ITX - UX - Beyond the pixels

A 3-day event jam-packed with workshops, talks, and networking for designers and product people.

Rochester, NY · August 23 - 25

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Jared Spool

Jared Spool

Jared M. Spool is a Maker of Awesomeness at Center Centre/UIE. Center Centre is the school he started with Leslie Jensen-Inman to create industry-ready User Experience Designers. UIE is Center Centre’s professional development arm, dedicated to understanding what it takes for organizations to produce competitively great products and services.

In the 39 years he's been in the tech field, he's worked with hundreds of organizations, written two books, published hundreds of articles and podcasts, and tours the world speaking to audiences everywhere. When he can, he does his laundry in Andover, Massachusetts.

Also seen at: SXSW, User Interface (UI) Conferences, An Event Apart

Kate Rutter

Kate Rutter

Kate is an entrepreneur+designer and Principal at Intelleto, where she creates visual explanations that make complex ideas simple, memorable and shareable. Kate pioneered the UX learning track at Tradecraft, Co-founded, and was Senior Practitioner at UX consultancy Adaptive Path. She co-hosts the NSFW podcast What Is Wrong With UX with Laura Klein, tweets at @katerutter and blogs at

Also seen at: UX London, UXWeek, UX Immersion

Kate O’Neill

Kate O’Neill

Kate O’Neill, “tech humanist,” is founder and CEO of KO Insights, an award-winning thought leadership and advisory firm helping companies, organizations, and cities make future-aligned meaningful decisions based on human behavior and data. Author of 3 books including PIXELS AND PLACE: Connecting Human Experience Across Physical and Digital Spaces, Kate speaks regularly at industry conferences and private events, providing keynotes, participating in panel discussions, and leading creative brainstorming workshops for groups of all sizes. Her expertise has been featured in CNN Money, TIME, Forbes, USA Today, Men’s Journal, the BBC, and other national and international media.

Also seen at: ConveyUX, An Event Apart

Additional Guests

Adam Bates

Adam Bates

Head of Product Management and UX at Amazon

Adam is a digital product leader with an entrepreneurial track record of envisioning and building experiences that transform how we live and work. A UX research and design expert, hands-on technologist, data cruncher, and energetic team-builder. Currently, Head of Product Management and UX for a business unit of Amazon focused on the household consumables shopping experience.

Tim Wood

Tim Wood

Professor of Industrial Design and Interaction Design at RIT

Tim is most interested in emerging technologies, the frontiers of interaction design, and how these two areas are rapidly changing the nature of the human experience and even how we think about design itself. With extensive experience in design strategy, the architecture of interactive systems and the design of digital products, he is keenly aware of the changing nature of design and new roles designers are being asked to fill.



Full Day UX Workshop with Kate O’Neill



Full Day UX Workshop with Jared Spool

Design for Delight — Transforming Your Designs From Good To Great

Good design is usable, useful, and effective, but great design delights its users and shifts the paradigm. In this UX workshop, we'll be rolling up our sleeves and learning to practice what Jared preaches – creating experiences that delight, have meaning, and promote usability. Inspire your organization to push the envelope and go beyond more than just shiny features, explore how you can make your products and services stand out now and in the future by fusing simple design practices into your process.


Full Day UX Conference



Sign in and grab your swag, coffee and light breakfast. Come early to enjoy the view and the great company.




Jared Spool: Is Design Metrically Opposed?Jared Spool: Building a Winning UX Strategy Using the Kano Model

The ultimate goal for user experience is that users enjoy using your product or service. Many companies use satisfaction as a metric for measuring their success. But satisfaction is really just the lack of frustration. You should focus on how you’ll delight your users.

Building a roadmap based on product features locks you into a technological solution that may cause problems down the road. However, by shifting your strategy to solve customer problems, the user experience becomes the focus of the design process.

In this session, Jared presents the Kano Model, which helps you gauge your users’ expectations. When you approach delight from a perspective of pleasure, flow, and meaning, you can then determine which features meet these objectives.


Kate Rutter: Finding the Narrative in Numbers: Crafting Product Success MetricsKate Rutter: Finding the Narrative in Numbers: Crafting Product Success Metrics

As product people, we are storytellers who blend words and pictures into compelling experiences. And yet, our current methods don't answer the big question: "does our product work for our users?" By adding metrics to our design toolkit, we are better equipped to measure interactions that are core to the product.

In this mini-workshop, you'll explore the world of measures, metrics, and key performance indicators as you create actionable, product-centered metrics to gain insights into your product’s progress. Move beyond the typical analytics packages to track the most important user behavior. You'll leave this session with the background and skills to make an "awesome" well as the knowledge needed to track and adapt your metrics over time.



Chow down on some great food, meet new faces, and explore the museum. Gluten-free and vegetarian options will be available.


Kate O’Neill:  Automation, Integration, AI, and the Future of Meaningful Human ExperienceKate O’Neill: Automation, Integration, AI, and the Future of Meaningful Human Experience

Every day our physical surroundings and our digital interactions converge more and more, through data analytics, connected devices and the Internet of Things, wearable technology, geo-tagged and geo-targeted social media, surveillance, sensors and beacons, and so on. In very real ways, our human experiences create a targeted feedback loop, defining our opportunities, our relationships, our knowledge, and, ultimately, our selves.

The most meaningful strategy, then, means thinking beyond the customer context to a holistic human experience that blends online and offline interactions, and builds lifetime value through relevant and respectful use of data.

In this compelling keynote address, leading strategic thinker, Kate O'Neill, explores the relationship between meaning, intention, data tracking, and human experience. Attendees will learn how businesses can harness data and technology to create innovative experiences that form meaningful, long-term relationships.

Jared Spool Kate Rutter Kate O’Neill Adam Bates Tim Wood

Panel Discussion / Audience Q&A

Jared Spool, Kate Rutter, Kate O’Neill, Adam Bates, Tim Wood


Closing Remarks

8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM Registration & Welcome Jared Spool Kate Rutter Kate O’Neill Panel Discussion Lunch Buy Tickets




565 Blossom Road, Suite L
Rochester, New York 14610

A place where people experience creation and inspiration.
Artisan Works