Workshop on Gender

After 50,000 years of “modern human behavior” it’s safe to say that females and males, like all other species, are not just physically different. We are wired differently. That’s in evidence today by our markedly different attitudes and expectations when evaluating, purchasing and using products. In global studies conducted in design research we often see greater differences between the genders than between geographic locations.

The effect is tangible – companies in many fields, including housewares, consumer electronics, consumer packaged goods, hardware, sports equipment, healthcare and medical products, would benefit greatly if they could get better at clicking with females.

In many cases products are designed by men, for men. This practice takes place in disregard of a changing gender balances in many fields. It’s a systemic problem requiring females to adapt.

Traditionally male-oriented products such as medical, hardware and sports equipment suffer. Simply downsizing a product or offering color options is not an effective solution. But while it’s a problem, it’s also an opportunity.

In this workshop we will explore differences both physical and in attitude among a spectrum of genders. We’ll also look inwardly. The fields of design and engineering, historically, were developed by males. The way we design and engineer products is based on the way males would design and engineer products. Putting persons of other genders on a design or engineering team does not automatically make those projects gender-friendly. As more and more people enter these fields, we see diminishing tolerance for discrepancies and shortcomings in the work culture.

By the end of the workshop participants will have a better understanding of gender considerations in regard to:

• Establishing a strong relationship with a brand
• Instinct v. preconceptions
• The importance of “being understood”
• Inclusive design of physical products
• Attitudes towards products and services
• The breadth of factors considered when purchasing products
• The difference between features and benefits
• Conditions that may affect males and females differently (including factors such as arthritis)
• Application of these principles to design projects that participants may currently have underway.

To inquire about a workshop for your team, click here.