26 September 2009

Design and gender: going beyond shrink it and pink it

Be the first to share

Gender
Femme Den is a small internal cadre of designers of Smart Design — the company that was responsible for the OXO Good Grips kitchen tools and the Flip Mini Digital Camcorder — that is devoted to thinking about the differences between genders and what that means for product development.

“The Femme Den started as an underground collective of international women searching for answers in a world that was not designed for us. We’ve now grown to a leading team of design researchers, industrial designers, and engineers who are paving the way for a deeper understanding around design and gender.

Armed with our unique toolkit of know-how and fresh design methods, we create products that make a positive impact on people’s lives, particularly women’s. We bring our knowledge to life in the products we design–from the kitchen to the ski slopes to the emergency room.”

A series of articles on Fast Company provide more background on their work:

Forget “shrink it and pink it”: the Femme Den unleashed
by Kate Rockwood – From Issue 139 | October 2009
Boobs. The Femme Den talks about them easily and often — and about the challenges they present to designers. Backpack makers don’t seem to have a clue what to do about boobs. Ditto designers of unisex hospital scrubs, famous for their gaping V-necks. “One surgeon told me there wasn’t a woman at the hospital whose boobs he hadn’t seen,” says Femme Den member Whitney Hopkins.

Femme Den’s five tenets of designing for women
by Kate Rockwood – From Issue 139 | October 2009
1. EMPHASIZE BENEFITS OVER FEATURES: Rather than touting feature sets and specs (how fast or big or slick something is), make the product’s benefits clear. Who can it connect her to? How does it make her life easier? How will it save …

Design in action
by Kate Rockwood – From Issue 139 | October 2009
The Femme Den points to an array of products that smartly and subtly consider women in their design.

Examining design values: warm, cold, or just right
by Erica Eden – Sep 25, 2009
How products can hit a sweet spot between traditionally female (Warm) and male (Cold) values.

Designing for gender, when one or both parties reap the rewards
by Yvonne Lin – Sep 24, 2009
The most successful products are designed for one sex but embraced by both.

How companies can woo women with design
by Agnete Enga – Sep 23, 2009
When shopping, men tend to go linear and deep, researching a product in detail and then going in for the kill. Women go wide, gathering information that goes beyond herself and her personal needs.


Hunter vs. gatherer: gender differences on the mind
by Whitney Hopkins – Sep 23, 2009
Most of us are only aware of obvious physical or behavioral attributes that differ between genders. But our differences run deeper–to the way we think, the way we act, and to our primitive desires.

Why designers need to talk about sex
by Femme Den – Sep 22, 2009
It’s about time the design industry got serious about gender differences.

Introducing the Femme Den: going beyond “shrink it and pink it”
by Linda Tischler – Sep 21, 2009
The Femme Den aims to go far beyond the traditional “shrink it and pink it” strategy that manufacturers often employ when targeting the female market.

Sex and electronics – Part 1: women and smart design
by Linda Tischler – Jan 13, 2009
In the wake of CES, a pair of women designers offer some suggestions on how consumer electronics manufacturers could boost their market share by taking gender differences into account.

Sex and electronics – Part 2: Femme Den’s favorite gadgets from CES
by Linda Tischler – Jan 13, 2009
Here are the gadgets they loved at CES… and the ones they want to send back to the locker room.

Be the first to share
29 August 2016
Experientia discussing ethnography and patient-centricity at EPIC 2016
This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of …
24 August 2016
New Human Centred Design toolkit launched for African context
Future by Design, a Human Centred Design (HCD) and customer-centricity consultancy focused on the African continent, has produced an HCD Toolkit (download link) that’s especially appropriate for an African context, and intended for application where …
24 August 2016
[Book] The Routledge Companion to Digital Ethnography
The Routledge Companion to Digital Ethnography Edited by Larissa Hjorth, Heather Horst, Anne Galloway, Genevieve Bell Routledge, December 2016 536 pages With the increase of digital and networked media in everyday life, researchers have increasingly turned their gaze to …
14 August 2016
The psychology of scarcity: what behavioral economics can teach design
Eldar Shafir, professor of psychology and public affairs at Princeton University and coauthor, with Sendhil Mullainathan, of the book Scarcity: The New Science of Having Less and How It Defines Our Lives (Picador, 2013), talks …
13 August 2016
New book on how corporate anthropology can help businesses grow
On the Brink: A Fresh Lens to Take Your Business to New Heights by Andi Simon PhD Greenleaf Book Group Press July 2016, 184 pages Abstract Innovation has become such a ubiquitous value, it's in danger of becoming cliché. Companies …
10 August 2016
What does an anthropologist bring to autonomous driving design?
From a Nissan press release (dated August 10, 2016) One profession you might not expect to find at the design table — anthropologist — is playing a key role in developing Nissan’s next generation autonomous vehicle, analyzing human driving interactions …
31 July 2016
[Book] The Class: Living and Learning in the Digital Age
The Class: Living and Learning in the Digital Age Sonia Livingstone and Julian Sefton-Green New York University Press May 2016, 368 pages > Read online for free Do today’s youth have more opportunities than their parents? As they build their …
31 July 2016
Why Mozilla conducts qualitative user research: the homophilic bubble
Bill Selman, Lead UX researcher at Mozilla, starts this most inspiring post with a quote from a former colleague who now works for a major social network: You know, we have all the data in the …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

29 August 2016
Experientia discussing ethnography and patient-centricity at EPIC 2016

This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

1 March 2016
Singapore’s main newspaper on Experientia’s design with the elderly

Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]

See all articles