This webinar was presented by Rachida Amsaghrou for UXPA on Wednesday, June 3, 2020. Product Inclusion consists in applying inclusion throughout the product lifecycle to enhance product features and user adoption. Designing a product that fulfills the expectations of a wide range of users is no easy task. The workforce tasked with building inclusive products needs to reflect the diverse needs global users have, hence the importance of diversity in the workforce. This diversity needs to be cross-functional and present at every stage of the product design and development. Another pre-requisite to product inclusion is Know Your Customer to build products that reflect what they need and want. This will help better segment the market and reach a wider audience. This webinar will examine the many dimensions of diversity in product inclusion and provide an overall picture of the current initiatives in this new field.

1. PRODUCT INCLUSION
RACHIDA AMSAGHROU
UXPA – 03 JUNE 2020

2. AGENDA
 Overview
 Product inclusion?
 Definitions
 Evolution over the past 10 years
 Inclusive product development process
 How to practice product inclusion
 The Microsoft design toolkit
 A snapshot into product inclusion
 Dimensions of Product Inclusion
 Biases in AI
 Inclusive AI
 Accessibility
 Marketing
 Privacy and inclusion
 KeyTakeaways
 Keys to success
 What’s next?
 Resources
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3.  What is product inclusion?
 Definitions
 Evolution over the past 10 years
 Inclusive product development process
 How to practice product inclusion
 The Microsoft design toolkit
 A snapshot into product inclusion
OVERVIEW
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4. PRODUCT
INCLUSION?
 What: Applying an inclusive lens throughout the product
development process.
 Why: Help companies remain competitive and ensure they
are meeting customers’ needs.
 How: Address the diverse needs of current and future
users; build for everyone, with everyone; and constantly test
and improve for inclusion.
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5. The practice of applying
an inclusive lens
throughout the entire
product design and
development process
Product
Inclusion
Product
Inclusion
A design methodology
that enables and draws
on the full range of
human diversity.
Inclusive
Design
Inclusive
Design
The qualities that make
an
experience open to all.
AccessibilityAccessibility
DEFINITIONS
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6. EVOLUTION OVERTHE LAST 10YEARS
Adaptive
2020
T-Mobile introduces a $15 internet bundle in
response to rising socio-economic issues
Foundational
2016
Google Assistant is stress-tested to exclude
insensitive language (<0.0002%)
Reactive
2O11
Federal government replaces male dummies with
smaller females for airbag tests
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7. Internal and
external
Consult
diversity
experts
Product
inclusion
hackathon &
sprint
sessions
Inclusive
market
research &
focus groups
IDEATION
USER
RESEARCH
& DESIGN
TESTINGMARKETING
INCLUSIVE PRODUCT DEVELOPMENT PROCESS
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8. HOWTO PRACTICE PRODUCT INCLUSION
User
Impact
Prioritize user insights
Understand how the
product fits in the user’s life
Humanity
Build empathy and
compassion for people
Stakeholder interviews and
user experience
Ask who, what, where, when,
and why?
Recognition
Acknowledge that exclusion
exists
Design products with rather
than for excluded users
Embrace design as a remedy
for societal mismatches
Empathy Exclusion
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9. • RECOGNIZE EXCLUSION
• LEARN FROM DIVERSITY
• SOLVE FOR ONE, EXTEND TO MANY
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Source: https://www.microsoft.com/design/inclusive/
THE MICROSOFT DESIGNTOOLKIT

10. GOOGLE ASSISTANT:
A PRODUCT INCLUSION STORY
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INTEGRATING INCLUSION:
GOOGLE CAMERA
Source: https://www.youtube.com/user/acceleratewithgoogle
A SNAPSHOT INTO PRODUCT INCLUSION
https://www.youtube.com/watch?v=9cTtzIAfnFo&thttps://www.youtube.com/watch?v=DQ4Rugg1c44&t

11.  Biases in AI
 Inclusive AI
 Accessibility
 Marketing
 Privacy and Inclusion
DIMENSIONS OF
PRODUCT
INCLUSION
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12. • Data used to train machine learning
models doesn’t represent the
diversity of the customer base
Dataset
• Data used to train a model
reinforces and multiplies a cultural
bias
Association
• Automated decisions override social
and cultural considerationsAutomation
• Humans tamper with AI and create
biased resultsInteraction
• Oversimplified personalization
makes biased assumptions for a
group or an individual
Confirmation
Source: https://www.microsoft.com/design/inclusive/
BIASES IN ARTIFICIAL INTELLIGENCE
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13. INCLUSIVE ARTIFICIAL INTELLIGENCE
AI makes
assumptions
based on learned
behaviors
Build a
relationship
between
users and
technology
Human-centered
design
AI mirrors a
narrow and
privileged vision
of society
Build inclusive
teams
Foster Empathy
Unintentional &
alarming
outcomes
Empower users
to continually
train AI
Build trust
TECHNOLOGY
DIVERSITY
BIAS
ACTION
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SOLUTIONPROBLEM

14. ACCESSIBILITY
Source: https://www.microsoft.com/design/inclusive/
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15. TOOLS
• Recognize exclusion
• Solve for one, extend to
many
METHOD
Include and learn from people
with a range of perspectives
MINDSET
Understand why and how
people are excluded
MARKETING
An internal campaign to remind Google marketers that creating inclusive work requires breaking down stereotypes
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16. PRIVACY AND INCLUSION
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Underrepresented
groups
• Excluded from
datasets
• Don’t trust the system
Privacy-by-design
• Reactive
• Poor privacy controls
• Convoluted user agreements
Users reluctant
to provide data
Learned bias
continues
Datasets
uniforms
Remedies
• Regular consent
touchpoints
• More autonomy
• Compensation
for data

17.  Keys to success
 What’s next?
 Resources
KEYTAKEWAYS
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18. KEYSTO SUCCESS
Inclusion-by-
design alleviates
biases
 Identify issues early on
 Anticipate future
problems
 Make informed decisions
Break down bias
to:
Identify where
and how
exclusion
infects the
system
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19. WHAT’S NEXT
64% of leaders see the business value of product
inclusion, and yet, progress is slow overall.
1. How long does it take to get an inclusive product to
market?
2. What is getting in the way of those who have not
yet implemented their product inclusion strategies?
3. Can we design personalized content and
experiences protecting the users’ data?
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20. RESOURCES
 https://www.microsoft.com/design/inclusive/
 https://katholmesdesign.com/
 https://accelerate.withgoogle.com/
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21. “THERE IS DANGER IN A SINGLE STORY”
CHIMANADA ADICHIE
THANKYOU
RACHIDA AMSAGHROU
RAMSAGHROU@GMAIL.COM
RACHIDA.AMSAGHROU.COM
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