female interaction
Woman holding VIFA speaker

THE WOMENOMICS TREND

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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.

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 statistics
womenomics china statistics
female interaction statistics mobile - Denmark
female interaction statistics mobile - Germany

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

— Boston Consulting Group

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

— Boston Consulting Group

FEMALE INTERACTION RESEARCH

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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. The team worked directly with the development- and marketing professionals of three major technology companies – Danfoss, Bang & Olufsen and Jabra. The research team worked with more than 1500 women and 300 men on three continents to investigate their attitudes and their relation to technology. And they responded to several new concepts developed by design-people’s innovation team.
The project used this research to develop guidelines and methods that can help companies not only to create innovative products and services that speak directly to women, but also to market them so they appeal to female values and preferences. The Female Interaction guidelines were published at international conferences and as a guide book (see below).

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. The team worked directly with the development- and marketing professionals of three major technology companies – Danfoss, Bang & Olufsen and Jabra. The research team worked with more than 1500 women and 300 men on three continents to investigate their attitudes and their relation to technology. And they responded to several new concepts developed by design-people’s innovation team.
The project used this research to develop guidelines and methods that can help companies not only to create innovative products and services that speak directly to women, but also to market them so they appeal to female values and preferences. The Female Interaction guidelines were published at international conferences and as a guide book (see below).

Jabra logo
Danfoss logo
B&O logo
Aarhus University logo
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KEY RESEARCH FINDINGS

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VIFA speaker Copenhagen
  1. Most companies have a limited understanding of female business potentials within their sector.
  2. To attract more female customers, a company should make sure that its products and services:
    – contain a meaningful benefit story that tells her how this will improve her life.
    – are intuitive to use in everyday life.
    – make her look and feel right in social situations
  3. It is important to test concepts, products and communication with women according to these criteria.
  4. Women are a diverse group, but they share common values. Effective segmentation and a targeted approach are necessary to avoid stereotyping.
  5. Products and services created with an “inspired by women” benchmark tend to be more attractive to average men too.
  1. Most companies have a limited understanding of female business potentials within their sector.
  2. To attract more female customers, a company should make sure that its products and services:
    – contain a meaningful benefit story that tells her how this will improve her life.
    – are intuitive to use in everyday life.
    – make her look and feel right in social situations
  3. It is important to test concepts, products and communication with women according to these criteria.
  4. Women are a diverse group, but they share common values. Effective segmentation and a targeted approach are necessary to avoid stereotyping.
  5. Products and services created with an “inspired by women” benchmark tend to be more attractive to average men too.

WHAT WE OFFER

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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.

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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.

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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.

“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 and Design, Vertu

“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 and Design, Vertu

TECH USER NAVIGATOR

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Make your tech products respond to female and consumer preferences by applying the “Tech-user Navigator” – five tech-user profiles that unveil attitudes, use- and buying patterns for emerging tech products and online services.

Get your free version

GUIDEBOOK

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The “Guidebook to a Female Interaction Strategy” summarises research findings, guidelines and cases for “inspired by women” innovation and communication in a comprehensive guide made for industry practitioners.

Order a guidebook

SELECTED CASES

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As female buying power emerges around the world – interacting competently with your prospective female buyers and users can make a huge difference for your business. Within tech innovation and -design, design-people is probably the one consultancy with the most extensive research know-how and industry experience in applying a gender lense – also to communication.

Some of our clients

Kenwood Logo
Oticon
Vertu
DANFOSS
Novo Nordisk
KONE logo
LG logo
Velux
Jabra
Nilfisk logo
Atlas Copco
B&O
MICROSOFT
houno logo
Ambu
VIFA
Kamstrup
Grundig