The Warmer Side: The Femme Den introduce key design insights to CES audience
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CES audiences were treated to some new thought-provoking insights from Smart Design’s Femme Den at their presentation on January 9, 2009. Moderated by Linda Tischler of Fast Company and presented by two of Femme Den founding members Erica Eden and Agente Enga, the session introduced a new way of thinking about design from a woman’s perspective, especially in the consumer electronic space. (Read more on Linda Tischler’s blog and see Femme Den’s favorite new products at CES at Fast Company.)
According to a 2004 report by the CEA, only 1% of women reported that consumer electronics manufacturers consider their needs. Perhaps this has moved up to about 5% today... not much better. Erica Eden explains, “Women represent the world’s third largest economy, and buy or influence 80% of all purchases of goods and services. The women’s market is a huge business opportunity, but CE companies aren’t connecting with their real needs. We hope to change that.”
The two spoke candidly about the consumer electronics industry’s need to get in touch with its feminine side if it wants tap into this huge business opportunity to reach the underserved female consumer. Based on extensive research, one of their key suggestions is designing with ’Warmer Values’. Traditionally, tech products are created with ’Colder Values’: male-oriented engineering-driven design, feature overload and machine-like styling.
Warmer Values represent a more holistic design approach that views tech products (or any product for that matter) through the lens of:
- how it fits into her life
- how it affects the people in her life
- how new technology must have a reason for being
- how the product creates personal meaning
Incorporating these values into the design of electronics geared for women will ultimately provide better products overall — and ones that appeal to everyone.
As an continuation of the thinking behind their original white paper on designing for women, the Femme Den’s new research and exploration of what it takes to successfully appeal to women are piquing the interest of the business community, the design world, the media and consumers alike.
Media highlights include:
Fast Company’s Linda Tischler blogs about the Femme Den and CES on “Design of the Times”.
...“why is it that manufacturers still can’t seem to crack the code on designing consumer electronics for women? That was the topic that two designers from Smart Design’s Femme Den, Erica Eden and Agnete Egna, tackled at a panel I moderated at CES. ”
Matt Hamblen writes in Computerworld:
...“It’s not just about pink. Designers of consumer electronics products need to go far beyond pink or purple cases for holding cell phones or laptops to appeal to female customers, a panel of designers told an audience at the International CES trade show.”
Lindsay Holloway blogs on Entrepreneur.com “The Daily Dose”:
...“Part of my Friday (day three of CES) was spent learning the differences between girls and boys. I know, it doesn’t sound very revolutionary or even relevant, and I’m sure you think the differences are pretty obvious. But deeper than those—and pertinent to consumer electronics—are the differences in their buying habits.”