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Product Innovation
Through a Gender Lens
Anat Katz-Arotchas, CEO
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Apple’s Health App 2014
“Apple's Health App Tracks Almost Everything, Except Periods”
Live Science Sep 2014
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Apple’s Health App 2015
“Apple Stops ignoring women’s Health with IOS 9 Health kit”
Techcrunch, June 2015
Reproductive Health
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Business People
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The Potential
Women control almost 80% of
consumer spending worldwide
$20 Trillion annually
Source: HBR 2009
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In 2014 only 26% of
computing jobs were
held by women
Hacking Tech’s Diversity Problem, HBR 10-14
The Challenge – Predominantly male environment
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How to design gender balanced products?
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No content
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Understand the business potential and
gender aspects relevant to your product
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Navigation apps
Planning and semantic signs
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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
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Dating apps
Creating a space where everyone feels comfortable
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Gender is a continuum
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Female tech user profiles Beyond Stereotypes
©Design People
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Different motivations –
Explore situational needs, emotions
and social values
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Female Interaction Principles
©Design People
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Holistic Vs. Detailed
Tech features Situational real life benefit
©Design People
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Social Values Matter
©Design People
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Bang & Olufsen – Female Driven Innovation case
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From tech and design feature
to
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To Social benefits and situational use
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Always in the right mood
Attractive for women,
Appreciated by men
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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
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Thank you
Want to learn more?
www.standpointinnovation.com
www.design-people.dk
www.femaleinteraction.com
Anat Katz-Arotchas, CEO
+972 (0)54- 2277535
[email protected]