Social insight for gender differences in navigation

This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.

Social insight for gender differences in navigation

Pulsar

Introducing the business problem

HERE are a global location data company, supplying mapping and location services as both a business-to-business proposition and in their own consumer smartphone application. Analytics data on their mapping app had revealed a big discrepancy: a substantial majority of their users were male. Where were the women?

HERE came to Pulsar to understand why this gender bias existed – and what design principles and product opportunities might help them overcome it and grow their female user-base.

What made this project different to any previous user experience research was...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands