Women-centered design na americkém trhu

This bachelor's thesis highlights the potential of effective targeting of women through the process of design thinking. Its focus is on creating a methodology for women-centered design, which is one of the key outputs of this work. The theoretical part analyzes and compares design thinking methodologies and examines the women's consumer market. Based on in-depth interviews with international experts in the field, these sections provide the foundation for the methodology design. The proposed methodology aims to introduce a more effective targeting of women in the design process, with potential use in internal teams of organizations and companies. The secondary output of this work is recommendations for targeting selected sectors of the American market with the greatest potential for using the proposed methodology. These recommendations are based on research on the American market and the insights from in-depth interviews. The proposed women-centered design methodology is built on the foundations of the theoretical part and the output of the in-depth interviews with experts. The final form of the methodology scheme was developed in consultation with two specialists from the industry.