Female Interaction Infinit - 19. september 2012 Stine Mosegaard Vilhelmsen Female Interaction project manager Senior user experience designer design-people
De danske kvinders forhold til teknologi 4 kvindelige teknologi profiler Kvantitativ undersøgelse web & telefon interviews 227 danske kvinder 18-60 år Klyngeanalyse 4 klynger 29% Organiser 24% Aesthetics aware 30% Young communicator 17% Traditionalist
4 kvindelige teknologi profiler Organiser Technology as a tool Benefit oriented Systematic Tech-love Age: 40-60 29% 30% Age: 18-25 Young Communicator Network and communication oriented Community Individualism Communication Aesthetic Aware Seeks identity through aesthetics 24% 17% Traditionalist Technology scepticism Tech accepting Aesthetics. Age: 25-40 Age: 40-60 Administration Technology scepticism
Tre case produkter Jabra JX2 Beosound 5 Danfoss link Bluetooth headset Digital music for the home Central, wireless indoor climate control
Bang & Olufsen musik i private hjem Case
Bang & Olufsen case produkt BeoSound 5
Kvindelige teknologi profiler Bang & Olufsen Aesthetics Aware Seeks identity through aesthetics Aesthetics 25-40 years Tech accepting 40-60 years Traditionalist Technology scepticism Administration Technology scepticism 18-25 years Young Communicator Networking and communication oriented Community Individualism Communication Organizer Pursues benefits in technology Benefit oriented Organization 40-60 years Tech-love
Bruger research Direkte brug af caseprodukt Værdier og emotionelle aspekter i relation til musik i private hjem Musik i private hjem
Bruger & potentiel bruger research Bang & Olufsen Værdsætter et dedikeret musiksystem Enkelt, æstetisk, let at anvende og opsætte Vigtigt at dele musik med andre Social kontakt Opdateret på ny musik Inspiration er vigtig Mennesker i fokus Skabe og drage omsorg for situationer Ikke forstyrre sociale situationer teknologi i baggrunden Situative behov skal tilgodeses Fleksibel 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 case Social music experience Social musik oplevelse Dedikeret musik system diskret teknik Ét musiksystem - nem adgang overalt Fleksibel og situativ tilpasning
Bang & Olufsen case Social music experience
Effekt
International web panel feedback and men How do women respond... 840 respondents: 1/3 men - 2/3 women 7 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 5 5,8 6,9 6,2 6,4 5,2 6,4 5,6 5,3 1 Tunecase danfoss Noi LIWO Sound around
Women are very positive towards the new music system but at the same time it still appealed to men 10 5 6,2 7,3 7,0 7,9 7,2 8,1 7,0 8,1 6,9 8,0 7,0 8,1 6,2 7,3 1 With the new music system I can be social and share music with other I consider the new music system flexible The new music system looks easy to operate in technique I like the compact aestetic style The new music system looks convenient With the new music system I can listen to music in any situation With the music system I can have a sublime music experience
Female Interaction proces
From user understanding to female driven user experience - and product concepts Holistic female user experience analysis Situation-driven ideation User feedback & framing User experience visualisation & testing 1 2 3 4 5 6 7 8 Overall framing of user- and concept focus Framing - Innovation vectors & desired experiences Theme and concept framing Scenario driven interaction- and product design
Female Interaction proces og metode Værdi baseret Holistic tilgang Scenarie baseret Mellemmenneskelige relationer Fokus på emotioner Benefit orienteret Fokus på motivation Female functions & benefits Female communication & service Female values Female aesthetics Female interaction
Female Interaction toolbox Guidebog
Female Interaction toolbox Female Interaction principper 1 and ergonomics Consider her body 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. 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 necessarily fit. 3 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 2004. female interaction research based innovation by design-people = female interaction research based innovation by design-people female interaction research based innovation by design-people
Female Interaction toolbox Female Interaction metoder ideation SITUATIVE IDEATION WORKSHOP GOAL & OUTPUT start-up FEMALE 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. The 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 research based innovation by design-people version 01 female interaction research based innovation by design-people version 01
www.femaleinteraction.com www.design-people.dk Stine Vilhelmsen Female Interaction project manager Senior user experience designer design-people
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
Female interaction case process Wireless and handsfree communication Gender research Value proposition User exploration direct use basic values Analysing findings Framing User experience act out Concepts #2 Trådløs og håndfri kommunikation Koncept A Beskrivelse 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. Trådløs B fri kom munikatio B pt hvor du normalt køber pakke, Trådløs Telefon og øredel købes som en samlet og håndfri kommunikation din mobiltelefon. Koncept og hånd Konce Telefon og øredel oplades samlet med én oplader. 1 n Scenar ie 5 Til mø de - Filtr Beskrivelse ering af 2 opkald 3 Koncept B består af en base med en øredel som kan taske osv. sættes Base og øredel bruges til håndfri samtale og mikrofon. og indeholder fast på tøj, Ditte skal både højtaler Dette koncept fungerer sammen med den mobil du allerede har. Basen placeres f.eks. på tøjet - ved samtale og sættes i øret. løsnes øredelen Ledningen er synlig fra basen eller sammenrul når let i basen når øredelen øredelen er i øret, og usynlig - er i basen. Basen og øredelen laves så lille som 4 til mød e. Hun står på bluse udenfor mød elokalet, opkald n. Hun indst iller den basen sidde fra sine til børns r børnehav kun at lukke e igenn em. Ditte sidde placeret r til mødet med base på bluse n. n diskr et Susanne fra børn ehaven ringe r til Ditte... mulig. Mødet er i gang Ditte ved 5 at det og Ditte må være s base ringer fra børn diskret. ehaven. 6 Ditte klem mer let base n på bluse Basen n. hold ventefunkt er op med at ringe ionen og viser er aktiv at eret. Susanne Hæng modtager lige på - jeg er en besk ed fra der om Anne : 2 sekun der Ditte unds kylder jeg er overfor lige udenfor. nødt til at tage de andre til mødet den her og går Ditte besv arer opka ldet. Concepts #1 User test
... implement a female interaction strategy Concept development Female user experience Product design Marketing and sales Interaction design