{"product_id":"building-for-everyone-isbn-9781119646228","title":"Building For Everyone","description":"\u003cp\u003e\u003cb\u003eDiversity and Inclusion to build better products from the front lines at Google\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing 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 \u003ci\u003eBuilding For Everyone \u003c\/i\u003eis the practical guide to following in their footsteps.\u003c\/p\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscover the questions you should be asking about diversity and inclusion in your products for marketers, user researchers, product managers and more.\u003c\/li\u003e \u003cli\u003eUnderstand the research the Product Inclusion team drove to back up their practices\u003c\/li\u003e \u003cli\u003eLearn the “ABCs of Product Inclusion” to build inclusion into your organization’s culture\u003c\/li\u003e \u003cli\u003eLeverage the product inclusion suite of tools to get your organization building more inclusively and identifying new opportunities.\u003c\/li\u003e \u003cli\u003eRead case studies to see how product inclusion works across industries and learn what doesn't work.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eBuilding For Everyone \u003c\/i\u003ewill 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.\u003c\/p\u003e \u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eBuilding for Everyone: Why Product Inclusion Matters 11\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProduct Inclusion Team Approach 13\u003c\/p\u003e \u003cp\u003eUnderstanding Who Your User is 15\u003c\/p\u003e \u003cp\u003eUnderstanding What Exclusion Looks Like 17\u003c\/p\u003e \u003cp\u003eSpeaking a Common Language 20\u003c\/p\u003e \u003cp\u003eExpanding Diversity and Inclusion to Products and Services 22\u003c\/p\u003e \u003cp\u003eRecognizing the Need to Communicate with Underrepresented Users 24\u003c\/p\u003e \u003cp\u003eCase Studies: Prioritizing Inclusion Across Industries 28\u003c\/p\u003e \u003cp\u003eGoing beyond default shapes and sizes 28\u003c\/p\u003e \u003cp\u003eDesigning comfortable virtual reality headsets for everyone 29\u003c\/p\u003e \u003cp\u003eIgnoring the impact of airbags on women and children 30\u003c\/p\u003e \u003cp\u003eHow Google’s Product Inclusion Team Got Its Start 31\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eGoogle’s Capstone Research: What We Learned 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding Our Research 38\u003c\/p\u003e \u003cp\u003eOur research objectives 38\u003c\/p\u003e \u003cp\u003eOur research questions 39\u003c\/p\u003e \u003cp\u003eDefinitions of key terms, parameters, and metrics 40\u003c\/p\u003e \u003cp\u003eDesired outcomes 41\u003c\/p\u003e \u003cp\u003eExamining the data 42\u003c\/p\u003e \u003cp\u003eDrawing conclusions 43\u003c\/p\u003e \u003cp\u003eLearning from Our Experience 44\u003c\/p\u003e \u003cp\u003ePutting Our Research and Experience to Work in Your Organization 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003e20 Essential Product Inclusion Questions to Light the Way 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 10 Questions Every Team Needs to Ask and Answer 47\u003c\/p\u003e \u003cp\u003eHas your team been exposed to product inclusion? 50\u003c\/p\u003e \u003cp\u003eHave you identified a champion for your product inclusion efforts? 51\u003c\/p\u003e \u003cp\u003eWhat’s the product (or business) challenge you’re trying to solve? 51\u003c\/p\u003e \u003cp\u003eWhat is the inclusion challenge you’re trying to solve? 52\u003c\/p\u003e \u003cp\u003eHow do the product\/business and inclusion challenges align? 52\u003c\/p\u003e \u003cp\u003eWhom do you need to influence to unlock resources to solve the problem? 53\u003c\/p\u003e \u003cp\u003eWhat’s your action plan for a test\/pilot? 53\u003c\/p\u003e \u003cp\u003eWhat partners need to be involved to execute, document, measure, and communicate the results of your test\/pilot? 53\u003c\/p\u003e \u003cp\u003eHow can you build the resources to continue this work beyond this workshop? 54\u003c\/p\u003e \u003cp\u003eWhat is your public commitment to documenting and sharing the outcomes of your work in product inclusion (both internally and externally)? 55\u003c\/p\u003e \u003cp\u003e10 Questions Most Teams Ask Our Product Inclusion Team 55\u003c\/p\u003e \u003cp\u003eWhy should leaders care about team members’ personal backgrounds? 56\u003c\/p\u003e \u003cp\u003eWhy is culture important? 57\u003c\/p\u003e \u003cp\u003eWhat part of product design is the most important? 59\u003c\/p\u003e \u003cp\u003eDo you have insights specifically for [insert specific product\/service]? 60\u003c\/p\u003e \u003cp\u003eCan you come to my team meeting? 61\u003c\/p\u003e \u003cp\u003eWhich dimensions do I prioritize? 62\u003c\/p\u003e \u003cp\u003eHow do I get the most perspectives to the table? 63\u003c\/p\u003e \u003cp\u003eI want my program manager\/VP\/marketing manager\/engineering lead to care about this. What do I do? 64\u003c\/p\u003e \u003cp\u003eAm I biased? 65\u003c\/p\u003e \u003cp\u003eWhat’s the one thing I should focus on? 67\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eBuilding the Case for Product Inclusion and Getting Buy-In 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding the Case for Product Inclusion 71\u003c\/p\u003e \u003cp\u003eBuilding a human case 73\u003c\/p\u003e \u003cp\u003eBuilding a business case 75\u003c\/p\u003e \u003cp\u003eBringing it all together 78\u003c\/p\u003e \u003cp\u003eBuilding Buy-In: Top-Down and Bottom-Up 79\u003c\/p\u003e \u003cp\u003eGetting buy-in from execs 80\u003c\/p\u003e \u003cp\u003eStarting a grassroots transformation among employees 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eAdopting Product Inclusion Principles to Guide Your Work 91\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChecking Out Existing Product Inclusion Principles 92\u003c\/p\u003e \u003cp\u003ePinpointing Your Own Product Inclusion Principles 95\u003c\/p\u003e \u003cp\u003ePutting Principles into Practice 96\u003c\/p\u003e \u003cp\u003eDeveloping people, processes, and products 96\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eIntegrating Product Inclusion with Your Work 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHolding Teams Accountable with Objectives and Key Results (OKRs) 102\u003c\/p\u003e \u003cp\u003eDefining objectives 103\u003c\/p\u003e \u003cp\u003eDefining and scoring key results 104\u003c\/p\u003e \u003cp\u003eModifying OKRs 104\u003c\/p\u003e \u003cp\u003eIntegrating Product Inclusion at Key Touchpoints 105\u003c\/p\u003e \u003cp\u003eIdentifying your product inclusion touchpoints 106\u003c\/p\u003e \u003cp\u003eSpecifying inclusive actions at each touchpoint 107\u003c\/p\u003e \u003cp\u003eApplying an inclusive lens throughout the process 110\u003c\/p\u003e \u003cp\u003eStaying on Track with the Product Inclusion Checklist 112\u003c\/p\u003e \u003cp\u003eUsing the product inclusion checklist 113\u003c\/p\u003e \u003cp\u003eModifying the product inclusion checklist 117\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eGetting to Know Your Underrepresented Users 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding an Inclusive Research Team 122\u003c\/p\u003e \u003cp\u003eModifying Research Studies for Underrepresented Users 123\u003c\/p\u003e \u003cp\u003eA Six-Step Inclusive Research Framework 124\u003c\/p\u003e \u003cp\u003eStep 1: Explain the purpose of the study 124\u003c\/p\u003e \u003cp\u003eStep 2: Establish your inclusion criteria 125\u003c\/p\u003e \u003cp\u003eStep 3: Build your sample 127\u003c\/p\u003e \u003cp\u003eStep 4: Choose a research method 129\u003c\/p\u003e \u003cp\u003eStep 5: Conduct your research 130\u003c\/p\u003e \u003cp\u003eStep 6: Share your results 131\u003c\/p\u003e \u003cp\u003eBringing It All Together: From Research to Product 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eIntegrating Product Inclusion into the Ideation Process 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eConducting Inclusive Design Sprints 136\u003c\/p\u003e \u003cp\u003eIdentify and invite participants 137\u003c\/p\u003e \u003cp\u003eLay the foundation for a successful design sprint 138\u003c\/p\u003e \u003cp\u003eConduct the design sprint 139\u003c\/p\u003e \u003cp\u003eDelivering Lightning Talks 143\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eStarting Your Own Dogfooding and Adversarial Testing Programs 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCreating and Managing a Dogfooders\/Testers Pool 148\u003c\/p\u003e \u003cp\u003eRecruiting employees 149\u003c\/p\u003e \u003cp\u003eChoosing a dogfooding lead 150\u003c\/p\u003e \u003cp\u003eCoordinating dogfooders with product teams 152\u003c\/p\u003e \u003cp\u003eFollowing up with the product team 154\u003c\/p\u003e \u003cp\u003eFollowing up with your dogfooders\/testers 155\u003c\/p\u003e \u003cp\u003eCase Studies on Inclusive Dogfooding\/Adversarial Testing 155\u003c\/p\u003e \u003cp\u003eCase Study: Owlchemy 156\u003c\/p\u003e \u003cp\u003eCase Study: Grasshopper 160\u003c\/p\u003e \u003cp\u003eCase Study: Google Duo 161\u003c\/p\u003e \u003cp\u003eCase Study: Project DIVA 162\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eMaking Your Marketing More Inclusive 165\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eInclusive Marketing Guidelines 166\u003c\/p\u003e \u003cp\u003eGoogle’s Inclusive Marketing Consultants Task Force 168\u003c\/p\u003e \u003cp\u003eExtending inclusiveness to all your marketing activities 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 \u003c\/b\u003e\u003cb\u003eMeasuring Product Inclusion Performance 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMastering Performance Measurement Fundamentals 174\u003c\/p\u003e \u003cp\u003eChoosing the Right Performance Metrics 175\u003c\/p\u003e \u003cp\u003eEvaluating your metrics needs 176\u003c\/p\u003e \u003cp\u003eClassifying metrics 177\u003c\/p\u003e \u003cp\u003eConsidering some metrics to adopt 178\u003c\/p\u003e \u003cp\u003eCombining Metrics with Objectives and Timelines 181\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 \u003c\/b\u003e\u003cb\u003eThe Many Shades of Nude: Product Inclusion in Fashion and Retail 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFocusing on Inclusive Fashion 184\u003c\/p\u003e \u003cp\u003eConsidering color 185\u003c\/p\u003e \u003cp\u003eBroadening selections for size and fit 185\u003c\/p\u003e \u003cp\u003eMaking sensitive product and marketing choices 186\u003c\/p\u003e \u003cp\u003eIncreasing gender diversity 187\u003c\/p\u003e \u003cp\u003eMaking Your Retail Store More Inclusive and Accessible 188\u003c\/p\u003e \u003cp\u003eBrickandmortar establishments 188\u003c\/p\u003e \u003cp\u003eOnline stores 191\u003c\/p\u003e \u003cp\u003eProduct Inclusion at the Gap 192\u003c\/p\u003e \u003cp\u003eProduct Inclusion at Dyne Life 196\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 \u003c\/b\u003e\u003cb\u003eLooking to the Future of Product Inclusion 199\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSharing Perspectives on the Future of Product Inclusion 200\u003c\/p\u003e \u003cp\u003eProduct Inclusion Across Industries 201\u003c\/p\u003e \u003cp\u003eEyewear 201\u003c\/p\u003e \u003cp\u003eMedicine\/Healthcare 203\u003c\/p\u003e \u003cp\u003eArchitecture 207\u003c\/p\u003e \u003cp\u003eFitness 207\u003c\/p\u003e \u003cp\u003eToys 208\u003c\/p\u003e \u003cp\u003eMovies and television 211\u003c\/p\u003e \u003cp\u003eAcademia 214\u003c\/p\u003e \u003cp\u003eFashion 215\u003c\/p\u003e \u003cp\u003eSo What Does All This Mean? 221\u003c\/p\u003e \u003cp\u003eAcknowledgments 225\u003c\/p\u003e \u003cp\u003eAbout the Author 231\u003c\/p\u003e \u003cp\u003eIndex 233\u003c\/p\u003e \u003cp\u003e\u003cb\u003eANNIE JEAN-BAPTISTE\u003c\/b\u003e is the Head of Product Inclusion at Google. She created the original framework for product inclusion and leads it across the company.\u003cbr\u003eShe 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.\u003cbr\u003eShe 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.\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eDiversity and Inclusion to build better products from the front lines at Google\u003c\/b\u003e \t \u003c\/p\u003e\u003cp\u003eEstablishing 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 ana \u003ci\u003eBuilding For Everyone\u003c\/i\u003e is the practical guide to following in their footsteps. \u003c\/p\u003e\u003cp\u003eAuthor 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. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eBuilding For Everyone\u003c\/i\u003e 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.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR BUILDING FOR EVERYONE\u003c\/b\u003e  \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—CARA SHORTSLEEVE\u003c\/b\u003e, CEO of The Leadership Consortium (TLC) \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—YOLANDA MANGOLINI\u003c\/b\u003e, Director, Global Programs–Global Food Team at Google \u003c\/p\u003e\u003cp\u003e\"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 \u003ci\u003ewhy\u003c\/i\u003e as well as the \u003ci\u003ehow\u003c\/i\u003e 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.\"\u003cbr\u003e \u003cb\u003e—BRADLEY HOROWITZ\u003c\/b\u003e, Vice President of Product, Google \u003c\/p\u003e\u003cp\u003e\"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!\"\u003cbr\u003e \u003cb\u003e—DELECIA KREVET\u003c\/b\u003e, Director, People Operations, Google \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—DR. ALVA TAYLOR\u003c\/b\u003e, Tuck School of Business, Director of the Center for Digital Strategies \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e—ERIKA MUNRO KENNERLY\u003c\/b\u003e, Senior Vice President, Associate General Counsel, Endeavor\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988866121957,"sku":"NP9781119646228","price":29.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119646228.jpg?v=1761781834","url":"https:\/\/k12savings.com\/products\/building-for-everyone-isbn-9781119646228","provider":"K12savings","version":"1.0","type":"link"}