Oplægget blev holdt ved InfinIT-arrangementet "Temadag om Female Interaction" afholdt den 19. september 2012. Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/stort_forretningspotentiale_i_teknologisk_udvikling.htm

1. Female Interaction
Infinit - 19. september 2012
Stine Mosegaard Vilhelmsen
Female Interaction project manager
Senior user experience designer
design-people

2. De danske kvinders forhold til teknologi
4 kvindelige teknologi profiler
Kvantitativ undersøgelse 29% 30%
web & telefon interviews Organiser Young
commu-
nicator
227 danske kvinder
18-60 år
Klyngeanalyse 24% 17%
4 klynger Aesthetics Traditionalist
aware

3. 4 kvindelige teknologi profiler
Organiser
“Technology as a tool”
Young Communicator
Benefit oriented “Network and
communi­cation oriented”
Systematic
Community
Tech-love Age: 40-60 Individualism
29% 30% Age: 18-25 Communication
24% 17%
Aesthetic Aware
“Seeks identity Traditionalist
through aesthetics”
“Technology scepticism”
Tech accepting .
Administration
Aesthetics
Age: 25-40 Technology scepticism
Age: 40-60
Female Interaction Strategy I 2012 I design-people.dk

4. Tre case produkter
Jabra JX2 Beosound 5 Danfoss link
Bluetooth headset Digital music for the home Central, wireless indoor climate control
Female Interaction Strategy I 2012 I design-people.dk

5. Bang & Olufsen
musik i private hjem
Case
Female Interaction Strategy I 2012 I design-people.dk

6. Bang & Olufsen case produkt
BeoSound 5
Female Interaction Strategy I 2012 I design-people.dk

7. Kvindelige teknologi profiler
Bang & Olufsen
40-60 years
25-40 years Traditionalist
Aesthetics Aware ”
”Technology scepticism”
aesthetics
”Seeks identity through
Administration
Aesthetics Technology scepticism
Tech accepting
40-60 years
18-25 years
Young Communicato Organizer
”Networking and co r ”Pursues benefits in technology”
mmunication oriented
”
Benefit oriented
Community Organization
Individualism
Tech-love
Communication
Female Interaction Strategy I 2012 I design-people.dk

8. Bruger research
Direkte brug af caseprodukt
Værdier og emotionelle aspekter i relation til musik i private hjem
Musik i
private
hjem
Female Interaction Strategy I 2012 I design-people.dk

9. Bruger & potentiel bruger research
Bang & Olufsen
Værdsætter et dedikeret musiksystem
Enkelt, æstetisk, let at anvende og opsætte
Vigtigt at dele musik med andre
Social kontakt
Opdateret på ny musik
Inspiration er vigtig
Mennesker i fokus
Skabe og drage omsorg for situationer
Ikke forstyrre sociale situationer
teknologi i baggrunden
Situative behov skal tilgodeses Musik i
Fleksibel og nem adgang
private
Kontrol over situationer hjem
Female Interaction Strategy I 2012 I design-people.dk

10. Social music experience character - based on the “aesthetic aware” & “organizer” profiles
Lisa McKinney, 42 years
Lisa is an editor dealing with her interests in
culture, art, design and architecture.
She lives in a large high-end apartment with
her 14-year-old daughter.
Her home is feminine and decorated with
quality and designer interior.
Lisa often hosts dinner parties but she rarely
cooks herself.
She is a busy woman and dinner often consist
of take away food from the local Italian
She takes good care of herself and tries to live
a healthy lifestyle with yoga and wellness
In the morning coffee-to-go is essential for a
good start.
Female Interaction Strategy I 2012 I design-people.dk

11. Bang & Olufsen case
Social music experience
Social musik oplevelse
Dedikeret musik system
diskret teknik
Ét musiksystem - nem adgang overalt
Fleksibel og situativ tilpasning
Female Interaction Strategy I 2012 I design-people.dk

12. Bang & Olufsen case
Social music experience
Female Interaction Strategy I 2012 I design-people.dk

13. Effekt
Female Interaction Strategy I 2012 I design-people.dk

14. International web panel feedback
and men
How do women respond...
840 respondents: 1/3 men - 2/3 women
7 Countries: Denmark, USA, Germany, Japan, Poland, Italy and Brazil
Scenario based concept test - web survey
Female Interaction Strategy I 2012 I design-people.dk

15. The presentation of the concepts have changed
the opinion about the use of the product
10
6,9
6,2 6,4 6,4
5 5,8 5,6
5,2 5,3
1
Tunecase danfoss Noi LIWO Sound around
Female Interaction Strategy I 2012 I design-people.dk

16. Women are very positive towards the new music system
but at the same time it still appealed to men
10
7,9 8,1 8,1 8,0 8,1
7,3 7,2 7,3
7,0 7,0 6,9 7,0
6,2 6,2
5
1
With the I consider The new I like the The new With the new With the
new music the new music system compact music system music system music
system I can music looks easy aestetic style looks I can listen to system I
be social and system to operate convenient music in any can have a
share music flexible in technique situation sublime music
with other experience
Female Interaction Strategy I 2012 I design-people.dk

17. Female
Interaction
proces
Female Interaction Strategy I 2012 I design-people.dk

18. From user understanding to
female driven user experience
- and product concepts
Holistic female User experience
user experience Situation-driven User feedback & visualisation &
analysis ideation framing testing
1 2 3 4 5 6 7 8
Overall framing of Framing - Inno- Theme and Scenario driven
user- and concept vation vectors & concept framing interaction- and
focus desired experi- product design
ences
Female Interaction Strategy I 2012 I design-people.dk

19. Female Interaction proces og metode
• Værdi baseret
Female Female
• Holistic tilgang functions aesthetics
& benefits
• Scenarie baseret
Female
• Mellemmenneskelige relationer values
• Fokus på emotioner
Female Female
• Benefit orienteret communication interaction
& service
• Fokus på motivation
Female Interaction Strategy I 2012 I design-people.dk

20. Female Interaction toolbox
Guidebog
Female Interaction Strategy I 2012 I design-people.dk

21. Female Interaction toolbox
Female Interaction principper
11 Easy to operate matters
they
When women buy new elect
ronic devices, the fact that
ate is a highly valued para
m-
are easy to use and oper
1
be a common assumption;
eter - contrary to what seems to s.
etical parameters in electronic
that women only look at aesth r-
of use” as of much higher impo
In fact women regard “ease
Consider her body tance than aesthetical param
eters such as colour, shape and
and ergonomics material.
When working with women don’t forget the obvious:
Women are built differently to men, in physical
3 Motivatiodiffmatterss in motivations
appearance as well as internal. Items proportioned
for men and then scaled down to fit women don’t nec-
essarily fit.
n
erence
- gender not perform
nical performance, but may
same qualifications for tech ology is designed with men in mind not
Men and women have the n. A lot of techn
s interaction
female obvious or straightforward for one person (i.e. a male
lack the motivatio
equally because women
they seek. What seembased innovation by design-people
offering women the benefits
research
er (i.e. a female user). we
engineer) migh t not seem as obvious to anoth equal abilities to operate tech products it does not mean
and women share female interaction
In other words, although men technology. research based innovation
by design-people
are equally motiv ated to engage ourselves in
when develop-
facturers had them in mind
consumer electronics manu
“Only 1% of women thought
ing products.”
iation, CE.ORG 2004.
Consumer Electronics Assoc
=
female interaction
research based innovation
by design-people
Female Interaction Strategy I 2012 I design-people.dk

22. Female Interaction toolbox
Female Interaction metoder
SI TUATI V E
ideation
I D E AT IO N W
OR K S HOP
GOAL & OUTP
UT
The method allow
s for the
VATI ON generation of a lar
FE M A LE IN NO
OR K S HOP
ge
of ideas with a lar number
K IC K-O F F W
ge group
start-up of people in a sho
rt period
of time. Designed
as
interdisciplinary an
ac
important stakeh tivity, all
old
involved in the wo ers can be
rkshop, together
prioritizing ideas
relevant to the
project.
UT
GOAL & OUTP
rkshop is to
The goal for the wo
ts insight
give the participan
nciples and
into the basic pri female interactio
diversity. It n
potentials of gender
e exploration
research based innov
ation by design-peo
also introduces som
ple
version 01
thods where
and innovation me
n principles are
Female Interactio
c case products.
applied on specifi
n
female interactio
research based innova
tion by design-peop
le
version 01
Female Interaction Strategy I 2012 I design-people.dk

23. www.femaleinteraction.com
www.design-people.dk
Stine Vilhelmsen
Female Interaction project manager
Senior user experience designer
design-people
Female Interaction Strategy I 2012 I design-people.dk

24. P
r
t t des odu
From a male bias in epmen ig
p
deve onc
ct
n
lo
tech industries ...
C
Female
... to a female user
user
experience driven experience
M a nd s
strategy
n
a
i
rke
t ct n
ale ing
o
ra
s Inte esig
d
Female Interaction Strategy I 2012 I design-people.dk

25. Female interaction case process
Wireless and hand-
sfree communica-
tion
Gender research Value proposition User exploration di- Analysing findings
rect use Framing
basic values
Trådløs og håndfri kommunikation
Koncept
A Beskrivelse
Koncept A består af en mobiltelefon med en integreret øredel.
Øredelen er trådløs og kan sættes i øret.
Øredelen bruges til trådløs og håndfri samtale og indeholder både
højtaler og mikrofon.
Telefonen kan fungerer som en normal telefon også selvom øredelen
ikke er sat i.
Øredelen er klart til brug allerede ved køb og behøver derfor ingen
yderligere sammenkobling med telefonen.
Øredel og telefon er et integreret produkt og på telefonens display ses Trådløs
også statusmeddelelser for øredelen. og hånd
Konce
fri kom
munikatio
B
n
Telefon og øredel oplades samlet med én oplader.
Trådløs og håndfri
Telefon og øredel købes som en samlet pakke, hvor du normalt køber
pt
kommunikation
Koncept
B
din mobiltelefon.
Scenar
1
ie 5 -
Til mø
de - Filtr
ering af
opkald
Beskrivelse 2
3
Koncept B består
af en base med
taske osv. en øredel som kan
sættes fast på tøj,
Base og øredel bruges Ditte skal
og mikrofon. til håndfri samtale til mød
og indeholder både højtaler e.
Hun står
Dette koncept fungerer på bluse udenfor mød
elokalet,
sammen med den opkald n. Hun indst Ditte sidde
mobil du allerede fra sine iller den basen sidde placeret r til mødet
Basen placeres f.eks. har. børns til
børnehav kun at lukke
r på bluse med base
på tøjet -­ ved samtale e igenn n. n diskr
og sættes i øret. løsnes øredelen em. et
Ledningen er synlig fra basen 4
eller sammenrul når Susanne
let i basen når øredelen øredelen er i øret, og usynlig fra børn
er i basen. -­ ehaven
ringer til Ditte
Basen og øredelen
laves så lille som ...
mulig. Mødet
er i gang
og Ditte
Ditte ved s base
“ringer”
at det diskret.
må være
5 fra børn
ehaven.
6
Ditte ‘klem
mer’ let base
Basen n på bluse
hold n.
ventefunkt er op med
ionen at ringe Susanne
er aktiv og viser modtager
eret. at
en besk
“Hæng ed fra
lige på Anne :
- jeg er
der om Ditte unds
2 sekun
der” “jeg er kylder
lige overfor
udenfor. nødt til at tage de andre til
den her” mødet
og går Ditte besv
arer opka
ldet.
Concepts #1 User test User experience act Concepts #2
out
Female Interaction Strategy I 2012 I design-people.dk

26. ... implement a
female interaction strategy
P
r
t t des odu
epmen ig
p
deve onc
ct
n
lo
C
Female
user
experience
M a nd s
a
on
i
rke
t ct n
ale ing ra
s Inte esig
d
Female Interaction Strategy I 2012 I design-people.dk