the future
in designing
for the sex(es)UX Scotland. 2013
Cathy Wang. @cathycracks
the beginning
more than a tree
@frogdesign
about frog
We are 1,100 of the world’s best designers, strategists,
researchers, and technologists.
San Francisco
Seattle
Austin
New York
Amsterdam
Milan
Munich
Kiev
Shanghai
Johannesburg
5
We are passionate about
bringing to market
meaningful solutions
designed to advance the
human experience.
6
gender-specific
marketing
http://www.jeongmeeyoon.com/
“Block up to 99% of UV rays, women can drive to the
grocery store confident that they are not increasing
their chances of wrinkles.”
http://www.honda.co.jp/Fit/webcatalog/type/shes/
sexist or culture?
the man your man
could smell like
https://www.youtube.com/watch?v=owGykVbfgUE
buy v.s. shop
Women account for 85% of all consumer
purchases including everything from autos to
health care.
http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/
DINK
noun. Double Income No kids
http://atlantisevents.com
target audiences
Female Male LBGT
‘Because I’m a Girl’ campaign that promotes
sponsoring a girl to receive proper education
in a developing country.
Facial Recognition
Culture v.s. Behavior
the projected self
verbal
7%
non-
verbal
55%
55% 38%
7%
paraverbal
38%
Silent message - Albert Mehrabian(1971)
a behavior, even a non-behavior,
is a communication
“One cannot not communicate.”
- Paul Watzlawick
reconstructed.
remapped.
reinvented.
leadership
women in leadership
Understanding your male
ego: become a better
leader.
? “I guess I can understand why people would
call me an asshole.”
- David Brent.
“this approach prepares white men to deliver
better results, by building more effective
relationships with black employees and
customers.”
How to work successfully
with black colleagues and
customers
bridge the gap.
don’t widen the gap
Past Now Future
Gender Emotion
As designers,
we design for human behavior,
on top of our understanding of culture.
1 Boundaries
2 Identities
3 Complexity
the gender future
Gender Boundaries
will breakthrough our conception of emotional
roles and landscape
Gender Identity
will be transformed to our likings
Gender complexity
will become normalized and more of a casual
lifestyle choice.
designing without
gender baseline
If finding true love were an exact science,
we wouldn’t need matchmakers, single
bars, or of course, online dating services
http://www.nytimes.com/2010/02/07/business/07stream.html?_r=0
let’s get physical
http://www.nytimes.com/1998/06/09/science/studies-explore-love-and-the-sweaty-t-shirt.html
sex, is survival.
1 emotion driven goals
2 outsourced interaction
3 empathic design
to keep in mind..
emotion driven goalsthe least painful path
http://news.bbc.co.uk/1/hi/scotland/highlands_and_islands/8004769.stm
outsourced interactionphysical. digital.
http://www.frogdesign.com/work/girl-effect.html
empathy servicespain & gain
http://www.frogdesign.com/work/girl-effect.html
what gender?
thank you.UX Scotland. 2013
Cathy Wang. @cathycracks

The Future in designing for the sex(es)