Diversity & Inclusion in the product space
In the dynamic landscape of product management — and even more broadly, tech — embracing diversity and inclusion has emerged as a key driver of innovation and success. A diverse and inclusive product team brings together many perspectives, experiences, and ideas, fostering a creative environment that propels innovation.
But one thing still strikes a chord to this day about it: no matter how many DEI initiatives have been created, there seems to be this looming presence of lack of inclusion within the diversity being created overwhelmingly in the tech space. And it’s becoming a problem. Not only does it affect employees, but it also affects the users we serve.
A great product, as outlined by Ronke Majekodunmi, encompasses utility, functionality, efficacy, convenience, and captivation, ultimately serving a purpose that resonates emotionally with users. The key to achieving this lies in fostering empathy for customers, employing innovation and creativity, and cultivating cross-functional teams capable of envisioning and building transformative products.
And this doesn’t need to mean “out with the men,” like I think many tech bros feel when it comes to DEI. It just means, “me, too. I am a valid voice, too. And same with him and her and them.”
I would say that I’ve gone through both sides of the spectrum of DEI — being absolutely taken aback by how inclusive an environment can be to being worn down by how not inclusive a work environment can be.
Ah, but isn’t that just tech?
So, let’s get into it —
Why Diversity Matters
Diversity in product management extends far beyond just demographic factors. It encompasses a rich tapestry of experiences, backgrounds, skills, and perspectives. Product managers can tap into a wealth of creativity and unique insights by assembling teams with members from varied walks of life. This diversity is not just a checkbox on an HR form but a driving force behind groundbreaking ideas and solutions.
Diverse teams inherently possess a rich tapestry of backgrounds, cultures, and viewpoints. This diversity extends beyond demographics to include varied professional experiences and skill sets. A product team that mirrors the diversity of its user base is better equipped to understand and address the unique needs of a global audience.
And for me, I think what’s most important to grasp here is that products are designed for diverse user bases. Having a team that reflects this diversity ensures a better understanding of different user needs. A diverse team can anticipate and address a wider array of user preferences, ensuring that products are more inclusive and accessible.
I don’t know what it’s like to be colorblind and as much as I will ensure that my UX team will ensure that we have a variety of ways to ensure that we cater to those needs, I still need a person in the room that will advocate. I needed a person in the room to hold me accountable for the types of language we use as a brand, especially me being a white woman in the space.
Fueling Creativity and Innovation
Inclusion ensures that every team member feels valued and empowered to contribute their unique insights. This inclusive environment sparks creativity, encouraging individuals to think outside the box and challenge the status quo. Diverse teams are more likely to generate groundbreaking ideas and solutions that resonate with a broader range of users.
One of the key advantages of having a diverse product team is the ability to approach problem-solving from various angles. Different life experiences and cultural backgrounds bring unique perspectives to the table, challenging traditional thinking and fostering a culture of innovation. Case studies of successful products often reveal the influence of diverse minds working collaboratively to address user needs.
A diverse group brings together individuals with unique life experiences, cultural backgrounds, and problem-solving approaches. This diversity of perspectives serves as a catalyst for creative thinking, as team members are exposed to different ways of viewing and approaching challenges. DEI efforts aim to promote cognitive diversity, which involves differences in thought processes and problem-solving approaches. Teams with members who think differently are more likely to generate a wider range of ideas and solutions, leading to more effective and innovative problem-solving.
Let’s take the iPhone as a stellar example of inclusivity in the space - the young, the elderly, the disabled can all access this tech. We often hear of this example and the reason we do is because it really was that good at inclusivity — and also driving revenue.
The team comprised individuals with expertise in various disciplines, such as hardware, software, and design. This interdisciplinary collaboration allowed for the seamless integration of technologies and design elements. The team members had different perspectives and approaches to problem-solving. This diversity in thought contributed to the innovative features of the iPhone, including the touch-screen interface, the App Store ecosystem, and the integration of music and communication functionalities. The diverse team was focused on understanding and meeting the needs of a diverse user base. This emphasis on user-centric design led to the creation of a device that was intuitive, easy to use, and appealed to a wide range of consumers. Think about the variety of settings you can choose from and accessibility components you can utilize all right on your Apple device.
That’s what I strive always to be and always have in my approach. And if I can’t have it directly in my team, I’ll focus it in how I approach understanding my user base.
Enhancing User-Centric Design
A diverse and inclusive product team is naturally attuned to the nuances of user experiences. When crafting products that cater to a diverse audience, it's crucial to have a team that can empathize with the varied needs and preferences of users from different backgrounds. This user-centric approach not only improves product usability but also increases customer satisfaction.
Diversity in product teams directly correlates with the ability to create products that cater to a broad spectrum of users. A diverse team brings a deeper understanding of different user needs and preferences, leading to more empathetic and user-centric design. This empathetic approach broadens the product's appeal and fosters customer loyalty.
I try always to remember that empathy is a range - of experiences, thoughts, and cultures - there is so much that we could not possibly understand. Still, we can certainly approach things by drawing small impacts to people we touch in our products.
For instance, right now, I’m working on music touring app and something that I would have never considered until I spoke to my direct user base is that a .CSV file download will make a lot of difference for these users. Why? Because a lot of them have been in the music scene for a long time (their demographics are roughly in late 30s to mid-60s) and they have that to stay organized. I kept questioning why wouldn’t it make more sense to keep all the information on the app and then as I dug more into my user base, I finally understand that it’s because they don’t value that type of automation. They want something they know.
Will that change in the future? Yes, and that will probably be for the next generation of people to build on for this app, but my user base right now needs this.
User-centric design places a strong emphasis on empathy for users' experiences. Diversity in product teams ensures a range of perspectives that can empathize with users from various backgrounds. Team members with diverse experiences are better equipped to anticipate and address the needs of a wide array of users, fostering a more inclusive approach to design. A diverse team brings cultural sensitivity to the design process. Designing with inclusivity in mind involves considering cultural nuances, language differences, and varying expectations. A team that reflects diversity is more likely to recognize and incorporate these elements into the design, making the product more accessible and relevant to a global audience.
Breaking Down Biases
Inclusion is a powerful tool in breaking down unconscious biases that may exist within product development. By fostering an environment where all voices are heard and valued, teams can challenge and overcome biases, leading to fairer decision-making processes and more inclusive product designs.
Innovation thrives in environments where diverse perspectives collide and intersect. Product managers should actively seek out team members with different skill sets, educational backgrounds, and life experiences. This diversity of thought sparks creativity, challenges the status quo, and propels product teams toward innovative solutions that resonate with a broader audience.
Driving Business Success
Diversity and inclusion aren't just ethical imperatives but also smart business strategies. Research consistently shows that diverse teams outperform their homogenous counterparts. Companies with diverse leadership are more innovative, adaptable, and better positioned to navigate the complexities of the market.
Homogeneous teams may fall into the trap of groupthink, where members conform to a unanimous opinion without critical evaluation. Diversity disrupts groupthink by introducing alternative perspectives and challenging consensus, encouraging teams to explore unconventional ideas.
I think you have to balance your ‘yes man’ and your ‘no-man’ at all times in teams. Homogeneous teams may fall into the trap of groupthink, where members conform to a unanimous opinion without critical evaluation. Diversity disrupts groupthink by introducing alternative perspectives and challenging consensus, encouraging teams to explore unconventional ideas. Innovation often requires adaptability to change. Inclusive teams, by nature, are more adaptable as they incorporate a variety of skills and approaches. This adaptability allows organizations to respond more effectively to evolving market trends and technological shifts.
Creating Lasting Change
Organizations must commit to creating an inclusive culture to embrace diversity and inclusion in product management. This involves fostering an environment where everyone feels welcome, supported, and encouraged to contribute. Training programs, mentorship initiatives, and diversity metrics can all play a role in promoting lasting change.
Leadership plays a pivotal role in shaping the culture of a product management team. This section will delve into the responsibilities of leadership in championing diversity and inclusion initiatives. By setting the tone, fostering a culture of openness, and implementing inclusive policies, leaders can guide their teams toward success.
To sustain diversity and inclusion in the long term, product managers must actively work on building a diverse talent pipeline. This involves strategic recruitment efforts, mentorship programs, and continuous learning initiatives. By investing in a diverse talent pool, product teams can future-proof their organizations and stay ahead of the curve.
And let me just say, we are at the perfect time in tech to invest and build inclusive cultures and groups. I’ve now been a part of a few of them, and they don’t fall short of how much I learn and absorb as I continue to grow my own product sense.
In conclusion, diversity and inclusion are buzzwords and essential to successful product management. Embracing various perspectives, backgrounds, and experiences cultivates an environment where innovation thrives, ultimately leading to products that resonate with a diverse user base. By championing diversity and inclusion, product teams can create solutions that are both technologically advanced and culturally relevant and impactful.
