Itai Vonshak & Alex Rapoport came to MEX in May 2010 to talk about moments of magic in user experience design. At Elements, the agency they co-founded, they pioneered a new style of interface for a prototype mobile device, using interactions driven primarily from a side mounted scroll wheel. At the time it stood out as one of the few genuinely new approaches to UI and it remains an example of an interaction method distinct from the icon grids and touch swipes which continue to dominate almost every mobile platforms.