Designing experiences for women

If you’re reading this, you’re probably male, since the majority of people in the web design field are men. But did you know that the majority of your user base is probably female? And are you sure you’re designing for them in a way that’s effective and not insulting or dismissive? Women are an important audience, and not one to be ignored. Understanding them and designing for them effectively is difficult, but it can be done.

Globally, women now make or influence 65 per cent of global consumer purchases. In the United States, they control 80 per cent of consumer spending. They’re the primary decision makers when it comes to adopting services, using online experiences, and purchasing products. They also dominate social media. 58 per cent of Facebook’s users are women, and 71 per cent of daily active users are women. Even if you have a product or site for men, women are likely influencing whether or not that product or site experience is adopted. That said, are you sure you know and understand women as an audience? Are you reaching them effectively? Do you know how and why behavior varies based upon gender? The solution to reaching a female audience is not “shrinking and pinking” your products or dumbing content down, but rather an understanding of how women engage with products and websites differently than men.

Struggling to understand women as an audience is nothing new. Consider the 1955 Dodge La Femme. In post World War II America, advertisers realised that more households were adopting two cars – one for the husband, and one for the stay at home wife. In an effort to reach this new market, Dodge created the La Femme, a car with a pink exterior and floral interior that came with matching lipstick, purse, rain cape and rain hat. The car was discontinued after two years, since women seemed to want what everyone else wanted in a car: function over frills.

Thank you for reading 5 articles this month* Join now for unlimited access

Enjoy your first month for just £1 / $1 / €1

*Read 5 free articles per month without a subscription

Join now for unlimited access

Try first month for just £1 / $1 / €1

The Creative Bloq team is made up of a group of design fans, and has changed and evolved since Creative Bloq began back in 2012. The current website team consists of eight full-time members of staff: Editor Georgia Coggan, Deputy Editor Rosie Hilder, Ecommerce Editor Beren Neale, Senior News Editor Daniel Piper, Editor, Digital Art and 3D Ian Dean, Tech Reviews Editor Erlingur Einarsson and Ecommerce Writer Beth Nicholls and Staff Writer Natalie Fear, as well as a roster of freelancers from around the world. The 3D World and ImagineFX magazine teams also pitch in, ensuring that content from 3D World and ImagineFX is represented on Creative Bloq.