female interaction research based innovation Female Interaction Strategy I 2012 I

Transkript

1 female interaction research based innovation

2 Female Interaction Research team Female Interaction start-up team

3 We transform user insights and expert knowledge into inspiring interaction and product design, creating valuable user experiences We are leading in design for the emerging female market 3

4 orer Online Expl SKOV Farm Rediger Aktive alarmer Avanceret Log Historik Klima Kløvergården Co2 Fugt Temperatur Stald Sektion Sektion 2 Sektion 3 Kløvergården Sektion Name: Kalle :2 Start: :2 alled: 13.0 Animals inst Sektion 1 Sektion 2 20,2 C ,2 C 0 19,2 Ønsket 5 5 Stald 1 Stald No. animals: Stald :7 Bondegården Batch Day Sektion rmation Stald Batch Info Sektion tion 4 - Stald 1 - Sek Faktisk Fil 2 Hjælp Vindue Alarm Funktioner Vis ppm 20,5 C Stald 4 Sektion 1 r: SysAdmin Sektion 2 Aktuel bruge tus Connected Netværkssta Sektion 3 orer Online Expl SKOV Farm Fil Vindue Alarm Funktioner Vis Rediger 2 Hjælp Aktive alarmer Avanceret Log Historik Produktion Kløvergården Stald 1 Sektion 1 Sektion 2 Sektion 3 Kløvergården Sektion Name: Kalle :2 Start: :2 alled: 13.0 Animals inst Stald 2 Sektion 1 10:00 Sektion :7 Batch Day Sektion 3. status ING AY SA LM ON Stald 4 g Sektion 1 x 36 0 Aktuel bruge Sektion 3 4 sl. mm r: SysAdmin Sektion 2 tus Connected Netværkssta g + 19,2 C Stald 3 NORW head mm g Fil FOOD SYS TEMS Rediger 2 + orer Online Expl SKOV Farm MAREL 125 d1 Stal ING status : RUNN Stald 2 - No. animals: Bondegården : RUNN tion 4 - Stald 1 - Sek rmation Batch Info Sektion 5 Funktioner Vis Table survey Alarm Hjælp Vindue Temperature Status Kløvergården Stald 1 Sektion 1 Sektion 2 h Running Batc 0 C h Sektion 3 o 0 C h Running Batc Sektion 4 0% o Running Batc o 0 C h Running Batc Sektion 5 0 ppm 0% o 0 C o 0 C CO2 0 ppm 0% o 0 C h Running Batc Humidity Aktive alarmer 0% 0% 0% 0 ppm 0 ppm 0 ppm 0 ppm 0 ppm Form follows interaction - user driven interaction design Stald 2 h Running Batc Sektion 1 h Running Batc Sektion 2 h Running Batc Sektion 3 Bondegården Stald 1 Stald 2 Stald 3 tus Connected Netværkssta r: SysAdmin Aktuel bruge o 0 C o 0 C 0% 0% 0 ppm

5 Female interaction event 19. September Velkomst Intro til Female Interaction-projektet 3 års forskning i tech-design til kvinder v. Klaus Schroeder Udfordringer og potentialer Kønnenes psykologi ved brugerinddragelse og interaktionsdesign v. Rune Nørager Female Interaction værktøjskassen Kønsprincipper og de i projektet udviklede metoder til brugerinddragelse og interaktionsdesign v. Stine Vilhelmsen Pause Female Interaction case-studie Kvindelige værdier som innovationsdrivere for bedre brugeroplevelser v. Lyle Clarke Frokost Workshop i grupper med afprøvning af metoder fra den præsenterede værktøjskasse Opsamling og perspektiver v. Klaus Schroeder

6 female interaction 3 years Euro working hours 1500 women 7

7 Real life user understanding

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9 Women buy...

10 ... products made by men

11 The future of the world economy lies increasingly in female hands

12 Three case products Jabra JX2 Beosound 5 Danfoss link Bluetooth headset Digital music for the home Central, wireless indoor climate control

13 Female Interaction project plan 9

14 Implementing Female Interaction

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16 research based innovation by design-people Female Interaction principles 8 Holistic versus detail Women have a holistic and context-sensitive approach to technology - the tech-detail is not relevant to her. She s interested in the main functionality and seeks coherence rather than details. The real life context matters to her and she will focus on the whole experience rather than on details or a specific technology. 6 Real life benefits Women see technology as a means to gain benefits that enrich and simplify their lives and enhance their abilities to pursue interests. They care less about the technology itself - technology to them is a social tool and not a toy. Technology should matter in the situation give her benefits, help her solve a problem or create a specific atmosphere. It is important to know her situative needs and demands and to give her immediate satisfaction through meaningful and straightforward benefits. 7 Enacting gender roles We are all, both men and women, enacting gender roles in our daily life also when choosing and operating products. Our gender roles reflect social and behavioural norms that are regarded as socially appropriate for individuals of a specific sex within our culture. The motivation to interact with a product can depend on a woman s gender role. If the product conflicts with her identity - or her assumption of gender values, roles and domains - it could add a mental barrier to using the product and even cause her to reject it. 2 Female life cycle Consider where in the female life cycle your female customers are. Women go through all stages and they don t have consistent needs throughout their lives. Besides age, there are other things to be taken into account with regards to women, such as the fact that women get pregnant. A pregnant woman not only looks different than she used to, she also thinks and feels different. Being pregnant is one thing, being a parent is yet another once again her perspectives change over and over again. 4 Gender norms vary female interaction research based innovation by design-people Gender is expressed differently depending on the situation. Being a woman has many expressions mother, girlfriend, friend, co-worker, employee, athlete etc. Women use different mind-sets depending on the situation, and they want products and services that match the situation they are in. DC:5V - 0.3A DVI Li-Polymer 3.6V 3.2 megapixel K77oi? VGA 930 mah 350mA 8GB LCD SPDIF Out 9 Translate tech-features Technology is not meaningful in itself and technical terms do not appeal to her. Tech-talk needs to be translated into explaining the benefits the product offers her. When buying a new camera she is not looking for 10.1 megapixel but a camera that takes pictures good enough to print or can fit into her handbag. It is also important to avoid exposure of the technical system when it comes to the interaction with the product - it does not appeal to women and makes the product rather technical to operate. 11 Easy to operate matters When women buy new electronic devices, the fact that they are easy to use and operate is a highly valued parameter - 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 importance than aesthetical parameters such as colour, shape and material. 10 Women trust recommendations female interaction research based innovation by design-people Women ask around their network and social relations for advice and suggestions when they are looking for new electronics - and they actually trust and use the recommendations they get from others in their decision-making process. Women share both good and bad experiences with others, meaning that recommendations can be both encouraging and cautionary. 5 Social values social relations Women tend to orient towards communion rather than being individualistic. They focus on social relations, communication and coherence - and they are more emotionally aware and expressive than men. To make products and services more successful for women the social values have to be clearly defined, and products and services must adapt to a rich emotional communication. Women tend to use social network services more than men, and differently - e.g. they tend to have more Facebook friends and tag more images. communication emotions community female interaction

17 communication social relations emotions community Social values Women tend to orient towards communion rather than being individualistic. They focus on social relations, communication and coherence - and they are more emotionally aware and expressive than men.

18 Motivation matters gender differences in motivations 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 developing products. Consumer Electronics Association, CE.ORG

19 Real life benefits Women see technology as a means to gain benefits that enrich and simplify their lives and enhance their abilities to pursue interests.

20 Holistic versus detail Women have a holistic and context-sensitive approach to technology - the tech-detail is not relevant to her.

21 DC:5V - 0.3A DVI Li-Polymer 3.6V 3.2 megapixel 8GB K77oi? VGA 930 mah 350mA LCD SPDIF Out Translate tech-features Technology is not meaningful in itself and technical terms do not appeal to her. Tech-talk needs to be translated into explaining the benefits the product offers her.

22 Female life cycle Consider where in the female life cycle your female customers are. Women go through all stages and they don t have consistent needs throughout their lives.

23 Gender norms vary Gender is expressed differently depending on the situation. Women use different mindsets depending on the situation, and they want products and services that match the situation they are in.

24 Enacting gender roles We are all, both men and women, enacting gender roles in our daily lives also when choosing and operating products. Our gender roles reflect social and behavioural norms that are regarded as socially appropriate for individuals of a specific sex within our culture.

25 Women trust recommendations Women ask around their network and social relations for advice and suggestions when they are looking for new electronics - and they actually trust and use the recommendations they get from others in their decision-making process.

26 Opsamling og perspektiver v. Klaus Schroeder

27 Tech toy Social benefits

28 Female Interaction process and method tools Female functions & benefits Female aesthetics Female values Female communication & service Female interaction

29 From a male bias in tech industries...

30 From a male bias in tech industries to a female user experience driven strategy Concept development Marketing and sales Female user experience Product design Interaction design 45

31 What can female interaction do for you?

32 A: Exploration & potentials B: Concepting & design C: Knowledge transfer

33 A: Exploration & potentials tools: User profiling Personas Customer journey Field studies Value exploration - value fictions Situation-driven female analysis Innovation vectors Communication & brand analysis tager billeder og hører musik på samme tid, så tagges billederne sang, der blev hørt på det pågældende tidspunkt. Det er også mus. efter en ferie, at ligge den musik ind som man forbinder med ferien, at både billede og lydstemningen lagres sammen. n en bid af den musikgenre du gerne vil høre og forsøg på den måde at spille musik du gerne vil høre. Musikenheden analyserer dine toner, og musik som passer dertil.v Flyt klodserne rundt på bordet. Når du finder de billede musik du gerne vil høre, lader du klodsen ligge. Du kan vælge eller kombinere flere billeder til at skabe en playliste. Musik, film mm. vælges ved hjælp af 2 fjernbetjeninger. På den overordnede parametre som eks. genre. Valget påvirker heref kan vælge imellem på den anden fjernbetjening hvor man ek sange. Derved kan det blive en fælles beslutning, hvad der s hvem rin g hvorf

34 B: Concepting Products Accessories Services Software & Apps Services: Situative ideation workshops Use scenarios Concept visulisations Concept testing 2 piser aftensmad. Imens musik fra anlægget i mmer fra spisestuens 1 højtalere. På et tidspunkt kommer der en sang, som Katrine ikke bryder sig om. Hun skifter derfor videre til det næste nummer. 6 Det er fredag, og Katrine og Anders drikker vin til maden - humøret stiger. 7 De får lyst til at h Katrine tager fje stemning. 8 touchskærme t på Nu kan de begge to se på hendes musiksamling og finde nye numre, som de har lyst til at høre. Der er godt nok meget go ik, når man først kommer i gang med at

35 C: Female Interaction Knowledge Workshop - toolbox Lectures - gender knowledge, cases,

36 Tak

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