Femme Den, said the host introducing Erica on the video, “is a group inside Smart that focuses on women, as consumers, as final users but also as designers. [...] They look at women as a departure point for an ‘extended usership’ project. Extended usership is when you look at a minority that might have some kind of setback like being a woman and you decide to actually take that as a departure point for the design process to be used by everybody.”
Why is gender important? Smart Design’s Femme Den explores the gap between assumptions and realities about women. As practicing designers, they apply new ways to design for the elusive women’s market. To create products and experiences that women love, designers must better understand their lives, as well as their clients’ objectives and perspectives. Femme Den co-founder Erica Eden will discuss methodologies to meet the needs of, and effectively communicate with, these three interconnected groups.