Social insight for gender differences in navigation
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...