Inclusive by Design: The Evolution of Google’s Product Design Practices
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Inclusive by Design: The Evolution of Google’s Product Design Practices

by Kellie McElhaney, Zena Barakat, Ishita Rustagi, Genevieve Smith, and Jorge Alejandro Barrios Gonzalez


In 2015, a Google Pixel engineer realized the camera-based technology wasn’t tested on a variety of skin tones. It needed to work for everyone — but he lacked resources to adequately address the need. Poor recording of darker skin tones was a problem known among camera makers for decades which Google’s Diversity Programs Manager Annie Jean-Baptiste already knew as a first generation Haitian-American woman. Her work to solve that immediate problem led to her managing a new Product Inclusion & Equity team that inspired culture change by creating tools, resources and expertise to ensure Google was truly creating products for all.

Learning Objectives

1. Recognize and summarize what inclusive and equitable design are and the increasing effort in the industry to prioritize equitable and inclusive design practices at key inflection points throughout the product development cycle. See opportunities to both advance equity and inclusion and increase market share by designing products for untapped or underserved audiences.

2. Understand that when there is a lack of diversity in the tech industry, this leads to a gap in knowledge and lived experiences between those who create products and for whom they design. This can lead to exclusionary and sometimes harmful outcomes for marginalized populations. It also creates reputational risk for the company and decreases employee attraction, satisfaction and engagement when the company messes up.

3. Explore challenges and strategies to secure leadership support for product inclusion and equity (PI&E) in design practices. Strategies include communicating the business case for equitable and inclusive design, as well as crystalizing the role of internal leaders and change makers who are able to gather support and gain sponsorship to institutionalize equitable and inclusive design practices.

Details

Pub Date: January 1, 2025

Discipline: Product Development

Keywords: Design, Global Brands, Search Engines, Technology, New product development, Product design, Product innovation, Inclusivity

Product #: B6064-PDF-ENG

Industry: Technology

Geography: United States, Silicon Valley

Length: 8 page(s)

Berkeley Haas Case Series
Berkeley Haas Case Series The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.
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