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Network with the industry’s best-of-the-best

The conference is coming back in June 2023! We’re proud to bring back another 2 days filled with interactive workshops, inspiring keynotes, and networking opportunities.

Learn more about the 2023 conference

Take a look back

Here’s what happened in 2022

June 23 and 24, 2022 in Rochester, NY at The Hyatt Regency

ITX was proud to return to in-person events by delivering the inaugural ITX Product + Design Conference 2022. In attendance were industry leaders, entrepreneurs, UX designers, and product people – each committed to building innovative solutions to solve complex business challenges. Together, we fostered an atmosphere where collective learning and knowledge thrived, and participants shared the thrill that comes from improving the lives of users.

Meet the 2022 Keynote Speakers

We heard from and worked with, product development and design experts.

Adam Lawrence

A design educator and author, Adam is a founding Partner at WorkPlayExperience and co-initiator of the Global Service Jams, the world’s biggest co-creative design event. He is co-author of the top-selling books: This is Service Design Doing and This is Service Design Methods. A specialist in facilitation, he loves to help people better collaborate and create more value. 

Cindy Alvarez

Director of UX for PowerPoint and the author of the book, Lean Customer Development: Build Products Your Customers Will Buy. Cindy has held product and research leadership positions at startups until one – Yammer – was acquired by Microsoft in 2012.  She continues to advise startups and mentor companies of all sizes on customer research. 

Holly Hester-Reilly

Founder and CEO of H2R Product Science, a product management coaching and consulting firm that teaches the science of high-growth product development. Holly also hosts the Product Science Podcast. Formerly a Columbia University research scientist, she has spent the last 15 years leading product initiatives at a variety of startups. Holly now teaches at NYU’s Stern School of Business.

Marc Stickdorn

Co-founder and CEO of More than Metrics, a startup creating software for service design, such as Smaply. Marc developed the approach of Journey Map Ops, a customer-centric management approach for agile organizations using digital  journey maps as a visual management tool.  He is the editor and author of several award-winning books and academic papers on service design.

Master of Ceremonies (and Products)

Mike Belsito

Mike is the Co-Founder of Product Collective – the leading independent community for product management professionals – and Co-Organizer of INDUSTRY: The Product Conference.

Mike’s businesses and products have been featured in national media outlets such as the New York Times, The Atlantic, CNN, NPR, and elsewhere. Mike is also the author of Startup Seed Funding for the Rest of us, one of the top startup books on Amazon.


Two days dedicated to Product and Design professionals.

Thursday, June 23, 2022


The product workshop with Holly Hester-Reilly focused on high impact product experimentation. With experimentation, you can make decisions based on data rather than just intuition. We came away understanding not only what makes an experiment “high impact” but who to include, how to get alignment with stakeholders on product decisions, and more.

Cindy Alvarez’s workshop focused on better customer interviews. We learned the most effective questions for learning and how to ask them, how to reduce bias and get hands-on practice through small group and pair exercises.

The Design Workshops with Marc Stickdorn and Adam Lawrence focused on the Customer Experience. We explored how to use journey maps in a new way as an agile management tool for visualizing real-time data like customer and employee pain points, KPIs and more. We also explored theatrical tools for collaborative design and how these techniques can enrich and democratize our research, ideation, prototyping, and implementation activities

Friday, June 24, 2022


Why Innovators Need To Be Improvisers with Adam Lawrence
As the working world accelerates, the ability to improvise becomes an increasingly important success factor. It is useful not only in creating new value, but also in avoiding risk – such as the risky practice of facing new problems with old strategies. Adam explored the improvisational process and mindsets of exploration and creation.

The Unfair Advantage of Great Communication with Cindy Alvarez
It’s amazing how much faster and more effective teams are when they’ve learned to argue productively, listen deeply, and push each other to understand the ‘why’. It’s an unfair advantage – and it doesn’t happen naturally. It requires deliberate practice and intent – and Cindy shared the tactics to help you and your teams start building stronger communication skills.

Becoming a High-Growth Product Leader with Continuous Discovery with Holly Hester-Reilly
Holly shared how to tell where your team is at on the path from agile product developer to high-growth product leader with the Product Science Success Path.  And we talked about the best way to get started on building your continuous product discovery practice, no matter where you’re at today.

This is Service Design Thinking & Doing with Marc Stickdorn
Marc outlined why organizations increasingly invest in customer experience and employee experience. He explained some of the core tools and methods; focusing on what sets service design apart from designing for just one channel or touchpoint.

We wrapped up at Rochester’s International Jazz Festival 2022! 

One-of-a-kind learning experience

Our keynote speakers in action.


From our guest speakers.

Many thanks for the perfect organization and the great hospitality that you and the entire ITX team provided! I really enjoyed working with you and ITX. Hopefully, we can do more in the future.

Marc Stickdorn

I just wanted to take a minute to say what a pleasure it was to be at your event last week. You did a fantastic job and always with a bit of fun!

Holly Hester-Reilly

Thanks again for a great week. We felt very well looked after and had a lot of fun with you and your colleagues.

Adam Lawrence

Realtime discussions

Attendee participation.


Taking time to connect.

ITX Conference 2022 in Social Media

Thoughts from some of the best minds in the industry:

Stay tuned on ITX upcoming events!

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