Building for Everyone: Expand Your Market with Design Practices from Google's Product Inclusion Team

Diversity and Inclusion from the front lines at Google.

Beyond being a morally sound position, establishing a diverse and inclusive organization across every aspect of business is an economic imperative for every industry. Otherwise, money is left on the table: African Americans make up a $1.2 trillion market, Hispanics $1.7 trillion, women control 70-80% of consumer spending, and by 2020 people with disabilities will comprise a $1 billion global market. The economic 'why' has been firmly established, what about the 'how'? How are our business leaders--who are less likely to claim minority status--supposed to be able to adapt?

It's easy to see missteps once a product goes to market--cue Prada's minstrel "Pradamalia" monkey, smart watches that can't monitor the heartbeat of anyone with dark skin, Oculus Rift's outsized nausea side-effect in women, Bloomingdale's holiday ad celebrating criminal assault instead of the season--and you quickly realize who wasn't in the room when decisions--be they concept, product, marketing, etc.-- were made. So how can companies avoid these costly mistakes in the first place? With the Google Diversity Toolkit, any company can.Compiled together publicly for the first time, author and Senior Strategist for Diversity@Google Annie Jean-Baptiste outlines the same inclusive design process used at Google to create award winning and profitable products.Illustrating what those practices look like in industries beyond tech with fascinating case studies from Warby Parker, Gap, McKinsey, and more, Jean-Baptiste's highly sought-after Google Diversity workshop training program is at the center of this volume. Readers will learn the key strategies and step-by-step processes for inclusive product design that limits risk and increases profitability.

Features:

Team and Product Assessment Guide
ABC's of Product Inclusion [Address the diverse needs of our current and future users.; Build for everyone, with everyone. Constantly test and improve for inclusion.]
The Ten Questions to Begin Your Product Inclusion Journey
"Design Sprint" exercises