In today’s rapidly evolving competitive landscape—and with the fast rise of AI—modernization has become an urgent priority. However, updating legacy systems remains a complex challenge. In this context, AI helps overcome these hurdles with greater depth and lower risk, accelerating the understanding of existing systems, freeing time for more strategic decisions, and driving improvements in speed and quality. 

According to Gartner, 50% of CEOs are prioritizing integration, innovation, and modernization of enterprise applications and software by 2025. In large organizations, where legacy systems support critical operations, the challenge lies in innovating without compromising stability. A difficult but essential step for digital transformation. 

In this article, we explore how AI-powered modernization enables organizations to integrate analytics, automation, and intelligent decision-making without requiring disruptive system rebuilds. 

Why modernize with Artificial Intelligence? 

Companies are undergoing a paradigm shift: we’ve moved past the digitalization phase—focused on migrating processes to digital—and entered the era of intelligent automation, powered by Artificial Intelligence. This new phase demands speed, scalability, and the ability to innovate consistently. 

In this context, modernizing legacy systems is no longer a technical choice, but a strategic necessity. Outdated technologies bring risks due to lack of vendor support and qualified professionals, fail to meet user expectations, increase infrastructure costs, and hinder the adoption of innovations such as cloud, AI, and third-party APIs. 

Legacy code also directly impacts scalability and the speed of delivering new features. When applied to modernization efforts, Artificial Intelligence reduces manual effort and significantly accelerates the software delivery lifecycle. 

At SoftDesign, we leverage AI to accelerate deliveries across multiple fronts. On the back end, unit test generation is automated: developers only need to name the test, and Copilot completes the implementation based on context. We also migrate legacy code to modern standards, ensure compliance with architectural patterns, and accelerate scaffolding by automatically creating repositories, services, and endpoints. 

On the front end, Copilot assists in generating models and services from Swagger documentation, while also providing contextual suggestions for building interfaces with reusable components. In Quality Assurance, AI automatically generates end-to-end test cases with Cypress, increasing test coverage with less manual effort. 

For business leaders, this is a critical moment: digital transformation with AI is a matter of survival in increasingly dynamic markets. Organizations driving this modernization with AI-augmented squads release products faster, improve delivery quality, and reduce project costs. 

Benefits of AI-powered modernization 

According to Red Hat’s The State of Application Modernization report, 78% of organizations are using AI as part of their modernization efforts. Among them, 53% use AI to support application modernization processes, while 42% are adding AI to legacy systems to update them. 

At SoftDesign, we apply intelligent automation and advanced software engineering to modernize systems in a secure and effective way. Our process directly impacts speed, quality, and alignment with business strategy. 

Key benefits of AI-powered modernization include: 

• AI-assisted engineering: up to 60% faster coding, automated test coverage, and support throughout the development cycle. 
• Adoption of modern technology standards: user experience–focused interfaces, cloud-first architecture, and DevSecOps practices ensure scalability, security, and operational efficiency. 
• AI for data-driven decision-making: predictive models and advanced analytics enable faster, more accurate, and insight-driven decisions. 
• Strategic, phased alignment: our approach ensures modernization without disruption, with incremental deliveries aligned with business objectives. 

Use cases and real-world applications 

As shown, AI-powered modernization is already driving change across corporate environments. Some practical examples include: 

• Modernization of legacy systems with AI: companies are using algorithms to map dependencies, suggest refactorings, and identify critical issues in aging systems, reducing risks and accelerating digital transformation. 
• Machine Learning applied to legacy systems: predictive models are being used on historical ERP, CRM, and operational data to anticipate demand, optimize inventory, and improve customer service. 
• AI in the Software Development Life Cycle (SDLC): AI-powered tools optimize every stage of the software lifecycle—from requirements analysis to automated testing, continuous validation, and intelligent documentation. 
• Cloud-first infrastructure as a foundation for modernization: migrating to the cloud and embedding native AI services accelerates time to market, enhances scalability, and enables integrations with modern analytics and automation solutions. 
• AI-augmented engineering: software engineers now rely on AI copilots for code generation, automated security reviews, and continuous integration, boosting productivity while reducing errors. 

At SoftDesign, modernization involves applying AI strategically across every stage of the SDLC. In practice, we use Artificial Intelligence from prototyping and data analysis to MVP creation with low-code tools. 

Our AI agents also assist in backlog writing and prioritization, legacy code analysis, assisted coding, code review and refactoring, and automated test generation. 

Phases of an AI-powered modernization strategy 

Case study: modernizing with AI 

Spring Point, a U.S.-based company specializing in software for the electromechanical industry, modernized its legacy ERP system MotorBase—originally built in the 1990s with a client–server architecture. With SoftDesign’s support, the company developed the first version (MVP) of a new cloud-based SaaS solution, redesigned with a user experience–driven interface. 

• AI Augmented: AI was applied to convert Visual Basic code into .NET Core, generate automated tests, and document business rules, accelerating coding by up to 90%. 
• Lead time reduction: feature delivery cycles dropped from 4 days to 2, doubling development speed. 
• Results: ERP transformed into a SaaS platform, with easier access for global clients. The beta version is already being used by Spring Point’s three largest clients, with a commercial launch planned for 2025. 

According to Troy D. Locke, CEO and co-founder of Spring Point Solutions, integrating AI into software is highly strategic to improve predictability and optimize client operations. SoftDesign’s partnership drives this evolution through testing and experimentation with intelligent features. 

Challenges and risks in AI adoption 

Implementing Artificial Intelligence brings significant opportunities, but also requires attention to critical challenges to ensure sustainable and ethical results: 

• Technical debt and risks: integrating AI into legacy systems can be complex, requiring infrastructure investments, platform upgrades, and process reviews. Poor integration may lead to inefficiencies or even operational failures. 
• Security and compliance: AI-based solutions must strictly follow privacy regulations (such as GDPR or LGPD). Handling sensitive data demands strong protection mechanisms against leaks and misuse. Vendors must also ensure robust protection of source code and business rules. 
• AI and data governance: effective governance involves defining clear responsibilities, monitoring model performance, and ensuring transparency in automated decision-making. It is crucial to mitigate algorithmic bias and maintain continuous audits. 
• Team training and cultural change: AI adoption goes beyond technology. It requires workforce upskilling, leadership involvement, and a culture of experimentation that embraces continuous learning. 

Measuring the results of AI-powered modernization 

The adoption of AI in modernization must generate measurable impact. Some key metrics to track ROI include: 

• Operational cost reduction: automation of repetitive tasks and more efficient use of resources reduce expenses in maintenance, rework, and support. 
• Shorter lead time: AI-assisted code generation and intelligent testing shorten the cycle from conception to solution delivery. 
• Increased engineering efficiency: with AI-augmented tools, teams produce more with less effort, focusing on strategic challenges instead of manual tasks. 
• Faster innovation: AI integration accelerates experimentation, validation, and launches, strengthening organizational competitiveness. 

At SoftDesign, we transform legacy systems into modern platforms by combining intelligent automation with cutting-edge software engineering. By embedding AI into every stage of development, we accelerate coding by up to 60%, automate tests with wide coverage, and deliver scalable solutions with excellence in UX, cloud, and architecture. 

Building the future with Artificial Intelligence 

AI-powered modernization is a strategic path for companies seeking agility, efficiency, and continuous innovation. By combining intelligent automation, integration with legacy systems, and skilled teams, organizations can cut costs, accelerate time to market, and significantly increase productivity. 

SoftDesign is a global software development company that combines design, strategy, and Artificial Intelligence to build impactful digital products. We integrate AI agents across our entire SDLC, boosting squad productivity by up to 55%. 

If you’re ready to take the first steps in an AI-powered modernization plan, count on our expertise in app development, platforms, data solutions, intelligent agents, and Machine Learning models. 

Frequently asked questions on AI-powered modernization 

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The challenge is not just understanding AI but using it strategically to enhance sales performance. And the urgency is real: a McKinsey study reveals that 65% of global companies have already adopted Generative AI, while Salesforce reports that 81% of sales teams are investing in AI-driven solutions. 

However, many businesses are still in the testing phase, trying to unlock the real value of this innovation. The question is no longer whether AI makes a difference—it’s how to leverage it for measurable impact. 

In this article, we’ll explore how leaders can move beyond uncertainty and turn Artificial Intelligence into a competitive advantage. 

The role of Artificial Intelligence in sales

Artificial Intelligence is redefining how businesses approach commercial operations. In sales, AI is used to predict demand, personalize customer interactions, automate repetitive tasks, and generate strategic insights from vast amounts of data. 

Leading companies are already leveraging AI to optimize their sales strategies. For instance, Salesforce employs Generative AI to enhance sales team productivity, while Amazon uses advanced algorithms to personalize recommendations and predict purchasing behavior. 

According to Jean Perfeito, Key Account Manager at SoftDesign, for AI to deliver real impact, it must be used strategically rather than as an experimental tool. 

“The best approach involves integrating different AI services, ensuring the technology operates in a coordinated manner. This allows businesses to optimize operational efficiency, reduce costs, and drive revenue. More than just a tool, AI should be seen as a catalyst for transformation, helping companies implement significant changes in their business processes,” he emphasizes. 

Key applications of Artificial Intelligence for sales 

AI is reshaping the sales industry, offering greater precision and efficiency in commercial operations. Some of its primary applications include predictive analytics, process automation, customer personalization, and chatbots. 

Let’s dive into the details below. 

Sales and customer service automation

Have you considered automating your sales and customer service processes? Many companies are leveraging Artificial Intelligence to boost efficiency and enhance customer experience. 

• AI-powered chatbots: Provide 24/7 support, deliver instant responses, and qualify leads without overwhelming sales teams. 
• Virtual sales assistants: Recommend offers, suggest the best time for customer outreach, and automate operational tasks. 
• Companies using AI: HubSpot leverages AI to manage leads, while Zendesk enhances customer support with intelligent chatbots. 

What is your priority: reducing response time, increasing conversions, or optimizing workflows? 

Customer personalization and segmentation 

Is your personalization strategy meeting customer expectations? AI enables businesses to deliver highly tailored experiences more efficiently. 

• Personalized offers: AI analyzes behavioral data and preferences to create customized offers, increasing conversion rates and improving customer satisfaction by delivering the right solutions at the right time. 
• Automated segmentation: AI efficiently groups customers based on shared characteristics and behaviors, enabling more targeted and effective marketing campaigns. 
• Customer loyalty and engagement: AI continuously analyzes data to identify loyalty patterns and engagement trends, allowing businesses to implement retention strategies and strengthen long-term relationships. 

AI in sales logistics 

Are your sales representatives making the most of their time and resources? AI can revolutionize your sales logistics with smarter decision-making. 

Companies like Coca-Cola and Unilever leverage AI to manage their sales logistics, reducing operational costs and increasing efficiency. 

Predictive analytics and smart decision-making 

Predictive analytics enhances decision-making by transforming data into strategic insights. 

• Trend and opportunity forecasting: AI analyzes historical data to predict buying behaviors, enabling sales teams to anticipate market shifts.
• Sales forecasting with Machine Learning: AI-powered algorithms deliver highly accurate sales projections, allowing companies to plan proactively and scale operations effectively. 
• Customer churn analysis: AI identifies dissatisfaction signals, helping businesses develop retention strategies and prevent revenue loss. 

How to Implement AI in Sales 

Integrating AI into your sales operations requires strategic planning and execution. Key steps include: 

• Assessing business needs: Identify areas where AI can add value, such as process automation, customer service, and personalized offerings. 
• Choosing the right tools: Select AI-powered solutions like CRM platforms, chatbots, and virtual assistants to streamline sales processes and enhance customer experiences. 
• Training and integration: Ensure your team is well-equipped to use AI tools effectively, facilitating a seamless implementation process. 

Additionally, partnering with a technology company with proven expertise in software development and AI integration can enhance efficiency and provide ongoing support for optimal results. 

According to Jean Perfeito, regardless of the industry—manufacturing, retail, technology, benefits, insurance, or banking—businesses face both operational and strategic challenges. 

“Our role is to turn knowledge into action, helping companies move from theory to practice when it comes to Artificial Intelligence. Many organizations understand AI’s potential but struggle with strategic implementation to address real business problems. At SoftDesign, we specialize in embedding AI into business processes—analyzing data, structuring strategies, and driving efficiency for measurable impact,” says the Key Account Manager. 

Benefits of Artificial Intelligence for Sales Management 

Leveraging Artificial Intelligence for sales offers significant advantages for businesses aiming for innovation and high performance. Key benefits include: 

• Operational efficiency: AI automates repetitive tasks such as lead qualification, email outreach, and follow-ups, allowing sales teams to focus on strategy and customer relationships. 
• Revenue growth: AI analyzes vast data sets to identify consumer behavior patterns and sales opportunities, supporting strategic decision-making that drives financial results. 
• Cost reduction: Process optimization and automation enhance productivity, minimize wasted resources, and reduce errors, ultimately lowering operational expenses. 

The Future of Artificial Intelligence in Sales Is Now

The future of Artificial Intelligence in sales is not a distant promise—it is already here. Companies that embrace this transformation will gain an undeniable competitive edge, driving sales with smarter strategies and optimized processes. 

Generative AI, advanced automation, and predictive analytics are shaping a new landscape where personalization and efficiency go hand in hand. But how can you translate this innovation into real business results without complexity or additional burden on your team? 

At SoftDesign, we simplify the journey. We help businesses validate their first AI initiatives with Proofs of Concept (POC), enabling them to test AI’s potential in their software, validate efficiency gains, and optimize processes without wasting time or resources. 

Our approach is practical, direct, and focused on what truly matters: generating impact and accelerating your growth. 

AI for sales: Frequently Asked Questions

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A classic example of AI application in the financial sector is risk analysis, a common classification problem that highlights the power of Machine Learning. However, the possibilities extend far beyond that.

Today, advanced Deep Learning algorithms, Natural Language Processing (NLP) techniques, and even Generative AI are transforming how financial institutions operate.

These technologies enhance customer service, efficiently detect fraud, personalize services and products, support strategic decision-making, and boost security and competitiveness in the sector.

Explore the key opportunities, challenges, and essential considerations when implementing Artificial Intelligence in financial services.

AI Software development in Financial Services

We are in the golden era of AI, witnessing a variety of applications such as Machine Learning, Deep Learning, NLP, and Generative AI in financial services.

According to an NVIDIA report, 57% of financial services companies used Data Analytics solutions, while 52% adopted Generative AI in 2024. The same report indicates that these companies experienced a 5% revenue increase through AI adoption.

This highlights the growing demand for AI solutions, especially in software development. To fully realize this potential, the following factors must be considered:

Integration with existing infrastructures

Integrating AI into existing financial infrastructures is crucial to modernize operations without discarding previous investments. This approach enables a higher ROI from new technologies.

APIs act as bridges, connecting legacy systems to new AI solutions, ensuring secure and efficient communication. This integration facilitates functionality updates and rapid security improvements while maintaining operational continuity.

In the context of Open Finance, implemented in Brazil since 2021, the synergy between AI and APIs allows financial service providers to structure a much more efficient data flow, resulting in more personalized financial services and improved credit decisions.

Challenges in developing AI for Financial Services

While the adoption of AI in financial services presents clear benefits, it also introduces technical, regulatory, and strategic challenges. Scalability, data security, and integration with legacy systems are critical considerations for organizations investing in AI.

Security and regulatory compliance

Handling financial and personal data requires an extremely rigorous approach. Key regulations like Brazil’s LGPD and Europe’s GDPR establish clear protocols for data collection, storage, and processing.

Operationally, this necessitates strategies such as data anonymization, advanced encryption, and strict access controls to prevent regulatory breaches. Additionally, data governance must ensure transparency and traceability of AI models to mitigate legal and operational risks.

Software scalability and resilience

AI solutions must process large volumes of data in real-time, requiring distributed and flexible architectures. Poor architectural choices can lead to operational bottlenecks and security vulnerabilities, potentially compromising service integrity and brand reputation.

Integration with legacy systems

Modernizing financial systems requires balancing innovation and compatibility. Many institutions still operate on monolithic infrastructures not designed for AI flexibility. Open APIs and middleware can ease this transition, but data migration and system compatibility remain significant challenges.

Lack of specific AI regulations

Despite existing data protection laws, AI’s rapid adoption outpaces the development of specific regulations to address algorithmic bias and predictive model transparency.

Without a clear regulatory framework, financial services providers should establish internal compliance practices to ensure their AI systems adhere to ethical and operational standards. Ethical AI frameworks, security-by-design strategies, and agile integrations provide competitive advantages, making AI adoption more strategic and less risky.

Key applications of Artificial Intelligence in Financial Services

Explore how AI is already revolutionizing financial services:

1. Risk analysis with AI: Advanced algorithms assess vast data sets to predict defaults, allowing real-time adjustments to policies and credit limits. Continuous transaction monitoring also detects operational risks and suspicious activities.
2. Fraud detection: AI models analyze behavioral patterns, identifying anomalies like unusual access or atypical transactions. These systems reduce false positives and enable immediate defensive actions such as preventive blocks and enhanced authentication.
3. Financial process automation: Combining Robotic Process Automation (RPA) with AI streamlines tasks like invoice validation and financial reconciliations. For example, Banco Inter boosted productivity by 280% using Microsoft Azure AI solutions.
4. AI-Powered chatbots: NLP-driven chatbots enhance user experience, providing contextualized responses and reducing service queues. Personalized recommendations increase customer retention and open opportunities for upselling and cross-selling.
5. Personalized Financial Services: Algorithms like Recurrent Neural Networks (RNNs) and Long Short-Term Memory (LSTM) models analyze user behavior to offer tailored services. Nubank, for instance, uses LSTMs to personalize credit limits and investment suggestions.
6. Predictive analytics in finance: AI processes large data sets to forecast market fluctuations, enabling institutions to optimize resource allocation and investment portfolios with increasing accuracy.
7. Automated compliance: AI automates audits and detects inconsistencies, reducing operational costs and enhancing transparency. Machine learning models adapt to regulatory changes, helping institutions proactively mitigate compliance risks.
8. Intelligent credit scoring: AI expands credit analysis by considering financial behavior and consumption habits, allowing fairer evaluations for underbanked and younger demographics.
9. Algorithmic trading and investment management: High-frequency trading systems analyze thousands of variables within seconds, identifying market opportunities and adjusting strategies almost instantly.
10. Digital onboarding with AI: Facial recognition and biometric authentication systems streamline account openings while enhancing security. Automated document verification accelerates the onboarding process and improves customer satisfaction.

Cybersecurity in Financial Services: how AI can help

As cyberattacks grow more sophisticated, AI systems quickly detect abnormal traffic patterns and potential threats. LSTM models, for instance, identify event frequencies and timings to enhance security measures.

Blockchain and AI: a powerful combination for financial security

Integrating blockchain with AI strengthens transaction security. Blockchain ensures immutable transaction records, while AI detects inconsistencies and risks, creating a highly secure and auditable financial environment.

Transforming Financial Services with AI: the future starts now

AI delivers operational efficiency, service personalization, and risk reduction—directly impacting institutional performance and competitiveness. However, the future of Artificial Intelligence in Financial Services hinges on the ability to integrate innovative technologies with evolving market demands.

Now is the time to evaluate your organization’s current AI initiatives and identify opportunities to maximize results. With the right support, your institution can turn challenges into competitive advantages.

SoftDesign can help guide this transformation. Contact us to discover how our custom software development solutions can drive innovation and efficiency with AI in your business.

Frequently Asked Questions about Artificial Intelligence in Financial Services

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AI’s predictive capabilities enable future scenario simulations based on historical data and real-time patterns, leading to more accurate diagnoses, personalized treatments, and improved hospital management. 

Healthcare companies embracing AI are at the forefront of innovation, optimizing processes, reducing costs, and, most importantly, saving lives. From patient triage to surgical robotics, AI is driving the evolution of modern medicine—creating significant opportunities for healthtech companies and technology solution providers in the sector. 

Understanding AI in Healthcare 

The healthcare industry is undergoing rapid digital transformation, with AI playing a central role. In June 2024, the G20 extensively discussed the potential and challenges of AI in healthcare, emphasizing its global significance. 

According to Socorro Gross, representative of the Pan American Health Organization (PAHO) in Brazil: 

“An example of AI being used effectively was in the diagnosis and treatment of COVID-19. By leveraging AI responsibly, we can ensure safety for all citizens across the Americas. G20 countries must contribute to harnessing the benefits of these technologies while ensuring no one is left behind.”

To fully leverage Artificial Intelligence in Healthcare, key concepts must be understood. Find out what they are below.

Architectures and Technologies 

AI models in healthcare rely on various architectures and technologies. Innovations like TensorFlow, PyTorch, and Scikit-learn support Machine Learning models, assisting with data processing, training, and validation. 

Interoperability standards like FHIR enable data collection from multiple sources, improving model training and accuracy. 

Integration with Hospital Systems 

Seamless integration with electronic health records (EHRs), telemedicine platforms, and IoT medical devices is crucial. Large datasets fuel predictive models, but challenges include minimizing data noise and ensuring high-quality inputs. 

Missing or poorly formatted data can compromise AI models, highlighting the importance of reliable and structured information. After all, the accuracy and reliability of predictions are directly linked to the quality of the data provided to the model.

Key Applications of Artificial Intelligence in Healthcare 

AI is transforming various medical fields, enhancing efficiency and safety when implemented with proper methodologies and risk management. Below are its main applications: 

1. Medical Imaging Diagnosis

AI has revolutionized imaging diagnostics, improving X-ray, CT scan, and MRI analysis. Solutions like DeepHealth and CheXNet enhance accuracy and facilitate early disease detection by analyzing vast datasets and comparing images to historical records. 

This means that radiologists rely on these systems to detect subtle signs of pathology that might go unnoticed by the naked eye. In this context, AI in X-ray imaging enhances diagnostic reliability and streamlines workflow—benefiting both patients and healthcare professionals.

2. Telemedicine and Virtual Assistants 

AI-driven remote consultations optimize scheduling and automate triage, reducing wait times and streamlining patient access to care. Clinical chatbots further enhance efficiency by managing initial patient interactions. 

This approach not only reduces patient wait times but also establishes a direct connection between patients and the medical team—without overwhelming staff with simple requests.

3. Natural Language Processing (NLP) 

NLP enables AI to analyze medical records and generate clinical reports. Tools like MedBERT and BioBERT extract critical insights, supporting accurate diagnoses and aiding clinical decision-making. 

This technology also supports clinical decision-making by presenting organized data and insights that assist the physician’s reasoning.

As a result, text analysis becomes a strategic tool for patient management and follow-up, enabling greater personalization of care and treatment.

4. Surgical Robotics 

AI enhances robotic-assisted surgery by improving precision and reducing risks. Systems like Da Vinci enable minimally invasive procedures, leading to faster recovery times and improved outcomes. 

In this context, the use of algorithms and sensors to guide movements makes surgical procedures safer and more efficient, bringing significant benefits to both the success of the operation and the patient’s recovery.

5. Predictive Analytics in Healthcare 

AI-powered predictive models identify health risks based on historical and behavioral data, helping hospitals allocate resources more effectively and enabling proactive patient care. 

For example, hospital readmission—when a patient is hospitalized again after discharge—can be minimized through predictive analytics-driven protocols. This approach enhances resource efficiency and ensures more precise, personalized patient care.

6. AI-Assisted Drug Development 

AI accelerates drug discovery by analyzing molecular interactions and identifying promising compounds. Platforms like Atomwise streamline pharmaceutical innovation, reducing time to market for new treatments. 

7. Remote Patient Monitoring and IoMT 

The Internet of Medical Things (IoMT) integrates wearable sensors and home monitoring devices with AI-driven analytics. This allows real-time health tracking and early intervention for at-risk patients. 

Practical examples include smart wristbands that monitor heart rate and connected scales that track weight and body composition.

When analyzed by specialized software, this data enables quick and accurate interventions by doctors.

8. Smart Hospital Management

AI enhances hospital efficiency by automating administrative tasks, from appointment scheduling to bed management. AI-driven triage systems further optimize patient flow and resource allocation. 

In addition to these applications, chatbots and automated triage systems assist with initial care by filtering information, categorizing, and directing patients as needed.

This organization enhances workflow and enables more efficient resource allocation to improve operational efficiency and elevate the quality of service provided.

9. Healthcare Data Security 

Protecting medical information is, undoubtedly, a top priority for all professionals in the field. AI strengthens cybersecurity by detecting fraud patterns and monitoring data traffic for potential threats, ensuring medical record integrity and compliance with regulatory standards. 

10. Personalized Medicine 

Machine Learning models analyze genetic data and patient history to tailor treatments, maximizing efficacy and minimizing side effects—advancing precision medicine. 

By considering the unique variables of each patient, AI in healthcare transforms medical practice, adapting to specific needs and ensuring better therapeutic outcomes.

11. AI-Driven Medical Education

AI-powered simulations and adaptive learning tools provide continuous training for healthcare professionals, enhancing skills and improving patient outcomes. Adaptive learning tools and AI-driven simulators offer practical, interactive training.

Additionally, simulating complex scenarios in virtual environments enhances the training of skilled and confident professionals, while driving continuous improvement in healthcare delivery.

Challenges of AI in Healthcare

Despite its advantages, AI adoption in healthcare requires compliance with regulatory frameworks such as HIPAA. Organizations must prioritize: 

• Data transparency and governance;
• Secure data lifecycle management;
• Protection against unauthorized access;
• Algorithmic fairness to prevent biases.

Balancing innovation with ethical considerations is crucial to maintaining patient trust and ensuring equitable AI-driven healthcare solutions. 

The Future of AI in Healthcare

AI’s future in healthcare promises even greater advancements, including more versatile models and expanded IoMT applications, leading to enhanced medical precision and efficiency. 

The MedTech sector is emerging with solutions that combine diagnostic automation and clinical decision support software.

Solutions such as IBM Watson Health, Huna AI (breast cancer detection), and Neomed (automated medical report processing), demonstrate AI’s potential to revolutionize clinical management and healthcare delivery, creating opportunities for the emergence of innovative businesses.

Preparing for the AI Revolution in Healthcare

To maximize AI’s value, healthcare executives must move beyond isolated technology adoption and implement a comprehensive digital transformation strategy. Key steps include: 

• Investing in scalable infrastructure with interoperable systems;
• Continuously training teams to leverage AI-driven insights;
• Monitoring KPIs like diagnostic accuracy and operational efficiency.

Proactive modernization, guided by measurable performance indicators, ensures innovation while maintaining the security and reliability required in healthcare services. 

AI-Driven Healthcare Transformation: The Next Step

AI is reshaping healthcare by driving operational efficiency, personalized treatment, and enhanced clinical decision-making. Investing in AI is essential for maintaining competitiveness and improving service quality. 

To explore how Artificial Intelligence can transform your healthcare organization, discover SoftDesign’s customized solutions. Our experts are ready to take your company to the next level. 

FAQs About AI in Healthcare

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In the corporate world, the term appears frequently and refers to various areas. But at the moment, culture is mainly associated with one particular area: the product area. That’s why we decided to look into this topic to understand the impact of a product culture in startups and companies and learn how to build it.

First Things First 

So what is product culture? It is a set of habits, values, and beliefs that foster the development of digital products. It is characterized by the formation of autonomous teams focused on achieving business goals through the creation or evolution of products. It is an essential prerequisite for the development of contemporary digital products that meet the needs of users and offer added value to clients.

As a culture, it is pervasive. It must impact not only people’s mental models, but also the company’s processes, artifacts, and tools. For example, product culture must reflect the way people are recognized, how success is measured, and even how contracts are signed with clients.

To facilitate understanding, it is sometimes easier to explain what something is not. In this sense, we can say that product culture is the opposite of project culture or IT culture.

Product Culture X Project Culture 

Project Culture, also known as IT Culture, is focused on outputs, while Product Culture is focused on outcomes. This means that, in Project Culture, success is measured by the delivery of scope, of a list of pre-defined items. In Product Culture, success is measured by the impact generated, regardless of what was done or how many items were delivered. P.S. To know more about this difference, it’s worth learning about the initiative No Projects. 

On the other hand, Product Culture is a term created by Marty Cagan. He describes the mindset where IT is paralyzed in operational, everyday processes, without realizing the importance of innovating, delivering value and impacting all the business. If you follow our articles, you know that we usually refer to this phenomenon as tasking IT. 

Those who work in Product Culture don’t usually say they work “in IT.” These people usually refer to the product or business process where they operate, even when they are programmers. 

The Central Role of User Experience 

Working with User Experience (UX) is creating a product and thinking about it from the user’s standpoint. This may seem obvious, but the truth is that the exercise of thinking like someone different from us is challenging. 

What does it have to do with Product Culture? The concern with UX is one of the symptoms of the transition from an IT Culture (self-centered) to a Product Culture (centered on the user). After all, those concerned with generating real business impact certainly need to try to improve the experience for people using the product, not simply “push for” a new solution. 

Also, in Product teams the Designer is not the only one concerned with the Product Design: all members should be aware of the user’s needs and of each of their touch points with the product, to make sure that all details are aligned with its purpose. 

Experimentation to Validate Hypotheses 

Another symptom of the transition from Project Culture to Product Culture is the adoption of Product Experimentation. In Project Culture, it is not usual to save space for learning since the underlying philosophy is a predictive rationalist approach. We define a detailed scope early, and then it is necessary to make sure it is delivered. 

But innovative products, services, or business models are only innovative because they don’t exist yet. This means that they are based on hypotheses and need to be validated, and, therefore, Product Experimentation is essential. In Product Culture, it is necessary to be open to constant learning, changes, and diversity of hypotheses. 

As much as surveys and interviews are conducted with users, collecting information to support development, what we do when defining the product is a proposition, a hypothesis of solution. It is necessary to test quickly and efficiently to learn and discover whether the user experience and the business model proposed effectively work. This is what the Minimum Viable Product (MVP) is used for. 

The Sense of Ownership 

A true product culture only exists when people on the team have a sense of ownership. After all, who cares more about a company than its creator? The idea is that the entire team acts as owners, and therefore truly cares about the product.

People who care build, collaborate, improve, and help define. They have a future vision for the product, are proactive in anticipating and solving problems, and work with enthusiasm and passion. Ownership is responsible for the pride the team takes in working on the product and contributes to quality and commitment.

Metrics to Mesure Success 

Another characteristic of the transition from a Project Culture to a Product Culture is the way of measuring success. Instead of measuring by the execution of plans from the classic triangle scope, cost, and time, we start analyzing by business-related metrics. 

Your taste does not matter much; after all, we currently have many metrics frameworks. In some cases, they will be funnel metrics, in others, your product may have North Star metrics; perhaps your company adopts Key Performance Indicators (KPIs); or also you use Objectives and Key Results (OKRs). 

The important thing is to understand that there is a cultural change. In IT Cultures, people are concerned with delivering what was ordered, within the deadline. Conversations are usually about time or percentage of completeness of the tasks. 

In Product Cultures, the topics are different. The conversation revolves around actual indicators, such as sales, number of clients and percentage of conversions. These figures are no longer secret and are now handled directly by the team that aims at discovering, through experiments, how to positively impact these indicators. 

What is Your Company’s Culture? 

It’s palpable that these terms we have explored are intertwined, right? Product Culture comes as an alternative to Project Culture and IT Culture. It is focused on business-targeted products and users, which need to be validated through Product Experimentation. The team that truly cares analyzes data to assess the success of experiments and evolve the product with agility. 

What type of culture do you see at your company? Notice how people relate with each other (employees and clients), how success is measured, and how processes are designed. Analyzing these items, you will know in which culture your team works and will be able to see the need for a transformation. 

Do you need help to develop a Product Culture in your company? Fill out the form below and our specialists will get in touch with you. 

*Related Content: The 4 Must-Have Characteristics of Your IT Partner

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What is Bitcoin?

Bitcoin is a cryptocurrency, a digital currency based on cryptographic technologies, which was created in 2009. To this day, it is not known who its inventor is, since the first publication on the subject was made using the pseudonym Satoshi Nakamoto – the real inventor was never made public. 

What is Special About Bitcoin?

It is a currency without central regulation: it is not issued by a country/state. Thus, allows transactions to take place without intermediaries (banks) and in the most complete anonymity. You can use Bitcoin as a payment method in several establishments that already accept it.  

The currency is famous due to the huge amount of people trying to get rich at its expense, buying and selling Bitcoins – its value has increased significantly since 2009. And, although it seems complicated or distant, blockchain is an available solution that can be used in the most varied software development projects. 

What About the Blockchain?

Although we talk so much about Bitcoin, Blockchain is much more interesting. It is the technology that supports Bitcoin and other cryptocurrencies and that seems to be leading us to a new generation of Internet solutions, called Decentralized Web or Web 3. 

There is nothing incredibly new about this technology: Blockchain is based on the internet that we already know, combined with cryptographic concepts that also already existed. The difference is the architecture of the solution, which allows creating a decentralized network in which it is possible to trust the results, even without guaranteeing that all network agents are reliable. 

What Can You Do With Blockchain?

Blockchain is not only for cryptocurrencies, but for any solution that can take advantage of its characteristics: being decentralized, providing trust and immutability, keeping records. 

By now you might be wondering: Blockchain can be used for a lot! Let’s see: 

• Digital Identity and Authentication: it can be used to replace our identification solutions, from Passport and Driver’s License to your login on social networks; 

• Notary and records: it is the perfect solution for legal records, like the ones that notaries do today; 

• Contracts and smart contracts: it can be used to publicly register contracts, but more than that, it can be used as a basis for smart contracts where clauses are executed automatically; 

• Medical Records: we can use Blockchain to keep medical records safe and accessible; 

• Supply Chain: we can use it as a record base for a supply chain, thus ensuring transparency in records between the parties. 

How Do I Use Blockchain in a Project?

Although it seems complicated, Blockchain is an available solution that can be used in the most varied Software Development projects. However, to build a solution that uses this technology, you first need to identify what its features are and how Blockchain can help you with that, and then you need to assess whether it is best to use Blockchain, a Fork or even a platform on top of the Blockchain. 

A Fork is a Blockchain variation that changes some of its operating rules. Depending on the application, there are specific Forks that may serve better. A Platform is one of the thousands of solutions that are already being developed using the Blockchain but with ready-made functions: there are specialized platforms for Smart Contracts, for Identification, etc.

Were to Learn More? 

The most knowledgeable people here at SoftDesign suggest the following sources if you want to learn more about Bitcoin and Blockchain: 

• The Blockchain for Business book can help you understand Blockchain and its applications; 

• There are some interesting talks at TED Talks, such as this one by Dan Tapscott (who is also the author of good books on the subject) and this one by Bettina Warburg; 

• If you want to take a look at the concepts, it’s worth knowing Satoshi’s original article, which explains how the Blockchain concept applies to make Bitcoin work. 

Thinking about using Blockchain Technology in a digital product? Fill out the form below so we can help you! 

O post What is Blockchain: definitions and applications apareceu primeiro em SoftDesign.

But what kind of leadership is there at SoftDesign? How does the company foster a culture of innovation for employees and customers? And how do these characteristics impact the projects undertaken and the creation of new digital businesses?

We spoke with our CEO and founder, Osmar A. M. Pedrozo, to ponder these questions. After all, no one is better suited than him to explore topics that are so relevant to the world of startups and enterprises.

Where it All Started

SoftDesign – This November (2022), SoftDesign turned 25 years. Along this journey, a lot has happened, but how did it all start?

Osmar A. M. Pedrozo – It all started with a personal need. 25 years ago, I didn’t imagine myself as an entrepreneur, nor did I imagine where SoftDesign could reach. I worked as a contractor for a large technology company, which was developing a project for the Government at the Center for Information and Communication Technology of the State of Rio Grande do Sul (PROCERGS).

That contract ended, and so I was challenged to provide services to the Company, but I would need to compete with other companies through bidding processes. But at that time, I still didn’t have a company. Therefore, this was a period of learning, which resulted in the foundation of SoftDesign, in 1997. The first contracts arrived in 1999 when we won our first bid.

At that stage, we worked mainly for the government. Over the years, I decided to invite others to join the company. The first guest was Eduardo Farah, who is still our investing partner. In 2001, we were still working individually for several technology companies, acting in consulting – projects that we kept in parallel for some time.

In the fourth year, I realized that I had people skills. At that time, I was working as a programmer and I didn’t know I had this soft skill. That’s when they started looking for me to ask for professional referrals for specific jobs and projects. With this happening more and more frequently, I had the idea of offering this service through SoftDesign, which was also hired to supply a demand for IT professionals.

Expanding the Business

SD – How was this initial process of growth and expansion for SoftDesign?

OP – In 2002, with the evolution of the company, we started hiring employees. I concluded that our business had a lot of potential and that I could manage it along with other consulting activities. In 2003, SoftDesign grew even more, and I invited Rafael Paludo to join the team of partners.

This expansion led us to better structure the services provided. However, I make a point of remembering that when it all started, our first headquarters was my apartment. Farah and I lived in the same building, in Porto Alegre. This was the initial address of SoftDesign, which was born in the same way as many startups.

In 2004, we had more employees and many of these people became partners over time. Over these years, we have created many projects and delivered software to important clients such as Fundação Carlos Chagas, from Sao Paulo. At that time, web systems were rare and I remember that we developed an online test for the Foundation, our first “software factory” client.

Shortly thereafter, we bought SoftDesign’s first headquarters in 2005. The office was located at Rua Siqueira Campos, on the 11th floor. I can say that the beginning of our Brazilian software company was marked by problem-solving, entrepreneurship, team building, and a lot of collaborative work. We were a group of good professionals, all very technical, who got together on Saturdays to manage a software company.

The Beginning of the Climb

SD – How were the first 15 years of SoftDesign? What happened in this story that contributed to the evolution of the company?

OP – The history of SoftDesign is a history of learning. We were a group of excellent technicians, mostly programmers, but with little knowledge of management. We had to learn everything: how to run a Brazilian software company, hiring and firing people, and how to pay taxes. I can say that we made a lot of mistakes in this process, but we learned from our mistakes and evolved.

It is precisely for this reason that I talk a lot about transformation, because I believe that we were transformed at the same time that we were creating the company. Chronologically speaking, six years after the foundation we bought our first headquarters and I believe this is a great milestone in our history.

In 2009, we carried out the first evaluation of the MPS.BR Program (Improvement of the Brazilian Software Process) – a kind of ISO in the technology area – and we reached the G level. This was our first quality seal. In 2013, we reached level E, and we became the first technology company in Rio Grande do Sul to achieve this classification.

At that time, we also bought SoftDesign’s new headquarters, located in the same building, but now in a much larger space, which was completely renovated in 2014. In other words, the first 15 years were marked by great achievements: purchase of the new headquarters, formation of the new corporate structure, increase in share capital, and technical evolution of our employees.

Lifelong Learning

SD – After more than a decade of learning and evolution, SoftDesign went through many transformations that shaped the company. What were they?

OP – There are many important and decisive facts in the history of SoftDesign. As time went by, we learned. I, for example, in addition to acting as a technician, also had to become a good manager. Therefore, in 2011 I graduated in Accounting from the Federal University of Rio Grande do Sul (UFRGS).

This was an important step and, soon after, in 2011, I started taking a Postgraduate Studies Program in Controllership, at UFRGS. The search for knowledge is something that has always been in SoftDesign’s DNA. We didn’t stop in time simply because we opened a company and we were doing well. We continue to invest in training and this continues to this day. 

With that in mind, in 2016 I started a Master’s in Business Administration (UFRGS). At the same time, I also lived for a month in the United States, in California. My goal was to study and learn a little more about how things worked or should work in the world of a technology company. This exchange and the Master’s innovation courses changed my way of thinking and helped shape the new SoftDesign.

The year of 2016 was also remarkable, as it was when I took over the company’s strategic management in a more incisive way. I asked SoftDesign’s partners for a vote of confidence to start a major transformation. After all, we had been with the company for almost twenty years and things could be bigger and better, as there was room for growth.

It’s Time to Innovate

SD – After changing the company’s management model, what were the main changes that occurred?

OP – From the master’s degree, also attended by the Head of Product and Innovation at SoftDesign, Karina Hartmann, we began to debate a lot about how the company was and how it could be. I remember a time when we did a project on SoftDesign, and one of our professors said that because it was a Brazilian software company, we needed to have a bigger and better result. I confess that I was bothered by this, but I realized that he was right.

So, in the last five years, we started to innovate and improve processes. We had an agile revolution and left the traditional world of Project Management. Anyone who has experienced this knows that this movement represents a huge change in the organization and, in our specific case, it affected the way we think, sell, attract customers and deliver software.

In addition, with the arrival of Digital Marketing, we began to develop new short and long-term strategies. The fruits of these actions were harvested in 2019. At this stage, several areas of the company changed. Also, I really became a CEO, making decisions that were not so collegiate and more individual.

Another important change was training in innovation. We went through a process with PUCRS, which helped us to understand that SoftDesign was indeed an innovative technology company.

Welcome to the Startup World

SD – Another significant change was the beginning of partnerships with startups, right?

OP – Yes! In 2016, we started working with startups, and we experienced a strong wave of innovation in our projects. With that, we had to remodel ourselves to serve companies that didn’t even exist yet. This resulted in a more open working model. Our head office has become an even more collaborative space, bringing employees and clients together.

I felt that SoftDesign and I became more innovative as a result of these changes and transformations. These last five years represent that. We changed everything: processes, development, tools, and platforms. We also made room for a Culture of Experimentation.

With this new SoftDesign, new Marketing, Pre-Sales and Sales structures also arrived. In the areas of HR and ADM, we have adopted platforms to assist in the process of selecting people and managing them. One consequence of these improvements was the growth of the team. Anyway, I believe that nothing is by chance. Everything was thought and built to get us where we are today.

This period was more than a turning point. In a way, it prepared us for future challenges. When the Covid-19 pandemic began, we had already undergone many transformations in processes, that is, we were prepared to grow. And we grew a lot in 2020, 2021 and 2022 – which will be our best year in terms of revenue, new clients and internationalization. This was only possible due to investment in training decision-makers. Through knowledge, we change the reality of technology companies.

Technology and Humanity

SD – Those were years of many changes that took us away from the former SoftDesign. Therefore, in 2021 we started a rebranding process: we felt that our old brand no longer represented us. What was it like to participate in this project?

OP – For me, there were many different feelings involved. Looking back, I can say that it was a moment that helped to end this cycle of the last five years. The old brand, created in 2009, brought us here. However, we had already achieved our strategic vision, which was to be a Brazilian software company recognized for its technical capacity and commitment.

We discovered this during the research process carried out on the rebranding. Even so, it is difficult to go through the step of removing a brand from the wall and replacing it with a new one. At first, I was quite worried, but with the result we achieved in the repositioning, I realized that we managed to revisit the feeling we always had.

We were able to reproduce the purpose that permeates the entire history of the organization over these 25 years: transforming people and businesses. That’s what we’ve done all this time, and that’s what we like to do. We are very happy with the new brand, but it is clear that the process was conflicted due to everything that the old brand delivered.

Far Beyond the Code

SD – In August 2022, we launched our new brand, along with new positioning. What has changed? What are the new values and essence of SoftDesign?

OP – The new brand has a lot of what we’ve always been. We remain committed and in search of a position of recognition. In the past, our vision was more developmental, but we have matured. This maturing process made us realize that we want to participate in the entire innovation journey of our clients’ digital solutions.

We don’t want to be just a Brazilian software company that takes an order and delivers a product. We want to question and help our partners to see what we see during our innovation processes. This means that we want to help other companies be as trailblazing and authentic as we are.

These are values that we consider essential. After all, if we want to work with innovation, we need to be transformative, innovative and strategic. Technology plays a fundamental role in companies and should not be used only as a support for the operation, as it has the potential to leverage business.

That’s why we want to do it together, and this is a statement that was missing from our previous positioning. We want to be co-creators in light and human processes, as this is a fundamental condition for the new worlds that came after the pandemic. With that in mind, we promote adaptation to transform the client’s reality, while remaining responsible, experienced and specialist.

In addition, the relationship of trust and transparency remains the same and we want to further strengthen it to deliver transformative digital solutions. SoftDesign is a reference in the innovation journey, from idea to result. We understand that by putting these values into practice we will be able to achieve goals and create digital solutions that people love to use.

Follow The Leader of a Brazilian Software Company

SD – The innovation journey is a collective construction, but it is only possible with leadership. How do you deal with the challenge of playing the role of leader in a software company with more than 160 people spread across the world?

OP – I don’t do this alone. I have a very close relationship with several people who manage SoftDesign and that makes all the difference. What I seek is to have an alignment between how I would do things and how I would like them to be done. First, we need to believe in people and have good replicators, that is, managers who help make the company work.

When we work with transparency, without command and control, people tend to deliver their best. I see how these 25 years have transformed me into a leader of a Brazilian software company who doesn’t panic, who thinks calmly and reflects before making a decision. Also, I was able to reduce my impulsiveness by gaining more experience.

I believe there are excellent people working with me. I trust them and I hope they trust me. Through this relationship, I understand that I can help transform lives, finding a path for the professional development of each SoftDesign employee.

I think all the time about how to develop people, and that’s what positions me as a leader. I always liked professors who instigated me with challenges and, therefore, I try to replicate this behavior in the company. This is not a difficult task for me.

Inheritance, Authenticity, and Transformation

SD – Our culture of collaboration is only possible because of this trust. What leadership style do you exercise? What leadership style does SoftDesign, as a Brazilian software company have? How does it affect the development of the clients’ projects?

OP – I follow the democratic and situational style, which values an empathetic and questioning leadership, and which often causes a certain astonishment among clients and new employees. In Brazil, we have a very strong culture of direction. We came from a dictatorship that said what we could or couldn’t do, and for a long time we were trained to follow orders.

I don’t know how to give orders and my way of thinking can lead to conflicts with people who belong to a culture of hierarchy, and professionals who need someone to say what should be done. At SoftDesign we don’t do that, because we are horizontal. We believe that this way we boost high performance, as we share a more open, transparent perspective, of trust and courage, so that everyone can ask and express opinions.

In a conversation with one of our international clients, I was told that our differentiator in relation to other partners, from other countries, is precisely the questioning. This critical sense is very important in the process of creating digital solutions. After all, we believe that it is necessary to participate in the innovation process and not just execute it.

This behavior is a consequence of democratic leadership. I don’t feel better than anyone and I’m not. At SoftDesign, we give everyone a voice. I also use situational leadership a lot, that is, I am several people depending on each person and situation since I need to understand and connect with each one, respecting their moment and their career goals.

Knowledge Is The Secret To Innovate

SD – In addition to leadership and culture, innovation has also become a matter of survival in the business world. How do you see innovation at SoftDesign?

OP – I go back to that fateful year of 2016, when a master’s professor told me that “innovation is at the limit of knowledge”. I’ve searched my whole life for the discovery of new things to share my learnings. At SoftDesign, we have always contributed by paying for certifications, courses, undergraduate, graduate, master’s, programs etc. We always had in mind that we needed to know a lot to evolve. To survive, not only a Brazilian software company but all companies need to innovate, study and learn. I’ve seen this happening at SoftDesign since the beginning.

A culture of knowledge supports a culture of innovation. One does not occur without the other. Therefore, we continue to learn, experiment, create services and reflect on innovation. We work in search of continuous improvement; the Product Conception service, for example, is our creation. When we started offering it in Brazil, nobody did that, nobody called it this, and as a result, our method was copied several times.

We recently launched other services: Product Experimentation and Product Marketing Consulting. We understand that to achieve results we need to launch the product, not just find the market fit and develop it. I want SoftDesign to be even more innovative. We are working and developing an exclusive area of innovation, which will allow us to continue studying, learning, experimenting and adding new services.

Today, I still consider this process slow. Cycles are long, so I want to reduce the time to launch new services and process improvements. The main objective is to help our customers in their innovation journey. While we are learning, we will be innovating. That’s how a Brazilian software company stays alive.

Demystifying Innovation

SD – We often have the idea that in order to innovate we need to create something disruptive, capable of changing an industry, service or behavior in society. But innovation can be more subtle. How does SoftDesign propose to innovate in digital products for clients?

OP – I understand that in order to innovate in customer products we cannot only think about development, and here I am referring specifically to programming, for example. I believe that we need to unite a series of other types of knowledge to achieve the objective of innovating in digital solutions.

It is necessary to go through an exceptional product conception, composed of research with users, benchmarking analysis of existing products and creation of a business model. That is, to innovate we have to go deeper, and this requires knowledge about the business, customer, product or service we are creating.

It is important to understand that to innovate, we also need to test. That’s why we launched the Product Experimentation service, which proposes testing and simulations of low-investment strategies, such as low-code and no-code, before Software Development. In this way, we try to validate hypotheses that arise in the creation of the product to reduce the investment risk.

However, risk is part of innovation, as I mentioned in the lecture I gave at the Gramado Summit 2022. At SoftDesign, when we talk about innovation in digital products for clients, we are looking at the entire journey of creating a product or service and not just development. We participate from idea to result, sharing the know-how we have in the areas of design, technology, marketing, research, among others.

Many companies, depending on their size, do not have all this knowledge. Therefore, through our methods and specialties, we drive the innovation process in startups, scale-ups and corporates, creating solutions that generate impact.

The Future is Now

SD – And what can we expect in the coming years? How do you think technology and IT will impact future businesses?

OP – All technologies play a fundamental role in businesses. Especially IT, since today technology is the core business of many companies. I understand that more and more businesses will be impacted by this, and those who do not understand this relation, who do not learn to deal with current and future technologies – whether to support their daily operation or to build new services or products – will be obsolete soon.

It’s a matter of time: if you haven’t developed the ability to adapt, you won’t digitally transform. Digital transformation is about knowing how to deal with technology and knowledge. This is a complex path and we will increasingly have this strong dependence on Information Technology, which will represent much of the current operations of companies, whether in terms of what they sell or what they will sell.

There is no escaping this reality. Either we learn to deal with the concept of software development, or companies will find it difficult to evolve their own businesses, especially a Brazilian software company like SoftDesign. We saw a simulation of this in the pandemic, when many businesses ceased to exist, as they were unable to sell online and transform themselves digitally. This is not a fast process. It takes time, a culture of innovation and maturity.

In addition, there are many trends emerging in the technology market: Artificial Intelligence, Machine Learning and Data Science are good examples. Most companies are using this in a very incipient way, but those who put these ideas into practice will have a competitive advantage. In Brazil, we are still working a lot in the process of computerization and creation of systems. There are many opportunities to grow and innovate.  

Start your Innovation Journey!

Investing in innovation is not an exclusive need for a software company. To keep business relevant and competitive in a changing society, having an IT partner is crucial.

With experience in the national and international markets, we are a company specializing in the innovation journey in digital solutions, from idea to result. Our Product Conception, Product Experimentation, Software Development, Consulting, and Outsourcing services drive the creation of digital products and services that transform businesses and simplify users’ lives.

If you are looking for an experienced, responsible, and innovative Brazilian software company, fill out the form below and talk to one of our specialists. Together, let’s start your innovation journey!

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Amid a scenario full of uncertainties and risks, the event brought more than 71,000 people (42% women) together to discuss the role of technology in the future of society. In times of the pandemic, wars, and political, economic, and environmental crises around the world, experts and global leaders shared trends and pointed out paths for 2023.

Opening Night

During the opening ceremony, Paddy Cosgrave, CEO and Founder of the Web Summit, highlighted in his speech that this year’s edition was the largest ever. In addition, he highlighted the significant increase in the number of Brazilian and Ukrainian startups at the conference.

Among the speakers at the opening ceremony were the Minister of Economy of Portugal, António Costa Silva, the Mayor of Lisbon, Carlos Moedas, Apple’s VP of Environmental Initiatives, Lisa Jackson, and Binance Co-founder & CEO, Changpeng Zhao. Even with so many distinguished presences from the world of business and public administration, the highlight of the night was the surprise participation of Olena Zelenska, First Lady of Ukraine.

In her speech, Olena shared reports of the war that the country is experiencing, which started in February this year, and appealed to the audience for technology not to be used in the service of terrorism. “Your innovations move the world and, more than that, you have the power to determine the direction in which this world moves”, she said, on the central stage of the Altice Arena.

Data Accessible to All

On the first day of lectures at Web Summit, François-Xavier Pierrel highlighted in the “D is for Data” panel that it is time to decentralize and democratize data. However, JCDecaux’s Group Chief Data Officer explained that this does not mean that we will have the answers to all questions. “For the last two years, we couldn’t predict what was going to happen, and it had a huge impact on our lives. The question is: how will we react to these unpredictable scenarios?”.

For Pierrel, the answer is through data division. “What we’ve built through data analysis is the ability to respond to any scenario as quickly as possible, to make sure we can overcome any crisis and keep the business running. The unpredictable can be extremely negative, but also surprisingly positive. This will depend on our ability to find answers and opportunities”.

Collect, activate, structure, transform, leverage, and explore are key steps in a data-driven strategy. After reaching this cycle, JCDecaux set a new goal: to implement the D Strategy – Decentralize, Democratize, Demultiply. This strategy has three main objectives: 1) expand the data community within the organization; 2) expand access to data to as many people as possible, and 3) enhance the ability to drive innovation.

According to Pierrel, data is a fantastic lever to achieve any business objective. “I’m not suggesting that people become Data Analysts, but I think it’s important that all levels of the organization realize the value of data. This can be put into practice through a click, learn, export, and get back to work. There is no need to dive deep into data because what we really want is for them to support people’s decision-making in their areas of expertise”, he concluded.

Turn Uncertainties into Opportunities

The Fintech market — considered a global phenomenon — has become a saturated and highly competitive environment. With an economic recession on the way, the MoneyConf stage gathered a significant audience in the 2022 edition of Web Summit. To discuss the future of the sector, experts shared analyzes and forecasts in the “Fintech 2023: what next?” panel.

According to Tegan Kline, Co-founder of Edge & Node, Fintechs experienced a huge boom due to the inability of large banks to take advantage of technology. “Traditional banks do not serve individual users, as they are concentrated in customer volumes and corporate accounts. That’s why platforms like PayPal, which basically charge no transaction fees, are successful”.

Tegan pointed out that it is difficult to predict how the market will react, but guarantees that there are many opportunities in the crisis. “Businesses are emerging and there are areas that we are not paying much attention to yet: NFTs and Cryptocurrencies, for example, a branch where many people invest millions of dollars”.

According to Carolyn Rodz, Founder of Hello Alice, we all want freedom of choice, as well as knowing how banks operate and share our information. “Right now, the market is terrible, and we’re likely to be impacted one way or another. We represent a very small slice of the financial market (2%), but there are opportunities emerging, and we need to be attentive while the economy recovers”.

Carolyn highlighted that the market will react and that the key to this is understanding how Fintechs can work together with banks and governments, as they have a lot of power and influence. Tegan agrees that systems need to be decentralized. “I believe in the potential of the metaverse and the blockchain. What Google does for the decentralization of the web, The Graph does for Web3. Decentralized networks guarantee open data, always available and easily accessible”.

Brazil In Focus

Even with the forecast of a challenging economic scenario for the next year, Brazil was represented at the event in prominent stands, and by thousands of entrepreneurs and hundreds of startups. In the panel “Brazil in focus: why is the startup ecosystem booming?” Felipe Matos, President of the Brazilian Association of Startups (Abstartups) said he believes there are many reasons why the Brazilian ecosystem is growing so much.

For Matos, the pandemic boosted this growth. “We had an increase in digital demand at a time when the macroeconomic scenario in our country was favorable. With that, we managed to attract a lot of investments during the last two years. In 2021, Brazil raised 9.8 billion dollars in Venture Capital investments, and now we already have 16 unicorns, and in 2018 this number was basically zero”.  

Mariana Vasconcelos is the Founder & CEO of Agrosmart, and when she started as an entrepreneur, there was practically no ecosystem. “I come from the countryside and in Brazil there is a lot of business concentration in São Paulo, which makes access to institutions like Abstartups, for example, difficult. So we went through a different step-by-step process starting at the local university, which connected us with a startup accelerator, which then introduced us to investors. When we started, there was little capital available, angel investors and the legal framework for startups was not regulated yet”.

Brazil represents a giant market. We are 214 million people, and there are many bureaucratic and tax-related challenges. According to Mariana, in the future, our country will be a power in the provision of ecosystem services. “Brazil is a huge agricultural producer and exporter. I believe we have an opportunity to increase our market value through the intersection of agriculture and technology. This will allow us to create business models to finance a transition that will result in the export of more environmental services.”

The Future of Marketing

On the second day of lectures at Web Summit, one of the main featured panels was Marketing in 2023, with Sir Martin Sorrell, Founder of S4 Capital, and Julia Goldin, Global Chief Product & Marketing Officer of Lego. The experts spoke about trends for the future and discussed the economic recession and the political crisis.

According to Sorrell, 2023 will be a very difficult year. “The next ten years will be very different from today’s reality, due to new technologies and the fragmentation of the world. I believe that the North and South American markets will be more relevant. We have more than ever to be strategic when making bets on how to invest and where to expand geographically.”   

Julia pointed out that for the Lego Group, diversification into multiple markets is important, mainly to achieve the purpose of impacting the largest possible number of children around the world. “We opened a new factory in Vietnam, aiming to have more representation and visibility. The Asian market is certainly expanding”.

Julia also highlighted that in times of economic uncertainty, it is normal for companies and consumers to be afraid. “Thinking about business, this means that we need to pay even more attention to the experience we deliver along with products and services. We are very focused on creating the best products, taking into account important points such as passion and desire to buy, delivering an incredible holistic experience”.

The evolution of the digital environment and the metaverse are also opportunities to expand markets, as they facilitate the segmentation of audiences, which is excellent for marketing. “These spaces will be enabled with new technologies that will be more immersive and advanced. This will create opportunities for people to engage across different devices and connect with millions of people at the same time”, Julia concluded.

The Future of Software

Another talk that gathered many participants at the Web Summit was “Software may be eating the world, but low-code could eat software”. According to John Brisco, Co-founder & CEO of Coherent, software companies have begun to break ties with traditional organizations: “What we have seen in the last ten years is the creation of companies like Netflix, Airbnb, and Uber, which use software to promote a disruption in business models”, he explained.

However, as time went by and with the emergence of low-code and no-code, the software also began to experience a disruptive process. For Christine Spang, Co-founder & CTO of Nylas, in the last decade many people started to have interactions with software, mainly when creating businesses. This resulted in a high shortage of professionals. “We don’t have enough people to create that much code anymore. Low-code requires little knowledge of programming languages and, therefore, has become a solution for those who need to develop”.

According to experts, in the future, we will all be developers. “The reality is that there are not that many programmers in the world. Therefore, we need alternatives that can help in the more efficient use of these professionals. Low-code will be present in 65% of new applications by 2024. This will happen because it is easier, simpler, and more efficient”, emphasizes Brisco. 

Programming remains one of the most promising careers in the modern world. However, for Brisco, in the universe of startups, it is not just programmers who develop businesses. “The successful professionals of the future will be those who manage to translate traditional programming languages, while learning new technologies such as low-code and no-code, for example. Teams will be increasingly collaborative. If you transit between these two worlds, you will certainly have a guaranteed job”, he concluded.

The Future of Social Networks

Finally, we will share important insights from the lecture “Search beyond the search: the biggest opportunity in digital marketing”, in which Neil Patel, Co-founder of NPD (Neil Patel Digital), highlighted that users are more active on social networks than on search sites. “Google searches appear in the 5th position of the list that ranks the use of media on the internet, where videos watched on TikTok are in first place”.

Patel pointed out that marketing is becoming increasingly crowded and expensive, and with so much competition, there are many sites sharing the same information. With that in mind, how can we become relevant among those who really matter to our business? 

The answer lies precisely in the search for information. “From the moment we are born, we seek knowledge. And an important fact is that 15% of all searches on Google have never been searched before. This is important because if you are always chasing what others are doing, it becomes very competitive”.

Neil Patel said he believes search engines transform us. “During the journey of discovery, people change as they learn. The same happens with the algorithms, which adapt according to what the user is looking for. If they see that the second result was considered more valuable, they automatically start changing what will be shown to you and millions of other people. That’s the power of the search engine”.    

Over time, patterns of behavior change, and so do algorithms. Ever wonder if your product users are searching for information via voice, text, on a computer, or with the help of Alexa? For Patel, original content can be the key to standing out among so many repeaters.

Resilience to Drive Businesses and Boost Innovation

According to the speakers who spoke at the event, the coming years will be full of challenges, which is why resilience remains on the list of essential behavioral skills for professionals in the technology sector. However, not everything is in crisis; in 2023 Web Summit will have its first event outside Europe.

The summit will be held in Rio de Janeiro between the 1st and 4th of May and should bring 15,000 people together. In November of the same year, the conference will return to the stage of the Altice Arena, in Lisbon. We are already looking forward to these next editions, and we hope to meet our Anexth partners again, who in this year’s edition were part of the Beta startups team.

If you need help developing transformative digital solutions, contact us using the form below. Maybe next year, your business may also make it to the list of startups at the largest technology conference in Europe.

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Startups, scale-ups, and corporates have this goal in common. Therefore, through technology, they seek ways to improve, increase and innovate processes, products, and services. This is an exercise that requires expertise and a lot of discipline and, of course, extra doses of courage, authenticity, and entrepreneurship.

However, the innovation journey does not have to be undertaken alone. At SoftDesign, we combine experience, strategic vision, and a Collaboration Culture to deliver the best products. In this sense, in the following article, we explain how we can help your business become more innovative, from idea to result.

Startups: Developing Your New Digital Business

According to Ries, “a startup is a human institution designed to create a new product or service under conditions of extreme uncertainty”. In other words, if the journey of creating startups is full of doubts and risks, it is essential to seek support throughout the entire process, from investigation and analysis, whether on market or target audience; up to software development. After all, the main objective is to drive new products and services to market-fit.

Finding a market and developing a product capable of satisfying it may seem like something simple, but it is not. Currently, about 90% of startups end up not surviving their first years. To minimize this risk, we offer services that support the entire journey of creating new digital businesses:

• In our Product Conception service, we develop the business model and the product idea, exploring the problem it solves, identifying users and defining the value proposition. To achieve this, we use Design Thinking, Lean Startup, User Research, and UX Design approaches.
• In Product Experimentation we create prototypes or No-Code/Low-Code MVPs to validate business models, considering the feedback from the first users, which allow us to test the product’s acceptance in the market.
• In addition, we also support startups in the Development of their digital solutions, using the best technologies, always with squads that work with the Agile Method.

To evolve through all these phases, it is important to have skills and expertise in different areas. Therefore, teams formed by multidisciplinary and diverse professionals are much more than a must-have to develop innovative businesses.

In real life, a startup is a world of possibilities, where everything happens simultaneously: the creation of new features, operational adjustments, attracting new customers, and marketing strategies. With the ideal partner, these challenges can be overcome.

Scale-ups: Accelerating Your Product

In the case study The Scale-Up Report, Sherry Coutu (2014) defines scale-ups as “companies that sustain long periods of rapid expansion”, as they have an average growth in job creation (or turnover) of more than 20% per year over a period of three years. For the author, this type of business drives economic advancement by allowing a greater number of companies to reach the stage of global scale. 

Unlike the startup, a company in the scale-up stage already has a validated and more sustainable business model. At the same time, scaling a digital product is a decision that implies changes and challenges. After all, once you reach this stage, growing pains quickly begin to surface. To overcome the limits of scale and boost the product, it is necessary to work on solving Design, Architecture, Product Marketing, and Cloud bottlenecks, for example.

At SoftDesign, in addition to the Software Development service, we also work with several Consulting services in these key areas:

• Design: we create or improve the experience of your users, through User Research, User Experience, and User Interface;
• Architecture: based on technical objectives to be achieved or impediments related to stability, continuity, or scalability, we propose possible solutions;
• Marketing: we evaluate strategies, personas, attraction, and conversion channels and suggest a specific go-to-market plan;
• Cloud: we promote collaboration between development and maintenance functions, working with the largest providers: AWS, GCP, and Azure.

To accelerate innovative businesses and create a competitive advantage over the competition, it is essential to scale safely and with quality. After all, growing digital products are under pressure, as they need constant deliveries. In this sense, it is necessary to develop methods and tools that help work organizations in such a way that it is possible to increase the rates of productivity and predictability.

Corporates: Digital Transformation In Practice

The search for innovation affects all types of companies, including well-established ones. Corporates also need to develop processes, while improving and expanding their offer of products and services. This is one of the main strategies to stay alive and competitive in a market full of players that were already born and fully adapted to the digital world.

According to Franco (1991), “a company is any entity established under any legal form for the exploitation of an economic activity, whether commercial, industrial, agricultural or the provision of services”. For these businesses, the challenge is to maintain the essence by sustaining operations that are already well-established and in operation, while creating a more disruptive future, capable of keeping the organization profitable and attractive among the next generations of customers. To achieve the best of both worlds, collaborative innovation is an important ally.

In this sense, we can support your organization with Agile Consulting, which accelerates the adoption of agile methods, through mentoring, to transmit our knowledge in frameworks such as Scrum, Kanban, and DevOps to your team.

In addition, we work with Outsourcing, completing development squads with high-performance professionals, who work in the areas of Software Architecture, Programming, Quality Assurance, UX/UI Design, Products, and Projects. This is an essential resource for companies with an in-house IT team, which suffer from demand fluctuations, often requiring a professional with specific hard skills.

We know that the challenges of innovating in well-established businesses are diverse, but being part of an innovative business team has its advantages. One of them is constant learning. With that in mind, don’t leave your corporate heritage and leadership lost in the past. 

Let’s innovate together.

We know that innovative businesses generate complex challenges that require a lot of understanding of the product or service in question. Moreover, in contemporary society, consumer habits and behaviors change as fast as the technologies in use. Therefore, understanding it in its essence is a key strategic factor that allows us to launch products that will actually be used by users.

Count on us to create transformative digital solutions with design, strategy, and technology.  At SoftDesign, we have the best option to meet your needs, as we work with startups, scale-ups, and corporates in a personalized way. Fill out the form below and chat with one of our experts. 

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In this scenario, some questions are inevitable. Did all the startups that emerged in recent years really have innovative potential? Could it be that so many digital products were effectively suited to their market and optimized for users?

The truth is that glamorized innovation is a trap. When the responsibility for a product’s success rests with the genius entrepreneur or creative inventor, business failure is always close at hand. True innovation, driven by multidisciplinary teams and based on continuous experimentation, brings success closer – and makes it possible to create digital products that will be loved and generate value.

Need support to really innovate? Fill in the form below:

How to Drive Innovation?

The first step is knowledge. Relying on the work of researchers who are at the forefront of developing innovation frameworks is essential to achieving satisfactory results. Since the 1980s, the area has been studied by theorists around the world, and real experiments have been conducted to validate such theories.

Already in the book Innovation and Entrepreneurship (1985), by Peter Drucker, it was discussed the orientation that innovation should be developed through scientific thinking focused on empirical data, and not based on personal opinions or passions. The following year, Hirotaka Takeuchi and Ikujiru Nonaka released the article The New New Product Development Game, in which they advocated the development of complex products with multidisciplinary teams engaged in iterative experimentation.

Approximately ten years later, in Discovery-Driven Planning (1995), Rita McGrath and Ian McMillan introduced the title’s concept, arguing that in new ventures it is more important to learn about assumptions than to make long-term plans. Soon after, through a multiple case study, Gary Lynn contributed to the article The Probe and Learn Process, saying that he identified that companies capable of innovating in a stagnant economic scenario were those that were using such a process – testing and learning – experimenting with initial and unfinished versions of the product and iterating in this process.

However, it was only from the 2000s onwards, that experimentation practices for Discovery and Validation finally gained the attention of the public. They are among the most current in the area of innovation in digital products.

Customer Development Process

In 2003, Steve Blank presented his newest framework for the technology market. Based on four steps, the Customer Development Process (CDP) aims to discover and validate if: you have identified a need that your potential customer actually has; you have built the right product to satisfy this need; you have tested the correct methods to convert this customer; and implemented the right features in development to meet the demand for your product.

The CDM is still used today and serves so that businesses do not base the creation of their products on premises and/or assumptions.  We can see these four steps more clearly below:

• Customer Discovery: understanding potential customers and the needs you can satisfy;
• Customer Validation: validate if your product really satisfies the customer’s need;
• Company Creation: determine whether you will create this product;
• Company Building: grow your business to support your product.

Source: https://learn.marsdd.com/

Business Model Canvas

A few years later, Alex Osterwalder and Yves Pigneur created the Business Model Canvas (2004). According to them, a Business Model is a conceptual tool that contains a set of elements and their relationships and allows the expression of an organization’s moneymaking logic.

It is a description of the value that a company offers to one or several customer segments. Moreover, it expresses the architecture of the company and its network of partners to create, market, and deliver that value and relationship capital to generate profitable and sustainable revenue streams.

The Business Model Canvas, which allows the creation of a more complete business proposal, is important to identify hypotheses that need to be tested. For the theorist, it is not only the products and services of an organization that make it competitive in the market: the Business Model is also decisive.

Source: Book Business Model Canvas (2004).

The Lean Startup

Eric Ries revolutionized the market the following year in 2011 when he released the famous book The Lean Startup, in which he detailed the build-measure-learn cycle. The method proposed by the author aims to shorten product development cycles and quickly discover whether a Business Model is viable or not.

In practice, the framework involves a cycle of hypothesis creation and testing, in which something small is built (MVP) for potential customers to test. Their reactions are documented by the team, to generate learning and drive new improved cycles.

The Lean Startup idea is to continually improve the product’s offering so that you eventually deliver exactly what your customers want. Thus, the picture of savings becomes a reality, as resources are only used with data that justify them.

Source: https://tinytracker.co/blog/

Testing Business Ideas

Finally, in 2020, in the book Testing Business Ideas, Osterwalder continues his Business Model Canvas and proposes a new framework to innovate Business Models. It aims to minimize the importance of “building” (the Lean Startup) and make the relevance and meaning of “experimenting” clear. According to the author, “testing is the activity of reducing risks chasing ideas that sound good in theory. You test ideas by conducting quick experiments that allow you to learn and adapt.”

In the framework in question, in the lower left corner are the entrepreneurs and in the upper right corner is the positive result of the business. To follow this path, decisions need to be made and Osterwalder proposes that they be carried out based on two cycles: in the first, by creating hypotheses for the Business Model Canvas and, in the second, by testing these hypotheses to learn.

After the round of experiments, the Business Model Canvas must be revised, so that the cycles are repeated until you have data on which to base decisions. This means that through this method, it is possible to discover if the direction we imagine makes sense (Discovery) and validate if the chosen paths have evidence of success (Validation).

Source: Book Testing Business Ideas (2019).

Chasing True Innovation

Conducting such practices within the business is not an easy task. It is necessary to have at least one person who masters the frameworks and leads the team through the development and innovation process.

At SoftDesign, we offer distinguished services that can support true innovation, as they are based precisely on the Customer Development Process, the Business Model Canvas, the Lean Startup, and the Testing of Business Ideas. We act from the idea or problem, carrying out the Product Conception of the solution; then we go on to Experimentation to validate the feasibility of this solution; and finally, we work on Development, from the quickest, which are the MVPs, up to the more robust solutions, evolving from data and user feedback, adding new features and a better user experience.

Contact us! Our multidisciplinary professionals have the necessary skills to support the digital innovation journey of your business.

This article was based on the Final Paper for the MBA in Digital Business (USP/ESALQ), by Karina Klein Hartmann, entitled The adoption of experimentation practices for discovery and validation of digital products in Brazil (Adoção de práticas de experimentação para descoberta e validação em produtos digitais no Brasil).

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