This document discusses designing for gender in the future and highlights three key points: 1. Gender boundaries will breakthrough our conceptions of emotional roles and norms. 2. Gender identity will transform to be defined more by individual preferences than predetermined roles. 3. Gender complexity will become more normalized and accepted as a casual lifestyle choice rather than a binary concept. The document advocates for designing without predefined gender assumptions and focusing on emotion-driven goals, outsourced interactions, and empathic design.

1. the future
in designing
for the sex(es)UX Scotland. 2013
Cathy Wang. @cathycracks

2. the beginning

3. more than a tree

4. @frogdesign
about frog

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. We are passionate about
bringing to market
meaningful solutions
designed to advance the
human experience.
6

7. gender-specific
marketing
http://www.jeongmeeyoon.com/

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/

11. sexist or culture?

12. the man your man
could smell like
https://www.youtube.com/watch?v=owGykVbfgUE

13. 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/

14. DINK
noun. Double Income No kids

15. http://atlantisevents.com

16. target audiences
Female Male LBGT

17. ‘Because I’m a Girl’ campaign that promotes
sponsoring a girl to receive proper education
in a developing country.
Facial Recognition

18. Culture v.s. Behavior

19. the projected self

20. verbal
7%
non-
verbal
55%
55% 38%
7%
paraverbal
38%
Silent message - Albert Mehrabian(1971)

21. a behavior, even a non-behavior,
is a communication
“One cannot not communicate.”
- Paul Watzlawick

22. reconstructed.
remapped.
reinvented.

23. leadership

24. women in leadership

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

26. “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

28. bridge the gap.
don’t widen the gap

29. Past Now Future
Gender Emotion

30. As designers,
we design for human behavior,
on top of our understanding of culture.

31. 1 Boundaries
2 Identities
3 Complexity
the gender future

32. Gender Boundaries
will breakthrough our conception of emotional
roles and landscape

34. Gender Identity
will be transformed to our likings

36. Gender complexity
will become normalized and more of a casual
lifestyle choice.

38. designing without
gender baseline

39. 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

43. let’s get physical
http://www.nytimes.com/1998/06/09/science/studies-explore-love-and-the-sweaty-t-shirt.html

44. sex, is survival.

45. 1 emotion driven goals
2 outsourced interaction
3 empathic design
to keep in mind..

46. emotion driven goalsthe least painful path

47. http://news.bbc.co.uk/1/hi/scotland/highlands_and_islands/8004769.stm
outsourced interactionphysical. digital.

48. http://www.frogdesign.com/work/girl-effect.html
empathy servicespain & gain

49. http://www.frogdesign.com/work/girl-effect.html

50. what gender?

51. thank you.UX Scotland. 2013
Cathy Wang. @cathycracks