Annie Jean-Baptiste - Building For Everyone: Expand Your Market With Design Practices From Google′s Product Inclusion Team
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- Book:Building For Everyone: Expand Your Market With Design Practices From Google′s Product Inclusion Team
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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 isnt 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 organizations 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 doesnt work.
Building For Everyone will show you how to infuse your business processes with inclusive design. Youll 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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- Chapter 11
- Introduction
- Chapter 4
- Chapter 12
- Chapter 13
ANNIE JEAN-BAPTISTE
Copyright 2020 by John Wiley & Sons, Inc. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate percopy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 7508400, fax (978) 6468600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 7486011, fax (201) 7486008, or online at http://www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.
For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 7622974, outside the United States at (317) 5723993 or fax (317) 5724002.
Wiley publishes in a variety of print and electronic formats and by printondemand. Some material included with standard print versions of this book may not be included in ebooks or in printondemand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress CataloginginPublication Data:
Names: JeanBaptiste, Annie, author. | John Wiley & Sons, publisher.
Title: Building for everyone : expand your market with design practices from Google's product inclusion team / Annie JeanBaptiste.
Description: Hoboken, New Jersey : John Wiley & Sons, Inc., 2020. | Includes index.
Identifiers: LCCN 2020021970 (print) | LCCN 2020021971 (ebook) | ISBN 9781119646228 (hardback) | ISBN 9781119646242 (adobe pdf) | ISBN 9781119646235 (epub)
Subjects: LCSH: Product design. | Universal design. | DesignSocial practices.
Classification: LCC TS171 .J43 2020 (print) | LCC TS171 (ebook) | DDC 658.5/752dc23
LC record available at https://lccn.loc.gov/2020021970
LC ebook record available at https://lccn.loc.gov/2020021971
COVER DESIGN: PAUL MCCARTHY
AUTHOR PHOTO: SHAMAYIM SHACARO
To God, thank you for a multitude of blessings, including the opportunity to share these learnings and to continue learning throughout my life.
To all the beautifully underrepresented people of this world who live their truth in whatever manner they so choose, I see you.
To mum, daddy, and Herc, thanks for always being the strongest support system and for showing me that family will always have your back no matter what. Thank you for sacrificing, thank you for pushing, thank you for showing us that the American dream is possible but more importantly that the Haitian essence is undeniable. I will work every day of my life to make you proud and make sure that your sacrifices are worth it.
To Allan, my absolute best friendthanks for believing in me and pushing me, always.
To my grandparents and ancestors, both here and in the stars, that have shown that Haitian and African spirit is resilient, bold, beautiful, and brave.
To Todd, my angel, my biggest champion. Thanks for always making me feel seen no matter what.
Thank you. I am eternally grateful.
The purpose of any organization is to build great products (or services) that solve people's problems or enhance their lives in some way. That mission is accomplished best when the focus is on the customer, whose needs, desires, and potential inspire innovation. Unfortunately, in the world of product design, we often get so wrapped up in design and product that we forget about the people who buy, consume, wear, drive, and use our products in other ways. This oversight is especially problematic, and common, when we are building for people who are different from us in terms of race, ethnicity, age, gender, abilities, language, location, and more.
In Building for Everyone, Google's Head of Product Inclusion, Annie JeanBaptiste, brings the focus back to customers while widening the lens through which we view them. The resulting perspective, which is more inclusive of the vast diversity of the human population, enables and drives us to build products to meet the demands of a much broader consumer base. By taking a more inclusive approach to product design, development, and marketing, organizations stand to reap the benefits of increased innovation, customer loyalty, and growth. Along the way, organizations discover how to do well by doing good.
Understanding the phrase product inclusion needs to start from understanding Silicon Valley's use of the word product. How that word gets used in Silicon Valley will often differ from the rest of the world, but it's becoming increasingly more salient in today's world. These days product is becoming more common as more people start to make products and services across industries. Getting comfortable with what Valley folks refer to as product will help you get into the right mood for reading this book, though the best practices span across industries.
A digital product is an app on your mobile device, or a website you click through, or a conversational bot you talk with. Techies who make these digital experiences refer to them as products in the same way that a baker will refer to their product as bread or a furniture maker will refer to their product as a chair. When you can see, smell, or feel bread with your senses and you can touch, kick, or trial a chair with your body, as products go they are real and relatable.
Digital products can feel like a far distance from a loaf of bread or a chair, but from a technologist's perspective they're indistinguishable. It's an unnatural leap to make because there's no product to point at when interacting with a mobile app or a website or amidst a conversation with a voice assistant. But when you make the switch happen in your mind, something amazing happens: you shift to a business view of the world where completely digital products occupy a bizarre world where marginal costs, inventory costs, and distribution costs go nearly to zero for a product. That's why both digital and physical products need to prioritize this type of work.
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