{"id":2762,"date":"2012-01-14T00:07:13","date_gmt":"2012-01-14T05:07:13","guid":{"rendered":"http:\/\/judykat.com\/ken-judy\/?p=2762"},"modified":"2013-06-02T22:49:12","modified_gmt":"2013-06-03T02:49:12","slug":"women-underserved-software","status":"publish","type":"post","link":"https:\/\/judykat.com\/ken-judy\/women-underserved-software\/","title":{"rendered":"Are women are under-served by software?"},"content":{"rendered":"<p>These are notes from my presentation at the Hawaii International Conference on System Sciences (HICSS) #45. <\/p>\n<p>I&#8217;ll link to my full paper when it is available and to subsequent posts as I publish them.<\/p>\n<h2 style=\"font-size:14px;\">Agile values, product innovation and the shortage of women software developers Part 2 of 7<\/h2>\n<hr\/>\n<style type='text\/css'>\n .slide {clear:both;margin-bottom:64px;width:560px;}\n .post h3 {clear:none;}\n .slide img {height:150px;}\n<\/style>\n<div class=\"slide\">\n <a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.011.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.011.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.011\" width=\"200\" height=\"150\" class=\"size-full wp-image-2719\"><\/a><\/p>\n<h3>\n\t\t(11) Lost opportunity in the software industry (Product)<br \/>\n\t<\/h3>\n<p>\tThe lack of women on software teams is also a potential loss to product innovation&#8230;\n<\/p><\/div>\n<div class=\"slide\">\n <a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.012.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.012.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.012\" width=\"200\" height=\"150\" class=\"size-full wp-image-2720\"><\/a><\/p>\n<h3>\n\t\t(12) Women are our customer<br \/>\n\t<\/h3>\n<p>\tWomen directly or indirectly influence 61% of U.S. consumer electronics purchases[18]. <\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n\t<a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.013.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.013.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.013\" width=\"200\" height=\"150\" class=\"size-full wp-image-2721\"><\/a><\/p>\n<h3>\n\t\t(13) Women in gaming<br \/>\n\t<\/h3>\n<p>\tWomen are 42% of active game players and 48% of frequent game purchasers. And if you think they&#8217;re just buying them for their kids, industry research shows women 18 and over are 37% of game players whereas boys 17 and under are only 13%[19].<\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n<a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.014.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.014.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.014\" width=\"200\" height=\"150\" class=\"size-full wp-image-2722\"><\/a><\/p>\n<h3>\n\t\t(14) Women on the internet<br \/>\n\t<\/h3>\n<p>\tHalf (50.4%) of the internet population is women 18 and over. They spend an average of 38 hours per month online. They spend 5% more time than men in online social networking and 20% more time on online shopping. Women account for 58% of internet buyers, 61% of internet transactions and 58% of internet dollars.<\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n <a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.015.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.015.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.015\" width=\"200\" height=\"150\" class=\"size-full wp-image-2723\"><\/a><\/p>\n<h3>\n\t\t(15) Women are underserved<br \/>\n\t<\/h3>\n<p>\tSoftware products are generally designed with no consideration for women as distinct user groups. In &#8220;Gender differences in Web Usability&#8221;, Frank Spillars states, &#8220;Gender differentiation is barely present in North American technology product design&#8230; let alone Web experiences[22].&#8221;<\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n\t<a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.016.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.016.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.016\" width=\"200\" height=\"150\" class=\"size-full wp-image-2724\"><\/a><\/p>\n<h3>\n\t\t(16) how women perceive and use software<br \/>\n\t<\/h3>\n<p>\tIn &#8220;Towards Female Preferences in Design.&#8221; the authors found differences in the ways men and women perceive and describe software products. &#8220;The results of this research have revealed female-oriented themes that should&#8230; enlarge views of pleasurable product design attributes and language for the genders[23].&#8221; <\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n <a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.017.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.017.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.017\" width=\"200\" height=\"150\" class=\"size-full wp-image-2725\"><\/a><\/p>\n<h3>\n\t\t(17) three ways companies fail.<br \/>\n\t<\/h3>\n<p>\tBoston Consulting Group (BCG) highlights three ways companies fail to address women consumers: Poor product design: failing to tailor products to women&#8217;s unique needs and challenges. <\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n <a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.018.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.018.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.018\" width=\"200\" height=\"150\" class=\"size-full wp-image-2726\"><\/a><\/p>\n<h3>\n\t\t(18) three ways companies fail.<br \/>\n\t<\/h3>\n<p>\tClumsy sales and marketing: based on outdated images and stereotypes. <\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<div class=\"slide\">\n\t<a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.019.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.019.jpg\" alt=\"\" title=\"Agile-Values-Innovation-and-the-Shortage-of-Women-Software-Developers.019\" width=\"200\" height=\"150\" class=\"size-full wp-image-2727\"><\/a><\/p>\n<h3>\n\t\t(19) three ways companies fail.<br \/>\n\t<\/h3>\n<p>\tInability to provide meaningful hooks or differentiation: considering women indistinguishable from the general customer population or thinking of them as one monolithic segment[24].<\/p>\n<div style=\"clear:both;\"><\/div>\n<\/div>\n<hr\/>\n<p><strong>Next:<\/strong>  <a href=\"http:\/\/judykat.com\/ken-judy\/women-devs-software-address-women-users\/\" title=\"Can women devs help software better address the needs of women end users?\">Can women devs help software better address the needs of women end users&#8230;<\/a><\/p>\n<p><strong>Previous: <\/strong><a href=\"\/ken-judy\/women-software-development\/\" title=\"Are we driving women away from software development?\">Are we driving women away from software development?<\/a><\/p>\n<p><a href=\"\/ken-judy\/tag\/agile-women-stem\/\" title=\"Tag Hicss45\">All slides published to date<\/a>.<\/p>\n<p>There is abundant research on the problems women face in our field. I would love researchers to jump in on whether Agile principles and Agile practioners can really make a difference.<\/p>\n<p><a href=\"http:\/\/judykat.com\/ken-judy\/contact-admin\/\" title=\"Contact Ken\">I&#8217;d also love any suggestions<\/a> of organizations, institutions and individuals I might reach out to for more information, collaboration, or to take up the cause.<\/p>\n<p>Please comment on my proposal to Agile 2012.<\/p>\n<p><a href=\"http:\/\/judykat.com\/ken-judy\/wp-content\/uploads\/2012\/01\/citations-agile-values-innovation-women-software-developers.html\">The full citation list for my paper<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The lack of women on software teams is also a potential loss to product innovation. Women directly or indirectly influence 61% of U.S. consumer electronics purchases. Women are 42% of active game players and 48% of frequent game purchasers. And if you think they&#8217;re just buying them for their kids, industry research shows women 18 and over are 37% of game players whereas boys 17 and under are only 13%. <a href=\"https:\/\/judykat.com\/ken-judy\/women-underserved-software\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":2726,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[8,30],"tags":[19,848,840,832,104,839,35,73,834,223,842,831,745,841,105],"class_list":["post-2762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-scrum","category-software-development","tag-agile-software-development","tag-agile-women-stem","tag-boston-consulting-group","tag-computer-science","tag-developers","tag-gender-difference","tag-hawaii","tag-hicss","tag-hicss45","tag-information-technology","tag-product-design","tag-stem-fields","tag-values","tag-web-usability","tag-women"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"The lack of women on software teams is also a potential loss to product innovation. 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