Summary
Enterprises like Compass need to design experiences for an incredibly diverse audience. These customers pose challenges to our ideas about happy paths and edge cases. How do we build tools for customers with such diverse needs and wants? And how do we build the right teams with the broad perspectives that can best serve these customers? Learn how research can build diverse perspectives and backgrounds into user testing and other research methods. Understand how designing tools for diverse and justifiably demanding customers helps make product design better. Expand our notions of diversity both within the enterprise and with all the customers that the enterprise serves.
Key Insights
-
•
Diversity consists of representation among different groups in an organization, impacting product design and decision-making.
-
•
Equity addresses who should be included but currently isn't, focusing on creating pathways to support DEI.
-
•
Inclusion ensures that all ideas are heard, fostering a culture where diverse perspectives are valued.
-
•
Retention strategies are as crucial as recruitment efforts for diverse talent to prevent the 'leaky bucket' syndrome.
-
•
Hiring practices should be re-evaluated to eliminate biases, such as overemphasis on visually appealing portfolios rather than true capabilities.
-
•
Creating inclusive opportunities within teams requires understanding employees' roles and contributions, preventing marginalization.
-
•
A diverse workforce leads to better ideas and competitive products due to varied perspectives and experiences.
-
•
Empathy in research is key to addressing the needs of a diverse customer base and ensuring products cater to all.
-
•
Experiences of women and underrepresented minorities in tech highlight the need for organizations to support proactive changes in hiring practices.
-
•
Internal employee resource groups can provide a sense of community and support for underrepresented groups, enhancing inclusion.
Notable Quotes
"Diversity means who is in the room, equity asks who should be in the room but isn't, and inclusion asks if everybody's voices have been heard."
"Diversity isn't just about appearance but also about capabilities and different personal traits."
"Tech has a long-acknowledged problem with inclusivity in its workforce, especially regarding women."
"If we're focusing on diversity, we must also address retention to ensure diverse talent can grow and thrive."
"The higher you go in tech, the less diverse it often becomes, which compounds the problem of representation."
"Nothing about us without us is a principle that should guide product design processes."
"Investing in existing diverse talent is essential to create a culture of leadership and representation."
"Bad data in means bad data out; diverse participants provide varied insights crucial for informed design decisions."
"All ideas are not distributed in one population; diversity taps into a wide pool of talent and perspectives."
"Having a diverse leadership team is not just refreshing; it reflects the ongoing commitment to DEI at Compass."
More Videos
"Leadership is best when people barely know she exists."
John MaedaMaking Sense of Enterprise UX
June 9, 2016
"Demographics don’t cause thinking; they can exacerbate discrimination, but for everything else, they've lost context."
Indi YoungThinking styles: Mend hidden cracks in your market
January 8, 2025
"Rapid experimentation leads to insights, which in turn fuel innovation."
Chris ChapoData Science and Design: A Tale of Two Tribes
May 13, 2015
"Time management in collaboration is more than just meeting deadlines."
Elizabeth ChurchillExploring Cadence: You, Your Team, and Your Enterprise
June 8, 2017
"There was no choice but to adapt."
Rusha SopariwalaRemote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
June 9, 2022
"Design is like rocket fuel to anything we attach ourselves to, especially technology."
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"Every once in a while, it's okay to turn your video off."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"We have more demand for design work than capacity right now, which is a good problem to have."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"We should help our users follow a process and understand what could be useful for us and why."
Matteo GrattonCan Data and Ethics Live Together?
October 1, 2021
