Danfoss and design-people promote female driven innovation
Join the Danish Design Association's event
Join us in Kolding on December 4th to hear how female-driven innovation can strengthen your business potential – and how we're helping Danfoss develop successful products by using the experience of female users as a benchmark.
For more information click here
Deeper user understanding leads to better care
Pressalit – Care PLUS
Pressalit is a global player within toilet seats and care products for disabled people in both private and public settings. Pressalit turned to design-people to better understand what disabled users and their caregivers needed from a new bathroom product range.
Based on extensive user research, we held process and concept workshops with the Pressalit development team. The outcome was our recommendations for visualizing future products as full-scale concepts, e.g.:
Make users more comfortable by introducing a softer look and feel to the surfaces that come in contact with their bodies.
Make the operation of adjustable features easier to understand through visible and ergonomic design of handles – while integrating branding elements at the same time.
Now Pressalit has released their new Pressalit Care PLUS series, a new product line based on design-people’s recommendations and concept ideas.
"design-people has helped us to better understand our users’ motivations and barriers, and they have used the insights to develop a user-friendly new product concept for our care division. This concept is the foundation for our successful new Pressalit Care PLUS series."
business development director, Pressalit
Services: user research, people-driven process, innovation potentials
What she wants
Exploring female users with Logitech
Which elements of your user experience and design do women appreciate – and what do they dislike? And how does that compare to competitors’ products?
These are questions that our Female Interaction® team explored for Logitech, utilizing one of their key products as a benchmark.
We began by interviewing a cross-section of women and situating them with respect to Logitech’s segmentation model and our own profiles of female tech users. Then we mapped the participants’ real life experience and usage patterns with the benchmark product. In our user experience lab, we analyzed how they interacted with it and how they responded to individual design features.
Moving from user insight to innovation
After ranking Logitech with their competitors and evaluating women’s experience of Logitech offerings, our team drew up recommendations and developed ways to innovate in the areas of user experience and product design – ways that would address the female preferences we had identified.
Our innovation and design team then elaborated concepts that showed how Logitech could translate this innovation potential into new product ideas and design features. And finally, to multiply the benefits of our analysis, we shared our findings at company headquarters in Switzerland and transmitted the presentation live to product teams in Ireland and the US.
A great start for helping Logitech tap into the power of the emerging female economy.
Keywords: user exploration, innovation potential
Getting inside your user’s head & heart
Our user experience test lab
The mental and emotional space of the person who uses your product – or thinks of using it. No place is more important when it comes to good design. But how do you get there?
The user-experience test lab at design-people gives you several paths:
• Focus group interviews. Discover what target users expect, think, do and feel when we bring 5–8 of them together in one place.
• Product usability tests. Gain first-hand knowledge of how users interact with a prototype or existing product.
• Software usability tests. Ensure your app, website or software is user-friendly. We track not only keystrokes but finger movements to help you get it right.
• In-depth tests and interviews. Get to know your users inside-out, including their desires and concerns, their motivators and turnoffs.
• Partner interviews. Develop a more nuanced picture by pairing target users who have divergent viewpoints.
• Field studies. Obtain information on real-life product experiences.
Our user-research team is expert at every step of the process – from recruitment and the development of test materials to analysis. We also offer remote monitoring, so you can follow along as tests and interviews unfold.
And the user experience lab at design-people is portable, so we can bring all these techniques to your facilities. Or anywhere your target users are, at home or abroad.
Two design awards – and a boost in sales
User focus pays off for Airmaster
Airmaster is known for its state-of-the-art ventilation systems. Yet the firm’s engineering prowess has created a hidden problem: people don’t always use the controls.
“We used to start developing a control panel by asking our engineers which functions to include – and then put them all in a menu-driven display,” says Lars Vestergaard, CEO of Airmaster. “But design-people convinced us to start this time with the user.”
Through focus groups with female teachers, the design team found that complicated controls discouraged target users from interacting with the ventilation system. The discovery didn’t surprise design-people’s Klaus Schroeder, who has overseen extensive research on women’s relationships to tech products.
“We’ve found that too many technical features can get in the way of women’s desire to manage their surroundings,” Schroeder says. “And that when we simplify a design to concentrate on key features, men appreciate it too.”
In response, design-people created Airlinq, a panel with one main control, to increase or decrease airflow. Its simple appearance conceals a broad range of advanced functions for supervisors and installers.
Earlier this year, International Forum Design recognized Airlinq with two awards, for product design and for interaction design. More importantly for Airmaster, the innovative panel is being embraced by partners and clients – and the people at the front of the class.
Development partner: JE electronic a/s
Services: user research, interaction design, product design, user feedback
New faces from far and near
Strengthening our mix of Scandinavian and global design
Drop by the design-people office some day at noon, and the chatter you hear around our long lunch table will likely be in English.
That’s due to the international background of the folks who work for us. In the last three months, we’ve welcomed JingJing, a design intern who comes to us from China by way of Sweden, and Filip, an interaction intern who comes from Serbia by way of Milan.
Our recent Danish hires can also boast a wide swath of experience abroad. Interaction designer Christian did a study tour of Vietnam and later won a grant to make a film there. Martin acquired much of his product design experience in New York City and Sweden. And Stine, our newest user experience designer, once lived for a year in Italy, which she still visits every few months to drink espresso and brush up on her Italian.
Design-people clients have far-flung customer bases – and global ambitions. So it’s essential we cultivate a broad international outlook to inform our regional know-how and grounding in Scandinavian design. Which is why, as we grow, we’re always on the prowl for talented designers who can bring some foreign perspective to the table.
Besides which, they make for some memorable lunchtime conversation.
The new faces (left to right):
Filip Leginj, Serbia – interaction design intern
Martin Lauritsen – product designer
Stine Schmidt Lassen – user experience designer
Christian Duus – interaction designer
Jingjing Yao, China – interaction design intern
A holistic user experience
Innovative indoor climate control with Danfoss
Noi is a concept for controlling the indoor climate in private homes and minimizing energy consumption. In collaboration with Danfoss, design-people carried out a case study as part of Female Interaction, a three-year project exploring how female tech preferences can drive innovation in user experience.
Several user research studies found that, when it comes to a healthy, comfortable indoor climate, most women would rather feel they’re in control than let an intelligent automatic system decide for them. Inspired by this female preference, Noi shows the user clearly when automatic controls are in effect and when manual adjustments have been made. Noi helps her take charge of wellness at home by adjusting both air quality (crystal pattern in the control surface) and temperature (a vertical slider). And if she is on the go and remembers that she forgot to turn down the heat, Noi gives her instant access to her home climate system from a mobile device – saving energy and providing comfort when it is needed.
Female Interaction has had a great impact on Danfoss. Today the Danfoss heating division employs gender know-how in obtaining user insights and testing new product concepts – before embarking upon the design and implementation stage. For instance, the development department now focuses on creating real-life user benefit scenarios rather than tech features when developing new products. Noi has been a great inspiration for this approach.
Watch the video here
Services: Female Interaction, interaction design, product design, user exploration, innovation strategy
To keep the rest of us safe from the hazards of winter’s icy roads, Epoke delivers industrial high-end salt spreading systems. The key to controlling these systems is a remote control located in the drivers cab. With the new EpoMaster X1, Epoke introduces a more visual approach, to make it easier for the driver to understand and adjust how the salt is currently being spread behind the truck. Being able to spread salt precisely is the key, since this means higher road safety and less salt wasted. To maximize traffic safety, the primary settings are also adjusted using physical controls so they can be controlled while keeping the eyes on the road.
- The new interface is based on thorough user studies, feature workshops, and situated interviews to understand the drivers and the context of use.
- Since the profession of spreading salt is seasonal, the remote has been designed to make it easy - especially for new users - to get familiar with the system and get started.
- Especially the startup menu guides the users through the initial configuration and is accessed using a touchscreen.
- This simple approach benefits Epoke, by minimizing the amount of time it takes to train new drivers and the amount of support required by users in the beginning of season.
- "The money we have used on designes have been really well spent" - Jørn Christensen, CEO, Epoke A/S
Services: User research, interaction design, product design
Sleek audio design
How to design a classic satellite speaker to fit into the modern living environment as companion to flat screen TV’s? And how to make it attractive for the female part of the world?
Our product design team converted these challenges into a discreet, yet unique speaker design for Jamo. The overall shape is an evolution of Jamo’s design language; there is a clear overall form statement while refined, soft form details catch the attention when you get closer and touch the product. The signature element is a characteristic grill pattern that gives the product identity and style.
Services: trend research, product design
Ease-of-use means business
Danfoss’s new DEVIreg Touch thermostat sells
Danfoss is a leader in indoor climate solutions. Its DEVIreg Touch thermostat is taking the lead in the intuitive operation of floor heating.
Danfoss’s ambition with the DEVIreg Touch was to create a thermostat that stands out with an easy-to-use and discreet user interface. The primary goal was to improve usability and accessibility in regulating comfort levels while making users more aware of environmental consequences.
By involving users in developing the thermostat, design-people helped focus interaction on essential features. Its discreet appearance and straightforward top-level controls make the user feel motivated and empowered. Advanced features such as a timer and an “away” setting are accessible on a second level through a comprehensive screen menu.
“With the introduction of the DEVIreg Touch, our market share in high-endthermostats has increased significantly – due to technological innovation, uncompromising usability and the right design."
Henrik Londorf, senior director,
Business development and marketing, Danfoss
Watch the DEVIreg Touch video here
Services: interaction design, product design, focus group, usability testing, digital design
Female Interaction goes TED
Live talk in Amsterdam (video)
A one-minute video qualified Female Interaction amongst hundreds of applicants for the TED X event in Amsterdam June 20th 2012.
TED (standing for Technology - Entertainment - Design) is a global nonprofit organization devoted to support world-changing ideas. Along with 21 other speakers from science, art, computing and design, Klaus Schroeder, design-people partner and head of Female Interaction research, gave a 5 minutes live talk in front the enthusiastic audience.
Under the motto of “ideas worth spreading” Klaus presented an extract of the Female Interaction research about how differently women experience technology design. His mission was that Womenomics and the preferences of women will revolutionize male biased tech industries and make them deliver far better user experiences - for the sake of all users of advanced tech products.
See the 5 min TED Talk titled Designing technology for women here
A Female Interaction year
Order our Female Interaction Strategy guidebook
Our Guidebook to a Female Interaction Strategy has now been launched. The guidebook sums up research, methods and conclusions from our 3-year Female Interaction project. It signals the start of a year where implementation of the research findings and Female Interaction know-how in the industry is a top priority.
Womenomics potentials for the industry are rapidly growing year by year. With Guidebook to a Female Interaction Strategy you acquire new grounds for user insights and decision making, helping you to successfully innovate and develop products for the emerging female target group.
Order the guidebook by sending an e-mail to our office manager Karin Bech Hansen email@example.com with your post address. The price is 45 euro plus transport.
Rethinking tech-products - the female way
A focus on female values can innovate tech-products
In our Female Interaction research project a group of scientists, tech-companies, market analysts and designers have worked with female approaches to advanced technology during the last 3 years. Parts of the results are new female design concepts developed by design-people within the fields of Music and media in private homes, Climate control in private homes, and Wireless and handsfree communication. The new concepts are developed in cooperation with Bang & Olufsen, Danfoss & GN Netcom - based on their case products.