Building equitable products requires balancing a deep understanding of the people using the product with responsible data practices. Collecting demographic data can be challenging, but this primer offers a starting point for ethical data collection.
It provides a framework for product teams to address common challenges and risks, and to begin standardizing practices that are often difficult to align. While not an exhaustive resource on all aspects of data collection, this primer presents crucial considerations for data practices in advancing Product Equity.
This guide encourages collaboration across different sectors, including civil society, academia, and industry, while providing resources to support further learning and the development of industry-wide standards. To join this effort, contact the Product Equity Working Group at TechAccountabilityCoalition@AspenInstitute.org. For more information or resources, visit the Product Equity Hub.
Who Should Read This
This evolving resource is primarily intended for product teams—such as researchers, designers, product managers, and strategists—and data teams, including scientists, architects, and analysts, to guide their work on Product Equity and responsible data practices. Practitioners in compliance, security, legal, and academia may also find this resource helpful.
The examples and case studies are based on extensive research and consultation with Product Equity practitioners and civil society groups.
Introduction
Contextualizing Product Equity
To effectively build products for all, and especially for systemically marginalized communities, we need to deepen our relationship with the people using the products. Anyone engaged in product design and development needs to understand the diverse identities, contexts, and experiences that inform how people interact with the world—and with products. Product Equity is not only about eliminating and minimizing harm—it also seeks to introduce and enhance positive experiences, ultimately enabling people to thrive.
Doing so means intentionally creating an experience that empowers individuals to succeed, grow, and feel fulfilled in their interactions with a product, service, or platform. It goes beyond just meeting people’s basic needs or expectations, focusing instead on fostering positive, empowering experiences that help them achieve their goals, improve their well-being, and develop their potential. In the context of digital platforms, fostering individual thriving can include elements like personalized experiences, ease of use, accessibility, and support for long-term success, contributing to overall user satisfaction and loyalty.
