the future in designing for the sex(es)

the future in designing for the sex(es)

UX Scotland. 2013Cathy Wang. @cathycracks

the beginning

more than a tree

@frogdesign

about frog

We are 1,100 of the world’s best designers, strategists, researchers, and technologists.

San Francisco

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New York

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Johannesburg

5

We are passionate about bringing to market meaningful solutions designed to advance the human experience.

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gender-specific marketing

http://www.jeongmeeyoon.com/

“Block up to 99% of UV rays, women can drive to the grocery store confident that they are not increasing their chances of wrinkles.”

http://www.honda.co.jp/Fit/webcatalog/type/shes/

sexist or culture?

the man your man could smell like

https://www.youtube.com/watch?v=owGykVbfgUE

buy v.s. shopWomen account for 85% of all consumer purchases including everything from autos to health care.

http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/

DINKnoun. Double Income No kids

http://atlantisevents.com

target audiencesFemale Male LBGT

‘Because I’m a Girl’ campaign that promotes sponsoring a girl to receive proper education in a developing country.

Facial Recognition

Culture v.s. Behavior

the projected self

verbal7%

non-verbal

55%

55% 38%

7%

paraverbal38%

Silent message - Albert Mehrabian (1971)

a behavior, even a non-behavior, is a communication

“One cannot not communicate.”- Paul Watzlawick

reconstructed.remapped.reinvented.

leadership

women in leadership

Understanding your male ego: become a better leader.

? “I guess I can understand why people would call me an asshole.” - David Brent.

“this approach prepares white men to deliver better results, by building more effective relationships with black employees and customers.”

How to work successfully with black colleagues and customers

bridge the gap. don’t widen the gap

Past Now Future

Gender Emotion

As designers, we design for human behavior,

on top of our understanding of culture.

1 Boundaries

2 Identities

3 Complexity

the gender future

Gender Boundaries

will breakthrough our conception of emotional roles and landscape

Gender Identity

will be transformed to our likings

Gender complexity

will become normalized and more of a casual lifestyle choice.

designing without gender baseline

If finding true love were an exact science, we wouldn’t need matchmakers, single

bars, or of course, online dating services

http://www.nytimes.com/2010/02/07/business/07stream.html?_r=0

let’s get physical

http://www.nytimes.com/1998/06/09/science/studies-explore-love-and-the-sweaty-t-shirt.html

sex, is survival.

1 emotion driven goals

2 outsourced interaction

3 empathic design

to keep in mind..

emotion driven goalsthe least painful path

http://news.bbc.co.uk/1/hi/scotland/highlands_and_islands/8004769.stm

outsourced interactionphysical. digital.

http://www.frogdesign.com/work/girl-effect.html

empathy servicespain & gain

http://www.frogdesign.com/work/girl-effect.html

what gender?

thank you.UX Scotland. 2013Cathy Wang. @cathycracks