2015 Schedule
Interactive: March 13–17  •  Film: March 13–21  •  Music: March 17–22

Tools of an Industrial Craftsman

Monday, March 16
5:00PM - 6:00PM

JW Marriott
Salon B
110 E 2nd St

In today’s ever connected world, user experience is the building block of a smarter, more contextualized life. The Industrial Internet is driving the physical world to a more efficient place, and more than ever people are interacting with the machines – from jet engines to wind turbines – around us. But this human-machine interaction is not possible without craftsmanship. This discussion will focus on how designers and developers are working together to create new trends and how technology and traditional craft can and will co–exist.


#sxsw #craftsman


Andrew Crow

Head Design


Greg Petroff

Chief Experience Officer GE Software

GE Software

Greg Petroff is general manager of the User Experience Center of Excellence for GE Software. The UX CoE is charged with elevating the quality of digital experiences created by GE for its customers....

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Kendra Shimmell

Managing Dir



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