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On Shrink It and Pink It: Designing Experiences for Women

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Updated 2/2012

Slides from my 2012 presentation about designing for women.

Published in: Design, Technology, Business
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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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