Agnete
Agnete first became fascinated by understanding ‘what women want’ in design while working on a project with Nike - Femme Den’s very first adventure. This opened up her eyes to the fact that the interpretation of what is truly valuable to women is largely lacking in the design world today. Along with the rest of Femme Den, Agnete has been on a mission ever since. Agnete is an Associate Director of Industrial Design...
Yvonne
A superhero flies far above the ground in the sky, sees mischief happening from a long distance away and swoops down to save a damsel in distress. Yvonne Lin is not a superhero. However, she possesses some of the same attributes. She uses X-ray vision to see past the surface layer into the hidden motivations, needs and desires. She rises high above the ground to see a problem in its entirety and to link seemingly unconnected issues ...
Erica
Erica’s curiosity is about what to make, why it matters and how to connect to the women’s market. She bridges design and strategy, specializing in uncovering deep desires and delivering on real needs for the elusive and influential female consumer. As an Associate Director at Smart Design and a founding member of the Femme Den, Erica sees each design challenge through the eyes of the consumer and pioneers new methodologies that...
Whitney
Whitney, a rough-and-tumble tomboy, first became interested in the ways gender impacts design when she learned that physiological differences lead women to have higher injury rates in sports. Now she has become passionate about understanding women and their unique perspectives, particularly related to health and wellness. A design engineer at Smart Design, Whitney crosses over into the insights and strategy division. She holds a...
Karena
Over her 12 year career in strategic marketing and client engagement, Karena has helped many organizations solidify their market leader position; from start-ups to established global entities. With a passion for design, she collaborates with clients and translates business challenges into opportunities for innovation. She’s inspired daily by her clients – leaders in consumer goods, automotive, technology, beauty an...
