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Designing for empathy: Intersectional.


Context and the problem

Feminism is mostly perceived as a negative movement for both men and women. This is an important issue that we felt we had to address. To do so we focused on what is known as the 4th wave of feminism; a movement that advocates for the real values of feminism: equality of rights for both men and women.


Design Process 

In order to communicate the foundation for the 4th wave, we conducted extensive UX Research. This included surveys and observations of Central Twitter analysis–downloaded tweets (n=3000) using the hashtag #feminist and analyzing the comments section from selected online videos. We also conducted observations at gender studies classes.

Based on our findings and using the intersectional theory as its framework, we were able to support the idea that everyone is involved in the movement, and instead of someone being the voice for a minority, they will give a chance to the minority to talk for themselves. Finally, we visualized the complexity of the entire experience of feminism and the 4th wave by using an experience map.


Final Solution

Thanks to the experience map we were able to enhance the experience of the participants towards feminism —both users who are part of a social minority and users that are closer to the average population. The experience map showcases how, if a person incorporates Intersectional theory in their lives, their social interactions could be much more positive for them and the people around them.


Methodology and tools applied
Intersectional theory, Surveys, Observation, Experience Map, Adobe Illustrator.


You can see the Experience Map and the UX report in detail below.