Kelly Goto

Principal, gotomedia, LLC

Context and Connection: New Approaches to Mobile Ethnography
17 minutes, 7.8mb, recorded 2011-10-10
Kelly Goto

A primary goal for developers has been to attract eyeballs and  create “addictive” experiences. Kelly Goto advises against encouraging addictive behavior in development and innovation. Instead she asks could there be more value in ritualized behavior?

Human-to-machine communication is the standard now but according to Goto, machine-to-human communication will  be the next phase to enhance the user experience. This can be done through what Goto calls Contextual Observation. This analysis is based on understanding emotional vs practical preferences of users.

To a large degree, context dictates behavior and sensory (kansei) engineering can be useful to map to user expectations and meet them says Goto. It also presents whole new ways to segment the market potential for a device. This way of looking at app development shows that emotional impact is as important as technical specs.

Kelly Goto is principal of gotomedia, LLC, a global leader in research-driven, people-friendly interface design for web, mobile and product solutions for clients including Seiko Epson Japan, Adobe, VeriSign, Nokia, WebEx and CNET. For the past 20 years, she has worked in the digital media industry launching brands and initiatives for Toyota, Paramount, Infiniti, Sony Pictures, Warner Bros. Online, and Wells Fargo Online. Kelly’s focus on cross cultural studies, mobile devices and interfaces have cumulated in the formation of a global research network with partnerships based on Finland, Spain, New Zealand and China.

Kelly is a former President of the AIGA Center for Brand and is a member of San Francisco’s Bay CHI Usability Organization. She is also the editor of, a highly regarded online publication focusing on mobile user experience. When not tethered to her laptop, Kelly enjoys spending time with husband Skip and new daughter Kirin, working virtually and living free


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