Oplægget blev holdt ved InfinIT-arrangementet "Temadag om Female Interaction" afholdt den 19. september 2012. Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/stort_forretningspotentiale_i_teknologisk_udvikling.htm

1. female interaction research based innovation
Female Interaction Strategy I 2012 I design-people.dk

2. Female Interaction Research team
Female Interaction sta
rt-up team
Female Interaction Strategy I 2012 I design-people.dk

3. We transform user insights
and expert knowledge
into inspiring interaction
and product design,
creating valuable user
experiences
We are leading in
design for the emerging
female market
Female Interaction Strategy I 2012 I design-people.dk 3

4. 2
Aktive
alarmer
orer
Online Expl Hjælp
SKOV Farm Alarm
Vindue
Funktioner
Rediger
Vis Avanceret
Fil
Log
Historik
Klima Co2
Kløvergården Fugt
Temperatur 300
Stald 1 40
Sektion 1 40 270
35
Sektion 2 240
35
Sektion 3 tion 4
- Stald 1 - Sek 30 210
Kløvergården 30
Sektion 4 25 180
rmation
Sektion 5 Batch Info 25
150
133 20
Stald 2 Name: Kalle 20,2 °C
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Bondegården 5 30
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Stald 2 0
19,2 20,5 °C
Stald 3
Stald 4
Sektion 1
r: SysAdmin
Sektion 2 Aktuel bruge
tus Connected
Netværkssta
Sektion 3
2
Aktive
alarmer
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Online Expl Hjælp
SKOV Farm Alarm
Vindue
Funktioner
Fil Rediger
Vis Avanceret
Log
Historik
Kløvergården
Produktion
Stald 1
Sektion 1
Sektion 2
Sektion 3 tion 4
- Stald 1 - Sek
Kløvergården
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rmation
Sektion 5 Batch Info
133
Stald 2 Name: Kalle
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tus Connected
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250 g ... Sektion 3
4 sl.
head
- +
15 mm
+
- +
12 mm
+
- -
33 g
2
+ Aktive
alarmer
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Online Expl Hjælp
SKOV Farm Alarm
Vindue
Vis Funktioner
Fil Rediger
CO2
MAREL Humidity
FOOD SYS
TEMS Temperature
Status
Table survey
0 ppm
Kløvergården 0%
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Female Interaction Strategy I 2012 I design-people.dk

5. Female interaction event
19. September 2012
9.25 – 9.40 Velkomst
9.40 – 9.50 Intro til Female Interaction-projektet
3 års forskning i tech-design til kvinder v. Klaus Schroeder
9.50 – 10.20 Udfordringer og potentialer
Kønnenes psykologi ved brugerinddragelse og interaktionsdesign v. Rune
Nørager
10.20 –11.00 Female Interaction værktøjskassen
Kønsprincipper og de i projektet udviklede metoder til brugerinddragelse
og interaktionsdesign v. Stine Vilhelmsen
11.00 – 11.20 Pause
11.20 –12.00 Female Interaction case-studie
Kvindelige værdier som innovationsdrivere for bedre brugeroplevelser v. Lyle Clarke
12.50 – 12.45 Frokost
12.45–14.20 Workshop i grupper med afprøvning af me-
toder fra den præsenterede værktøjskasse
14.20–14.30 Opsamling og perspektiver
Female Interaction Strategy I 2012 I design-people.dk
v. Klaus Schroeder

6. female interaction
3 years
1.000.000 Euro
10.000 working hours
1500 women
Female Interaction Strategy I 2012 I design-people.dk 7

7. Real life user
understanding
Female Interaction Strategy I 2012 I design-people.dk

8. Female Interaction Strategy I 2012 I design-people.dk

9. Women buy...
Female Interaction Strategy I 2012 I design-people.dk

10. ... products
made by men
Female Interaction Strategy I 2012 I design-people.dk

11. The future of the world economy lies
increasingly in female hands
Female Interaction Strategy I 2012 I design-people.dk

12. Three case products
Jabra JX2 Beosound 5 Danfoss link
Bluetooth headset Digital music for the home Central, wireless indoor climate control
Female Interaction Strategy I 2012 I design-people.dk

13. Female Interaction project plan
Female Interaction Strategy I 2012 I design-people.dk 9

14. Implementing Female Interaction
Female Interaction Strategy I 2012 I design-people.dk

15. Female Interaction Strategy I 2012 I design-people.dk

16. Female Interaction principles
9 Translate tech-features
6 Real life benefits
Women see technology as a means to gain
K77oi
VGA
930 mAh
Technology is not meaningful in itself
terms do not appeal to her. Tech-ta
and technical
lk needs to
DC:5V - 0.3A be translated into explaining the
benefits the
benefits that enrich and simplify their lives and product offers her. When buying
enhance their abilities to pursue interests. They DVI 350mA is not looking for 10.1 megapixel but
a new camera she
a camera that
care less about the technology itself - tech- Li-Polymer 3.6V LCD takes pictures good enough to print
or can fit into her
?
nology to them is a social tool and not a toy. handbag. It is also important to avoid
exposure of the
technical system when it comes to
Technology should matter in the situation – give
3.2 megapixel
8GB the product - it does not appeal to
the interaction with
her benefits, help her solve a problem or create women and makes
the product rather technical to operate.
a specific atmosphere. It is important to know SPDIF Out
2 Female life cycle
her situative needs and demands and to give her
immediate satisfaction through meaningful and
straightforward benefits.
Consider where in the female life cycle your female customers are.
Women go through all stages – and they don’t have consistent needs throughout their lives.
11 Easy to operate matters
Besides age, there are other things to be taken into account with regards to women, such
as the fact that women get pregnant. A pregnant woman not only looks different than she
used to, she also thinks and feels different. Being pregnant is one thing, being a parent is
yet another… once again her perspectives change – over and over again.
When women buy new electronic devices, the fact that they
female interaction are easy to use and operate is a highly valued param-
7 Enacting gender roles
eter - contrary to what seems to be a common assumption;
research based innovation by design-people
that women only look at aesthetical parameters in electronics.
In fact women regard “ease of use” as of much higher impor-
daily life tance than aesthetical parameters such as colour, shape and
der roles in our
en, enacting gen Our gender roles reflect material.
h men and wom ts.
We are all, bot osing and operating produc ially appropriate
for
ed as soc
– also when cho ural norms that are regard
social and beh
avio culture.
sex within our depend on a her
individu als of a specific ract with a product can tity - or
to inte s with her iden
The motivation role. If the product conflict - it could add a mental
der ains
woman’s gen der values, roles and dom
4 Gender norms vary
it.
assumption of
gen se her to reject
g the produc t and even cau
barrier to usin
8 Holistic versus detail
Women have a holistic
Gender is expressed differently depending on the situ-
ation. Being a woman has many expressions – mother,
girlfriend, friend, co-worker, employee, athlete etc.
Women use different mind-sets depending on
10 Women trust re female interaction
commendations research based innovation by design-people
and context-sensitive the situation, and they want products and services that Women ask around
ogy - the tech-detail is appro their network and
not relevant to her. She’ ach to technol- match the situation they are in. they are looking for
new electronics -
social relations for
advice and suggestio
main functionality s interested in the mendations they and they actually
and
The real life context matte seeks coherence rather than details. get from others trust and use the ns when
both good and bad in their decision
rs to her and she will experiences with -making process. recom-
experience rather than
5 Social values
focus on the whole encouraging and
cautionary.
others, meaning that Women share
on details or a specific recommendations
can be both
technology.
communi-
cation
Women tend to orient towards communion rather
than being individualistic. They focus on social
relations, communication and coherence - community
and they are more emotionally aware and social
expressive than men. To make products and relations
services more successful for women the social emotions
values have to be clearly defined, and products
and services must adapt to a rich emotional com-
munication.
Women tend to use social network services more
than men, and differently - e.g. they tend to have
more Facebook friends and tag more images.
female interaction
research based innovatio
n by design-people
Female Interaction Strategy I 2012 I design-people.dk

17. commu­
nication
social community
relations
emotions
Social values
Women tend to orient towards communion rather than being
individualistic. They focus on social relations, communication
and coherence - and they are more emotionally aware and
expressive than men.
Female Interaction Strategy I 2012 I design-people.dk

18. Motivation matters
– gender differences in motivations
Men and women have the same qualifica-
tions for technical performance, but may
not perform equally because women lack
=
the motivation. A lot of technology is designed
with men in mind not offering women the benefits
they seek. What seems obvious or straightforward
for one person (i.e. a male engineer) might not
seem as obvious to another (i.e. a female user).
In other words, although men and women share
equal abilities to operate tech products it does
not mean we are equally motivated to engage
ourselves in technology.
“Only 1% of women thought consumer electronics manufacturers
had them in mind when developing products.”
Consumer Electronics Association, CE.ORG 2004.
Female Interaction Strategy I 2012 I design-people.dk 25

19. Real life benefits
Women see technology as a means to gain benefits
that enrich and simplify their lives and enhance their
abilities to pursue interests.
Female Interaction Strategy I 2012 I design-people.dk

20. Holistic versus detail
Women have a holistic and context-sensitive approach
to technology - the tech-detail is not relevant to her.
Female Interaction Strategy I 2012 I design-people.dk

21. K77oi 930 mAh
DC:5V - 0.3A VGA
8GB 350mA
DVI
LCD
?
Li-Polymer 3.6V
3.2 megapixel
SPDIF Out
Translate tech-features
Technology is not meaningful in itself and technical terms
do not appeal to her. Tech-talk needs to be translated into
explaining the benefits the product offers her.
Female Interaction Strategy I 2012 I design-people.dk

22. Female life cycle
Consider where in the female life cycle your female customers are.
Women go through all stages – and they don’t have consistent
needs throughout their lives.
Female Interaction Strategy I 2012 I design-people.dk

23. Gender norms vary
Gender is expressed differently depending on the situation.
Women use different mindsets depending on the situation,
and they want products and services that match the situation
they are in.
Female Interaction Strategy I 2012 I design-people.dk

24. Enacting gender roles
We are all, both men and women, enacting gender roles in our daily
lives – also when choosing and operating products.
Our gender roles reflect social and behavioural norms that are
regarded as socially appropriate for individuals of a specific sex
within our culture.
Female Interaction Strategy I 2012 I design-people.dk

25. Women trust recommendations
Women ask around their network and social relations for advice and
suggestions when they are looking for new electronics - and they
actually trust and use the recommendations they get from others in
their decision-making process.
Female Interaction Strategy I 2012 I design-people.dk

26. Opsamling og perspektiver
v. Klaus Schroeder
Female Interaction Strategy I 2012 I design-people.dk

27. Tech toy Social benefits
Female Interaction Strategy I 2012 I design-people.dk

28. Female Interaction process and method tools
Female Female
functions aesthetics
& benefits
Female
values
Female Female
communication interaction
& service
Female Interaction Strategy I 2012 I design-people.dk

29. From a male bias in tech industries ...
Female Interaction Strategy I 2012 I design-people.dk

30. P
r
p t ent
e m de odu
From a male bias in p si
elo c
dev Con
ct
gn
tech industries ...
Female
... to a female user
user
experience driven experience
Ma nd
strategy
n n
a
tio
e c
rk
sa tin ra i g
les g Intedes
Female Interaction Strategy I 2012 I design-people.dk 45

31. What can
female interaction do
for you?
Female Interaction Strategy I 2012 I design-people.dk

32. A: Exploration & potentials
B: Concepting & design
C: Knowledge transfer
Female Interaction Strategy I 2012 I design-people.dk