Concept Store

marciosteffen January 8, 2021 0

Behind The Scenes

A challenging project being the first globally done at Oracle for the retail segment in a Phygital/Wallet free environment like AmazonGo style.

Through this experience, it is possible to access a physical store environment with facial recognition, and this makes the wallet-free experience much less complicated for supermarket shop customers.

Casa Oracle – São Paulo

The Concept Store project was carried out in the physical space of Casa Oracle, located in the city of São Paulo – Brazil. The space is exclusive for innovation projects, lectures, and executive meetings.

Project pillars

Omnichannel, Phygital, Wallet Free, Loyalty + Gamification, and Marketing Omni Orchestration.

Wallet free experience, including a virtual store

The client application also orchestrates an experience with exclusive features such as San & Fill, where you can scan a barcode directly from your home or in the physical store. A 3D store was also developed because, due to the COVID-19 pandemic, it was not possible to take customers into the physical space.


Concept Store 3D for Grocery

Concept Store 3D for Fashion

Digital Assistant Physical Interface

Physical Store Ecosystem


Partners Involved


CarNext Oracle VR BackOffice Panel

marciosteffen February 7, 2020 0

The Challenge

The challenge was to create a different way of viewing ERP tools. And that is why we decided to use Virtual Reality as an interaction resource.

The Solution

CarNext is the first Virtual Reality experiment ever done globally by Oracle using ERP solutions.

The solution involves the 360º view of an auto parts factory, generating a complete perspective of everything that happens in the factory and also in its branches.

With the solution it is possible:
– Dashboard complete with information on sales, finance, orders, raw material level, deliveries, and other important issues and alerts.
– Check transport routes, sea, land and road
– Status of delivery routes and whether any vehicles have departed the planned route
– Machinery status and operating condition
– Heat maps
– Team status including mood
– Sign a contract with a saved pre-signature
– And multiple journeys within a single scenario

The idea was to automate processes and in addition to insert the Virtual Reality scenario as a new possibility of access, providing a vision of the future trend.

For this project I worked on research, creating the journey based on a transformational hypothesis, concept, art direction, user experience, user interface and interaction design.

CarNext is a solution that has successfully scaled demonstrations at national and international level in small and large events as an example the Oracle Open World.

Volvo Mobile App

marciosteffen September 12, 2018 0

Behind The Scenes

The challenge was to create a trucker experience involving IOT (Internet Of Things) capabilities, Commerce, Self-service platform, maintenance schedules, emergency call opening. All this to raise the driver’s experience to another level using Oracle solutions.

The Beginning

I decided to create a mobile application that would be a useful tool for the driver containing specific functionalities according to the model of truck purchased.

Features such as starting the truck, checking panel information levels, triggering alarm, temperature control and opening maintenance calls, making the experience much more fluid and making sense to use a mobile device.

In addition the driver has the freedom and purchase accessories through the application already being able to schedule the installation of a purchased accessory making the acquisition process and experience unimpeded.

Welcome to the Volvo trucker mobile application!

Key Business Challenges

Integration with Oracle solutions.

Rede D’Or

marciosteffen July 9, 2018 0

Behind The Scenes

It was a great challenge to coordinate Design Thinking sessions and successfully exceed customer expectations. This project was awarded in Dubai as the most innovative healthcare solution in 2017.

The client had a solid idea of what he wanted to be ideas such as a product commerce through a mobile application, information for patients and a solution for reimbursement of exams.

Using the methodology of Design Thinking I discovered new paths, new solutions, new needs where the most important was involved: the pain of the people, doctors and call center. These new discoveries led to a new business idea.

I developed a solution where it was possible to connect doctors, patients and a call center on a single platform.

And this all involved interviews with patients, doctors, call center staff, always recording and documenting every moment. Through all this process it was possible to create: personas, maps of empathy, journey maps, and going to a final phase that was the prototype.

For this process I used the double diamond process:

The Beginning

A D’Or Consultoria, with the objective of strengthening the relationship between its premium customers and Rede D’Or, envisions the opportunity to create physical and digital means to facilitate patients’ access to the D Or Network with the objective of interacting with the hospitals of the network, feel welcomed in a differentiated way, improving what is now done in a timely, manual and on-demand manner (usually requested by HR or Doctors of Labor), or identified opportunities in the follow-up of hospitalizations for their Health Management team.

Key Business Challenges

Enjoy technologies that are easily accessible by the patient; Optimize internal team to minimize investment and centralize service in all squares; Create a specific flow so that differentiated services can occur with the possibility of growth in scale, without the need of triggering the Director of each Hospital; Vacancy of hospitalization in Hospitals of the Network; Special attention in hospitalizations in progress; Scheduling of exams; Differential care in first aid; Obtaining referral medical indications; Differentiated table negotiation; Online medicine commerce.

Mindly Map from the client

The client arrived with his ideas being that a large part of them were directed to an online medicine store because they believed that this was the client’s main needs as well as other ideas for informative preventive online.

Design Thinking

The Design Thinking methodology was the approach I took to identify the current solution problems and processes and to validate the mindly map and customer view. For this research I used the double-tooth process:

Scrum Methodology

We run all phases of the project using the Scrum methodology. All phases in 3 weeks.

1st Week

Preliminary Immersion:
– Detailing the problem
– Identifying motivational points
– Interviewing the main stakeholders of D’Or Consulting and Rede D’Or
– Mapeamento dos problemas e oportunidades
– Synthesizing the identified needs and opportunities:
– What were the main problems
– How could day-to-day be improved
– What preliminary solutions have been identified

Interviews Word Cloud

Main words: Mobile App, Doctor Exams, Patient, Benefits, Refund, Plans, Integration, Treatment.

New Discoveries

New ideas and concepts were discovered with the observations and interviews held with steakholders, doctors, callcenter, and others … Ideas for automated repayment, reservations of medical consultations, vip care, repository of examinations and mitas other features mapped in forms of new spheres in green color.

2nd Week

I created all personas, empathy maps and journey maps:

Empathy Maps

Journey Maps

3rd Week

This was the final week and my dead line to deliver visual material to the 1st MVP. After long brainstorms I started thinking about the functionalities and visual design for a navigable prototype.

User Interface

This was the final week and my dead line to deliver visual material to the 1st MVP.
After long brainstorms I started thinking about the functionalities and visual design for a navigable prototype.


Rede D'Or Mobile APP


marciosteffen July 10, 2018 0

Behind The Scenes

Deciding what and where to eat is always complicated and paying the bill is always very time consuming and imagine even more bad service. This is very boring.

It was a big challenge because the technology for the food industry was virtually virgin and it was very difficult to conduct a market research without competitors. It was then necessary to go out of the box and interview restaurant owners, waiters, human resources staff and others …

Prototype tests were performed directly with restaurant professionals, thus making everything more effective with great results and learning. A mobile device was created for the waiters where it is possible to recognize the preferences and restrictions of each client, being they preferences for vegetarian food, diets or even allergies or food restrictions.

The solution was designed based on the Android operating system to reduce costs with respect to varieties of devices. Using this device the waiter has total control of orders and also understanding the taste preference of the customer.

For the kitchen, an order control platform was also designed and it was possible to divide tasks by ordering orders with more speed and quality in the service.

For the customer a great experience has been developed (iOS mobile app). The power of having a fully customized menu according to filters, preferences and artificial intelligence that complement the power of the correct and accurate recommendations treating each customer as a VIP person. And when it’s time to pay, just get up and leave!

A complete experience that makes restaurant service very efficient and effective.

Problem 1 (user)

Finding a restaurant that makes the whole group happy is impossible! Decide what to order and the menu doesn’t help! Where is the waiter? Custumers wants to order more They want to pay fast!

Problem 2 (restaurant owner)

They have 9 systems from 7 vendors… it’s too expensive, hard to learn and time consuming They don’t know the profile of my customers and can’t afford market research They need more customers

Problem 3 (waiter)

Customers keep asking me questions and I don’t know the answers If they knew customers better, they could offer them personalized service

Executive Summary

No other industry spends so much money to touch its customers so many times, and yet knows so little about them. Meanwhile, every aspect of the dining experience, other than the food itself, is broken. Finding the right restaurant, making a reservation, deciding what to order, interacting with the waitstaff, paying the check… all of these processes are handled in a very primitive and manual way. Rockspoon is reimagining the dining experience from the ground up, solving the customer’s problems while improving restaurant operations in the dining room, kitchen, and back office, and—for the first time —giving the restaurant a direct and persistent relationship with the customer through customer app and mobile CRM. We provided mobile & fixed POS, payment processing, reservations, delivery (no logistics), takeout, CRM, HR, analytics, and inventory management. We offer customers an app that enables a personalized and fantastic dining experience.

I started from the branding

The idea was to bring the concept of spiking the spoon into a rock, or even every time you remember about food the brand comes into your memory. It’s a cool name and strong at the same time. Like a Rock! I developed all the concept and colors. Using the psychology of colors I decided to use red. Red leaves you hungry!

The research. Palo Alto CA

During the discovery we had a help of teachers from Stanford University only in the process of interviews with people. It was where we got in the 3 problems involving restaurant customers, restaurant owners and waiters. After made the process of interviews we got the help of restaurant owners and waiters from the Palo Alto region who were interested in the project. They were our steakholders! Working together with professionals in the area we have obtained effective and effective results, discovering technological problems and among others such as: Wifi in the kitchen does not work with 100% efficiency due to physical problems such as too much metal or water nearby can hinder communication with the routers. The coolest thing of having area professionals working together was being able to test multiple versions of software until you came up with a functional concept.

Customer Mobile APP

Imagine a solution able to really recommend restaurant suggestions and dishes according to your food preferences even discovering if you have any food restriction and allergies. Customized menus, being totally personalized and treating the users as unique individuals also bringing personalized recommendations in micro moments. Also being able to make reservation of tables or organize a group of guests already with the correct recommendation that please the taste of each person of the group. Time to pay? Just leave the restaurant and pay in the UBER style or split the account the way you want or even transfer the account to another table.

Creating workflows for the customer app and also coordinating and approving the flow with developers

I have created the workflows and navigation logos and at the same time coordinating all this with development teams around the world and many different fusarios. Teams spread across Brazil, Lebanon, Germany and Belarus. Times scattered due to reducing costs and at the same time working with the best developers in the world without having the cost of relocations.

Creating the logic and functionalities for smartprinter

We create our own printer with the help of software engineers and product designers having the first model made by a 3D printer. I created functionalities and the logic for this smartprinter. Workflow including any functional interaction of a printer model that works connected to an android smartphone. The printer design was aborted due to the high cost to the restaurant owners. The solution was to create an android app that works on any model of android smartphone getting the owner the restaurant the option and decision in choosing the ideal device for the waiters.

Kitchen tablet for cooks and food preparation stations

I created the solution for the whole kitchen. An android app running on large touchscreen screens streamlining the receipt of requests and keeping the entire kitchen under full control and also being able to be used to control shifts/ clock in and clock out.


A working tool to make life easier for waitress. Receiving bookings via customer app and also in person or via phone. The solution is able to offer a complete experience to assemble the restaurant floorplan making the experience and processes much more fluid.

Fixed POS/ Delivery and Takeout

A complete solution for receiving and creating new orders.

Payment tablet for non users

Paying has never been easier. Multiple payment possibilities in a single solution that was also targeted in the business. Financial companies such as Elavon and Morgan Chase were impressed by the solution.


marciosteffen February 22, 2018 0

Behind The Scenes

Grab should not just align themselves to competitors. They should evolve their co-branding strategy towards giving a complete solution for the customers. Working with hotel brands, airlines, airbnb and anything that would make their brand related to travelers.

I tried to add more experiences to customers. The market is hudge and can not be restricted to regular rides only, customer are also travelers and they love to be social e to explore things.

Machines have rapidly developed intelligence in this generation and their capabilities are changing the products we design.

I’m calling Invisible Design, the process and design language for solutions working with artificial intelligence and technologies like machine learning. I believe these processes and tools are seeds for the future of product design.

I tried to decide some of the experiences on the market related to travelers that we can give to the users with visual format and they can use the grab services to achieve those places with one single touch. I also tried to push some data from any online service just to implement on the begining such as:

Other good feature is to provide delivery/takeout Supose you don’t have time to pickup an purshase order. We can have a special code that users can just get all information like, address address, product type …

The idea was to facilitate peoples life.




User Interface


marciosteffen July 10, 2018 0

Behind The Scenes

I was challenged by a creative agency based in Sweden called The Techno Creatives by Interaktionsbyrån.

The challenge was to build a mobile application that would provide services for autonomous vehicles.

Firstly I created a brand based on the name Snabb which in Swedish means: smart, fast and effective. I blended the meaning together with an imperial touch, bringing the lion as a strong symbol.

The concept of the application was geared towards the scenarios of an intelligent taxi service, not just a taxi service but a powerful service platform encompassing autonomous cars. Imagine you in a mobile store and the application working with an integrated API providing the data of the size of your purchase and in the checkout process you can request a vehicle in the right measure for your delivery and destination or even being useful for any type of business, schools and services and general such as: scheduling and other features being performed on a single platform.


User Interface


marciosteffen July 12, 2018 0

Behind The Scenes

I was challenged by Trivago/ Berlin. The goal was to develop a visual language for the map view and responsive versions.

User Interface for Web

Responsive User Interface for Tablet

Responsive User Interface for Mobile



marciosteffen July 10, 2018 0

Behind The Scenes

Sonora was the largest music application in Latin America. I worked as an Art Director developing user interface concepts for various operating systems such as Sony Experia, Windows Phone, Blackberry, Android and iOS. The success of the application led Rhapsody-Napster to acquire Sonora in October 2013.

User Interface for iPad

User Interface for Android

User Interface for Blackberry

User Interface for Windows Phone

Foto Sonora

marciosteffen July 10, 2018 0

Behind The Scenes

Sonora was the largest music application in Latin America. I worked as an Art Director developing user interface concepts for this Facebook App. The success of the application led Rhapsody-Napster to acquire Sonora in October 2013.

Photo Sonora was a music application developed for Facebook.

The purpose of the Facebook App is to post an image from the photo gallery and add songs that bring to memory memorable moments.

Foto Sonora Facebook App

User Interface

Responsive User Interface