Luis Coimbra, Founder and CEO

The foundation of Design Strategy was born out of real-world senior executive experience. After more than 25 years in C-level and executive technology roles, including serving as Partner and Director of Enterprise Architecture at Cogna Education, I witnessed a gap between purchasing technology and achieving digital transformation. I led Cogna's largest digital transformation initiative, which was reflected in its market valuation. That experience made clear that many companies invest heavily in tools but lack the foundational architecture to support them.

Design Strategy was founded in São Paulo, Brazil, in 2024 to bring that level of structural digital transformation to other enterprises. With a team of over 20 specialized professionals spanning software engineering, DevOps, quality assurance, and business analysis, we apply the MIT CISR framework to build the five essential building blocks of a digital business. Our goal is to elevate companies into operational excellence, particularly in the age of AI.

How does your expansion into Austin, Texas, fit your broader SaaS strategy?

We identified an opportunity to internationalize mature, proven Brazilian SaaS platforms into the U.S. market, specifically targeting the tech hub of Austin, Texas. By establishing our U.S. affiliate, DStrategy, LLC, in 2025, we created a two-way bridge to bring robust Brazilian solutions to the U.S. market and to apply our transformation methodology to American SaaS companies that need to modernize for the AI era.

I currently direct the U.S. expansion from Austin, where I oversee the strategic positioning of our SaaS portfolio for the North American market, while overseeing our Brazilian operation through our CEO in Brazil.

Not every company is ready for the same transformation at the same time. Our role is to meet each company where they are—whether that means internationalizing a mature SaaS product or rebuilding an outdated architecture from the ground up.

We are currently internationalizing platforms like NashAI and DNX Soluções. We don't just distribute these products; we prepare them for new markets and open them up for investment and strategic partnerships.

We have always used our own proprietary solutions in our transformation work. Over time, that capability—supercharged by AI—became a product in itself. The Triage Suite is our transformation accelerator, a set of tools that allows us to diagnose, correct, protect, and build software with auditable evidence.

Not every company is ready for the same transformation at the same time. Our role is to meet each company where they are—whether that means internationalizing a mature SaaS product or rebuilding an outdated architecture from the ground up.

We believe that AI should not replace human judgment; it should amplify it. In our Triage Suite, the AI explains the problem and proposes the fix, but the human always holds the final decision. Evidence precedes the promise.

Can you share an example of how your products are delivering tangible outcomes?

We have a portfolio of SaaS products operating with their own traction. One example is JurisReport. It achieves 94 percent transcription accuracy and reduces the average analysis time to just 12 minutes, all while ensuring LGPD compliance. What used to take days of manual transcription is now ready for litigation in minutes.

What is the next phase for Design Strategy?

The next phase is deepening our footprint in the U.S. market through our Austin operation, while elevating SaaS platforms globally. We are building the U.S. team over the next 18 months and are actively seeking investment and distribution partnerships for our portfolio products. Ultimately, our mission is to deliver real digital transformation where technology serves as the operational backbone.