Computer Engineer Barbie:Attracting a new generation of women to technology careers

Cheryl Platz Senior User Experience Designer, MicrosoftVice-President of the Board, IGNITE Worldwide

cheryl@cherylplatz.com@muppetaphrodite

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I want you to help me change the world,

and I’m here to tell you how and why.

My background:

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My background:

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My current work

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My user experience team in Microsoft’s Server and Tools division is

40% female. 16 out of 40 employees as of May 2011.

Prologue:

I realized that I’d never worked with so many women before – not even in entertainment. I started to wonder if

there’s something particular and special about interaction design...

(The typical ratio in engineering disciplines is about 10%.)

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Why is this our problem? What’s in it for us?

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Q:

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Why is this our problem? What’s in it for us?

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Q:The nation is falling behind – needlessly – and we

are unable to fill science and technology openings

with domestic talent. We’ve got the “special

sauce” that can help reverse this worrisome trend.

A:

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Why is this our problem? What’s in it for us?

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Q:The nation is falling behind – needlessly – and we

are unable to fill science and technology openings

with domestic talent. We’ve got the “special

sauce” that can help reverse this worrisome trend.

A:

...Oh, and the financial upside is potentially huge.

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European firms with the highest proportion of women in power saw their stock value climb by 64 percent over two years, compared with an average of 47 percent, according to a 2007 study by the consulting firm McKinsey and Company.

In a 2001 study, Pepperdine University researchers found that measured as a percent of revenues, profits at Fortune 500 firms that most aggressively promoted women were 34 percent higher than industry medians.

“One recent study determined that women in senior management had an especially positive impact on firms involved in research and development.”

“The Female Advantage”(from the Boston Globe)

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In short, a well-balanced workplace is more likely to innovate and succeed.

But we’re going to have to get involved to make sure balance is even an option in the future.

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I’m going to focus on computer science education as the “canary in the coal mine” for STEM career decline: the field has some

of the most promising job growth, yet paradoxically some of the largest attraction

and retention issues.

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Female interest in computer science is steadily declining.

What happened after 1982?

My classPeaked in 1982!

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Stereotypes happened.

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“...There’s only one girl in space.”

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In school, perception is everything.Especially for girls.

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...survive in their world?

How can this...

Barbie’s 126th career:

Computer Engineer.

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Barbie’s 126th career:

Computer Engineer.

Bluetooth headset

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“Generic” touch phone

Glasses

Practical flats

Binary shirt

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She may not seem like much, but this new Barbie represents an important step in changing the

prevailing perception of technology careers for young women.

There is growing momentum on this front: an opportunity to spread the word about

technology careers.

And it’s not just Barbie...Cheryl Platz

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Cheryl PlatzInteraction ’11 – Boulder, CO

On CNN.com:The “Top Secret

Rosies”From the Women in Technology Hall of Fame:

“The first programmers started out as

"Computers." This was the name given

by the Army to a group of over 80

women working at the University of

Pennsylvania during World War II

calculating ballistics trajectories -

complex differential equations - by

hand. When the Army agreed to fund

an experimental project, the first all-

electronic digital computer, six

"Computers" were selected in 1945 to

be its first programmers.”

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So what’s making the women of tomorrow move away from STEM career choices?

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Practical flats

So what’s making the women of tomorrow move away from STEM career choices?

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"One important first step towards bridging the digital divide is to close the disciplinary gap between the social sciences (e.g. women's studies, ethnic studies, psychology, and sociology) and the "hard" sciences (e.g. math, engineering, and computer science); these two discourses rarely intersect, either theoretically or practically.”

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Mary Kirk, “Gender and Information Technology: Moving Beyond Access to Co-Create Global

Partnership”

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Interaction design is a unique blend of three different traditional disciplines. Two of them are actually more gender-

balanced.ComputerScience

VisualDesign

Cognitive Psychology

48% female 71% female 10% female

* Data assembled from Payscale.com in August 2010, based on job title

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Interaction design problems inherently combine computer science with skills that are traditionally perceived as more desirable by female students.

Interdisciplinary design problems are an ideal vehicle for opening young women’s minds to the possibilities of science and technology careers.

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And interaction design isn’t the only STEM career that may pique girls’ interest:

Game DesignTell stories, collaborate, do what you love

Biomedical EngineeringImprove quality of life by defining a new generation of technology

Mechanical EngineeringDesign the physical world, from machines to theme park rides

Film & Video ProductionWork in entertainment, from animation to film editing

HealthcareMake it easier for doctors to take care of patients

...and many more...

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But there’s another problem. It’s just as hard to retain girls in computer science as it is to attract them. Why?

Computer science curriculums aren’t designed to adapt to the educational interests of female students.

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Women are more likely to become intellectually engaged in a subject if it is presented in context, with proven societal benefit. Computer science curriculums are academic, often to a fault.

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“Why Students With An Apparent Aptitude for Computer Science Don’t Choose to Major in Computer Science” (Lori Carter, SIGCSE Bulletin, 2006. Volume 38, p 27-31)

Two of the top three common deterrents:

“My desire to sit in front of a computer all day”“I would like a more people-oriented major.”One of the top three positive influences:

“My desire to use computers in another field (business, medicine, etc.)”

Calculus and pre-calculus students (male and

female) at nine schools in Arizona and California were asked to rank 11 items as having either positive, negative, or

neutral influence on their consideration of computer

science as a potential major.

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“Why Students With An Apparent Aptitude for Computer Science Don’t Choose to Major in Computer Science” (Lori Carter, SIGCSE Bulletin, 2006. Volume 38, p 27-31)

Recommendations:

Offer multi-disciplinary and cross-disciplinary programs to meet students' desire to use computers in another field.

Inform students about what computing really is to overcome its image of involving sitting in front of a computer all day and not being "people-oriented".

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The key is in the messaging.

What do girls want to know?Do I have to be awesome at math?

Do I get to team up with other people?

Can I study this at a community college? How long does it

take?

Is there time for me to have a family? Hobbies?

How will the world be different because I do this work?

How much can I make?

What will my life be like?

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Girls today picture science & tech careers

like this:

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Girls today picture science & tech careers

like this:But we can show them a future that looks like

this:

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We are the role models for this generation.

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Stop being silently awesome. Share your passion about your “geeky” career.

Share your success stories about the impact of your own STEM work.

Share your enthusiasm about life outside the office.Share your daily life – what is it like to be you?

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Let your experiences be a beacon for young girls

looking to find their way in the world.

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Reach out. Attend career fairs and talk about your work Host job shadows & office visits for interested

students Set up workshops that let kids get hands-on with

practical problems Encourage educators to show societal benefit of

science and technology work Act as an advisor for educators designing curriculumsCheryl Platz

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The group I work with, IGNITE, sends technology professionals into schools to speak directly with young girls about their experiences. IGNITE also organizes field trips, job shadows, conferences, and mentoring.

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There are already a number of nonprofit organizations working to reach out to these students & looking for

partners like you.

For more on IGNITE: http://facebook.com/IGNITEworldwide

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A little effort goes a long way.

IGNITE chapter in Lagos, Nigeria

IGNITE High School Presentation

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“I learned a lot about how everybody is like us and how they built their way up. I learned a lot

about the future technology and how everything will cost less and people can have what they

want. I also learned how to get a career in technology and at Microsoft. I would like to do

more things like this.” (Student, Dec 2010)“I liked the speakers because they were very

informative... I could relate to many of them. I learned that many women do like engineering and technology. I never thought about it and

am now considering it for my career. I thought this day was perfect. This exceeded my

expectations. Thank you !” (Student, Dec 2010)

I enjoyed the variety of presenters with the experiences they have and all of the great

advice. The most interesting thing that I learned/heard today is it doesn’t matter what

financial status you have, you should/can strive for your goal.” (Student, Nov 2010)

Look at what an impact you can make with just two hours of your time.

These comments are just a few of hundreds received each year from the girls themselves - after just a single panel!

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So what’s your goal? Imagine if everyone in this room spent

a few hours a year in an attempt to make a positive difference in the lives

of young students...

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And we’re in luck...

Seattle is a great place to start.

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Other Local Opportunities: Annual DIGIGIRLZ technology camp Formal mentoring programs, e.g.

Seattle Girls’ School TEALS teacher program (Technology

Education and Literacy in Schools)

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Shouldn’t educators be doing this already?

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“While I earnestly support the idea that more girls should study math and science, I believe that the problem instead belongs to employers, educators, and the institutions they lead.” – Alan Cooper’s response to this talk

Q:

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Shouldn’t educators be doing this already?

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Of course, this is the eventual goal – but our nation’s

educational system is poorly funded and supported. There’s no

central body to socialize or enforce these changes.

Rather than wait for someone else to make change, we can

become agents of that change.

A:

“While I earnestly support the idea that more girls should study math and science, I believe that the problem instead belongs to employers, educators, and the institutions they lead.” – Alan Cooper’s response to this talk

Q:

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Rather than wait for someone else to affect change, let’s become catalysts

of the change we want to see.

“If you want to affect culture change, you have to meet

people where they are – not where you want them to be.”

- Brenda Laurel

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In closing…

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We’ve come a long way…Cheryl Platz 49

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Stop being silently awesome.

Spread the good word about STEM careers to students and educators in your community – you might just change a life.**And at the very least, you’re investing in our youth and the country’s future while helping to educate the world about what we do!

…but our work has just begun.

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Continuing the Discussion

Twitter: @muppetaphrodite

Web: http://cherylplatz.com/

http://blog.cherylplatz.com/

Email: cheryl@cherylplatz.com

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Want to help IGNITE? Volunteer as a panelist, mentor or chaperone

Donate to help us extend our reach

Sponsor and support new chapters

Follow us:

http://facebook.com/IGNITEWorldwide

http://twitter.com/IGNITEWorldwide

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References & Additional ReadingNCWIT: National Center for Women & IT – research, programs, partner organizations

Books: “Gender and Information Technology: Moving Beyond Access to Co-Create Global Partnership” (Mary Kirk) “Unlocking the Clubhouse: Women in Computing” (Jane Margolis, Allan Fisher)

Sample programs: Microsoft’s DigiGirlz technology camps IGNITE Worldwide (school outreach) Aspire / Society of Women Engineers (school outreach) Alice.org: Free 3D visual programming software for kids

Sample papers:“Evaluating the Effectiveness of a New Approach” – how use of the Alice student-oriented programming tool in CS courses ‘leveled the playing field’ and increased retentionNCWIT Report: Girls & IT Research Summary – pointers to several recent studies and summaries of their findings with respect to technical education for young women.

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