Download - 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.
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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
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
