Upcoming Webinar: Registration Now Open

To be considered a success, all business innovations must be feasible, viable and desirable. Design Thinking is an approach to innovation that begins with this desirability to ensure thoughtful end-user experiences that build trust, loyalty and revenue. 

On Wednesday November 18th, Martyn Bassett Associates is bringing together a panel of Design Thinking experts to launch into the most common questions and concerns Founders and Executives encounter when planning or implementing Design Thinking processes to their business.

Webinar Details 

Topic: In Conservation with Three Design Thinking Experts 

Date: Wednesday, November 18th

Start time: 12 - 12:30 pm ET (+15 mins for audience Q&A) 

Moderator: Martyn Bassett, CEO at Martyn Bassett Associates 


  • Dan Parkinson, Senior Business Partner at ExperiencePoint
  • Ignacio Guitart, Managing Partner at AchieveX
  • Adrian Ionescu, Experience Design Lead at Dell Technologies

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This 30-minute panel-style webinar will explore and discuss:

  • What it means to practically apply design thinking principles
  • How to overcome some of the most common roadblocks 
  • The overall value design thinking brings to a business

Our three expert panelists will go beyond the basics and theories, to discuss what implementing this innovation framework actually means for tech startups. 

Have a specific Design Thinking question for your business or team? Join our webinar and have them answered live by our panel of experts.

“Design-led organizations realize 10% more revenue than ones that aren’t.” - McKinsey & Company

Learn more about panelists: 

Dan Parkinson is a Senior Business Partner at ExperiencePoint, a leading innovation training company and content partners with the global design firm, IDEO. Dan has 12 years of global client management experience and calls Toronto home. 

Dan has worked with companies (e.g., Coca-Cola, Dell, Google) and partnered with business schools (e.g., Harvard, Wharton, UNC) to scale human-centered innovation capabilities. Helping them ask better questions, encounter new sources of inspiration, form unique insights, ideate with increased confidence, and nudge their culture toward a more human-centered and innovative orientation.

Ignacio Guitart is an innovation consultant with 23 years of corporate consultancy on over 150 assignments, with a focus on high technology: software factories, renewable energy, mobility, and high tech incubators.

His area of specialty includes ethnography and human-centered innovation at both the project and cultural level. He is also an Executive Education lecturer at ESADE Business School (Barcelona), the author of Marketing and Customer Loyalty (DIBA, 2006), and a member of the board for multiple organizations. He holds a law degree (Barcelona Law) and multiple master's degrees (MBA (ESADE); MSc (Universitat Pompeu Fabra Barcelona).

Adrian Ionescu is an Experience Designer at the Dell Technologies Chief Customer Office, based in Austin, Texas. There he helps to scale customer-centric capabilities, design new services, reimagined employee experiences and conducted design thinking, design sprints and empathy training for a diverse audience. Adrian also led a 120-member global team providing outsourced IT infrastructure services. 

On a personal note, Adrian is also a meditation instructor and partners with the David Lynch Foundation which focuses on healing traumatic stress and raising performance in at-risk populations: veterans, refugees, and victims of domestic violence. 

Looking to join our webinar? Register Now!