ADDC 2018 - Renata Schwegler: App Design for Women, by Women

Enough with clichés and pink stereotypes for female products. Let's demystify stereotypes and assumptions. Needs that woman didn't even have were once created by man working in brands targeting female audience. This talk will show how - and how not - branding and design should be tought for women-centric products.

More about the talk, authors & slides: https://addconf.com/2018/schedule/app-design-for-women-by-women/
Read about the conference: https://addconf.com

Transcript

1. Hello App Design for Women by Women. Renata Schwegler @reschw
3. Design
5. BE INSPIRED DISCOVER PRODUCTS CREATE VIDEOS SHARE TUTORIALS
6. Why Principles Cases
8. Getty Images The generally accepted rule is pink for the boys, and blue for the girls. Earnshaw's Infants' Department in June 1918.
10. Getty Images
11. Pinterest.com
14. Pink tax: $100,000 in a lifetime http://time.com/money/
16. €17 €19
18. 1 Gender neutral means male-centric
19. (Source:http://www.idownloadblog.com/)
21. Women’s market 2
22. Women influence 85% of all consumer purchases: (Source: Yankelovich Monitor & Greenfield Online) 91% New Homes 92% Vacations 80% Healthcare 93% Food 65% New Cars 93% Pharmacy
23. Mary Ellen Iskenderian, President & CEO of Women’s World Banking More than 1 billion women around the world do not have access to even a simple savings account at a bank. She Counts report says, citing the 2017 Global Findex. Despite a half-billion rise in the number of formal bank seven-point gender gap in access remains worldwide.
24. (Source: https://www.womensworldbanking.org/)
25. Identify their needs 3
26. (Source: https://www.wired.com)
27. Circle of 6
28. Gender Timing
29. Maven Clinic
30. Clue
31. Female team and womankind 4
32. Reporter Yvonne Lin in Fast Co Design in 2016. Women buy or influence 85% of all consumer purchases, while 85% of product designers and engineers are men.
33. Don’t view women as a single entity 5
34. Floral Hearts Pink Delicate Unicorns
35. Joe Hallock study in 2003
36. 22 countries
37. Women’s favorite colors
38. Man’s favorite colors
39. We are all different
40. Opportunities
41. Bridging the gap
42. 1 Genderless apps 2 Market 3 Needs 4 Female team 5 Diversity
43. ?
44. Thanks renataschwegler@gmail.com