Women represent half the users and control almost 80% of the consumer market, and yet products are often blind to gender differences, perpetuate gender biases, and fail to provide a balanced solution to women’s and men’s needs and preferences. How can we as designers change that? How can we overcome our own unconscious biases and make our products more gender inclusive? And how would it impact the growth of our products and the society we live in? An inspiring session which includes research based methodology and use cases that will open your mind to the potential and practicalities of creating gender inclusive products.
::: Anat Katz-Arotchas :::
Anat Katz-Arotchas is a pioneer in the field of Gendered Product Innovation, promoting gender thinking in tech. Bringing together her expertise in product and gender, Anat is the founder of Standpoint, a former member of the European Union’s gender innovation team and a local representative of the Danish UX firm- Design-people. Anat is also the co-founder of XX-UX Israel, a community of women promoting gender balance in the UX field.
19. Apple’s Health App 2014
“Apple's Health App Tracks
Almost Everything, Except
Periods”
Live Science Sep 2014
#2 The Clear Exclusion (“we didn’t think about you…”)
20. Apple’s Health App 2015
“Apple Stops ignoring
women’s Health with IOS 9
Health kit”
Techcrunch, June 2015
Reproductive Health
26. The Basics Step: 5 quick wins to look for
#1 The Stereotypical, Diminishing Message
#2 The Clear Exclusion (“we didn’t think about you…”)
#3 The Hidden, Implicit Exclusion
#4 The Perpetuating Mechanism (e.g. machine learning)
#5 Gender Binary vs. Gender Spectrum
27. The next step:
Do it right!
Make your product truly gender inclusive
37. “We learned that we
should not tell how
‘smart’ the app is, but
about the difference it
makes in the everyday
lives of users. “
— Mikkel Kaczmarek, responsible
for digital business development at
OK
48. Always in the right mood
the fastest selling product in B&O history
“Both the media feedback and our sales have by far
exceeded the previous Beosound 5”
— Lyle Clarke, Bang&Olufsen
Sr. Manager UX design & Concept Exploration