmn Sunday, September 23, 2012
  31. 31. #designwmn Sunday, September 23, 2012
  32. 32. #designwmn Sunday, September 23, 2012
  33. 33. The Buchanan Test #designwmn Sunday, September 23, 2012
  34. 34. The Buchanan Test 1. Do you feature a woman outside of the home? #designwmn Sunday, 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"? #designwmn Sunday, 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? #designwmn Sunday, September 23, 2012
  37. 37. #designwmn Sunday, September 23, 2012
  38. 38. #designwmn Sunday, September 23, 2012
  39. 39. Visible vs. Transparent Design Two approaches to designing with gender in mind #designwmn Sunday, September 23, 2012
  40. 40. Visible Design • Clearly directed toward women or men • Use if targeting only one gender #designwmn Sunday, September 23, 2012
  41. 41. Great Example of Visible Design #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  43. 43. The Problem with Traditional Scrubs #designwmn Sunday, September 23, 2012
  44. 44. The Design Doesn’t Work for the Audience #designwmn Sunday, September 23, 2012
  45. 45. “One surgeon told me there wasn't a woman at the hospital whose boobs he hadn't seen.” -Whitney Hopkins, Femme Den #designwmn Sunday, September 23, 2012
  46. 46. Endura Scrubs #designwmn Sunday, September 23, 2012
  47. 47. Works For Men & Women #designwmn Sunday, September 23, 2012
  48. 48. Design Preferences Based on Gender Sunday, September 23, 2012
  49. 49. #design4wmn Sunday, September 23, 2012
  50. 50. Women’s Preferences #design4wmn Sunday, September 23, 2012
  51. 51. Women’s Preferences • Rounded Shapes & Lines • Bright Colors • Detail • Patterns • Unconventional Typography • Depictions of Women • Originality #design4wmn Sunday, September 23, 2012
  52. 52. Men’s preferences #design4wmn Sunday, September 23, 2012
  53. 53. Men’s preferences • Straight Lines • Neutral Colors • Simplicity • Conventional Typography • Depictions of Men • Conventionality #design4wmn Sunday, 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 #design4wmn Sunday, September 23, 2012
  55. 55. Most people also prefer designs that were created by people of their own gender. #design4wmn Sunday, September 23, 2012
  56. 56. #design4wmn Sunday, September 23, 2012
  57. 57. Women Have a Low Tolerance for Bad Design Sunday, September 23, 2012
  58. 58. #designwmn Sunday, September 23, 2012
  59. 59. Yale University Research Study #designwmn Sunday, September 23, 2012
  60. 60. Yale University Research Study 68% of Men #designwmn Sunday, September 23, 2012
  61. 61. Yale University Research Study 68% 16% of Men of Women #designwmn Sunday, 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. #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  64. 64. Femme Den’s Guidelines: Designing for Women #designwmn Sunday, September 23, 2012
  65. 65. 1. Emphasize Benefits Over Features or Specs RAM Processing Speed Resolution Horsepower #designwmn Sunday, September 23, 2012
  66. 66. 1. Emphasize Benefits Over Features or Specs x x RAM Processing Speed Sunday, 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 #designwmn Sunday, September 23, 2012
  68. 68. #designwmn Sunday, September 23, 2012
  69. 69. 3. Consider the Full Experience • The product itself • Advertising • Retail environment • Packaging • Customer Service #designwmn Sunday, September 23, 2012
  70. 70. #designwmn Sunday, September 23, 2012
  71. 71. 4. Identify a Spot on the Spectrum Feminine Not so feminine #designwmn Sunday, September 23, 2012
  72. 72. Case study: User Research for Hospital Website Redesign #designwmn Sunday, September 23, 2012
  73. 73. Women Play Family Caregiver Role #designwmn Sunday, 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? #designwmn Sunday, September 23, 2012
  75. 75. Our Findings In some capacity, all participants acted as caregivers for family and beyond. #designwmn Sunday, September 23, 2012
  76. 76. “Emily” 29 Years Old #designwmn Sunday, September 23, 2012
  77. 77. “Diane” 67 Years Old #designwmn Sunday, September 23, 2012
  78. 78. “Joan” 44 Years Old #designwmn Sunday, September 23, 2012
  79. 79. Our Recommendations Based on Research #designwmn Sunday, September 23, 2012
  80. 80. Our Recommendations Based on Research • Facilitate the sharing of content via email and social media #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  82. 82. Success Story: Online Dating Sunday, September 23, 2012
  83. 83. Men Behave Aggressively W W M W W W #designwmn Sunday, September 23, 2012
  84. 84. Women Are Bombarded M M M W M M #designwmn Sunday, September 23, 2012
  85. 85. Everyone Gets Frustrated #designwmn Sunday, September 23, 2012
  86. 86. #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  88. 88. #designwmn Sunday, September 23, 2012
  89. 89. #designwmn Sunday, September 23, 2012
  90. 90. A Few Notes About Gender Sunday, September 23, 2012
  91. 91. Not all women are heterosexual. #designwmn Sunday, September 23, 2012
  92. 92. Not everyone falls into the gender binary. #designwmn Sunday, September 23, 2012
  93. 93. Traditional Gender Categories: Male & Female #designwmn Sunday, September 23, 2012
  94. 94. There’s Much More to Gender Identity Genderqueer Pangender Cisgender Trans Trans Woman Trans Man Bigender Trigender #designwmn Sunday, September 23, 2012
  95. 95. How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmn Sunday, September 23, 2012
  96. 96. How do you collect gender information? Example courtesy of: http://bagcheck.com/blog/01-the-gender-question #designwmn Sunday, September 23, 2012
  97. 97. Don’t stereotype women (or any audience). Instead, take the time to understand them. #designwmn Sunday, 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 #designwmn Sunday, September 23, 2012
  99. 99. Thank You! Jessica Ivins jessicaivins@gmail.com @jessicaivins Slideshare: http://goo.gl/yyr3T Sunday, September 23, 2012

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