Blossom is a positive affirmation app to help women gain confidence in their own abilities.
UX | UI | Art Direction
For this project, I was tasked with attempting to solve an unsolvable problem and chose to examine gender inequality in the workplace, focusing on the question “How might we empower more women to become leaders in their field?”
With about a month to solve the problem, I was taken aback by the sheer amount of information on the subject matter. To avoid getting overwhelmed, I started by reading two compelling books. “Lean In” by Sheryl Sandberg, and “The End of Men and The Rise of Women” by Hanna Rosin. I also talked to female friends and co-workers about their personal experiences at work as well as supplementing my research with articles from all over the internet.
What I kept uncovering in article after article was a strange paradox between how women are perceived in the workforce and how women perceive themselves. What I stood out to me wasn’t the statistics of unequal pay or the lack of female leadership, it was a curiosity about how gender bias affects women on a personal level and how it can hold us back.
Through my research I discovered that women are prone to more intense self-doubt than men, meaning that while applying to jobs for example, women will only apply if they know they can do 100% of the description, while men will apply if they can do 70%. Furthermore, similar studies show that women consistently underestimate themselves and are more likely to judge their own performance as worse than it is. This means that when women fail, they are more likely to believe it's due their own inherent inability, while men more often blame external factors such as bad luck or failing markets. Even more disturbing is that when women succeed, they rarely take credit but instead attribute their success to external factors like getting lucky, having help from others, or working really hard. They are also more likely to pass on credit, and less-likely to seek out high-profile assignments, or nominate themselves for promotions. This translates to women asking for less raises and negotiating less frequently on their own behalf which contributes to the wage gap and the lack of female leadership.
Keeping in mind my how might we statement “How might we empower women to become leaders in their field” and knowing that I could not make a significant impact on changing gender bias in society, (at least not without government intervention or widespread social outreach) it became increasingly clear that the area I could have the most impact on was how women perceive themselves by helping them gain the confidence they need to become leaders in their chosen fields.