Details

Building For Everyone

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

von: Annie Jean-Baptiste
19,99 €
Verlag:	Wiley
Format:	EPUB
Veröffentl.:	20.08.2020
ISBN/EAN:	9781119646235
Sprache:	englisch
Anzahl Seiten:	272

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Beschreibungen

Titelbeschreibung

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. <ul> <li>Discover the questions you should be asking about diversity and inclusion in your products for marketers, user researchers, product managers and more.</li> <li>Understand the research the Product Inclusion team drove to back up their practices</li> <li>Learn the “ABCs of Product Inclusion” to build inclusion into your organization’s culture</li> <li>Leverage the product inclusion suite of tools to get your organization building more inclusively and identifying new opportunities.</li> <li>Read case studies to see how product inclusion works across industries and learn what doesn't work.</li> </ul> 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.

Inhaltsverzeichnis

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 103 Defining and scoring key results 104 Modifying OKRs 104 Integrating Product Inclusion at Key Touchpoints 105 Identifying your product inclusion touchpoints 106 Specifying inclusive actions at each touchpoint 107 Applying an inclusive lens throughout the process 110 Staying on Track with the Product Inclusion Checklist 112 Using the product inclusion checklist 113 Modifying the product inclusion checklist 117 Chapter 7 Getting to Know Your Underrepresented Users 121 Building an Inclusive Research Team 122 Modifying Research Studies for Underrepresented Users 123 A Six-Step Inclusive Research Framework 124 Step 1: Explain the purpose of the study 124 Step 2: Establish your inclusion criteria 125 Step 3: Build your sample 127 Step 4: Choose a research method 129 Step 5: Conduct your research 130 Step 6: Share your results 131 Bringing It All Together: From Research to Product 132 Chapter 8 Integrating Product Inclusion into the Ideation Process 135 Conducting Inclusive Design Sprints 136 Identify and invite participants 137 Lay the foundation for a successful design sprint 138 Conduct the design sprint 139 Delivering Lightning Talks 143 Chapter 9 Starting Your Own Dogfooding and Adversarial Testing Programs 147 Creating and Managing a Dogfooders/Testers Pool 148 Recruiting employees 149 Choosing a dogfooding lead 150 Coordinating dogfooders with product teams 152 Following up with the product team 154 Following up with your dogfooders/testers 155 Case Studies on Inclusive Dogfooding/Adversarial Testing 155 Case Study: Owlchemy 156 Case Study: Grasshopper 160 Case Study: Google Duo 161 Case Study: Project DIVA 162 Chapter 10 Making Your Marketing More Inclusive 165 Inclusive Marketing Guidelines 166 Google’s Inclusive Marketing Consultants Task Force 168 Extending inclusiveness to all your marketing activities 169 Chapter 11 Measuring Product Inclusion Performance 173 Mastering Performance Measurement Fundamentals 174 Choosing the Right Performance Metrics 175 Evaluating your metrics needs 176 Classifying metrics 177 Considering some metrics to adopt 178 Combining Metrics with Objectives and Timelines 181 Chapter 12 The Many Shades of Nude: Product Inclusion in Fashion and Retail 183 Focusing on Inclusive Fashion 184 Considering color 185 Broadening selections for size and fit 185 Making sensitive product and marketing choices 186 Increasing gender diversity 187 Making Your Retail Store More Inclusive and Accessible 188 Brickandmortar establishments 188 Online stores 191 Product Inclusion at the Gap 192 Product Inclusion at Dyne Life 196 Chapter 13 Looking to the Future of Product Inclusion 199 Sharing Perspectives on the Future of Product Inclusion 200 Product Inclusion Across Industries 201 Eyewear 201 Medicine/Healthcare 203 Architecture 207 Fitness 207 Toys 208 Movies and television 211 Academia 214 Fashion 215 So What Does All This Mean? 221 Acknowledgments 225 About the Author 231 Index 233

Autorenportrait

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.

Back cover copy

PRAISE FOR BUILDING FOR EVERYONE "The work Annie Jean-Baptiste has done at Google to encourage and scale inclusive product design has been nothing short of exceptional; it is a true gift to now see this knowledge codified and broadly accessible so that everyone can design and build more inclusive products." —CARA SHORTSLEEVE, CEO of The Leadership Consortium (TLC) "Applying an inclusive lens throughout product development helps companies create better products for a more diverse group of users by embedding inclusion right from the beginning. Annie and her team's work in product inclusion provides a powerful way to proactively design and test useful products for large, untapped audiences." —YOLANDA MANGOLINI, Director, Global Programs–Global Food Team at Google "Annie Jean-Baptiste is one of a handful of leaders who has thought deeply about this topic, at scale, for a long time. Her approach transcends 'good intentions' and is grounded in first principles—understanding the why as well as the how of the practice of product inclusion. I've had the chance to work closely with Annie over many projects, and I've learned something every time. Highly recommended." —BRADLEY HOROWITZ, Vice President of Product, Google "This book is an invaluable resource for those wanting to make significant strides in how their organization thinks about and broadly implements product inclusion initiatives!" —DELECIA KREVET, Director, People Operations, Google "How do we make diversity and inclusion a core part of everything we do? This is a question that many companies are, and every company should be, asking. This guide gives answers grounded in case examples and research. The tools and insights provided will make any organization better able to develop new products in an increasingly diverse world." —DR. ALVA TAYLOR, Tuck School of Business, Director of the Center for Digital Strategies "Annie Jean-Baptiste is undoubtedly one of Google's greatest assets. Annie's expertise in the area of product inclusion has rendered her one of the most sought-after speakers on the tech circuit and beyond. The inclusive design strategies that Annie implements should be scaled across industries. She is a true business pioneer whose innovative strategies and ideas will continue to transform industry." —ERIKA MUNRO KENNERLY, Senior Vice President, Associate General Counsel, Endeavor