Kelly Goto - Designing for Emotional Connection

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Feb 18, 2025

Join Kelly Goto, CEO of gotoresearch and gotomedia, a pioneer in UX design, as she discusses her rich Japanese American heritage and its influence on her work. She highlights the vital role of emotional connections in product design and reflects on the challenges technology poses to attention spans. Kelly shares insights on generative AI's impact on research and underscores the importance of continuous learning in design. Her thoughts on mindfulness and embracing cultural perspectives provide a fresh take on enhancing user experience.

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ANECDOTE

Father's Lifelong Work Ethic

Kelly's father worked tirelessly as a dental technician until age 82, viewing his work as art and life purpose. - Even in retirement, he remained engaged in creative projects, embodying a strong work ethic and integrity.

INSIGHT

Resilience After Incarceration

The Japanese American community experienced profound hardship but focused on resilience rather than bitterness after WWII incarceration. - This duality of remembrance and moving forward influences identity and community strength today.

INSIGHT

Flexible Terminology in UX

Kelly Goto was an early adopter of using 'design ethnographer' in commercial UX research, which caused academic pushback. - She advocates for flexible terminology tailored to business while maintaining rigorous methodology.

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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