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Asier is an expert on design thinking and generative research for the development of services, experiences and product opportunities. He has more than 15 years of experience in design thinking, service design, experience design and strategic creativity based on a human-centered innovation methodology.

He is an associate teacher on Creativity and Entrepreneurship at Deusto University and tutor at Instituto Europeo de Design Madrid. He is part of different international design forums like Service Design Network, British Design Council and Global Design Jams.

He has worked with companies such as Pepsico, Danone, Sara Lee, Movistar-Telefonica, City of Manchester, Guggenheim Museum, Restaurant Arzak, Philips, Pernod Ricard, CaixaBank and many others. He is also author of “Volatile Environments” and co-author of “This is Service Design Thinking.”

Event role
Keynote speaker

'Taking a seat at your customer's table'

Research is the building block for any service innovation phase. You need your customers more than they need you. The insights build after research are provocative statements of truth that will lead to develop successful services and products. Asier will take you to a fast ride through industries and research methodologies flying over different continents and cultures. Fasten your seatbelt!

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