Femme Den, said the host introducing Erica on the video, “is a group inside Smart that focuses on women, as consumers, as final users but also as designers. […] They look at women as a departure point for an ‘extended usership’ project. Extended usership is when you look at a minority that might have some kind of setback like being a woman and you decide to actually take that as a departure point for the design process to be used by everybody.”
Why is gender important? Smart Designâ€™s Femme Den explores the gap between assumptions and realities about women. As practicing designers, they apply new ways to design for the elusive womenâ€™s market. To create products and experiences that women love, designers must better understand their lives, as well as their clientsâ€™ objectives and perspectives. Femme Den co-founder Erica Eden will discuss methodologies to meet the needs of, and effectively communicate with, these three interconnected groups.