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The Danish company Danfoss is a global leader in indoor-climate solutions. Following our successful collaboration on award-winning product designs, Danfoss and design-people joined forces for a research collaboration about innovation culture and practices. Together we embarked on a 3-year long design research project called Female Interaction (FI). We aimed to explore and address the female target group more effectively by exploring and tapping into female values, preferences, and lifestyle choices when it comes to tech-products.