Building For Everyone: Expand Your Market With Design Practices From Google's Product Inclusion Team - Hardcover

Jean-Baptiste, Annie

Hardcover

ISBN 10: 1119646227 ISBN 13: 9781119646228

Publisher: Wiley, 2020

Synopsis

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.

About this title

About the Author

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.

From the Back Cover

PRAISE FOR BUILDING FOR EVERYONE

"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."
CARA SHORTSLEEVE, CEO of The Leadership Consortium (TLC)

"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."
YOLANDA MANGOLINI, Director, Global Programs Global Food Team at Google

"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 why as well as the how 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."
BRADLEY HOROWITZ, Vice President of Product, Google

"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!"
DELECIA KREVET, Director, People Operations, Google

"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."
DR. ALVA TAYLOR, Tuck School of Business, Director of the Center for Digital Strategies

"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."
ERIKA MUNRO KENNERLY, Senior Vice President, Associate General Counsel, Endeavor

From the Inside Flap

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 ana Building For Everyone is the practical guide to following in their footsteps.

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.

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.

Edition details

• Publisher: Wiley
• Publication date: 2020
• Language: English
• ISBN 10: 1119646227
• ISBN 13: 9781119646228
• Binding: Hardcover
• Edition number: 1
• Number of pages: 272