female interaction af rune nørager, itu, designpsykologi aps
DESCRIPTION
Oplægget blev holdt ved InfinIT-arrangementet "Temadag om Female Interaction" afholdt den 19. september 2012. Læs mere om arrangementet på http://www.infinit.dk/dk/hvad_kan_vi_goere_for_dig/viden/reportager/stort_forretningspotentiale_i_teknologisk_udvikling.htmTRANSCRIPT
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Female interactionHow women naturally see it differently:- The psychology of gender related to interaction design
Infinit19. september 2012
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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• Rune Nørager - +45 4041 4422 - [email protected]
• MSc., PhD., design psychology
• External associate professor, IT-University Copenhagen
• Design- & interaction psychologist
• design psychology: B2B, pharma & medico, production, consumer, finance, architecture, female-interaction
ResearchWhite papers
Process facilitationInnovation vectoringTeaching & seminars
User experience testingUser research & profiling
Concept & product reviews
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Mind
versus
Body
Software
versus
Hardware
Mind
versus
Heart
Pervasive and unfortunate dualisms in science and folk psychology
Gender
versus
SexBiological & physiological
Socially constructed
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Equality versus similar
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Genotype and phenotypedesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender and culturedesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender and culture: phenotypical constraints... a real man is a... ....and a real woman is a...
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender and culturedesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender and culture: social construction hypothesis
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Women and men differ !
Gender scores calculated from the three discriminant functions from all anthropometric measures by gender and geographic region.
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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The results demonstrate a strong separation between men and women with all samples and measurement sets providing at least 96% accuracy in gender prediction. In addition, all regions consistently showed a strong contrast between hip breadth and other measures. This means items proportioned for men but perhaps scaled-down will not necessarily fit women and that .this issue is not limited to any one country but probably exists throughout NATO.
The demonstrated contrast of the hip size with the other body proportions is an important issue for many apparel items including flight suits, cold water immersion suits, anti-g suits, and other protective suits because it means that a coverall or lower-body garment proportioned for men will likely not fit women. If a male proportioned suit is scaled down to fit a woman’s stature, shoulder or upper chest circumference it will likely be too tight in the hips. This means if protective equipment is not specifically designed for women, women’s safety for military operations could be jeopardized.
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Do you have a problem as well ? Consumer electronics
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Gender perspective not new... in product design and marketing
MarketingPinking &shrinking
Physical differences
Social values
InteractionDesign
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Apollo mission control approx. 110 persons 3 women / 2,7%
1969
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Engineers at Fermilab approx. 120 persons4 women / 3,3%
2010
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Admission numbers 2010... a marked gender bias
Electronics engineer
Computer science
Information technology
Dentist
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Variability between majority of men and women is smaller than the variability of all men
Male
68% 68%
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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However...1% of women thought consumer electronics
manufacturers had them in mind when developing products.
Consumer Electronics Association, CE.ORG 2004.
EngineersProgrammers
EmpathyHigh Central coherence
SystemizingLow central coherence
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Happé, F. (1999) ‘Understanding assets and deficits in autism: why success is more interesting than failure’, Spearman Medal Lecture, The Psychologist, vol. 12, no. 11, November 1999
The nature of the (extreme) male mind thinking style compared to female thinking style
Central coherence theory...tendency to process information in
context for gist, i.e., the human people relevant discourse
...pulling information together for higher level global meaning, often at the
expense of detail.
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Happé, F. (1999) ‘Understanding assets and deficits in autism: why success is more interesting than failure’, Spearman Medal Lecture, The Psychologist, vol. 12, no. 11, November 1999
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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CharactersPersonality
AgendaMood
Mind stateInterpersonal
RelationsNeedsDesires
Narrative...
Shape Colour
NumberGeomtric relations
DurationSize
Line textureTrajectories
Figure/ground...
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Anything can be systemized
Simon Baron-Cohen*, Jennifer Richler, Dheraj Bisarya, Nhishanth Gurunathan and Sally Wheelwright: 2003
Even in psychology...
- Cognitive therapy
- Interpersonal therapy - corrective emotional experiences
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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EngineersProgrammers
Female Interaction may have a potential both in addressing the needs of women and the majority of men
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gender is a continuum
EmpathyHigh Central coherence
SystemizingLow central coherence
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Educationwork, identity
(abilities)
Play, games, free time, leisure, motivation
(interests)
Passive recipients... the products are ok it’s cultural dynamics
Active agents... maybe the products don’t fundamentally fit
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Where does gender come from?
Cultural relativism Innate differences expressed and shaped through culture
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female Male
Gaming industry as aninteraction design case
EmpathyHigh Central coherence
Preference girls toysFine motor skilss
Verbal fluency
SystemizingLow central coherencePreference boys toys
Mental rotationAssertiveness
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20% women - 80% men
Dedicated player (non-casual)
Game DNA: “...exploring the landscape, fighting various monsters, completing quests, and interacting with non-player characters or other players.”
“Much of World of Warcraft play involves questing.”
“Quests commonly involve killing a number of creatures, gathering a certain number of resources, finding a difficult to locate object, ... delivering an item from one place to another.”
“As characters become more developed, they gain various talents and skills, requiring the player to further define the abilities of that character.”
Clear mission goals and objectives. Rule based, controlled, improvement & character enhancement
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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What about the social factor in World of Warcraft, e.g. guilds ?
Guilds: group of players (40 or more - up to 500)
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Systemizing the social
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Add on tools to calculate and administer character development
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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60% women -40% men
Casual players
Game DNA: “ The Sims is a strategic lige-simulation computer game.”“Instead of objectives, the player is encouraged to make choices and engage fully in an interactive environment.”
“ The only real objective of the game is to organize the Sims' time to help them reach personal goals.”
“Needs govern the overall moods of the sims. If the needs are not fulfilled, the sims can become grumpy and unwilling to obey certain player-directed commands, particularly ones that do not fulfill the depleted needs in question.” ..empathy.. !
“The Sims technically has unlimited replay value in that there is no way to win the game, and the player can play on indefinitely. It has been described as more like a toy than a game”.. open ended narratives.
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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... i.e. female players actively negotiate the intended game dynamics to fit their own motivations (in open ended games...).
“Furthermore, a group of women players whose engagement with the game is characterized by creation and sharing of new and altered game content, the skinning of it, appears interesting since the women skinners resist traditional gender roles by taking active, productive positions towards the game.”
Note !
Playing The Sims 2 Hanna Elina Wirman, 2011
Women are active agents that make choices based on their temperaments, abilities and desires. However, with regard to products like computer games they are not in a “high choice situation”, i.e. not a whole lot to chose from with regard to their preferences.
Computer games and sex differencesJames Woudhuysen, 2006
Shopping cart metaphor
No real choice
Change the game
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Shopping for a trip to the summer house
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We need a good dinner- steak
- red wine- sauce- snacks
...
What we might need- food
- cleaning utensils
...
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Rejsebranchen
Rige narrativer om oplevelsesmuligheder
Instrumentelle tekniske specifikationer
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Abstract products to narrative contextualizationdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Infrastrcuture of homes
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SystemizingLow central coherence
EmpathyHigh Central coherence
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Water Heating
Alarm
?
Electricity
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Water Heating
Alarm
?
Electricity
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Indoor climate
SafetyResponsibility
High level (interpersonal)
narratives
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Indoor climate
SafetyResponsibility
Health Pollen
Fresh airDecentral interaction
Rich interactionSocial well-being
design psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Female interaction designdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com
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Functional integration of photo & pictures
The picture as self referential object
The picture as supportive of her daily life
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Megapixels
Zeiss optics
Memory card
Firewire
Father Brother
Boy friend
Female shopping of digital consumer products
Based on survey at Aalborg University, Department of communication
Shopping checklist
What to
chose
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Computation & digital storage
Laser technology
Healhtcare technology
Sylvie Kerger, Romain Martin, Martin Brunner. How can we enhance girls’ interest in scientific topics? British Journal of Educational Psychology
social, people, society performance, machines, system
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Social network services
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Pew Internet and American Life Project
Social network services
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Social network services
• Women tend to use SNS more than men and differently - e.g. have more friends and tag more images
• More social purposes
• Women tend to use more affiliative language, i.e. the social emotional side og talk
• Men tend to use more assertive language, i.e. the referential side of talk
Pew Internet and American Life Project
Thelwall, M., Wilkinson, D., Uppal, S. (2009). "Data mining emotion in
social network communication: Gender differences in MySpace". Journal of the American Society for Information Science and Technology (in
press).
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Female & male Facebook picture styles
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• Rune Nørager - +45 4041 4422 - [email protected]
• MSc., PhD., design psychology
• External associate professor, IT-University Copenhagen
• Design- & interaction psychologist
• design psychology: B2B, pharma & medico, production, consumer, finance, architecture, female-interaction
ResearchWhite papers
Process facilitationInnovation vectoringTeaching & seminars
User experience testingUser research & profiling
Concept & product reviews