By 2028 women will control nearly three quarters
(72%) of consumer spending worldwide.

 

– Boston Consulting Group, 2009

Womenomics

Around the world, women’s buying power is rising far more rapidly than men’s. This trend – known as womenomics – is rooted in women’s increasing access to education, better jobs and expanding influence in households, businesses and society. Yet numerous surveys confirm what most women know only too well: products and services are rarely created or marketed to satisfy their expectations. One reason is that women tend to be significantly under represented in tech development environment.
At design-people we focus on the preferences of women to create winning experiences for all users.

Female Interaction Research

To crack the code of female responsive tech innovation, design-people initiated the Female Interaction research project lasting from 2009-12. The project was co-financed by the Danish Business Authorities, enabling design-people to assemble a team of university researchers and experts in market analysis, interaction psychology, and user-centered design.

DOWNLOAD FACTSHEET

Inspired by women industry cases

Danfoss

FEMALE INTERACTION RESEARCH AND STRATEGY

The Danish company Danfoss is a global leader in indoor-climate solutions. Following our successful collaboration on award-winning product designs, Danfoss and design-people joined forces for a research collaboration about innovation culture and practices.

READ MORE

Microsoft

A SPECIAL BUSINESS MISSON FOR MICROSOFT

Creating better user experiences for all users is the utmost outcome of including a female focus in your innovation processes. Microsoft applies this new strategy, eyeing a $18 trillion business potential in more explicitly targeting their tech products at women.

READ MORE

Vertu

GIVING A WOMEN VOICE ON THE PHONE

The female-interaction team from design-people arranged interviews with well-to-do women in half a dozen countries. We used these interviews to analyze the innovation potential of female interaction for Vertu.

READ MORE

Toolbox

Based on substantial research we developed
tools that can help you to implement gender
know-how in your innovation and marketing.

FI guidelines

A comprehensive guidebook for practitioners in
product development and marketing with actionable
advise and inspiring case studies.

LEARN MORE ABOUT GUIDEBOOK

TUNA

Five Tech-user profiles with data on gender
can help you tailor your
new technology to specific market segments.

DISCOVER TUNA PROFILES

Inspired by women

design-people is an innovation and design consultancy with a strong focus on customer experience. We initiated the Female Interaction research project that brought together 50 specialists from different countries for more than 3 years. Since 2008 our teams have applied a gender lens in user studies, design- and communication to help our clients to advance their business based on target group understanding and design thinking – inspired by women.

Klaus Schroeder

Klaus Schroeder

Henrik Mathiassen

Henrik Mathiassen

Stine Vilhelmsen

Stine Vilhelmsen

Stine Lassen

Stine Lassen

Adnan Oprasic

Adnan Oprasic

Lotte Vinther

Lotte Vinther

What we offer

lectures icon
Inspirational lectures

Help your organisation to understand and act on the business potentials of Womenomics. Learn about gender & innovation guidelines and get inspired from industry cases.

Workshops

Our experts will make your team learn how to act competently on female and male user preferences in your business area – in product development and marketing.

consultation icon
Consulting

Our user insights-, design- and marketing teams are trained in translating male and female user preferences into innovation and communication that moves your business forward.

CONTACT US

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 & Design, Vertu

Contact

Join brands like Kenwood, Vertu, Logitech, Microsoft, Danfoss and Bang & Olufsen
and advance your business by applying a gender lens in innovation and communication.

design-people
Telephone: +45 70 22 64 62
CVR. 28855370
design-people.com

Klaus Schroeder
Strategy Director, CEO & Partner
ks@design-people.dk
+45 28 40 40 14

PARTNERS

Standpoint – Israel
Anat Katz-Arotchas
anat.katz@arotchas.com
+972 542 277 535