Google x EGAL

Inclusive Language Guide: a research-backed tool for a global audience of English speakers to think through inclusive terminology decisions

TYPE
Inclusive product design
PARTNER
Fellowship @ Berkeley Haas EGAL, in collaboration with & sponsored by Google
DURATION
Feb 2023 - Nov 2023
CONTRIBUTION
Lead
Revamp direction & strategy (solidifying target users and use cases), information architecture, gamified experience design, usability testing plan, insights synthesis, design iteration

Independent
Innovative product ideation (landing page design + gamified learning journey design), user personas, product launch blog post

Collaborative
Survey design, interview questions design, user interviews, user testing, usability testing, insights synthesis, design iteration, weekly sync/report, copy writing
TEAM
1 project manager, 1 linguist, 2 UX writers @Google, 1 working group (of academics, practitioners, and activists in equity and inclusion), 1 web developer, 1 web designer
OUTCOME
Delivered to Google, launched on official website, ;
Reached 1.02k users in 2.5 months;
Used in executive education program for leaders across industries

Overview

↳ From an academic PDF to an engaging, accessible journey.

# Context
During my UX Research/Design Fellowship at Berkeley Haas EGAL in collaboration with Google, I worked on the research and design of inclusive language toolkits, aiming at advancing language for equity and inclusion. The objective was to improve the inclusive language framework (a static PDF developed before I joined): turn it into a clear, engaging, and accessible resource for a wide range of English speakers across industries.

# Result
I initiated the design revamp based on user research and testing: the static framework is turned into a gamified learning journey hosted on a landing page that is publicly accessible. Users can find necessary materials and contexts of inclusive language on the landing page, and learn through practicing the interactive journey.

# Impact
Through close cross-functional collaboration, the Inclusive Language Guide product was launched on EGAL's official resources website in late October 2023 and delivered to Google for internal sharing. As of January 2024, it has reached 1.02k users and was also used in executive education programs to teach executive-level leaders across industries.

Learn through play,
built for belonging.

User Testing

↳ How practical and user-friendly is the static PDF? Is it intuitive enough for self-learning? What are some major sticking points?

Below is the static inclusive language framework EGAL developed in collaboration with a working group and Google during Phase 1 research (before I joined). Research methods include multidisciplinary literature review, competitive analysis, and inclusive terminology assessment. The objective of Phase 2 is to improve the usability of this static framework according to findings from user testing sessions.

↳ Who does it serve best at the moment? How to make it applicable to more users? What internal/external factors should be considered in educating people about inclusive expressions?

#1. Ensuring diversity in target users
In order to to ensure that EGAL's Inclusive Language resources are accessible and usable by a wide range of people familiar with varieties of English across the globe, I identified a set of 5 user personas for effective user testing. Diversity was considered in terms of demographic factors, level of familiarity with English, global representation, language backgrounds, disability status, life experiences, as well as different attitudes towards inclusive language use.

#2. Fifteen in-person + virtual testing sessions
I collaborated with a PM and a linguist on seeking participants that match to our user personas and conducted a total of 15 testing sessions (a mix of one-on-one and group sessions). Additionally, all participants were invited to fill out a pre-session survey and a post-session survey, in which we gathered detailed information about demographics, language backgrounds, knowledge in inclusive language, and their feedback/reflection on the one-pager framework we presented during user testing.

Synthesis

↳ Insights focusing on user characteristics, emotional and behavioral changes, sticking points, and critique on the one-pager's usability.

I led the UX insight synthesis on the EGAL team, and we delivered findings to Google team and the working group collaboratively.
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#1. People's interest in, familiarity with, and opinions about inclusive language vary: some needed more guidance than others.

1) Lack of context: the concept of "inclusive language" was too niche for most participants to get started with. What is inclusive language? Why is it important? In what situations should it be considered? Who should be using this flowchart?

2) Lack of clarity: participants expected supporting materials/resources/guidance on some questions from the flowchart. E.g. How would you define "harmful"? Harmful to whom? What is the scope of "everyone"? What types of "context" is it referring to?

#2. The design and the phrasing of the flowchart caused significant cognitive load.

1) The layout was too overwhelming to focus or navigate: participants needed to think and answer each question step by step, yet the flowchart presented everything all together upfront. Users got distracted or lost easily.
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2) The "Yes/No," "Both/Either" conditions were challenging to interpret: is there a right or wrong answer? Should there be "the only" answer?

3) Expectation unclear: users did gain some initial knowledge about inclusive language expressions, but when and where should people turn to this resource? What happens next after testing this out?

OPPORTUNITY

How might we reduce users' cognitive load and turn the framework into a clear, engaging, and accessible learning resource for a wide range of users?

Brainstorm & Ideate

↳ Packaging it into a product that breaks down inclusive language as a "subject," mitigates users' learning curve, and sets clear user expectations.

# A landing page!
I initiated the idea of designing a landing page that packages the to-be-redesigned flowchart, as well as additional contexts and learning materials that are useful for users together.

1) Introduces the concept and importance of practicing inclusive language;

2) Clarifies target users, user expectations, and use cases with examples;
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3) Hosts the redesigned flowchart and other resources that are relevant and helpful to inclusive language learning;

4) Explains edge cases and other common questions asked during testing in an FAQ section.

↳ Gamification: learn through play, making the learning experience more intuitive, fun, and engaging.

# A gamified journey!‍
I also initiated the gamification experience design, turning the static flowchart into an interactive journey. Users learn about inclusive language through play.

1) Focus on one question at a time: new design presents each question on one interactive card element. Users will not be distracted by other questions on the horizon.

2) No burden on identifying which arrow to follow: new design figures out the logic for users given their answers in the backend. Users do not need to waste mental energy on deciding which question should they focus on next.

↳ Provide need-based support: deliver the right amount of information at the right time so users don't get overwhelmed.

# Hover items!‍
Hover to reveal need-based information: explanation on certain phrases or additional help at sticking points are offered throughout the interactive journey. Users can access anytime depending their needs.

↳ Diversifying user groups: how can this tool accommodate a diverse group of users who are at different states of their inclusive language journey?

# Alternatives & Expectations
1) Always offer alternatives: users with limited knowledge about inclusive language can walkthrough the landing page, while others with deeper understanding can directly experience the interactive journey.

2) Set clear expectations for users: we made it clear that the guide is not "the one right guide" for "policing" people's expressions, but rather a starting point for future explorations on inclusive language.

Design & Iterate

↳ Agile process: several user testings & UX copy writing with Google.

I led the design & iteration direction of the landing page and the gamified experience revamp, and developed them in collaboration with a web designer and a web developer at EGAL. My key design considerations are as follows:

1) Always offer alternatives;
2) Always provide optional hints;
3) Always include edge cases.

My team had weekly internal meetings and bi-weekly syncs with Google to update our design progress. The copywriting and design details were adjusted accordingly when we received valuable suggestions from Google. We proudly developed the final Inclusive Language Guide product as is shown below.

Deliver & Impact

↳ Delivered to Google and EGAL, launched in Oct 2023, reached 1.02k+ users in ~2.5 months.

# Handoff
My team had a few prep meetings with Google team prior to the official launch. We went through a final round of copywriting with two UX writers at Google, and shared this product with Google for an internal review.

# Impact
In October 2023, this Inclusive Language Guide product was officially launched on EGAL's resources website and shared across all social platforms. It was also recognized by Annie Jean-Baptiste, Director of Product Inclusion & Equity at Google. As of January 2024, this product has reached 1017 users. It was also used in executive education program for training executive-level leaders across industries, participants include former CEO of Old Navy and the mayor of Burlingame.

Reflect

↳ Learning tool design with gamification and empathy.

1) An absolute challenging yet rewarding inclusive design exploration in language expressions. I feel more than honored to be involved in this project—I not only turned an academic framework into a public accessible learning tool, but also equipped myself with knowledge centering inclusive language expressions. We should all become more aware of the words and expressions we use when communicating with others, and share the concept of inclusive communication with people around.
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2) Always seek ways to simplify complicated information. The essence of teaching and learning to me is about finding ways to simplify materials that were designed in a complicated matter. We all learn through play!

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