The project was a redesign of the entire telecom company website for Claro Brasil. They had recently incorporated a cable TV service and this expansion was part of communicating their new services portfolio. The redesign aimed to reduce call center inquiries by providing direct access to information like plans, devices, support and TV schedules online. It included FAQs and comparison tables to help customers research options and complete purchases.

1. website
Claro — Brasil

2. Institucional
telecom
The project was a redesign of the
entire telecom company website.
They had then recently incorporated
a cable TV service into the services
portfolio — a company called NET.
This expansion was part of the
project's communication goals as well
as integrated with the mobile
network services initially offered.
2012 › 2014Claro Brasil | ogilvyfrederico celestino

3. The scope was to reduce the amount of call
center entries by providing direct access to
information — plans, mobile devices available,
support, TV channels timetable. The company was
able to reduce call center costs and improve its
online presence.
2012 › 2014Claro Brasil | ogilvyfrederico celestino

4. All the pages contained easy access
to frequently asked questions
fomented by the call center's most
common offenders. In the packs'
section, comparative tables ensured
that clients conducted their
consideration research and found an
ideal option to finalize the buying
journey. ¶
XD
journeys
USR. research USR. tests
visual design
UI Design system
2012 › 2014Claro Brasil | ogilvyfrederico celestino

5. Branding, mobile apps, website
BovControl

6. Stock & farmers
BovControl is a startup designed
for cattle raisers to improve their
productivity, offering data
collection and analytics tools.
The company had already validated
its value proposition and had a
strong vision when I joined the team.
The challenge was then to improve
the brand and product so that
growth could become consistent and
scalable worldwide.
2015BovControl | startupfrederico celestino

7. Redesign everything — from brand assets to the
micro-interactions, keep the learnings from
previous product versions as a starting point.
2015BovControl | startupfrederico celestino

8. As part of my research steps, I got references to
combined them into meaningful visual stories.
Agricultural plots, animals, meat cuts, countryside
craftsmanship, earthy, and natural colors. ¶
XD
W i r e f r a m e s j o u r n e y s
D e s k r e s e a r c h
visual design
I c o n o g r a p h y U I I X D
2015BovControl | startupfrederico celestino

9. mmartan

10. e—commerce, iot
This project redesigned all of the online stores for
the brands of Group Coteminas — a company
specialized in bed, bath, and kitchen linen
products in Brasil. I also worked on its Apple TV
commerce app and a Smartpillow IoT project.
Create an omnichannel shopping experience
from physical stores to digital commerce.
Design interface to enable features like pick up
in-store, delivery from a store, up-selling,
cross-selling.
mmartan | grupo coteminas, Ammo varejofrederico celestino

11. The internet of
sleeping things
Nowadays, people work a lot and
get insufficient poor quality sleep.
By learning one’s sleeping habits, it
is possible to identify points of
improvement. This product is a
sensor built into a pillow that
measures sleeping hours.
It gathers how much movement
there was in bed, and how many
interruptions there were. This is
possible by an accelerometer and
sensor of presence combined with
an algorithm to learn sleeping
patterns and return suggestions for
change in the lifestyle. ¶
2019mmartan | grupo coteminas, Ammo varejofrederico celestino

12. Micro-interactions, A/B testing,
support from the Growth Squad,
which prioritized features and tasks
based on a consistent strategy. All of
this guided the design team to make
sure our decisions were in the right
direction. We relied on data and
numbers to find other options. ¶
XD
USR. research USR. tests
Desk research flows
visual design
Iconography UI IXD
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2016 › 2019mmartan | grupo coteminas, Ammo varejofrederico celestino

13. Pix

14. Point of sale mobile
A POS system that integrates with all the
channels and supply chain of the company.
The sales assistant consults the shop goods, learn
about product specifications, access the costumers'
purchasing history, and charge for the items.
2019PIX | grupo coteminasfrederico celestino

15. Android native mobile app installed into a payment gateway new device called Lio. By eliminating the
cashier desk, the business saves space inside the stores, and no more client's waiting in line.
2019PIX | grupo coteminasfrederico celestino

16. Since the sales assistant usually has
more than one client at a time, the
app had a multi-client feature. Thus
it allows for various orders at once.
The checkout flow had learnings and
design patterns incorporated from
the e-commerce website developed
for mmartan. ¶
XD
j o u r n e ys D e s k r e s e a rc h
U S R . t e s t s f low s
visual design
U I D e s i g n s ys t e m I X D
2019PIX | grupo coteminasfrederico celestino

17. Mobile apps, web dashboard
Oitchau
Mobile apps, web dashboard
Oitchau

18. Time // work
A service for companies to
keep track of their employees'
time and attendance.
On one hand, people can
punch in and out, generate
reports, report absences.
On the other, the employer
saves money by better
managing their teams'
schedules, monitoring worked
hours and avoid erros.
Oitchau | startupfrederico celestino

19. I designed an native app (iOS, Android),
and dashboard for companies to control
time and attendance.
2018Oitchau | startupfrederico celestino

20. The goal was to create a routine of
reporting. One of the exciting features
the startup founder requested was
the ability to validate a person’s
presence through registered wi-fi or
Bluetooth. It’s for Home-office,
out-of-office, in-house days. ¶
XD
W i r e f r a m e s j o u r n e y s
D e s k r e s e a r c h f l ow s
visual design
I c o n o g r a p h y U I I X D
2018Oitchau | startupfrederico celestino

21. experience designer
Frederico Celestino
fredcelestino.com
linkedin.com/in/fredcelestino
fred.celestino@me.com
+55 11 99664-0707