Product Innovation Through a Gender Lens

Women control almost 80% of the consumer market, and yet tech products are often very stereotypical and biased towards men’s needs and expectations. Why is it so? How can we change that? and what’s the potential of better incorporating women’s perspective in our product design processes?

Transcript

1. Product Innovation Through a Gender Lens Anat Katz-Arotchas, CEO
2. Apple’s Health App 2014 “Apple's Health App Tracks Almost Everything, Except Periods” Live Science Sep 2014
3. Apple’s Health App 2015 “Apple Stops ignoring women’s Health with IOS 9 Health kit” Techcrunch, June 2015 Reproductive Health
4. Business People
5. The Potential Women control almost 80% of consumer spending worldwide $20 Trillion annually Source: HBR 2009
6. In 2014 only 26% of computing jobs were held by women Hacking Tech’s Diversity Problem, HBR 10-14 The Challenge – Predominantly male environment
7. How to design gender balanced products?
9. Understand the business potential and gender aspects relevant to your product
10. Navigation apps Planning and semantic signs
11. Dating apps 42% of female online daters had been contacted in a way that made them feel harassed or uncomfortable. 17% of men said the same. Pew Research 2013
12. Dating apps Creating a space where everyone feels comfortable
13. Gender is a continuum
14. Female tech user profiles Beyond Stereotypes ©Design People
15. Different motivations – Explore situational needs, emotions and social values
16. Female Interaction Principles ©Design People
17. Holistic Vs. Detailed Tech features Situational real life benefit ©Design People
18. Social Values Matter ©Design People
19. Bang & Olufsen – Female Driven Innovation case
20. From tech and design feature to
21. To Social benefits and situational use
22. Always in the right mood Attractive for women, Appreciated by men
23. Summary Realize the gender lens business and innovation potential • Analyse your data to identify gender differences • Research women distinctively • Pay special attention to social values and emotions
24. Thank you Want to learn more? www.standpointinnovation.com www.design-people.dk www.femaleinteraction.com Anat Katz-Arotchas, CEO +972 (0)54- 2277535 anat@stanpointinnovation.com