In the creation and development of products, there is a tendency to think that women are complicated and that is why the development of any solution aimed at this group seems to be tinged with a certain complexity. This tool helps to elucidate the true needs of people and to understand that the misnamed “complexity” depends on the lens with which it is viewed.

The challenge of creating and developing gender-sensitive products might seem like embarking on a journey with an elusive goal, but it is worth remembering that early in the history of product design, in the late 19th century, improvements or Changes in a product were made based on satisfying the needs of the user or to generate efficiencies in its manufacture and marketing. Nowadays, with the evolution of marketing strategies, faster consumption and more aggressive markets, products seek the desired differentiation at the cost of everything, and with that, unnecessarily differentiated products by gender arise, based on preconceptions that, Instead of generating efficiencies and better costs for the consumer society, together they deepen the gaps by generating more expensive products for a particular sex.

Companies, by taking up existing ideas in society about the behaviors and attitudes that are considered appropriate for women and men, can transfer stereotypes and gender roles to the design of their products, thus helping to promote them. Faced with social changes and the need to make equal opportunities for everyone a reality, there are new business opportunities in the design of products that are free from stereotypes and that meet the real needs of women and girls.

“Companies that make sex-differentiated products will no doubt argue that they are giving people what they demand. If the public demanded undifferentiated products, then the companies would surely be offering them that “

This statement can be interpreted as a reflection of a business force that has no intention of taking responsibility for the messages it sends to society through its products, but with these tools it is intended to create that social responsibility in companies and demonstrate that having a Gender perspective is beneficial both for her and for society.

Although it seems that it is proposing to forget about the market demands collected by conventional research methodologies, what is sought is to feed the data with a closer look and a deeper understanding to contribute to closing the inequality gap between men and women.