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Gender & Sexuality
Explore unique needs and common solutions influenced by gender and sexuality
Your experience of the world is heavily defined by the gender you are assigned at birth, which happens without your awareness or consent. Gender, and sexuality affects people’s experiences of digital products and services in many ways.
If you’ll like to better understand gender, we’d recommend you start with It is a fantastic resource that breaks down this complicated concept into bite-sized, digestible pieces.
Common challenges
Digital products and services are often designed for the default, straight, cisgender man. As such it is important to consider the unique challenges that cisgender and heterosexual women and LGBTQIA+ people may face in order to create experiences that work for everyone.
We all have multiple identities which are all intertwined. Whilst this page focuses on gender and sexuality, it is important to take an and recognise that people can be impacted differently.
For example, only considering the needs of white, middle class, neurotypical, able-bodied, straight women is not enough to address gender issues.
Cisgender Women
women often face challenges when accessing digital products and services that are not typically experienced by cisgender men. Some of these challenges include:
In additiona this shows that women still take on the majority of household tasks, are more concerned about their financial wellbeing than men and face barriers to financial equality. The report concludes...
“For brands to succeed today, they need to find ways to address the challenges women face. In short, brands and retailers that focus more on how they can lessen the load off women’s shoulders and less on the color of their packaging will earn more dollars.”
LGBTQIA+ Communities
The term "LGBTQIA+" stands for lesbian, gay, bisexual, transgender, queer/questioning, intersex, asexual and others. Each term represents a specific identity defined the . Each group can experience phobia which can manifest in many forms, including negative stereotypes, exclusion, discrimination, and violence. It can also have serious consequences for the mental health and well-being of individuals who experience it.
Whilst these identities are commonly grouped together and they all experience a lack of representation, it is important to consider the range of experiences and needs within these identities, which can be very different.
Transphobia and interpobia can manifest in societal and systemic barriers that prevent transgender and intersex individuals from accessing healthcare, housing, employment, and other basic rights and services. Bisexual individuals may face discrimination within both the heterosexual and LGBTQIA+ communities.
When accessing digital products and services LGBTQIA+ people may face challenges, including:
For example, fitness apps that categorize exercises according to the gender binary exclude nonbinary individuals.
For example, online shopping experiences that separate the women’s and men’s section and don’t allow for search and browsing across sections are unwelcoming and decrease the usability for gender non-conforming individuals.
For example, this could include an absence of gender-neutral or non-binary representations in avatars or profiles.
For example, trans people are often misgendered and (addressed by there pre-transition name) in everyday life, when interacting with institutions and digital products and services. Someone who is bisexual may be assumed to be heterosexual because of the gender of their partner.
For example, health apps may rely on limited or inaccurate sex-related information, resulting in inadequate results for intersex and transgender people.
The enforcement of binarism and cultural cisgenderism is systemic and authoritative, it is limiting and prejudicial and leads to the invisibility of trans and intersex people. Neither sex nor gender are binary. Society and culture create binaries, which do not fit everyone.
: Let us know what other challenges people face because of their gender or sexuality.
Inclusive solutions
Products reflect their creators. They can mirror their biases, beliefs and exhibit their views. It's important for digital product and service creators to be aware of their own biases, and common challenges faced by a range of people in order to actively work to create more inclusive experiences, that work for people of all genders.
Addressing these challenges requires a commitment to inclusive design and a willingness to engage in ongoing conversation and collaboration with a diverse range of users.
Bringing a gender-sensitive approach to the act of designing something means acknowledging that technology is as biased as the humans who develop it are, hence it can (and it does!) reinforce oppression. Products that do not intentionally include can end up discriminating against already marginalised identities. Gender-inclusive design is about intentionally designing and implementing solutions that result in experiences that include people of all genders, especially marginalised ones.
Here are some ideas to help you create solutions that are inclusive for all genders and sexualities.
Normalise gender and sexuality diversity: Represent, reflect and normalise gender diversity of your users in all you do. Reflect different genders, sexualities, family units and allow for non-disclosure and fluidity. Gender and sexuality diversity in your internal teams will help you do this.
For example, this from Gillette (2019) shows a father teaching his trans son to shave for the first time.
For example, giving positive reinforcement when a user asks the digital assistant for its pronouns is also a way of normalising sharing pronouns.
Consider the impact of gender bias in language and imagery: Gender bias in language and imagery can perpetuate stereotypes and make digital products and services less inclusive for women, non-binary, and transgender people. This can include using gender-neutral language and imagery, avoiding stereotypes and harmful representations, and providing options for users to select or self define their pronouns. Avoid using unnecessarily gendered language in product design and marketing materials, and instead use inclusive terms such as "they" instead of "he" or "she".
Incorporate gender-specific health and safety concerns: Women, non-binary, and transgender people may have specific health and safety concerns that need to be considered when designing and developing digital products and services. This can include incorporating privacy and security features such as end-to-end encryption for digital health apps, protecting information about identity, ensuring that individuals have control over their personal information, or providing options for users to report and flag content that may be harmful or triggering.
For example, consider this empowering solution from that allows users to use their True Name. 
Consider gender diversity in user research: from a diverse range of people including those who identify as non-binary or transgender, in order to understand their unique experiences and needs. Make sure researchers know how to minimise the risk of bringing their own biased understanding of gender to the data analysis. This can help to ensure that products are designed in a way that is inclusive for everyone.
Offer customisation options: Allow users to customise their experience, such as the possibility of selecting their correct gender identity, titles or pronouns, to help create a more inclusive product experience. Offer users the possibility to opt out of certain types of content or features that may be triggering or otherwise unwanted.
For example, LinkedIn allows users to define their pronouns. This reduces friction for users who are often misgendered and normalises sharing pronouns for everyone.
Incorporate diverse perspectives in product design: Encourage diverse perspectives on your product design team, and actively seek feedback from those who have different experiences, including those from different gender identities.
Consider different body types: Design products that are comfortable and functional for people of different body types. This could include designing clothing with adjustable waistlines or creating products that are designed to fit a range of body shapes.
Provide education and training: Make sure that your team is knowledgeable about gender diversity and the unique experiences of people who identify as non-binary or transgender. Encourage them to attend workshops or training sessions to learn more and challenge preconceived ideas of gender and sexuality.
By following these practices and prioritising the needs of users of marginalised gender identities and sexualities, product innovators can create products that are more inclusive and help to break down barriers that limit access and usage for them.
Women in Innovation
To create truly inclusive products and innovations, it is critical not only to consider and meet the diverse needs of people of different genders and sexualities but also to address the systemic issues impacting the innovation landscape more broadly.
Innovation shapes the products, services, and solutions that drive progress, but the process itself is rarely neutral. Historical biases, gendered norms, and systemic inequities influence who gets to innovate, whose needs are prioritised, and which ideas succeed. If we aim to create truly inclusive innovations, we must address not only the gaps in representation but also the broader cultural and societal factors that shape innovation.
This section explores how women are often excluded from the innovation landscape, offers examples to illustrate the consequences, and provides actionable steps to create a more inclusive and impactful innovation ecosystem.
Examples of Gender Bias and Missed Opportunities
Wheels on Suitcases
Electric Cars
FemTech and Women’s Health
The FemTech industry highlights gaps in innovation around women’s health. Solutions for menstrual health, fertility, and menopause are underfunded, despite their vast market potential and societal importance. This is due to stigma, systemic bias, and a lack of understanding of the specific needs and opportunities in women’s health by a predominately male venture funding industry.
For example, describes how two men received funding for the ‘pinky glove’; a product that no women needs, yet two women were denied funding for period pants, which many women would benefit from.
Discovering DNA
X-ray crystallography work was crucial to identifying DNA’s double-helix structure. However, her contributions were overshadowed by James Watson and Francis Crick, who used her findings without proper credit and received the 1962 Nobel Prize alongside Maurice Wilkins.
Franklin’s story, which is not unique, highlights systemic bias in recognising women’s contributions, perpetuating the myth of innovation as male-dominated.
Challenges for Women in the Innovation
What Innovators Can Do
Build Diverse Teams
Actively recruit and empower women, non-binary individuals, and LGBTQ+ people in innovation teams and leadership roles.
Challenge Gendered Norms
Consider and assess how societal narratives influence your product design and marketing, and actively work to counteract these biases.
Redefine Success Metrics
Move beyond traditional like rapid growth or "unicorn" status to prioritise sustainability, inclusivity, and community impact.
Amplify Marginalised Voices
and create platforms for women and marginalised innovators to share their ideas, ensuring their contributions are recognised and valued.
Address Funding Inequities
Advocate for equitable funding practices that support diverse business models and break down systemic barriers in venture capital.
Audit Your Designs and Data
Implement and regularly review products and datasets to ensure they account for diverse genders, sexualities, and lived experiences.
Learn from History
Study examples like the delay in suitcase wheels or electric cars to identify how blind spots can lead to missed opportunities.
Foster Inclusive Ecosystems
Support initiatives, networks, and policies that promote inclusivity in innovation, from education to funding and beyond.
Innovation thrives when it draws on the full spectrum of human experiences. By addressing systemic inequities and challenging biases, we can not only create better products and services but also reshape the culture of innovation itself.
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