Female Interaction af Rune Nørager, ITU, designpsykologi ApS

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

• 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

Mind

versus

Body

Software

versus

Hardware

Mind

versus

Heart

Pervasive and unfortunate dualisms in science and folk psychology

Gender

versus

SexBiological & physiological

Socially constructed


Equality versus similar


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Gender is a continuumdesign psychology T: 4041 4422 E : [email protected]© 2012 W : www.design-psychology.com

Female Male


Gender and culture: phenotypical constraints... a real man is a... ....and a real woman is a...


Gender and culture: social construction hypothesis


Women and men differ !

Gender scores calculated from the three discriminant functions from all anthropometric measures by gender and geographic region.


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.


Do you have a problem as well ? Consumer electronics


Gender perspective not new... in product design and marketing

MarketingPinking &shrinking

Physical differences

Social values

InteractionDesign


Apollo mission control approx. 110 persons 3 women / 2,7%

1969

Engineers at Fermilab approx. 120 persons4 women / 3,3%

2010

Admission numbers 2010... a marked gender bias

Electronics engineer

Computer science

Information technology

Dentist


Female Male


Female Male

Variability between majority of men and women is smaller than the variability of all men

Male

68% 68%


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


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.


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


CharactersPersonality

AgendaMood

Mind stateInterpersonal

RelationsNeedsDesires

Narrative...

Shape Colour

NumberGeomtric relations

DurationSize

Line textureTrajectories

Figure/ground...


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


EngineersProgrammers

Female Interaction may have a potential both in addressing the needs of women and the majority of men


Female Male

Gender is a continuum




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


Where does gender come from?

Cultural relativism Innate differences expressed and shaped through culture


Female Male

Gaming industry as aninteraction design case


Preference girls toysFine motor skilss

Verbal fluency

SystemizingLow central coherencePreference boys toys

Mental rotationAssertiveness


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


What about the social factor in World of Warcraft, e.g. guilds ?

Guilds: group of players (40 or more - up to 500)


Systemizing the social


Add on tools to calculate and administer character development


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.


... 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


Shopping for a trip to the summer house

We need a good dinner- steak

- red wine- sauce- snacks

...

What we might need- food

- cleaning utensils

...

Rejsebranchen

Rige narrativer om oplevelsesmuligheder

Instrumentelle tekniske specifikationer


Infrastrcuture of homes

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Water Heating

Alarm

?

Electricity


Indoor climate

SafetyResponsibility

High level (interpersonal)

narratives


Indoor climate

SafetyResponsibility

Health Pollen

Fresh airDecentral interaction

Rich interactionSocial well-being


Functional integration of photo & pictures

The picture as self referential object

The picture as supportive of her daily life


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


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


Social network services


Pew Internet and American Life Project




• 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).


Female & male Facebook picture styles


• 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

Female Interaction af Rune Nørager, ITU, designpsykologi ApS

Technology

Transcript of Female Interaction af Rune Nørager, ITU, designpsykologi ApS