Designing for women, and everyone.
Women buy or influence up to 85% of consumer purchases. So we think it’s a good idea to focus on the female consumer. Smart’s Femme Den is a design lab comprising designers, researchers, strategists and engineers who explore the assumptions and realities about women and design.
Understanding the female consumer
The Femme Den’s expertise is deeply rooted in user-centered design. But our approach is what makes us different. We see every design problem through the lens of the female consumer – who, like other consumers, has unique priorities and values. In many ways, women are still the gatekeepers of the home and are discriminating about what they bring into it. Simply put, women want more. That’s why we’re always seeking better ways to understand and connect with women. We bring together research, strategy and design to form relevant and meaningful experiences that resonate with a diverse cross section of female consumers.
Sense and sensitivity
The Femme Den champions the idea that women don’t just buy products; they buy into the entire brand experience and the company behind the experience. Their purchase decisions reflect sensitivity and good judgment, so it’s not easy to gain her trust because it’s personal and emotional. Our approach is that every moment of the brand experience is communicating with her as part of a single experience.
Women define brand experiences
Our core goal is to guide clients to uncover distinct ways to design for women. The best part is, if you can do that you’ll also attract men because women not only shop for themselves but also for the children and their partners. We see woman as a filter for building great brand experiences – for everyone.