Technology
Technology delivers value primarily through digital channels, and considers the full product development lifecycle.
5 Inclusion Principles
1. Create solutions for the needs of people with multiple, overlapping dimensions of diversity.
We recognize there are multiple dimensions of diversity that need to be addressed in the product life cycle.
We recognize that diversity dimensions do not exist in a silo, and intersectionality needs to be considered.
We build technology that adapts to edge users’ needs but doesn’t tokenize or reduce diversity to “one size fits all.”
2. Measure success not only on intention but also on the impact created for all groups.
Because a product will always exclude some users, our goal is to minimize that impact continually.
We recognize that if we are inclusive at every stage, it’s still likely our product will disproportionately harm systematically excluded groups.
We are accountable for the impact of our products and technology on users, regardless of our intentions.
We acknowledge that exclusion results from both unintentional and intentional design decisions, not the individual who is excluded.
3. Build a diverse team, and engage diverse stakeholders throughout the design and build process.
When building an inclusive product, we consider different dimensions of diversity and equity: who designs/builds the product, how the product takes shape, who can use/access the product, use (how they use it), outcomes (what impact it has), and who profits.
We commit to actively factor in perspectives from across a wide range of human diversity throughout the product life cycle in our teams and end-users, always asking “who else?”
4. Prioritize inclusion from end to end.
Inclusion is prioritized at the inception of an idea, project, or initiative. We embed considerations for inclusion as early as possible in the product lifecycle to reduce the potential for harm and exclusion for systematically excluded groups, not after the fact.
Building inclusive products is an end-to-end process that starts with ideation and ends with continual iteration. This includes but is not limited to funding, sales, research, design, engineering, QA/testing, marketing, customer support, supply chain, and footprint.
5. Continue to learn and iterate.
Building inclusive products is an ongoing iterative process. We must be dedicated to discovering and resolving the inevitable inequities. The product might be inclusive today but become less inclusive with time.
How to get started
Background
Definitions
Discovery: a step in the product development lifecycle that product teams employ to refine their ideas by developing a profound understanding of user problems and developing a solution to address those problems
Edge Case: a subjective term to categorize a situation that occurs only at extremes, either at a maximum or minimum
Feedback Loop: the process of continuously collecting user feedback and insights to improve your product based on those opinions
Personas: a profile that product builders create to understand behaviors, traits, and needs of a specific type of user
Product Development Lifecycle: the full-cycle development process comprised of distinct stages that transforms an idea into a working solution or product that is marketed and delivered to users
Digital Technology (or Tech): The Technology domain examines consumer products intended to deliver value primarily through digital channels (as it relates to the below principles.) Examples of technology products include a smart home device, a digital collaboration tool, or an online marketplace, e.g., eBay.
UXR (or UX Research): the study of users, their behaviors, and their requirements to develop insights for the product development lifecycle
Organizational Requirements
For your product team’s culture
Build awareness that Product Inclusion and equitable design are a shared team responsibility rather than a separate part of the DEI ecosystem or middle management’s problem.
Stay curious. Examine existing processes and criticize products from the lens of various dimensions of diversity.
Be willing to adapt and ready to reprioritize efforts based on the changing needs, wants, and demands of users.
Seek out methods that amplify every voice on the team. Define practices that articulate how the team members intend to listen and learn from each other. Be respectful of people and culture.
Develop a WE mindset to problem-solve together.
Speed doesn't always win. Focus on understanding the problem before driving to a solution. Cultivate practices that make the implicit explicit.
Small wins matter. Make time to celebrate key insights and new learnings.
Protect and educate your users on data privacy and compliance. Provide more transparency in the usage and storage of data.
For your broader company culture
Promote both top-down and bottom-up support. Inclusion must be championed from all parts of the organization, not just from the Diversity lead.
Create ways to recognize individuality rather than erasing it. Make it safe for people to stand out. Value “culture add” over “culture fit.”
Acknowledge that everyone has bias and that we need to actively seek ways to identify and mitigate bias, even if it feels uncomfortable.
Take time to examine and revise outdated policies to drive inspiration and accountability.
Regularly invest and sponsor BIPOC and people with disabilities to join product teams.
Provide access to more resources to listen and delight all customers.
Showcase inclusion success stories to build momentum and recognize those doing the work.
Barriers to Inclusive Practices
Builders of Tech
Lack of diversity/lived experiences
The current workforce is not diverse
Non-inclusive candidate pipelines
Investors/shareholders are not diverse
Lack of subject matter experts in the needs of underrepresented groups (and relevant resources)
The burden is being put on BIPOC/historically marginalized communities to raise awareness, educate, and empower
Lack of Product Inclusion roles, especially C-level and VP level
Users of Tech
Historically marginalized users are viewed as an ‘edge case.’
Business
Inability to challenge existing processes/efficiencies
Lack of space to collaborate and include a diversity of voices/experiences
Priority on shareholder value -- profits above all
Constant pressure on new feature delivery rather than improving the product based on learnings.
Lack of intentionality as it relates to equity
While speed does not necessarily indicate exclusion, the fast iterative nature of the tech industry tends to overlook inclusive research and design at inception, resulting in inclusion and equity being an afterthought.
Recruiting
Teams using biased, non-inclusive recruiting practices. Boards and executive teams are not diverse, and leaders often promote people from similar backgrounds.
Business
Inability to challenge existing processes/efficiencies
Lack of space to collaborate and include a diversity of voices/experiences
Priority on shareholder value -- profits above all
Constant pressure on new feature delivery rather than improving the product based on learnings.
Lack of intentionality as it relates to equity
While speed does not necessarily indicate exclusion, the fast iterative nature of the tech industry tends to overlook inclusive research and design at inception, resulting in inclusion and equity being an afterthought.
Recruiting
Teams using biased, non-inclusive recruiting practices. Boards and executive teams are not diverse, and leaders often promote people from similar backgrounds.
Education
Tech-based curricula rarely include DEI/bias mitigation education.
In Engineering and Computer Science courses, students are taught to solve problems as quickly as possible rather than focus on creating and designing inclusive projects.
Many tech and design certification programs focus solely on learning the tactical skills of the tools while ignoring the collaborative and inclusive behaviors necessary to build complex solutions through differing points of view.
Education for the venture capital space frequently ignores the biases that create barriers for minority founders and does not emphasize the importance of diverse perspectives in founder teams.
Product Development Lifecycle
Building for, not with
Current research often ignores the lived experiences across various dimensions of diversity (i.e., lacking diversity in age, socioeconomic status, ability, race, etc.)
As a result, people design for personas that are not inclusive
People ignoring the need to design for intersectional experiences
Broken feedback loops
No opportunity is created to receive feedback from “diverse” users.
Contributors
Uche Anyanwu
Mallory Carroll
Sarah Chan
Douglas Finnegan
Alma Godinez
Cara Hall
Malcom Jones
Cindy Joung
Kat King
Michael Linares
Karyn Nesby
Ray Padron
Yamillet Rivas
Tara Robertson
Khadija Waseem
Corina Butler-Demeo
Share your feedback
How can we improve? Please share suggestions, questions, or a story on how Equity Army Principles helped you or your organization.
Email: theequityarmy@gmail.com