FEMALE INTERACTION GUIDEBOOK

The ”Guidebook to a Female Interaction strategy” provides research based insights in female and male tech preferences.

ORDER GUIDEBOOK

It summarises the findings of a 3 years research project involving renowed brands like B&O, Danfoss and Jabra. Along with female inspired innovation case studies it presents a segmentation model for female tech-users and guidelines for gender responsive product development and marketing.

Women’s buying power is rising around the world as a consequence of better access to education. The strategy and innovation approach developed in the Female Interaction research project responds to the trend of global female empowerment.

It is applying gender know-how to create better user experiences and business perspectives for companies in sectors as diverse as consumer electronics, finance and healthcare.

FEMALE INTERACTION GUIDEBOOK

The ”Guidebook to a Female Interaction strategy” provides research based insights in female and male tech preferences.

ORDER GUIDEBOOK

It summarises the findings of a 3 years research project involving renowed brands like B&O, Danfoss and Jabra. Along with female inspired innovation case studies it presents a segmentation model for female tech-users and guidelines for gender responsive product development and marketing.

Women’s buying power is rising around the world as a consequence of better access to education. The strategy and innovation approach developed in the Female Interaction research project responds to the trend of global female empowerment.

It is applying gender know-how to create better user experiences and business perspectives for companies in sectors as diverse as consumer electronics, finance and healthcare.

The result was even more successful than I had hoped.
Not only did design-people give us new insights and tools for attracting female customers – they also made us realize that by addressing women, we can strengthen our appeal to men too.

— Hutch Hutchison, Head of Concept Creation and Design, Vertu

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guidebook

Order the guidebook

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Download
free chapter

Read selected chapter from the book

READ
Buy a
guidebook

Order the guidebook

ORDER HERE
Participants
  • Initiator and project lead: design-people, Denmark
  • Aarhus and Aalborg University researchers with backgrounds in interaction design psychology, pervasive computing and user-centered design
  • Market analysis experts and product development experts from three Danish technology companies, Bang & Olufsen, Danfoss and GN Netcom/Jabra
  • Advisory board: experts from companies, universities and industry associations, including Fraunhofer Institut, Germany and Internationales Design Zentrum Berlin
  • 75 active contributors
  • 1500+ women from three continents surveyed on attitudes, views and evaluation of product and user-experience concepts

 

 

Participants
  • Initiator and project lead: design-people, Denmark
  • Aarhus and Aalborg University researchers with backgrounds in interaction design psychology, pervasive computing and user-centered design
  • Market analysis experts and product development experts from three Danish technology companies, Bang & Olufsen, Danfoss and GN Netcom/Jabra
  • Advisory board: experts from companies, universities and industry associations, including Fraunhofer Institut, Germany and Internationales Design Zentrum Berlin
  • 75 active contributors
  • 1500+ women from three continents surveyed on attitudes, views and evaluation of product and user-experience concepts

Key findings
  1. Most companies have a limited understanding of female business potentials within their sector.
  2. To attract more female customers, a company should make sure that its products and services:
    • contain a meaningful benefit story that tells her how this will improve her life.
    • are intuitive to use in everyday life.
    • make her look and feel right in social situations
  3. It is important to test concepts, products and communication with women according to these criteria.
  4. Women are a diverse group, but they share common values. Effective segmentation and a targeted approach are necessary to avoid stereotyping.
  5. Products and services created with an “inspired by women” benchmark tend to be more attractive to average men too.