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

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

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Transcript

  1. Hello App Design for Women by Women. Renata Schwegler @reschw

  2. None
  3. Design

  4. None
  5. BE INSPIRED DISCOVER PRODUCTS CREATE VIDEOS SHARE TUTORIALS

  6. Why Principles Cases

  7. None
  8. Getty Images The generally accepted rule is pink for the

    boys, and blue for the girls. Earnshaw's Infants' Department in June 1918.
  9. None
  10. Getty Images

  11. Pinterest.com

  12. None
  13. None
  14. Pink tax: $100,000 in a lifetime http://time.com/money/

  15. None
  16. €17 €19

  17. None
  18. 1 Gender neutral means male-centric

  19. (Source:http://www.idownloadblog.com/)

  20. None
  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