This is a slidecast of Femme Den: Where Do We Go From Here?, a presentation at the Contemporary Arts Center. The CAC asked Femme Den Co-founder, Erica Eden, and Senior Design Strategist Nathaniel Giraitis what's next for the superstar design group. They talked about the core of Femme Den’s approach, how it’s evolving and how this revolutionary design group influences the sex game. The Femme Den has been pushing the design industry to think about sex and gender. As a result, the Femme Den and the studio that houses them (Smart Design) work with major brands such as Nike to reconsider how they design products for both male and female consumers. 'Where Do We Go From Here?' is a speaker series inviting global game-changers to the Contemporary Arts Center to answer one question: Where do we go from here? There are no other rules. Each one is different and each one gets you thinking. This is what contemporary art can do. This is where the curious come out to play. Open to the Public. FREE with CAC admission Dhani Jones: November 19, 2010 Andrew Maynard: December 11, 2010 Femme Den: January 24, 2010 Michael Edson: March 7, 2010 Paul Polak: TBD

1. contemporaryartscenter . org where the curious come to play

2. Femme Den: Where Do We Go From Here? January 24, 2011

3. Femme Den Co-founder, Erica Eden Senior Design Strategist, Nate Giraitis

4. “ Design is about people, not things”

15. 60 years later…

19. Today 1940s 1950s 1960s and 1970s Early 1900s Women have evolved, products have not kept up 1980s and 1990s

20. Industrial Design originated from a male point of view % 15

21. Women are the world’s largest opportunity Source: Harvard Business Review – September 2009 Women spend $20 T annually China $5 T India $1 T

22. of women said they thought CE manufacturers had them in mind when developing products. - Consumer Electronics Association (CEA) 2004 % 1

23. Save good women from bad design

24. Femme Den case study: Endura Scrubs

25. Femme Den case study: Nike Imara watch

28. What’s Next?

30. The market wasn’t under-served… It was presumed-to-be-served .

31. It’s about designing for people who aren’t you

32. We are wired to be empathetic

36. LG designs for culture & religion

37. LG designs for culture & religion

38. Smart Design case study: Designing for mass market

39. Smart Design case study: Designing for mass market

40. Smart Design case study: Designing for mass market

41. Smart Design case study: Designing for sub-culture

42. Smart Design case study: Designing for sub-culture

43. Smart Design case study: Designing for sub-culture

44. Smart Design case study: Designing for sub-culture

45. Smart Design case study: Designing for ability

46. Smart Design case study: Designing for ability

47. [pill sorter] Smart Design case study: Designing for ability Realization: need an emotional/mental solution that makes them feel confident and in control (that happens to be ergonomic)

48. Can you empathize?

49. Put yourself in other people's shoes Consider a value system that isn’t your own Relate to someone you don’t understand

50. THANK YOU!

51. contemporaryartscenter . org Where Do We Go From Here? This speaker series invites global game-changers to answer one question: Where do we go from here? There are no other rules. Each one is different, each one gets you thinking. This is what contemporary art can do. This is where the curious come out to play. Dhani Jones Nov 19, 2010 Andrew Maynard Dec 11, 2010 Femme Den Jan 24, 2011 Michael Edson Mar 7, 2011 Paul Polak TBD