putting people first

by experientia
by experientia
23 June 2009

Do women need special cell phones? Deutsche Telekom says yes

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putting people first
by experientia

Woman's phone
In an article with a very stupid illustration, MobileCrunch reports on a short story that appeared in the German version of Technology Review, which states that Gesche Joost, head of the Design Research Lab of Deutsche Telekom Laboratories, says “making things small and pink is not enough”.

“According to Gesche Joost […], cell phone manufacturers do need to distinguish between the specific needs of men, women, young and elderly people.

Her research has shown that women in particular put emphasis on privacy and look for cell phones that allow them to get contacted by a certain group of people (family, friends, etc.) but by nobody else. Another feature is micro communication. Joost claims that her work has shown that especially young girls want services like Twitter to be installed on their cell phones. A third factor asked for (especially by women with families) is the possibility to organize multiple tasks at the same time just by using the cell phone.”

Luckily a much more detailed synopsis of the actual research itself is also available, in English even:

Woman’s Phone
Exploration of female needs towards information and communication technology (ICT) based on a participatory design process; development of new services and products for female customers in ICT.
Project Partners: IxDS Berlin, T-Mobile International, Product Design Center DTAG, EAF (Europäische Akademie für Frauen in Politik und Wirtschaft)

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We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

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