women-centered
Women-centered approach is the opposite of what United Nations call the gender-blind approach to innovation.
If we like it or not, we are all primed (literally brought up) to design businesses, products, services and experiences for men as the default users, customers, clients.
Research- and science-based
We start with gender-sensitive primary qualitative research – to understand unmet needs, wants and challenges of women in relation to your product/service/business, and secondary analysis of relevant scientific literature and studies from the fields of biology, individual psychology, sociology, social psychology. anthropology, biology, cultural and political studies and history.
Results-driven
Optimising for the female user/customer/client improves key metrics across all audiences - e.g. re/designing the workplace to attract female talent raises overall retention.
Motivated by justice
Women are the largest underserved segment of any population in any area of life and business. Innovating against these blind spots is the biggest business opportunity of the 21st century.
We also deeply believe that it is simply just to finally start creating companies, products, services and experiences that take women’s needs, wants and desires into account.
Not going anywhere near the infamous pinking & shrinking.
Our clients and collaborators are genuinely committed to re/designing their businesses, products and services in accordance with the needs, wants and desires of women.
Strategically bold
