At design-people we believe in the value of field studies. We have 1000 hours of experience doing interviews and focus groups in many different countries and industries and we often combine these insights with data analysis and quantitative users studies around the globe.

In 2016 we conducted an international survey with 1200 respondents, resulting in a new segmentation tool for the consumer technology market, the Tech-user Navigation Profiles. One surprising finding pertained to gender differences in the category of wearable tech: 71% of smart watch users are men, whereas 55 % of smart band users are women. We wanted to understand why. So we followed up with a qualitative study.

Wearables for him and her thumnbnail

A guide to winning experiences
By way of ethnographic observations and semi-structured interviews with 8 male and female users of wearable tech, we were able to put together the report Creating winning wearables experiences – A study of female and male user preferences, which we offer you for free. The report presents the findings of the study as well as practical guidelines for the design of devices, apps, and communication.

Get your share of the market
We hope you’ll find these findings and recommendations helpful in getting your share of the booming wearables market. Hopefully, you recognize why we believe a user-centric and gender-responsive approach is effective – especially when technology becomes something you wear on your clothes and skin.

Creating winning wearables experiences
– A study of female and male user preferences

Our contribution
Contextual, anthropological user studies

Klaus Schroeder
Strategy Director, CEO & Partner
+45 27 11 60 36


B&O thumbnail

Bang & Olufsen is renowed world wide for the iconic design of it’s audio products – but still there was a missing link to make women love and buy B&O’s offerings.

Microsoft case

Being responsive to the different preferences of women and men can be a powerful driver of innovation. This insight is gaining traction with big tech companies, such as Microsoft.