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FailChat: UX Comes First

Salto con Red

Wednesday, May 9, 2012 from 6:30 PM to 9:00 PM (PDT)

FailChat: UX Comes First

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General Admission Ended $20.00 $0.00

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Event Details

 *HOSTED BY LUXR.CO and Startup HQ*


Welcome to FailChats, based on the internationally renowned FailCon: the first conference on startup failures and how to prepare for and recover from them.

“User Experience. We’ll worry about that once we have a product.”  ~ Entrepreneur

NO, DON’T DO IT! Don’t wait! Your user experience work starts day one and helps make your product great through every stage of your company’s development. UX answers: Who is your user? What do they struggle with? How do you know if you're making a solution that works?

Join User Experience expert Kate Rutter of LUXr, as she shares common mistakes made by founders in the early stages of product design. She's joined by Ellen Dunne (Lumatic) and Jesse Martinez & Edwardo Martinez (Giggo), all early-stage entrepreneurs who will share how they experimented, failed, learned, tried again, learned more, improved and won. You’ll get the whole inside scoop on what worked, what sucked, and the lessons they learned along the way.

Beer, non-alcoholic beverages, and appetizers are provided throughout the seminar.


6:30-7:00pm - Beer, Munchies, and Networking
7:15 - 8:00pm - Panel Discussion
8:00pm - 8:15pm - Time to share YOUR story! 
8:15-9:00 - Continue networking!



Kate Rutter is a Co-Founder and Principal at  She is a strategist and designer with a talent for bringing early-stage companies and customers closer together through lean strategies, inventive design and participatory practices.  Before joining LUXr, Kate was with Adaptive Path, where she specialized in user research and design for complex and emerging digital systems, bringing customer empathy and collaborative design practices to companies such as Nokia, Travel+Leisure Publishing, Globo Networks, and Greenpeace. Her background spans technology, marketing, interactive media, business management and organizational development. SheÕs worked companies big and small to help them rapidly grow, change and successfully chart new paths in ambiguous times and shifting markets.


Ellen Dunne is the Product Lead at Lumatic Inc. She has been leading internet product design and development teams in San Francisco for longer than she cares to admit. She started out heading product design at one of the big online travel companies in the 90’s, ending in a merger with Travelocity. During a five-year hiatus from SF, she did consulting work, lived abroad, and then moved to NY where she taught at Parson’s School of Design. She was lured back to SF in 2006 by the founders of Dogster, leading a massive redesign of the Dogster and Catster sites before their acquisition by Say Media. In May 2011, she joined the team at Lumatic. She is a firm believer in the ‘build, measure, learn’ cycle and other key principles of the Lean UX philosophy, which means she is usually armed with a stack of sticky notes and a Sharpie.  


Jesse Martinez is the Co-founder and CEO at Giggo.  Jesse has over 10 years in the BPM industry & has worked with industry leaders such as Xerox Global Services, IKON, & Kofax as a Business Development Manager. In 1997 he joined his first startup Internet Systems Inc. as employee 27; later acquired for $180 million by Frontier Communications. In 1998, Jesse founded one of the first online bilingual Latino communities where they raised $2.3 million in seed capital and had two acquisition offers.  Jesse is a founding member of the hack community at Stanford University, a member of Renew Our Economy Partnership, (San Francisco's technology meets government initiative), and the Office of the White House Initiative on Hispanic Education. Jesse also spends his time supporting passionate causes such as Latino Startup Alliance, Spark America (introducing tech entrepreneurship to students in public high schools) and a founding member of SOCAP's Social Innovators Team USA.

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When & Where

Startup HQ
880 Harrison St
San Francisco, CA 94107

Wednesday, May 9, 2012 from 6:30 PM to 9:00 PM (PDT)

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