Kelly Goto - Designing for Emotional Connection

Brave UX with Brendan Jarvis 🇺🇦

In this episode of Brave UX, Brendan welcomes Kelly Goto, CEO and Founder of gotoresearch and gotomedia. Kelly is a trailblazer in web and UX design with nearly 25 years of experience. She shares her inspiring journey as a fourth-generation Japanese American and discusses her work with major brands like Netflix and Samsung. They delve into the importance of emotional connection in product design, the impact of technology on attention spans, and the evolving methodologies in research, especially in light of generative AI. Kelly also reflects on cultural lessons and the significance of continuous learning in design. Don't miss this insightful conversation packed with valuable perspectives on UX and the intersection of culture and innovation!

Highlights include:

• 00:00 - Introduction
• 05:30 - Cultural Identity and Heritage
• 12:00 - Emotional Connection in Product Design
• 18:45 - Generational Technology Use in Design
• 25:15 - Insights from Japanese Culture
• 31:30 - The Role of Generative AI in Research
• 37:50 - Evolving Client Attitudes Towards Research
• 43:10 - Continuous Learning in Design
• 49:00 - Diverse Perspectives in UX
• 55:30 - Closing Thoughts and Engagement

Who is Kelly Goto

Kelly is passionate about helping organizations truly understand and empathize with their customers so they can deliver products and services that are genuinely meaningful. After over 20 years on the digital frontier, Kelly knows user experience (UX) better than most. As a design ethnographer, she focuses on uncovering how people integrate products and services into their daily lives — what those experiences mean to people and how to shape that meaning better.

Kelly heads up gotoresearch, the global leader in research-driven strategy and solutions for digital products and connected experiences. The gotoresearch team dives deep into the customer’s world, translating unspoken wants and needs into UX realities. This enables clients such as Samsung, Hyundai, Sony, Target, Verizon, and Pearson Education to relate with customers in new and innovative ways. Her book, Web Redesign 2.0: Workflow That Works, is an industry classic translated into 22 languages.

Find Kelly Goto Here

• Kelly Goto on LinkedIn
• Gotoresearch Website
• Gotomedia Website

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Brendan Jarvis hosts the Show, and you can find him here:

• Brendan Jarvis on LinkedIn