Rochester, NY. Oct 3-5


Oct 3-5 · Rochester, NY







Join us in Rochester for a 3-day conference jam-packed with workshops, talks, and experiences for designers and product people.

3-Day Pass: $1,995 SOLD OUT

Saturday Conference: $249


Buy Tickets


Kim Goodwin, keynote speaker at ITX UX 2019, Rochester, NY

Kim Goodwin

Kim Goodwin is the best-selling author of Designing for the Digital Age. She has spent more than 20 years in UX, both consulting and in-house. Kim helps organizations build their internal design capabilities through coaching and organizational change management. 

Previously, Kim was VP of Design & General Manager at Cooper, a leading design and strategy agency in San Francisco. During her 12 years there, she led an integrated practice of interaction, visual, and industrial designers, as well as the development of the acclaimed Cooper design curriculum. As VP of Product and User Experience at PatientsLikeMe, Kim guided designers and product managers in combining a patient support network with a medical research platform. 

Kim has led design and research projects in healthcare, aviation, retail, communication, financial services, consumer, enterprise, automotive, IT, and other industries. She speaks and teaches regularly at UX conferences around the world. Although Kim is based near San Francisco, she is often in another time zone, whether she’s herding cats in a conference room or photographing wildlife in places with no Internet access. 

Jeff Gothelf, keynote speaker at ITX UX 2019, Rochester, NY

Jeff Gothelf

Jeff Gothelf helps organizations build better products and helps executives build the cultures that build better products. He is the co-author of the award-winning book, Lean UX, and the Harvard Business Review Press book, Sense & Respond. Starting off as a software designer, Jeff now works as a coach, consultant, and keynote speaker helping companies bridge the gaps between business agility, digital transformation, product management, and human-centered design. Most recently, Jeff co-founded Sense & Respond Press, a publishing house for practical business books for busy executives.

Miguel Cardona, keynote speaker at ITX UX 2019, Rochester, NY

Miguel Cardona

Miguel is an Assistant Professor at the Rochester Institute of Technology in the New Media Design BFA and Visual Communications Design MFA programs. His classes focus on user experience and interaction design for digital experiences and products. Students from these programs are highly marketable and go on to design at companies like Google, Facebook, Microsoft, Marvel, Lyft, Amazon, Nike, and numerous other high-profile product and creative agencies all over the world. 

Most recently, Miguel was a foundation hire and lead designer for imgix, a San Francisco, CA-based company that provides web developers the ability to resize and optimize images in real-time. Previously, he co-founded the Rochester, NY-based design and technology studio, Dwaiter Design. Cardona has more than 15 years of experience designing and developing digital products, e-learning experiences, motion graphics, advertising, and interactive games for not-for-profit, educational, and business to business institutions. He was once mildly internet-famous for illustrating on coffee cups. 

Additional Guests

Matt Bernius, guest speaker at ITX UX 2019, Rochester, NY

Matt Bernius

Anthropologist and Lead Experience Researcher at Measures for Justice

Matt Bernius is a design anthropologist and lead experience researcher at Measures For Justice (, a non-profit working to bring data transparency to the US Criminal Justice System at the county level. Across his career, Matt has helped a wide range of clients, including Autodesk, Boeing, Google, Honeywell, Mozilla, and PricewaterhouseCoopers, better understand their customers and employees through a wide range of research projects. Prior to joining Measures for Justice, Matt worked with Effective Inc., an experience design firm based out of Denver, Colorado. He began his career at and also spent time as a visiting professor at the Rochester Institute of Technology (RIT) where he co-founded the Open Publishing Lab. Matt holds a Master’s degree in the Social Sciences from the University of Chicago and a Bachelor’s degree from RIT, and was a PhD student in Cultural Anthropology at Cornell University.


Hye-Jin Nae, guest speaker at ITX UX 2019, Rochester, NY

Hye-Jin Nae

Assistant Professor of New Media Design at Rochester Institute of Technology

Hye-Jin Nae is an Assistant Professor of New Media Design at Rochester Institute of Technology. Her 15 years of professional and scholarly work focuses on creating UI and UX design for consumer products, online media, and mobile solutions. Prior to her academic career, she worked as a Creative Director and Lead Experience Architect at EffectiveUI, Lead Designer at Yahoo!, and Senior Visual Interaction Designer at Kodak. Her clients included Honeywell, PepsiCo, Sengled, Ogilvy & Mather, TIAA-CREF, Adobe, Kaspersky, Fidelity, American Express, and BlueShield of California. She holds multiple US patents and her professional work has been recognized by iF Communication Awards, W3 Awards, MITX Awards, Communicator Awards, GDUSA, ITEXPO, Businessweek, and Consumer Electronics Show (CES).

She is currently working on a government-funded research project to develop a mobile application to promote inclusion and RIT funded research project to help digital literacy. Her interest and education practices in interdisciplinary design education have been presented and published, including EAD Design for Next and The Design Journal, AIGA Design Conference, AIGA Converge, Digital Media and Learning, MODE summit, and Typography Day.

In addition to teaching and research, she contributes her design capabilities to a healthcare startup company and RIT Personalized Healthcare Technology, Signature Interdisciplinary Research Area.




Full Day Workshop with Kim Goodwin

Designing with Scenarios

Scenarios are powerful design tools that help with everything from product definition to detailed visual design choices. Kim will show you how to get the right user research insight to serve as the foundation, then walk you through hands-on exercises from “ugly journey mapping” through developing scenarios, storyboarding, and iterating your detailed design.

You’ll learn a framework for making design decisions and see how to:

  • Get to a common view of problems, letting scenarios drive your thinking.

  • Apply scenarios to describe the cross-channel experience.

  • Slip scenarios into your Agile, waterfall or hybrid process.

  • Understand the big picture design priorities with scenarios as your guide.

  • Tie research data directly to the cross-platform solutions you create.

  • Visualize your solutions with rich, accessible stories and sketches.

This workshop is for any designer, engineer, or product manager who’s had to figure out what to build, how it should behave, and how it should look, and then sell the rest of the team along the way. A solid grounding in interface design principles and patterns is helpful for the sketching exercises. The content is equally applicable whether you’re designing something new or improving what you already have.

Bring your willingness to experiment, collaborate, and create. A laptop or tablet might come in handy for one of the exercises but is not necessary.


Full Day Workshop with Jeff Gothelf 

Leveraging Lean UX to Lead Successful Agile Design Teams

As Jeff Gothelf will reveal in his workshop Leveraging Lean UX to Lead Successful Agile Design Teams, integrating a Lean UX mindset into your organization is bigger than some out-of-the-box methodology. It’s about building teams and cultures that embrace relationships and, while we’re at it, enhance the entire product design and development process.  

With a focus on prioritizing end user and business outcomes, Jeff will bring design and development together in an agile way. Participants will learn the value that comes with focusing relentlessly on user outcomes, and how to achieve them:  

  • Re-introduce user-centricity to the scrum process. 

  • Use product discovery practices to build a stronger collaboration with development teams. 

  • Challenge current ways of working to improve the integration of UX and Design in the Agile process.  

  • Develop management strategies to ensure UX is present in every product conversation.  

  • Ensure cross-functional collaboration is present at the leadership level.  



Full Day Conference



Sign in and grab your swag, coffee, and breakfast. Come early to network with fellow creatives!




Kim Goodwin: Designing with ScenariosKim Goodwin: Beyond Design Systems: Decision Systems

The most critical aspects of a user experience are often defined outside of the design team, starting with decisions about the revenue model and the definition of success. And when somebody makes the wrong decision…nobody wants to be featured in yet another news story about technology behaving badly. And yet, most design teams invest a lot more in UI design systems than they do in enabling better UX decisions across the organization. Kim will share several models that many help your team rethink their approach.


Jeff Gothelf: Almost Everything I’ve Learned From 8 Years Of Lean UX Jeff Gothelf: Almost Everything I’ve Learned From 8 Years Of Lean UX

Since the idea first percolated in 2010 through to its current state as a permanent hashtag on Twitter, Lean UX has created a new way of looking at how we design products and services. Equally as important, it has created a new way to look at working together with our colleagues in product management, software engineering, marketing and executive leadership. 

Have the countless, conferences, articles, blog posts, books and presentations made a difference? Has Lean UX made a difference? How have the ideas evolved since 2010? 

In this talk, Jeff Gothelf, author of Lean UX, recaps his learnings from practitioner to author and to teacher of Lean UX. What has worked? What hasn’t? Why? Where are things now and where are they headed? This tactical talk covers all of that and more. 



Enjoy great food, meet new faces, and talk more on user experience design. Gluten-free and vegetarian options will be available.


Miguel Cardona: Ethical Considerations of Micro-Decisions and Intentionality in DesignMiguel Cardona: Ethical Considerations of Micro-Decisions and Intentionality in Design

Decision making, process, and intentionality are at the core of what it means to be a designer. We need to rethink the role of ethics in design, and with it, industry expectations to focus on responsibility at the micro-decisions level. Questionable decisions by designers can range from omitting “alt tags” from a website to building an interface that intentionally deceives users. Many designers use learned principles and tools to produce desired outcomes for their clients or employers, and they may not be thinking about the potential impact their work will have on others.

There needs to be an emphasis on the power and accountability of the designer to align with human values and promote such expectations to others, while seeking to produce secure, inclusive, accessible design solutions by requiring more thoughtful questions, surfaced sooner in the process. My objective is to have designers think more intentionally and critically about everyday design decisions with a lens that considers a focus on human values like security, inclusivity, and accessibility.

Kim Goodwin. Panel Discussion and Audience Q&A Jeff Gothelf. Panel Discussion and Audience Q&A  Miguel Cardona. Panel Discussion and Audience Q&A  Matt Bernius. Panel Discussion and Audience Q&A  Hye-Jin Nae. Panel Discussion and Audience Q&A 

Panel Discussion / Audience Q&A

Featuring our guest speakers, all you questions will be answered! 


Closing Remarks

Venue background Comedy @ The Carlson



50 Carlson Road
Rochester, NY 14610

A place where people experience creation and inspiration.

Ready to Join Us?

3-Day Pass: $1,995 SOLD OUT

Saturday Conference: $249

Buy Tickets

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