Design for women is one of my areas of expertise. As a designer, researcher and strategist I try to bridge the gap between assumptions and reality about design for women. Women buy or influence up to 85% of consumer purchases, while most products and interfaces are still mostly designed by and for men
and when products are designed for women, they are often based on outdated stereotypes.
Women think different, experience emotions different and have different skills. Therefore they have different priorities, values and criteria, which makes women use and experience products differently. I have translated these differences into design principles which can be used to design attractive products and interactions for women, and men!