Right now, almost every wayfinding app gives directions according to cardinal direction, distance, and street: “Go north for 1.5 miles, then turn left on Elm St.” But academic researchers have consistently shown that women navigate by landmarks and visual cues. So Microsoft built a nuanced version of Bing that provides directions with cues that are more gender neutral: “Go north for 1.5 miles, then turn left at the McDonald’s. Now you’re on Elm St.” By paying attention to how women are different from men, Microsoft identified an improvement that benefits everyone—from those with a poor sense of direction to anyone who doesn’t quite know how long it takes to walk 300 feet.