Annie Jean-Baptiste

Building For Everyone (eBook, PDF)

Expand Your Market With Design Practices From Google's Product Inclusion Team

• Format: PDF

Produktbeschreibung

Diversity and Inclusion to build better products from the front lines at Google Establishing diverse and inclusive organizations is an economic imperative for every industry. Any business that isn't reaching a diverse market is missing out on enormous revenue potential and the opportunity to build products that suit their users' core needs. The economic "why" has been firmly established, but what about the "how?" How can business leaders adapt to our ever-more-diverse world by capturing market share AND building more inclusive products for people of color, women and other underrepresented groups? The Product Inclusion Team at Google has developed strategies to do just that and Building For Everyone is the practical guide to following in their footsteps. This book makes publicly available for the first time the same inclusive design process used at Google to create user-centric award-winning and profitable products. Author and Head of Product Inclusion Annie Jean-Baptiste outlines what those practices look like in industries beyond tech with fascinating case studies. Readers will learn the key strategies and step-by-step processes for inclusive product design that limits risk and increases profitability. * Discover the questions you should be asking about diversity and inclusion in your products for marketers, user researchers, product managers and more. * Understand the research the Product Inclusion team drove to back up their practices * Learn the "ABCs of Product Inclusion" to build inclusion into your organization's culture * Leverage the product inclusion suite of tools to get your organization building more inclusively and identifying new opportunities. * Read case studies to see how product inclusion works across industries and learn what doesn't work. Building For Everyone will show you how to infuse your business processes with inclusive design. You'll learn best practices for inclusion in product design, marketing, management, leadership and beyond, straight from the innovative Google Product Inclusion team.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 272
• Erscheinungstermin: 20. August 2020
• Englisch
• ISBN-13: 9781119646242
• Artikelnr.: 60067189

Autorenporträt

ANNIE JEAN-BAPTISTE is the Head of Product Inclusion at Google. She created the original framework for product inclusion and leads it across the company. She graduated from the University of Pennsylvania with degrees in International Relations and Political Science and currently serves as an intrapreneur in residence at the University of Pennsylvania's Graduate School of Education. Annie is a member of the Ethically Aligned Design for Business Committee of the IEEE Global Initiative on Ethics of Autonomous and Intelligent Systems. She is also a board member for KQED and advisor for the More than Peach project. She created Food for the Future, an initiative to face societal injustice over conversations at the dinner table, and founded the Equity Army, a community of innovators passionate about making the world more inclusive through design.

Inhaltsangabe

Foreword xiii

Introduction 1

Chapter 1 Building for Everyone: Why Product Inclusion Matters 11

Product Inclusion Team Approach 13

Understanding Who Your User is 15

Understanding What Exclusion Looks Like 17

Speaking a Common Language 20

Expanding Diversity and Inclusion to Products and Services 22

Recognizing the Need to Communicate with Underrepresented Users 24

Case Studies: Prioritizing Inclusion Across Industries 28

Going beyond default shapes and sizes 28

Designing comfortable virtual reality headsets for everyone 29

Ignoring the impact of airbags on women and children 30

How Google's Product Inclusion Team Got Its Start 31

Chapter 2 Google's Capstone Research: What We Learned 37

Understanding Our Research 38

Our research objectives 38

Our research questions 39

Definitions of key terms, parameters, and metrics 40

Desired outcomes 41

Examining the data 42

Drawing conclusions 43

Learning from Our Experience 44

Putting Our Research and Experience to Work in Your Organization 44

Chapter 3 20 Essential Product Inclusion Questions to Light the Way 47

The 10 Questions Every Team Needs to Ask and Answer 47

Has your team been exposed to product inclusion? 50

Have you identified a champion for your product inclusion efforts? 51

What's the product (or business) challenge you're trying to solve? 51

What is the inclusion challenge you're trying to solve? 52

How do the product/business and inclusion challenges align? 52

Whom do you need to influence to unlock resources to solve the problem? 53

What's your action plan for a test/pilot? 53

What partners need to be involved to execute, document, measure, and communicate the results of your test/pilot? 53

How can you build the resources to continue this work beyond this workshop? 54

What is your public commitment to documenting and sharing the outcomes of your work in product inclusion (both internally and externally)? 55

10 Questions Most Teams Ask Our Product Inclusion Team 55

Why should leaders care about team members' personal backgrounds? 56

Why is culture important? 57

What part of product design is the most important? 59

Do you have insights specifically for [insert specific product/service]? 60

Can you come to my team meeting? 61

Which dimensions do I prioritize? 62

How do I get the most perspectives to the table? 63

I want my program manager/VP/marketing manager/engineering lead to care about this. What do I do? 64

Am I biased? 65

What's the one thing I should focus on? 67

Chapter 4 Building the Case for Product Inclusion and Getting Buy-In 71

Building the Case for Product Inclusion 71

Building a human case 73

Building a business case 75

Bringing it all together 78

Building Buy-In: Top-Down and Bottom-Up 79

Getting buy-in from execs 80

Starting a grassroots transformation among employees 83

Chapter 5 Adopting Product Inclusion Principles to Guide Your Work 91

Checking Out Existing Product Inclusion Principles 92

Pinpointing Your Own Product Inclusion Principles 95

Putting Principles into Practice 96

Developing people, processes, and products 96

Chapter 6 Integrating Product Inclusion with Your Work 101

Holding Teams Accountable with Objectives and Key Results (OKRs) 102

Defining objectives