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

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2020-09-01
  • Publisher: Wiley

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Supplemental Materials

What is included with this book?


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.

Author Biography

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.

Table of Contents



Planning for Success

Making Inclusive Design a Priority

Bringing an Inclusive Lens to Google Assistant

Building for Everyone, with Everyone

Chapter 1: Building for Everyone: Why Product Inclusion Matters

Google’s Approach

Understanding Who Your User Is

Understanding What Exclusion Looks Like

Speaking a Common Language

Expanding Diversity and Inclusion to Products and Services

Case Studies: Prioritizing Inclusion Across Industries

Going beyond default shapes and sizes

Designing comfortable virtual reality headsets for everyone

Considering the impact of airbags on women and children

How Google’s Product Inclusion Team Got Its Start

Chapter 2: Google’s Capstone Research: What We Learned

Understanding Our Research

Our research objectives

Our research questions

Definitions of key terms, parameters, and metrics

Desired outcomes

Examining the data

Drawing conclusions

Learning from Our Experience

Putting Our Research to Work in Your Organization

Chapter 3: 20 Essential Product Inclusion Questions to Light the Way

The 10 Questions Every Team Needs To Ask and Answer

Has your team been exposed to inclusive design?

Have you identified a champion for your product inclusion efforts?

What’s the product (or business) challenge you’re trying to solve?

What is the inclusion challenge you’re trying to solve?

How do the product/business and inclusion challenges align?

Whom do you need to influence to unlock resources to solve the problem?

What’s your action plan for a test/pilot?

What partners need to be involved to execute, document, measure, and communicate the results of your test/pilot?

How can you build the resources to continue this work beyond this workshop?

What is your public commitment to documenting and sharing the outcomes of your work in inclusive design and product inclusion (both internally and externally)?

10 Questions Most Teams Ask Our Product Inclusion Team

Why should leaders care about team members’ personal backgrounds?

Why is culture important?

What part of product design is the most important?

Do you have data specifically for [insert specific product/service]?

Can you come to my team meeting?

Which dimensions do I prioritize?

How do I get the most perspectives to the table?

I want my program manager/VP/marketing manager/engineering lead to care about this. What do I do?

Am I biased?

What’s the one thing I should focus on?

Chapter 4: Building the Case for Product Inclusion and Getting Buy-In

Building the Case for Product Inclusion

Building a human case

Building a business case

Bringing it all together

Building Buy-In: Top-Down and Bottom-Up

Getting buy-in from execs

Starting a grassroots transformation among employees

Scaling through amplification

Exploring different ways to spread the word

Chapter 5: Adopting Inclusive Design Principles to Guide Your Work

Checking Out Existing Inclusive Design Principles

Pinpointing Your Own Inclusive Design Principles

Putting Principles into Practice

Developing people, processes, and products

Exploring responsible machine learning and artificial intelligence at Google

Chapter 6: Integrating Product Inclusion with Your Work

Holding Teams Accountable with Objectives and Key Results (OKRs)

Defining objectives

Defining and scoring key results

Modifying OKRs

Integrating Inclusive Design at Key Touchpoints

Identifying your product inclusion touchpoints

Specifying inclusive actions at each touchpoint

Applying an inclusive lens throughout the process

Staying on Track with the Product Inclusion Checklist

Using the product inclusion checklist

Modifying the product inclusion checklist

Chapter 7: Getting to Know Your Underrepresented Users

Building an Inclusive Research Team

Modifying Research Studies for Underrepresented Users

The Six-Step Inclusive Research Framework

Step 1: Explain the purpose of the study.

Step 2: Establish your inclusion criteria

Step 3: Build your sample

Step 4: Choose a research method

Step 5: Conduct your research

Step 6: Share your results

Bringing It All Together: From Research to Product

Chapter 8: Integrating Product Inclusion into the Ideation Process

Conducting Inclusive Design Sprints

Identify and invite participants

Lay the foundation for a successful design sprint

Conduct the design sprint

Delivering Lightning Talks

Chapter 9: Starting Your Own Dogfooding and Adversarial Testing Programs

Creating and Managing a Dogfooders/Testers Pool

Recruiting employees

Choosing a dogfooding lead

Coordinating dogfooders with product teams

Following up with the product team

Following up with your dogfooders/testers

Case Studies on Inclusive Dogfooding/Adversarial Testing


VR for everyone

What’s in an avatar customizer?

The process and considerations

Be who you are in VR!



Google Duo

Project DIVA

Chapter 10: Making Your Marketing More Inclusive

Inclusive Marketing Guidelines

Google’s Inclusive Marketing Consultants Task Force

Extending Inclusiveness to All Your Marketing Activities

Social media

Influencer marketing

Marketing at events

Global marketing

Chapter 11: Measuring Product Inclusion Performance

Mastering Performance Measurement Fundamentals

Choosing the Right Performance Metrics

Evaluating your metrics needs

Classifying metrics

Considering some metrics to adopt

Combining Metrics with Objectives and Timelines

Chapter 12: The Many Shades of Nude: Product Inclusion in Fashion and Retail

Focusing on Inclusive Fashion

Considering color

Size and fit

Making sensitive product and marketing choices

Making Your Retail Store More Inclusive and Accessible

Brick and mortar establishments

Online stores

Product Inclusion at the Gap

Product Inclusion at Dyne Life

Chapter 13: Looking to the Future of Product Inclusion

Product Inclusion Across Industries






Movies and Television



Sharing Perspectives on the Future of Product Inclusion


Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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