Estrella Damm

Who is Oz and what’s his story?

Oz started as an engineer in India but found coding without a soul about as satisfying as a soggy burrito. A psych class flipped the switch, leading to a degree in computer science and an obsession with Human-Computer Interaction (HCI). From AR apps to game interactions, Spain became the perfect spot for a master’s in Interaction Design (and better tapas). Since then, he’s built brand installations and spent four years in medical tech—turning complex systems into intuitive experiences.

Why Oz, when there are 10,000 other designers out there?

Oz doesn’t just make things pretty—he builds UX that works harder than a caffeine-fueled intern. From motion-driven interactions to prototypes that catch problems before they exist, he makes the impossible look easy. His secret weapon? Blending design with nature’s best tricks (shoutout to biomimicry) and using systems thinking to make everything click. Others hand you a shiny UI—Oz makes sure it works. No head-scratching required.

How does Oz tackle projects without losing his mind?

Oz tackles projects like a science experiment—minus the lab coat. Every project follows four phases: Discovery, Concepting, Prototyping, and Refinement. He maps ecosystems, interviews stakeholders, and locks down user needs before diving into rigorous testing. What sets him apart? Collaboration isn’t a checkbox—it’s the core. Feedback isn’t a hurdle; it’s fuel. Design isn’t solo—it’s a team sport, and Oz plays to win.

*Disclaimer

Atom here—Oz is too humble, so I handled the hype. I’m his personal AI assistant, so if you have more questions, feel free to ask me anytime!

Talk to Atom

The Brief

The Mediterranean is home to 17,000 species, with nearly 30% staring down extinction—thanks to us.

What if they could tell you, straight up, just how badly we’ve screwed things up?

Estrella Damm challenged us to create an experience that bridged the emotional gap between people and the ocean. Coinciding with the launch of their sustainable paper rings, their goal was clear: make users feel a personal connection to the Mediterranean’s biodiversity and inspire responsibility for its preservation.

The Research

The scale of the problem was overwhelming. Species like the monk seal and loggerhead turtle were facing extinction, yet most people had no idea these creatures even existed. This disconnect made it clear: people don’t protect what they don’t feel connected to.

Inspired by the emotional bond people have with their pets—and even virtual pets like Tamagotchis—we realized the challenge was to make users care about these species. In collaboration with marine biologists, we identified the species most at risk and researched their calls to ensure authenticity. Every design choice, from the sounds to the subtitles, was meticulously crafted to foster a genuine human connection.

Concept Overview

The installation made users part of the problem and, ultimately, the solution. A calm ocean, disrupted by their movements, visually linked their presence to environmental harm. The experience deepened when users encountered an endangered species, whose sounds and subtitles transformed an abstract crisis into a personal story.

Experience Design

The UX was designed for immediacy and impact. Users stepped into a calm ocean that responded dynamically to their movements, shifting to chaos as trash filled the waters. This sudden transformation wasn’t just visual—it was a moment of connection that turned the abstract problem into a personal reality.

Interactive Technology

Kinect tracked user movement to create a responsive ocean environment, while Leap Motion added precision, enabling nuanced interactions with the species. Integrating these tools was a challenge, but it allowed us to blur the line between virtual and physical, immersing users in the story without distraction.

Narrative-Driven Interaction

Coming face-to-face with an endangered species was the emotional core of the experience. Their haunting calls, paired with subtitles, turned the interaction into something deeply personal. By balancing authenticity with a playful tone, we avoided preaching and instead created a moment that made users feel connected—and accountable—for the species’ survival.

Results

The installation blended emotional storytelling with interactive technology, creating a memorable experience that resonated with attendees and reinforced Estrella Damm’s sustainability mission.

Engagement: Visitors spent an average of 4 minutes interacting—37% longer than other exhibits.
Awareness: 83% of attendees reported greater awareness of Mediterranean environmental challenges.
Emotional Impact: 74% described the experience as “highly impactful,” emphasizing their connection to the species.

This project reminded me of the transformative power of design to go beyond storytelling and inspire real change. By combining science, technology, and emotion, we turned complex data into personal experiences. It’s the kind of work that stays with you—and hopefully, with everyone who stepped into the ocean.