Why don't young girls choose careers in science and technology fields? How can we make a difference? We explore the damaging effects of stereotypes and outdated curricula, and cover ways that you can make a difference in evangelizing STEM careers to girls in your life, today. Originally delivered at the first annual GeekGirlCon on Oct 9, 2011 in Seattle, WA. This is a longer, more general-purpose version of the original talk I gave at Interaction '11 in Boulder, CO (also available on Slideshare).

1. Computer Engineer Barbie:
Attracting a new generation of
women to technology careers
Cheryl Platz
Senior User Experience Designer, Microsoft
Vice-President of the Board, IGNITE Worldwide
cheryl@cherylplatz.com
@muppetaphrodite

2. I want you to help me change the world,
and I’m here to tell you how and why.
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3. My background:
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4. My background:
My current work
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5. Prologue:
My user experience team in Microsoft’s Server and Tools division is 40%
female. 16 out of 40 employees as of May 2011.
(The typical ratio in engineering disciplines is about 10%.)
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...
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6. Q: Why is this our problem? What’s in it for us?
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7. Q: Why is this our problem? What’s in it for us?
A: 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.
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8. Q: Why is this our problem? What’s in it for us?
A: 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.
...Oh, and the financial upside is potentially huge.
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9. “The Female Advantage”
(from the Boston Globe)
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.”
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10. 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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11. 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.
Cheryl Platz Interaction ’11 – Boulder, CO 11

12. Female interest in
computer science is
steadily declining.
What happened after
1982?
Peaked in 1982! My class
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13. Stereotypes happened.
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14. “...There’s only one girl in space.”
IxDA Seattle – May 11, 2011

15. In school, perception is everything.
Especially for girls.
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16. How can this...
...survive in their world?
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17. Barbie’s 126th career:
Computer Engineer.
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18. Glasses Barbie’s 126th career:
Computer Engineer.
Bluetooth headset
“Generic” touch phone
Binary shirt
Practical
flats
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19. 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...
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20. Cheryl Platz Interaction ’11 – Boulder, CO 20

21. 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.”
Cheryl Platz
Interaction ’11 – Boulder, CO

22. So what’s making the
women of tomorrow
move away from STEM
career choices?
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23. So what’s making the
women of tomorrow
move away from STEM
career choices?
Practical flats
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24. "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.”
Mary Kirk, “Gender and Information Technology: Moving
Beyond Access to Co-Create Global Partnership”
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25. Interaction design is a unique blend of three different traditional
disciplines. Two of them are actually more gender-balanced.
Visual Cognitive Computer
Design Psychology Science
48% female 71% female 10% female
* Data assembled from Payscale.com in August 2010, based on job title
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26. 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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27. And interaction design isn‟t the only STEM career that may
pique girls‟ interest:
Game Design Healthcare
Tell stories, collaborate, Make it easier for doctors to
do what you love take care of patients
Mechanical
Engineering
Biomedical Design the physical Film & Video
Engineering world, from machines to
theme park rides
Production
Improve quality of life by Work in entertainment, from
defining a new generation animation to film editing
of technology
...and many more...
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28. 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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29. 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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30. “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)
Calculus and pre-calculus Two of the top three common deterrents:
students (male and female)
at nine schools in Arizona “My desire to sit in front of a computer all day”
and California were asked to “I would like a more people-oriented major.”
rank 11 items as having
either positive, negative, or One of the top three positive influences:
neutral influence on their
consideration of computer “My desire to use computers in another field
science as a potential major. (business, medicine, etc.)”
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31. “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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32. 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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33. Girls today picture science
& tech careers like this:
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34. Girls today picture science
& tech careers like this: But we can show them a
future that looks like this:
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35. We are the role models for this generation.
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36. 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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37. Let your experiences be a
beacon for young girls looking to
find their way in the world.
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38. 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 curriculums
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39. There are already a number of nonprofit organizations
working to reach out to these students & looking for partners
like you.
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.
For more on IGNITE: http://facebook.com/IGNITEworldwide
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40. A little effort goes a long way.
IGNITE chapter in Lagos, Nigeria
IGNITE High School Presentation
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41. “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)
Look at what an impact
“I liked the speakers because they were very
you can make with just
informative... I could relate to many of them. I learned two hours of your time.
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 These comments are just a few
exceeded my expectations. Thank you !” (Student, Dec
2010) of hundreds received each year
from the girls themselves - after
I enjoyed the variety of presenters with the experiences
they have and all of the great advice. The most
just a single panel!
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)
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42. 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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43. And we‟re in luck...
Seattle is a great place to start.
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44. 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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45. Q: Shouldn’t educators be doing this already?
“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
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46. Q: Shouldn’t educators be doing this already?
“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
A: 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.
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47. 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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48. In closing…
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49. We’ve come a long way…
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50. Cheryl Platz Interaction ’11 – Boulder, CO 50

51. …but our work has just begun.
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!
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52. Continuing the Discussion
Twitter: @muppetaphrodite
Web: http://cherylplatz.com/
http://blog.cherylplatz.com/
Email: cheryl@cherylplatz.com
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53. 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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54. References & Additional Reading
NCWIT: 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 retention
NCWIT 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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