Foreword xiiiIntroduction 1Chapter 1 Building for Everyone: Why Product Inclusion Matters 11Product Inclusion Team Approach 13Understanding Who Your User is 15Understanding What Exclusion Looks Like 17Speaking a Common Language 20Expanding Diversity and Inclusion to Products and Services 22Recognizing the Need to Communicate with Underrepresented Users 24Case Studies: Prioritizing Inclusion Across Industries 28Going beyond default shapes and sizes 28Designing comfortable virtual reality headsets for everyone 29Ignoring the impact of airbags on women and children 30How Google's Product Inclusion Team Got Its Start 31Chapter 2 Google's Capstone Research: What We Learned 37Understanding Our Research 38Our research objectives 38Our research questions 39Definitions of key terms, parameters, and metrics 40Desired outcomes 41Examining the data 42Drawing conclusions 43Learning from Our Experience 44Putting Our Research and Experience to Work in Your Organization 44Chapter 3 20 Essential Product Inclusion Questions to Light the Way 47The 10 Questions Every Team Needs to Ask and Answer 47Has your team been exposed to product inclusion? 50Have you identified a champion for your product inclusion efforts? 51What's the product (or business) challenge you're trying to solve? 51What is the inclusion challenge you're trying to solve? 52How do the product/business and inclusion challenges align? 52Whom do you need to influence to unlock resources to solve the problem? 53What's your action plan for a test/pilot? 53What partners need to be involved to execute, document, measure, and communicate the results of your test/pilot? 53How can you build the resources to continue this work beyond this workshop? 54What is your public commitment to documenting and sharing the outcomes of your work in product inclusion (both internally and externally)? 5510 Questions Most Teams Ask Our Product Inclusion Team 55Why should leaders care about team members' personal backgrounds? 56Why is culture important? 57What part of product design is the most important? 59Do you have insights specifically for [insert specific product/service]? 60Can you come to my team meeting? 61Which dimensions do I prioritize? 62How do I get the most perspectives to the table? 63I want my program manager/VP/marketing manager/engineering lead to care about this. What do I do? 64Am I biased? 65What's the one thing I should focus on? 67Chapter 4 Building the Case for Product Inclusion and Getting Buy-In 71Building the Case for Product Inclusion 71Building a human case 73Building a business case 75Bringing it all together 78Building Buy-In: Top-Down and Bottom-Up 79Getting buy-in from execs 80Starting a grassroots transformation among employees 83Chapter 5 Adopting Product Inclusion Principles to Guide Your Work 91Checking Out Existing Product Inclusion Principles 92Pinpointing Your Own Product Inclusion Principles 95Putting Principles into Practice 96Developing people, processes, and products 96Chapter 6 Integrating Product Inclusion with Your Work 101Holding Teams Accountable with Objectives and Key Results (OKRs) 102Defining objectives 103Defining and scoring key results 104Modifying OKRs 104Integrating Product Inclusion at Key Touchpoints 105Identifying your product inclusion touchpoints 106Specifying inclusive actions at each touchpoint 107Applying an inclusive lens throughout the process 110Staying on Track with the Product Inclusion Checklist 112Using the product inclusion checklist 113Modifying the product inclusion checklist 117Chapter 7 Getting to Know Your Underrepresented Users 121Building an Inclusive Research Team 122Modifying Research Studies for Underrepresented Users 123A Six-Step Inclusive Research Framework 124Step 1: Explain the purpose of the study 124Step 2: Establish your inclusion criteria 125Step 3: Build your sample 127Step 4: Choose a research method 129Step 5: Conduct your research 130Step 6: Share your results 131Bringing It All Together: From Research to Product 132Chapter 8 Integrating Product Inclusion into the Ideation Process 135Conducting Inclusive Design Sprints 136Identify and invite participants 137Lay the foundation for a successful design sprint 138Conduct the design sprint 139Delivering Lightning Talks 143Chapter 9 Starting Your Own Dogfooding and Adversarial Testing Programs 147Creating and Managing a Dogfooders/Testers Pool 148Recruiting employees 149Choosing a dogfooding lead 150Coordinating dogfooders with product teams 152Following up with the product team 154Following up with your dogfooders/testers 155Case Studies on Inclusive Dogfooding/Adversarial Testing 155Case Study: Owlchemy 156Case Study: Grasshopper 160Case Study: Google Duo 161Case Study: Project DIVA 162Chapter 10 Making Your Marketing More Inclusive 165Inclusive Marketing Guidelines 166Google's Inclusive Marketing Consultants Task Force 168Extending inclusiveness to all your marketing activities 169Chapter 11 Measuring Product Inclusion Performance 173Mastering Performance Measurement Fundamentals 174Choosing the Right Performance Metrics 175Evaluating your metrics needs 176Classifying metrics 177Considering some metrics to adopt 178Combining Metrics with Objectives and Timelines 181Chapter 12 The Many Shades of Nude: Product Inclusion in Fashion and Retail 183Focusing on Inclusive Fashion 184Considering color 185Broadening selections for size and fit 185Making sensitive product and marketing choices 186Increasing gender diversity 187Making Your Retail Store More Inclusive and Accessible 188Brickandmortar establishments 188Online stores 191Product Inclusion at the Gap 192Product Inclusion at Dyne Life 196Chapter 13 Looking to the Future of Product Inclusion 199Sharing Perspectives on the Future of Product Inclusion 200Product Inclusion Across Industries 201Eyewear 201Medicine/Healthcare 203Architecture 207Fitness 207Toys 208Movies and television 211Academia 214Fashion 215So What Does All This Mean? 221Acknowledgments 225About the Author 231Index 233
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.