Gender- and diversity factors in interactive media

The consideration of gender and diversity factors in the design of interactive media enables to develop products of targeted and thereby increase its benefits for the target groups, making them more attractive and the products ultimately successful. This article is based on the results of the project “G-U-T Gender & Diversity, usability and testing as quality assurance of apps and web pages” (short: GUT), which describes the reasons for the inclusion of gender and diversity factors in the design of interactive media and gives specific guidance on the planning, implementation and evaluation phase of building interactive media. The author makes suggestions for the integration of gender and diversity factors into the participatory design and provides a heuristic for gender and diversity factors for apps and web designs.

Erharter, Dorothea (2014): Gender- und Diversity-Faktoren in interaktiven Medien. In: Markus Seidl und Grischa Schmiedl (Hg.): Forum Medientechnik – Next Generation, New Ideas. Beiträge der Tagung 2014 an der Fachhochschule St. Pölten, 26. und 27.11.2014. Glückstadt: Werner Hülsbusch. ISBN 978-3-86488-072-8. S. 43–56. Online verfügbar unter

Trend survey “Games in Companies” now available in 6 additional languages

Our ongoing trend study on ‘Games in Companies’ is now available in six additional languages. We would be glad if you join the online survey. Just click on the language below to start it:

GEMPLAY Persona Template

The GEMPLAY Persona Template extends already established basic building blocks such as the description of demographic characteristics or goals and needs of the persona with other personality characteristics such as the type of player, the main motivators for sports and personal strategies corresponding to the persona.

Download GEMPLAY Persona Template

Trend survey “Games in Companies”

Are you an executive or an employee in a company?

If so join our trend study about ‘Games in Companies’ and win an iPad,  an invitation to a strategy workshop about ‘Gamification’ in Vienna or be the first one to get the results of this study.

Please click on the following link to start the survey. It only takes about 10 minutes (at the moment the survey is only available in German language but we are working on the English version which will soon be available).

Gender-based research design at the human-machine interface

Generally, research on the interface to people is gender-relevant. Research in the HCI-area is therefore the central topic of gender-relevant technological research.

Biological differences between the genders only play a marginal role for the human-machine interface as opposed to projects in the biomedical area. Thus, gender specific differences have to be observed critically. Instead of setting the focus on differences, it should be set on diverse factors which consider different realities of life and socialization processes. Dorothea Erharter shows, based on GEMPLAY and other research projects in the area of gender & technology, how a gender-inclusive research design at the human-technology interface can be conceptualized. She attempts to filter out the methods which are HCI relevant and tested in her own projects from the broad range of suggestions for gender-inclusive research design. Furthermore, she edits the selected methods and processes them so they are understandable.

Erharter, Dorothea (2015): Gendergerechtes Forschungsdesign an der Schnittstelle Mensch – Technik. In: Pielot, Martin, Diefenbach, Sarah & Henze, Niels (Hrsg). Mensch & Computer – Tagungsbände / Proceedings 2015. De Gryer. Berlin. ISBN 978-3-11-044334-9. E-Book (Open Access):

Gender- und Diversity-Dimensionen in der Entwicklung von IKT-Projekten

Gehen wir davon aus, dass Diversity in die Zusammensetzung von Projektteams langsam Einzug hält. Dass auch jüngere Frauen, ältere Männer, Menschen mit spezifischeren Bedürfnissen, etc. in den Entwicklungsteams an Einfluss gewinnen. Gehen wir davon aus, dass die diverseren Teams unterschiedliche Blickwinkel in die Softwareentwicklung einbringen. Und gehen wir ferner davon aus, dass sie auch bewusst Gender- und Diversity-Aspekte in die Softwareentwicklung einfließen lassen wollen.

Was müssen sie da eigentlich tun?

Was bedeutet die Berücksichtigung von Gender- und Diversity-Aspekten in der Software-Entwicklung ganz konkret? Wohin muss man den Blick richten? Und wo liegen die Sackgassen?

In diesem Artikel geht es darum, welche Diversity-Dimensionen für die Softwareentwicklung relevant sind, welche Gender-Aspekte berücksichtigt werden müssen, welche Zuschreibungen es geben kann, warum genderspezifische Unterschiede mit Vorsicht zu behandeln sind, wie man die Fragen richtig stellt, was Stereotypien von gut entwickelten Personas unterscheidet, und nicht zuletzt was das für einen nutzer_innenzentrierten Designprozess bedeutet.

Erharter, Dorothea (2015): Gender- und Diversity-Dimensionen in der Entwicklung von IKT-Projekten. In: Barke, Helena, Siegeris, Juliane, Freiheit, Jörn & Krefting, Dagmar (Hrsg). Gender und IT-Projekte: Neue Wege zu digitaler Teilhabe. Leverkusen. Budrich UniPress Ltd. ISBN 978-3863887094.02

Talk about Gender-based Research Design at “Mensch & Computer”

A central aspect in the GEMPLAY project is the question how to include gender and diversity in the research and design process of persuasive games to promote physical activity. Dorothea Erhardter from ZIMD – Zentrum für Interaktion, Medien und soziale Diversität published an article at the “Mensch & Computer” conference about gender-based research design at the interface between people and technology. She will give a presentation on Tuesday, 8.9.2015 at 16.30 in Stuttgart, Germany.


Talk about User Research in GEMPLAY

User Research is a first important step in the user centered design of interactive technologies, products and services. The goal of user research with scientific methods is to get insights and knowledge about the situations and contexts in which new products and services are used. The insights and knowledge can be used to adapt these to individual user needs, values and characteristics and to ensure market success of new products and services. Marc Busch from AIT – Austrian Institute of Technology GmbH – Business Unit Technology Experience – ( will give an overview over scientifically grounded user research methods in a talk on the 30th of June. The talk will be at the event „What’s (y)our Story, Digital City Vienna?“ of the Vienna Business Agency ( Especially, the useful and practical method “Contextual Inquiry” for service and product design in a user centered manner will be presented. Examples, in which projects “Contextual Inquiry” has been successfully applied stem from current research and industrial projects in the areas information security ( and health promotion (

Talk about Persuasive Technology @ Uberall App Congress

Persuasive Technologies and Apps to change human behavior have the power to solve serious societal challenges and to support human values. Examples are environmental pollution, waste of natural resources, health problems and information insecurity. From an industrial perspective, persuasive interaction is an incredibly powerful tool for businesses to increase conversion rates of customers. In a talk at the Uberall Annual App Congress in Vienna on 10th of June 2015 (, Marc Busch from the AIT – Austrian Institute of Technology GmbH ( will share insights and how-to’s on the design of personalized persuasive interactions. Examples and best practices are taken from research and industrial projects (; of the business unit Technology Experience @ AIT, which offers specialized services for creating persuasive interactions, technologies and apps for various domains.