KEYNOTE:
29.08.2018 08:30:00 29.08.2018 09:15:00
Women Are Not Robots - A Case for a Human Approach to Innovation
Women Are Not Robots - A Case for a Human Approach to Innovation If you take a look women’s innovation, it won’t take long to be disappointed. Women are treated like robots - cold machines that only respond to hot pink and high protein. It’s time to make a change and innovate for tribes, not robots. Tribes are real groups of women with shared interest and aspirational lifestyles - a far more human design strategy. Erica is a strategic thinker and have helped PepsiCo innovate for women by understanding what to make, why it matters and how to connect with design. She founded Femme Den - the first design lab for female consumers. She holds 20+ patents and has been featured on ABC News and in Fast Company, The New York Times, ID magazine, Blueprint and other media.
Erica Eden
Director of Global Design Innovation
PepsiCo, USA
Women Are Not Robots - A Case for a Human Approach to Innovation If you take a look women’s innovation, it won’t take long to be disappointed. Women are treated like robots - cold machines that only respond to hot pink and high protein. It’s time to make a change and innovate for tribes, not robots. Tribes are real groups of women with shared interest and aspirational lifestyles - a far more human design strategy. Erica is a strategic thinker and have helped PepsiCo innovate for women by understanding what to make, why it matters and how to connect with design. She founded Femme Den - the first design lab for female consumers. She holds 20+ patents and has been featured on ABC News and in Fast Company, The New York Times, ID magazine, Blueprint and other media.