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Helen Flaherty on the Power of Gender Diversity in Innovation and Product Design

October 22, 2024 by Women in Digital
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Helen Flaherty on the Power of Gender Diversity in Innovation and Product Design

Technology is driving the future, and Helen Flaherty stands out as a leader who champions innovation and understands the crucial role gender diversity plays in the process. With over 20 years of experience in digital product and marketing leadership, Helen, the Head of Product at Global Payments Oceania, is leading product innovation at the global payments giant and driving gender diversity as a catalyst for innovation in product design.

“To me, it’s magic”: A Passion for Innovation and Design

Helen’s career trajectory is anything but traditional. Originally armed with a Fine Arts degree, she began her professional life in advertising, eventually making her way into the rapidly growing world of digital product design during the early 2000s dot-com boom. However, it was her desire to solve complex problems through creativity and technology that led her to fintech.

“I aim to influence and drive change so the next generation of female leaders have a shorter, less challenging path than I did.”

Now at Global Payments Oceania, Helen is responsible for leading the design and development of software features that solve customer pain points and drive business outcomes. Among her notable achievements is the development of a market-leading Single Application Programming Interface (Single API), which powers an omnichannel solution that provides a seamless customer experience. However, innovation for Helen isn’t just about technology; it’s about the people who use it and the teams who create it.

The Diversity Dividend and Why Gender Matters in Product Development

Research from Harvard Business Review1 shows that diverse teams are 45% more likely to improve market share and 70% more likely to capture new markets. Gender diversity, in particular, leads to more effective product design, as diverse teams are better positioned to understand and address the needs of a wider range of users.

“Greater diversity in a team means a broader range of views, which can lead to a better outcome. This means a better product is likely to be designed.”

In product development, gender-inclusive teams are crucial for identifying blind spots in design that may overlook or marginalise certain user groups. For example, the World Economic Forum2 found that gender-balanced teams create more user-centric products that resonate with diverse consumers, increasing customer satisfaction by up to 67%.

“Innovation happens when we consider diverse perspectives. The secret to a great product is having as many minds exposed to it as possible, so you cater to a range of scenarios that can easily be missed.”

Innovation Through Inclusion

Helen firmly believes leadership is key to fostering an environment where diversity drives innovation. “You need to lead this type of change from the top,” she asserts. “Leadership plays the most important role in creating a safe space for diversity and inclusion to thrive.

Thanks to an all-of-business focus, Global Payments Oceania has undertaken a multi-year DE&I journey to embed diverse hiring, flexible working arrangements and improve underrepresentation. The goal is simple: to build teams that reflect the customers they serve and to remove any biases that might hinder inclusivity.

One of the most effective strategies, according to Helen, is creating spaces where diverse teams feel valued and heard. By implementing policies that support career development and actively encourage diversity, she has seen the power of different perspectives come to life in product design.

“When you have a diverse team working on a product, it changes how you approach problem-solving. You see things you wouldn’t otherwise see.”

Designing for the Future of Inclusivity

As the industry continues to evolve, Helen is excited about the growing recognition of inclusivity in product design. “There is greater consideration and industry discussion for designing for inclusivity than ever before, which is exciting,” she says.

With more research and mandatory accessibility requirements coming into play in various markets, including Europe, Helen believes that the future of product design will be more inclusive than ever. And she’s determined to be part of that change.

I think we’re at the beginning of a real shift in how we approach product design,” Helen adds. “The more we embrace diversity, the more we’ll see products that truly reflect the needs of all users.

As Helen continues to support innovation at Global Payments Oceania, she’s not just creating cutting-edge fintech solutions—she’s laying the groundwork for a more inclusive and innovative future – one where diversity isn’t just part of the conversation, but a key driver of success.

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  1. Harvard Business Review, “How and Where Diversity Drives Financial Performance” (2018).
  2. World Economic Forum, “Global Gender Gap Report 2019.”

Women in Digital