female interaction af stine vilhelmsen, design-people aps

Female InteractionInfinit - 19. september 2012

Stine Mosegaard VilhelmsenFemale Interaction project manager

Senior user experience designerdesign-people

24%Aesthetics

aware

17%Traditionalist

29%Organiser

30%Young

commu-nicator

De danske kvinders forhold til teknologi4 kvindelige teknologi profiler

Kvantitativ undersøgelseweb & telefon interviews

227 danske kvinder18-60 år

Klyngeanalyse4 klynger

Female Interaction Strategy I 2012 I design-people.dk

4 kvindelige teknologi profiler

Organiser“Technology as a tool”

Benefit oriented

Tech-loveSystematic

Age: 40-60

Young Communicator“Network and communi cation oriented”

CommunityIndividualism

CommunicationAge: 18-25

AdministrationTechnology scepticism

Traditionalist“Technology scepticism”

Age: 40-60

Aesthetic Aware“Seeks identity through aesthetics”

Tech accepting

AestheticsAge: 25-40

.

30%

17%24%

29%


Tre case produkter

Jabra JX2 Beosound 5 Danfoss linkBluetooth headset Digital music for the home Central, wireless indoor climate control


Bang & Olufsenmusik i private hjem

Case


Bang & Olufsen case produktBeoSound 5


Kvindelige teknologi profilerBang & Olufsen

Young Communicator

Community

18-25 years

IndividualismCommunication

”Networking and communication oriented”

AdministrationTechnology scepticism

Traditionalist”Technology scepticism”

40-60 years

Aesthetics Aware”Seeks identity through aesthetics”

Tech acceptingAesthetics

25-40 years

Organizer”Pursues benefits in technology”

Benefit oriented

40-60 years

Tech-loveOrganization


Bruger researchDirekte brug af caseproduktVærdier og emotionelle aspekter i relation til musik i private hjem

Musik i private

hjem


Bruger & potentiel bruger research Bang & Olufsen

Værdsætter et dedikeret musiksystemEnkelt, æstetisk, let at anvende og opsætte

Vigtigt at dele musik med andreSocial kontaktOpdateret på ny musikInspiration er vigtig

Mennesker i fokusSkabe og drage omsorg for situationerIkke forstyrre sociale situationerteknologi i baggrunden

Situative behov skal tilgodesesFleksibel og nem adgang

Kontrol over situationer

Musik i private

hjem


Social music experience character - based on the “aesthetic aware” & “organizer” profiles

Lisa McKinney, 42 years

Lisa is an editor dealing with her interests in culture, art, design and architecture.

She lives in a large high-end apartment with her 14-year-old daughter.

Her home is feminine and decorated with quality and designer interior.

Lisa often hosts dinner parties but she rarely cooks herself.

She is a busy woman and dinner often consist of take away food from the local Italian

She takes good care of herself and tries to live a healthy lifestyle with yoga and wellness

In the morning coffee-to-go is essential for a good start.


Bang & Olufsen caseSocial music experience

Dedikeret musik system

Social musik oplevelse

diskret teknik

Ét musiksystem - nem adgang overalt

Fleksibel og situativ tilpasning


Bang & Olufsen caseSocial music experience


Effekt


International web panel feedback

How do women respond...and men

840 respondents: 1/3 men - 2/3 women7 Countries: Denmark, USA, Germany, Japan, Poland, Italy and Brazil

Scenario based concept test - web survey


The presentation of the concepts have changed the opinion about the use of the product

10

Tunecase danfoss Noi LIWO Sound around

5

1

5,8

6,96,2 6,4

5,2

6,45,6 5,3


10

5

1With the

new music system I can be social and share music with other

7,3

6,2

I consider the newmusicsystemflexible

7,9

7,0

The newmusic system

looks easyto operate

in technique

8,17,2

I like thecompact

aestetic style

8,1

7,0

The new music system

looks convenient

8,0

6,9

With the newmusic system I can listen to music in any

situation

8,1

7,0

With themusic

system Ican have a

sublime musicexperience

7,3

6,2

Women are very positive towards the new music systembut at the same time it still appealed to men


FemaleInteraction

proces


1 2 6543 7 8Framing - Inno-vation vectors & desired experi-ences

Holistic female user experience analysis

Situation-driven ideation

User feedback & framing

User experience visualisation & testing

Scenario driven interaction- and product design

Theme and concept framing

Overall framing of user- and concept focus

From user understanding to female driven user experience - and product concepts


• Værdi baseret

• Holistic tilgang

• Scenarie baseret

• Mellemmenneskelige relationer

• Fokus på emotioner

• Benefit orienteret

• Fokus på motivation

Female Interaction proces og metode

Femalecommunication

& service

Female interaction

Femalefunctions & benefits

Femalevalues

Femaleaesthetics


Female Interaction toolboxGuidebog


female interactionresearch based innovation by design-people

=

Men and women have the same qualifications for technical performance, but may not perform

equally because women lack the motivation. A lot of technology is designed with men in mind not

offering women the benefits they seek. What seems obvious or straightforward for one person (i.e. a male

engineer) might not seem as obvious to another (i.e. a female user).

In other words, although men and women share equal abilities to operate tech products it does not mean we

are equally motivated to engage ourselves in technology.

“Only 1% of women thought consumer electronics manufacturers had them in mind when develop-

ing products.”

Consumer Electronics Association, CE.ORG 2004.

Motivation matters- gender differences in motivations3


When working with women don’t forget the obvious: Women are built differently to men, in physical appearance as well as internal. Items proportioned for men and then scaled down to fit women don’t nec-essarily fit.

Consider her body and ergonomics

1


When women buy new electronic devices, the fact that they

are easy to use and operate is a highly valued param-

eter - contrary to what seems to be a common assumption;

that women only look at aesthetical parameters in electronics.

In fact women regard “ease of use” as of much higher impor-

tance than aesthetical parameters such as colour, shape and

material.

Easy to operate matters11

Female Interaction toolboxFemale Interaction principper



version 01

start-upFEMALE INNOVATION

KICK-OFF WORKSHOP

GOAL & OUTPUT

The goal for the workshop is to

give the participants insight

into the basic principles and

potentials of gender diversity. It

also introduces some exploration

and innovation methods where

Female Interaction principles are

applied on specific case products.

female interactionresearch based innovation by design-peopleversion 01

SITUATIVEIDEATION WORKSHOPideation

GOAL & OUTPUTThe method allows for the generation of a large number of ideas with a large group of people in a short period of time. Designed as an interdisciplinary activity, all important stakeholders can be involved in the workshop, together prioritizing ideas relevant to the project.

Female Interaction toolboxFemale Interaction metoder


Stine VilhelmsenFemale Interaction project manager

Senior user experience designerdesign-people

www.femaleinteraction.comwww.design-people.dk


... to a female user experience driven strategy

From a male bias in tech industries ...

Female user

experience

Conce

pt Product

deve

lo

pment design

Marketing Interactio

n

and sales

design


Female interaction case process

KonceptBBeskrivelse

Trådløs og håndfri kommunikation

Koncept B består af en base med en øredel som kan sættes fast på tøj,

taske osv.

Base og øredel bruges til håndfri samtale og indeholder både højtaler

og mikrofon.

Dette koncept fungerer sammen med den mobil du allerede har.Basen placeres f.eks. på tøjet - ved samtale løsnes øredelen fra basen

og sættes i øret. Ledningen er synlig når øredelen er i øret, og usynlig -

eller sammenrullet i basen når øredelen er i basen. Basen og øredelen laves så lille som mulig.

Wireless and hand-sfree communica-

tion

Koncept A består af en mobiltelefon med en integreret øredel.

Øredelen er trådløs og kan sættes i øret.

Øredelen bruges til trådløs og håndfri samtale og indeholder både

højtaler og mikrofon.

Telefonen kan fungerer som en normal telefon også selvom øredelen

ikke er sat i.

Øredelen er klart til brug allerede ved køb og behøver derfor ingen

yderligere sammenkobling med telefonen.

Øredel og telefon er et integreret produkt og på telefonens display ses

også statusmeddelelser for øredelen.

Telefon og øredel oplades samlet med én oplader.

Telefon og øredel købes som en samlet pakke, hvor du normalt køber

din mobiltelefon.

KonceptABeskrivelse

Trådløs og håndfri kommunikation

Ditte skal til møde.Hun står udenfor mødelokalet, basen sidder

på blusen. Hun indstiller den til kun at lukke

opkald fra sine børns børnehave igennem.

Susanne modtager en besked fra Anne :“Hæng lige på - jeg er der om 2 sekunder”

Ditte sidder til mødet med basen diskret

placeret på blusen.

Ditte besvarer opkaldet.

Susanne fra børnehaven ringer til Ditte...

Ditte ‘klemmer’ let basen på blusen.Basen holder op med at ringe og viser at

ventefunktionen er aktiveret.

Ditte undskylder overfor de andre til mødet

“jeg er lige nødt til at tage den her” og går

udenfor.

Scenarie 5 - Til møde - Filtrering af opkald

1

4

2

3

5

6

Trådløs og håndfri kommunikationKonceptB

Mødet er i gang og Dittes base “ringer” diskret.Ditte ved at det må være fra børnehaven.

Gender research Value proposition User exploration di-rect use

basic values

User experience act out

Analysing findingsFraming

Concepts #1 Concepts #2User test


... implement afemale interaction strategy

Female user

experience

Conce

pt Product

deve

lo

pment design

Marketing Interactio

n

and sales design