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Building For Everyone

Release Date: 2020/09/01
ISBN: 9781119646228
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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.

Table of Contents

  1. COVER
  2. FOREWORD
  3. INTRODUCTION
    1. Planning for Success
    2. Making Inclusive Design a Priority
    3. Bringing an Inclusive Lens to Google Assistant
    4. Building for Everyone, with Everyone
    5. Notes
  4. CHAPTER 1: Building for Everyone: Why Product Inclusion Matters
    1. Product Inclusion Team Approach
    2. Understanding Who Your User Is
    3. Understanding What Exclusion Looks Like
    4. Speaking a Common Language
    5. Expanding Diversity and Inclusion to Products and Services
    6. Recognizing the Need to Communicate with Underrepresented Users
    7. Case Studies: Prioritizing Inclusion Across Industries
    8. How Google's Product Inclusion Team Got Its Start
    9. Notes
  5. CHAPTER 2: Google's Capstone Research: What We Learned
    1. Understanding Our Research
    2. Learning from Our Experience
    3. Putting Our Research and Experience to Work in Your Organization
  6. CHAPTER 3: 20 Essential Product Inclusion Questions to Light the Way
    1. The 10 Questions Every Team Needs to Ask and Answer
    2. 10 Questions Most Teams Ask Our Product Inclusion Team
    3. What's the one thing I should focus on?
    4. Note
  7. CHAPTER 4: Building the Case for Product Inclusion and Getting Buy‐In
    1. Building the Case for Product Inclusion
    2. Building Buy‐In: Top‐Down and Bottom‐Up
    3. Notes
  8. CHAPTER 5: Adopting Product Inclusion Principles to Guide Your Work
    1. Checking Out Existing Product Inclusion Principles
    2. Pinpointing Your Own Product Inclusion Principles
    3. Putting Principles into Practice
    4. Note
  9. CHAPTER 6: Integrating Product Inclusion with Your Work
    1. Holding Teams Accountable with Objectives and Key Results ( OKRs )
    2. Integrating Product Inclusion at Key Touchpoints
    3. Staying on Track with the Product Inclusion Checklist
  10. CHAPTER 7: Getting to Know Your Underrepresented Users
    1. Building an Inclusive Research Team
    2. Modifying Research Studies for Underrepresented Users
    3. A Six‐Step Inclusive Research Framework
    4. Bringing It All Together: From Research to Product
    5. Note
  11. CHAPTER 8: Integrating Product Inclusion into the Ideation Process
    1. Conducting Inclusive Design Sprints
    2. Delivering Lightning Talks
  12. CHAPTER 9: Starting Your Own Dogfooding and Adversarial Testing Programs
    1. Creating and Managing a Dogfooders/Testers Pool
    2. Case Studies on Inclusive Dogfooding/Adversarial Testing
    3. Notes
  13. CHAPTER 10: Making Your Marketing More Inclusive
    1. Inclusive Marketing Guidelines
    2. Google's Inclusive Marketing Consultants Task Force
  14. CHAPTER 11: Measuring Product Inclusion Performance
    1. Mastering Performance Measurement Fundamentals
    2. Choosing the Right Performance Metrics
    3. Combining Metrics with Objectives and Timelines
    4. Note
  15. CHAPTER 12: The Many Shades of Nude: Product Inclusion in Fashion and Retail
    1. Focusing on Inclusive Fashion
    2. Making Your Retail Store More Inclusive and Accessible
    3. Product Inclusion at the Gap
    4. Product Inclusion at Dyne Life
    5. Notes
  16. CHAPTER 13: Looking to the Future of Product Inclusion
    1. Sharing Perspectives on the Future of Product Inclusion
    2. Product Inclusion Across Industries
    3. So What Does All This Mean?
    4. Notes
  17. ACKNOWLEDGMENTS
  18. ABOUT THE AUTHOR
  19. INDEX
  20. END USER LICENSE AGREEMENT
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