Emily Chu

User Research Manager at Spotify

For me, the best part of research is getting a glimpse into another person’s perspective and life. Even with the constant influx of technology and digital interfaces, it’s crucial to think about the person at the center of it all. It’s not just a user; it’s a person with feelings, emotions and a life that extends beyond their phone or tablet. As a senior researcher within the fields of UX, human-centered and experience design, we have to see how technology integrates within the context of their lives. How are their lives better (or worse) because of product XYZ? What are the pieces that make up their world? Who are they? What motivates them? What do they love or hate? Most importantly, WHY do they do, believe and feel all these things. The value of research is to understand people’s behaviors and beliefs to inspire change and create meaningful designed experiences. As a naturally curious researcher, I want internal and client teams to empathize with their customers, their end-users and people in general. Eye-opening insight can only make a difference if it’s shared and when stakeholders truly care. I believe understanding along with kindness can change the world for the better. I have experience leading, conducting, and analyzing findings from research projects that range from usability testing and IDIs to ethnographic research and focus groups. I’m passionate about weaving together research insights into easily understood and presentable AHA moments for clients that leads to game-changing strategies and tactics.