The Female interaction advisory group consists of representatives from the following institutions:

Danish Design Association DDA
International Design Center Berlin IDZ
Aarhus School of Architecture AAA
Copenhagen Institute of Interaction Design CIID
Danish Trade Organisation for Consumer Electronics BFE
Danish Design Center DDC
Network for user driven Innovation, NFBI

December 17th the advisory group met at design-people in Aarhus for an inspiring workshop day in snowy surroundings.
The goal for the meeting was to give insight and get feedback on the results of the Female Interaction project so far.
The members, being experts in related fields, could contribute with substantial feedback and advise. Findings from the Female Interaction theory phase and user driven methods applied in the user exploration phase were discussed intensively. The day was summed up with a feeback exercise where the advisory group members gave the project inspiration and ideas on the following issues:

• Projects, people and know-how that may contribute to making the Female Interaction project even better

• Communication platforms to expose the project findings

• Business potentials

It has been a challenging process to get in contact with female users of the case products from the participating companies. It has shown to be necessary to develop new process models for “female user studies” that evolve our experience and skills within user driven innovation.

A broader approach is practiced, where field studies and interaction exercises with the existing case products are supplemented with female user workshops, focusing on the value propositions of the case products and how they more general can create benefits for women.

The user studies, that are currently being carried out in the project, are not only focusing on the Danish market. The research team is now going  to both Norway and Germany in the search for female findings, concerning the case products.

Not more than a year into the project new knowledge is building up concerning how to implement user driven innovation when developing advanced electronic products for female users.

The project team is gathered to set focus on female values in the exploration and design process.

I order to develop new value centred design methods the case products are analysed according to the theoretical findings made in the first phase of the project, concerning the female approach to technology. The analysis bring forward interesting discussions and highlights central areas of interest, with respect for female values.

These analysis form the basis for an idea generation of new interaction concepts - called value fictions - that are to be used as a media to stimulate discussions in female user workshops. The purpose of the workshops is to engage potential users and thereby expand the design space to match female demands and desires.

As the female interaction project proceeds from theory phase to the user exploration phase, meetings are held with the participating companies GN Netcom, Danfoss and B&O.

The goal for the meetings is to discuss female interaction theory research findings and to coordinate which user exploration methods are to be applied on the companies’ case products: a mobile headset, a central climate control for private homes and a media entertainment system.

The user studies in phase 2 will focus on 3 types of female users:

- existing users, who already use the case product
- potential users, who might be able to benefit from

  the case products value proposition
- future users - in order to meet the demands on

  the market in the years to come

User studies will focus on finding situations where the case products have a (potential) benefit for the female users and opposite situations where the interaction with the product makes her feel uncomfortable. Value fictions are used to stimulate the user’s imagination on how future concepts may correspond with their values, needs and desires, and gives insight into motivations and possible barriers.

The project team meets to discuss the findings concerning men and women's respective approach to advanced electronic products. 

One by one the research team members present the team’s findings within specific fields such as: International female statistics, dimensions of gender differences, women and technology, gender specific product design and life style segmentation. Together the presentations form an inspiring framework of theoretical studies on gender differences.

The presentations are combined with exercises like "Which set of values has driven the development of the case products?".

Besides an overview of user driven methods is presented. Some of them will be applied in the coming project phases that concentrate on user studies and development of new - female - interaction design concepts.

As a next step, the theoretical findings will be gathered in a report and the user driven processes for the next phases will be coordinated with the research team and the three companies.

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The research team meets for further discussions on ideas for theory areas and to plan the theory phase. The theory (phase 1) should, together with the user studies (phase 2), facilitate the creation of an overall theoretical framework for the project as well as prepare the designers for phase 3 – the development of innovative interaction concepts for female users.

The prioritized areas in the theory phase:
Female values, fundamental biological gender differences that may relate to product interaction, female stereotypes and segments.

Further research areas:
Reference case products, gender-specific products and interaction concepts, female perception, pattern of gender roles and marketing, specific companies and their focus when developing electronics and when dealing with female users, female users as a target group.

All project partners meet again to create, discuss and prioritize ideas for focus areas in the theory phase. The scientists present their preliminary research, and the companies present their case products.
 

The project gets started with a workshop with participation of all project partners. Representatives from the Danish Enterprise and Construction Authority take part in the workshop. The focus of the workshop is to reach a mutual understanding of the project objectives, of individual intermediate aims and of mutual roles.

The project is approved as a research project co-financed by the Danish Enterprise and Construction Authority (DEACA). The project is focused on making advanced electronic products attractive and convenient to use for females – and for the rest of the world. The project has been initiated by design-people in collaboration with Aalborg University, Aarhus University, Bang and Olufsen, GN Netcom, Danfoss and Lindberg International. The project is one of eight projects chosen by DEACA among more than 70 applicants.

The female-interaction project has been financed by the DEACA programme for user-driven innovation. The objective of the programme for user-driven innovation is that of strengthening user-driven innovation in the private as well as the public sector whilst also contributing to a realisation of the vision that Danish businesses and public institutions are among the most innovative in the world.