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Submitted URL: https://app.gartnerformarketers.com/e/er?utm_campaign=RM_NA_2022_SWG_NL_NL5_Conferences_Cloud&utm_medium=email&utm_source=Eloqua&cm_...
Effective URL: https://www.gartner.com/en/articles/how-product-managers-can-reach-more-women-technology-users?utm_campaign=RM_NA_2022_S...
Submission: On May 11 via api from CH — Scanned from DE
Effective URL: https://www.gartner.com/en/articles/how-product-managers-can-reach-more-women-technology-users?utm_campaign=RM_NA_2022_S...
Submission: On May 11 via api from CH — Scanned from DE
Form analysis 2 forms found in the DOM
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<div class="row">
<div class="col-xs-12 col-md-6 col-sm-5 full-width-multi-column">
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<h3 class="h3">Subscribe to the Latest Insight</h3>
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<div class="col-xs-12 col-md-6 col-sm-7 full-width-multi-column">
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<p> By clicking the "Continue" button, you are agreeing to the <a href="/en/about/policies/terms-of-use" target="_blank">
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<h3 class="h3"></h3>
<h4>Subscribe for the Latest Insight</h4>
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<li>
<a href="javascript:void(0)" data-value="UNITED KINGDOM">UNITED KINGDOM</a>
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<li>
<a href="javascript:void(0)" data-value="CANADA">CANADA</a>
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<li>
<a href="javascript:void(0)" data-value="AUSTRALIA">AUSTRALIA</a>
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<span class="field-disabled" disabled="">------</span>
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<li>
<a href="javascript:void(0)" data-value="AFGHANISTAN">Afghanistan</a>
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<li>
<a href="javascript:void(0)" data-value="ÅLAND ISLANDS">Åland Islands</a>
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<li>
<a href="javascript:void(0)" data-value="ALBANIA">Albania</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ALGERIA">Algeria</a>
</li>
<li>
<a href="javascript:void(0)" data-value="AMERICAN SAMOA">American Samoa</a>
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<li>
<a href="javascript:void(0)" data-value="ANDORRA">Andorra</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ANGOLA">Angola</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ANGUILLA">Anguilla</a>
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<li>
<a href="javascript:void(0)" data-value="ANTARCTICA">Antarctica</a>
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<li>
<a href="javascript:void(0)" data-value="ANTIGUA AND BARBUDA">Antigua and Barbuda</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ARGENTINA">Argentina</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ARMENIA">Armenia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ARUBA">Aruba</a>
</li>
<li>
<a href="javascript:void(0)" data-value="AUSTRIA">Austria</a>
</li>
<li>
<a href="javascript:void(0)" data-value="AZERBAIJAN">Azerbaijan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BAHAMAS">Bahamas</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BAHRAIN">Bahrain</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BANGLADESH">Bangladesh</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BARBADOS">Barbados</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BELARUS">Belarus</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BELGIUM">Belgium</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BELIZE">Belize</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BENIN">Benin</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BERMUDA">Bermuda</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BHUTAN">Bhutan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BOLIVIA">Bolivia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BONAIRE, SINT EUSTATIUS AND SABA">Bonaire, Sint Eustatius and Saba</a>
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<li>
<a href="javascript:void(0)" data-value="BOSNIA AND HERZEGOVINA">Bosnia and Herzegovina</a>
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<li>
<a href="javascript:void(0)" data-value="BOTSWANA">Botswana</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BOUVET ISLAND">Bouvet Island</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BRAZIL">Brazil</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BRITISH INDIAN OCEAN TERRITORY">British Indian Ocean Territory</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BRUNEI DARUSSALAM">Brunei Darussalam</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BULGARIA">Bulgaria</a>
</li>
<li>
<a href="javascript:void(0)" data-value="BURKINA FASO">Burkina Faso</a>
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<li>
<a href="javascript:void(0)" data-value="BURUNDI">Burundi</a>
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<li>
<a href="javascript:void(0)" data-value="CAMBODIA">Cambodia</a>
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<li>
<a href="javascript:void(0)" data-value="CAMEROON">Cameroon</a>
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<li>
<a href="javascript:void(0)" data-value="CAPE VERDE">Cape Verde</a>
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<li>
<a href="javascript:void(0)" data-value="CAYMAN ISLANDS">Cayman Islands</a>
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<li>
<a href="javascript:void(0)" data-value="CENTRAL AFRICAN REPUBLIC">Central African Republic</a>
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<li>
<a href="javascript:void(0)" data-value="CHAD">Chad</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CHILE">Chile</a>
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<li>
<a href="javascript:void(0)" data-value="CHINA">China</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CHRISTMAS ISLAND">Christmas Island</a>
</li>
<li>
<a href="javascript:void(0)" data-value="COCOS (KEELING) ISLANDS">Cocos (Keeling) Islands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="COLOMBIA">Colombia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="COMOROS">Comoros</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CONGO">Congo</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CONGO, THE DEMOCRATIC REPUBLIC OF THE">Congo, The Democratic Republic of the</a>
</li>
<li>
<a href="javascript:void(0)" data-value="COOK ISLANDS">Cook Islands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="COSTA RICA">Costa Rica</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CÔTE D'IVOIRE">Côte D'Ivoire</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CROATIA">Croatia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CUBA">Cuba</a>
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<li>
<a href="javascript:void(0)" data-value="CURAÇAO">Curaçao</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CURAÇAO">Curaçao</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CYPRUS">Cyprus</a>
</li>
<li>
<a href="javascript:void(0)" data-value="CZECH REPUBLIC">Czech Republic</a>
</li>
<li>
<a href="javascript:void(0)" data-value="DENMARK">Denmark</a>
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<li>
<a href="javascript:void(0)" data-value="DJIBOUTI">Djibouti</a>
</li>
<li>
<a href="javascript:void(0)" data-value="DOMINICA">Dominica</a>
</li>
<li>
<a href="javascript:void(0)" data-value="DOMINICAN REPUBLIC">Dominican Republic</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ECUADOR">Ecuador</a>
</li>
<li>
<a href="javascript:void(0)" data-value="EGYPT">Egypt</a>
</li>
<li>
<a href="javascript:void(0)" data-value="EL SALVADOR">El Salvador</a>
</li>
<li>
<a href="javascript:void(0)" data-value="EQUATORIAL GUINEA">Equatorial Guinea</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ERITREA">Eritrea</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ESTONIA">Estonia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ETHIOPIA">Ethiopia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FALKLAND ISLANDS (MALVINAS)">Falkland Islands (Malvinas)</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FAROE ISLANDS">Faroe Islands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FIJI">Fiji</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FINLAND">Finland</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FRANCE">France</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FRENCH GUIANA">French Guiana</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FRENCH POLYNESIA">French Polynesia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="FRENCH SOUTHERN TERRITORIES">French Southern Territories</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GABON">Gabon</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GAMBIA">Gambia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GEORGIA">Georgia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GERMANY">Germany</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GHANA">Ghana</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GIBRALTAR">Gibraltar</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GREECE">Greece</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GREENLAND">Greenland</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GRENADA">Grenada</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUADELOUPE">Guadeloupe</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUAM">Guam</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUATEMALA">Guatemala</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUERNSEY">Guernsey</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUINEA">Guinea</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUINEA-BISSAU">Guinea-Bissau</a>
</li>
<li>
<a href="javascript:void(0)" data-value="GUYANA">Guyana</a>
</li>
<li>
<a href="javascript:void(0)" data-value="HAITI">Haiti</a>
</li>
<li>
<a href="javascript:void(0)" data-value="HEARD/MCDONALD ISLS.">Heard/McDonald Isls.</a>
</li>
<li>
<a href="javascript:void(0)" data-value="HONDURAS">Honduras</a>
</li>
<li>
<a href="javascript:void(0)" data-value="HONG KONG">Hong Kong</a>
</li>
<li>
<a href="javascript:void(0)" data-value="HUNGARY">Hungary</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ICELAND">Iceland</a>
</li>
<li>
<a href="javascript:void(0)" data-value="INDONESIA">Indonesia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="IRAN, ISLAMIC REPUBLIC OF">Iran, Islamic Republic of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="IRAQ">Iraq</a>
</li>
<li>
<a href="javascript:void(0)" data-value="IRELAND">Ireland</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ISLE OF MAN">Isle of Man</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ISRAEL">Israel</a>
</li>
<li>
<a href="javascript:void(0)" data-value="ITALY">Italy</a>
</li>
<li>
<a href="javascript:void(0)" data-value="JAMAICA">Jamaica</a>
</li>
<li>
<a href="javascript:void(0)" data-value="JAPAN">Japan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="JERSEY">Jersey</a>
</li>
<li>
<a href="javascript:void(0)" data-value="JORDAN">Jordan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KAZAKHSTAN">Kazakhstan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KENYA">Kenya</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KIRIBATI">Kiribati</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KOREA, DEMOCRATIC PEOPLE'S REPUBLIC OF">Korea, Democratic People's Republic of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KOREA, REPUBLIC OF">Korea, Republic of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KUWAIT">Kuwait</a>
</li>
<li>
<a href="javascript:void(0)" data-value="KYRGYZSTAN">Kyrgyzstan</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LAO PEOPLE'S DEMOCRATIC REPUBLIC">Lao People's Democratic Republic</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LATVIA">Latvia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LEBANON">Lebanon</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LESOTHO">Lesotho</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LIBERIA">Liberia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LIBYA">Libya</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LIECHTENSTEIN">Liechtenstein</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LITHUANIA">Lithuania</a>
</li>
<li>
<a href="javascript:void(0)" data-value="LUXEMBOURG">Luxembourg</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MACAO">Macao</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MACEDONIA, THE FORMER YUGOSLAV REPUBLIC OF">Macedonia, The Former Yugoslav Republic of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MADAGASCAR">Madagascar</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MALAWI">Malawi</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MALAYSIA">Malaysia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MALDIVES">Maldives</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MALI">Mali</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MALTA">Malta</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MARSHALL ISLANDS">Marshall Islands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MARTINIQUE">Martinique</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MAURITANIA">Mauritania</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MAURITIUS">Mauritius</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MAYOTTE">Mayotte</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MEXICO">Mexico</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MICRONESIA, FEDERATED STATES OF">Micronesia, Federated States of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MOLDOVA, REPUBLIC OF">Moldova, Republic of</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MONACO">Monaco</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MONGOLIA">Mongolia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MONTENEGRO">Montenegro</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MONTSERRAT">Montserrat</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MOROCCO">Morocco</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MOZAMBIQUE">Mozambique</a>
</li>
<li>
<a href="javascript:void(0)" data-value="MYANMAR">Myanmar</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NAMIBIA">Namibia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NAURU">Nauru</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NEPAL">Nepal</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NETHERLANDS">Netherlands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NETHERLANDS ANTILLES">Netherlands Antilles</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NEW CALEDONIA">New Caledonia</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NEW ZEALAND">New Zealand</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NICARAGUA">Nicaragua</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NIGER">Niger</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NIGERIA">Nigeria</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NIUE">Niue</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NORFOLK ISLAND">Norfolk Island</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NORTHERN MARIANA ISLANDS">Northern Mariana Islands</a>
</li>
<li>
<a href="javascript:void(0)" data-value="NORWAY">Norway</a>
</li>
<li>
<a href="javascript:void(0)" data-value="OMAN">Oman</a>
</li>
<li>
<a href="javascript:void(0)" data-value="PAKISTAN">Pakistan</a>
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INSIGHTS / TECH AND SERVICE PROVIDERS / ARTICLE
HOW PRODUCT MANAGERS CAN REACH MORE WOMEN TECHNOLOGY USERS
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April 14, 2022
Contributor: Katie Costello
Take these strategic steps to better account for technology solutions’
usability.
In short:
* Women are disproportionately affected by the digital divide that marks the
uneven access to technology by users.
* Product managers risk market share and customer relevance if they do not
address gender bias in product designs.
* Voice of the customer (VoC) and human-centric design practices can help
create more inclusive experiences.
Women account for approximately half of any user population, uneven access to
technology by users — also known as the digital divide — disproportionally
affects them. According to The World Bank, for example, over 300 million fewer
women than men access the internet in low- and middle-income countries.
Unfortunately, many technology solutions exacerbate this issue with their
gender-biased designs. Barriers facing women in consumer technology adoption
include geographical and cultural limitations — for instance, using facial
recognition in regions where women are required to wear face coverings in public
— or unequal access to broadband and mobile phones, such as in South Asia where
women are less likely to own a mobile phone than men.
Download now: The Top 3 Strategic Priorities for Tech Product Managers
“Technology, in short, has the potential to exacerbate inequalities as much as
it has the potential to equalize them,” says Roberta Cozza, Senior Director
Analyst at Gartner. “Product managers risk losing market share and customer
relevance if they ignore equity and inclusion dynamics, overlook users’ diverse
needs or fail to address factors contributing to digital divides.”
It's imperative to acknowledge and address these inequalities within solution
designs to overcome the digital divide that’s preventing women users from
adopting technology.
IDENTIFY BARRIERS TO TECH ADOPTION FOR WOMEN USING VOICE OF THE CUSTOMER (VOC)
To kick off efforts to remove gaps in technology adoption for women, use VoC to
identify the various barriers affecting them across cultures, geographies,
socioeconomic groups and other important demographics. Product managers can use
VoC insights to eliminate these barriers to entry and improve the product
experience for women users.
Read more: How Women in IT Are Championing Change
Ensure the VoC process itself is representative to help overcome gender
barriers, rather than reinforce them. Assess multiple bias-proofed customer and
user experience metrics around effort, usability and engagement to identify
opportunities to address and relate to women users.
From here, implement the female VoC in product design by following the steps
shown in the figure below. As the needs of women buyers are revealed, product
managers will have a clearer idea of the product gaps and can determine how to
start tackling the largest barriers or problem areas.
USE A MIX OF HUMAN-CENTRIC DESIGN PRACTICES TO CREATE INCLUSIVE EXPERIENCES
Tech product managers must make it a point to focus on the design approaches
that look at “human” factors in addition to “user” factors.
The term “user” focuses the product design approach on the individual as a
utilizer or operator of a technology or solution. This alone is not enough to
uncover and ultimately understand “human” factors, such as motivations, values,
behaviors and specific goals for women as users and nonusers of technology.
Apply a combination of design approaches to do this successfully:
* Design thinking aims to understand the unique motivation, problems, concerns
and expectations of the target audience.
* Inclusive design processes helps product managers understand the key aspects
and challenges of gender-based designs through uncovering new or further
points of inclusions/exclusions, overcoming bias in data and recognizing
greater complexities related to design for gender.
As gender discourse continues to evolve, recognize greater complexities related
to design and avoid further points of gender exclusion. For example, for
nonbinary individuals, “woman” or “female” can be limiting labels. This means
design teams must continuously understand the impacts and opportunities for
broader gender neutral segments up front.
Product design efforts can close the digital divide that women experience as
technology users. One of the simplest solutions you can immediately implement is
working to improve gender representation on your teams and ensuring inclusivity
from the start.
GARTNER TECH GROWTH & INNOVATION CONFERENCE
Join with the world's leading IT and business executives to get an update on
accelerating growth in a new era of transformation and technology trends.
View Conference
Recommended resources for Gartner clients*:
Overcoming the Digital Divide: How Product Managers Can Reach More Women Users
Women in Tech Research Roundup: 3 Pillars of Change Required to Drive and
Capitalize on Lasting Gender Diversity
*Note that some documents may not be available to all Gartner clients.
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