Focused AI Omnichannel Strategy
Seamlessly integrate all customer interactions across multiple channels to enhance engagement, boost retention, and drive sales.
Digital, eCommerce and Growth Marketing
We combine UX Strategy, Creativity and Technology to help businesses grow.
"Every dollar invested in UX brings 100 dollars in return. That’s an ROI of a whopping 9,900 percent." - Forrester Research
User Experience Strategy (UX)
We digitize business processes and craft digital Products and Services based on a deep comprehension of the User and its context.
Growth and Digital Marketing
Drive marketing strategy and growth with advertising campaigns centered on User Experience (UX), prioritizing lead conversion.
Digital Product Design and Development
We specialize in designing and implementing digital products that catalyze business transformation. Our expertise spans from crafting Information Architecture and Interface Design (UI Design) to executing Technological Development and deploying on virtual infrastructure in the cloud.
About Aguayo | UX Design
User Experience Design and Technology Consulting Firm, focused on Digital Product & Services Development, E-commerce Solutions and Growth Marketing.
UX Strategy & Technology Services
We understand User Experience (UX) as the foundation for creating long-term relationships and expanding our clients' businesses.
U
USER EXPERIENCE RESEARCH (UX)
- Research Plan Definition
- Audience Research Framework
- Competitor Analysis
- Audience Recruitment for Research
- User Testing (Moderated and Unmoderated)
- User Interviews
- A/B Testing
- Customer Journey Mapping (Current vs. Desired)
- Service Blueprinting
- Online and Field Studies
- Research Findings Summary
- Iterative Improvement Roadmap (MVP to MLP)
D
DIGITAL PRODUCT RESEARCH
Product Development and Digital Services
- Business and User Objectives Alignment
- Stakeholder Conversations
- Strategic Affinity Mapping
- Digital Transformation of Business Processes
- Business Model Enhancement
- Minimum Viable Product (MVP) Specification
- Information Architecture Planning (Including Sitemaps, Flowcharts, and Wireframes)
- User Interface (UI) Graphic Design
- Interactive Prototype Development
- User-Centric Usability Testing
- Product Implementation Strategy (Short-term and Long-term)
E
ECOMMERCE STRATEGY AND PRODUCT INFORMATION MANAGEMENT (PXM & PIM)
Ecommerce Strategy and Digital Transformation
- E-commerce Strategy (eBusiness Plan)
- Technology Architecture for Ecommerce & Marketplace Ecosystems
- PXM Strategy and PIM Implementation (Partnering with Akeneo)
- Product Content Migration
- Integration of Information Channels (ERP, CRM, etc.)
- Payment Gateway Integration
A
ADVERTISING & GROWTH MARKETING
Promotional Campaigns Focused on Conversion
- Marketing Strategy
- Market Research and SWOT Analysis
- Creative Concept Development
- 360° Integrated Campaign
- Marketing Automation Solutions
- Lead Generation Tactics
- CRM System Integration
- Digital Marketing Strategies
B
BRAND STRATEGY
Long-term Brand Development with Sales Focus
- Long-term Brand Development with Sales Focus
- Audience Segmentation
- Brand Comparison Analysis
- Brand Positioning Strategy
- Brand Voice and Tone Definition
- Branding Guidelines Development
- Logo, Symbol, and Tagline Creation
- Brand Book Creation
S
SPECIALIZED TALENT ACQUISITION (UX DESIGNERS, UI DESIGNERS, FRONT-END AND BACK-END DEVELOPERS)
- Job Profile Definition
- Promotion of High-Level Talent Openings
- Specialized Profiles Recruitment: UX Designers, UI Designers, Front-End and Back-End Developers
- Psychometric Tests
- Technical Knowledge Tests
- Technical Interviews
- Bi-weekly Follow-up
Success & Highlights
Since 1991, we've been revolutionizing UX, advertising, and digital strategies for businesses, collaborating directly and via specialized consultancies.
Bogota Digital Library
The Bogota Digital Library integrates and extracts digital cultural resources from over 25 public libraries and cultural centers, providing users with a unified and user-friendly experience. Aguayo was tasked with designing and developing Colombia's largest cultural digital platform, leveraging insights from previous user and cultural studies. Aguayo's scope of work included:
- User Experience Design: Research and UX Strategy
- Systems, Data and Information Architecture
- Graphic User Interface Design (UI Design)
- User Testing (Moderated and Unmoderated)
- Platform Development
- API Strategy and Implementation for Third-Party Digital Libraries
- Implementation of CMS Wagtail for Content Resources
- Integration with External Authentication APIs.
Plurix: PIM Strategy and Akeneo Integration
Plurix, a Brazilian company specializing in the food retail sector, acquires supermarket chains with the goal of expanding their digital presence through cutting-edge technology. A crucial aspect of this strategy involved implementing a digital platform capable of centralizing information from various supermarket chains and distributing it to each brand's eCommerce platform on Vtex.
Aguayo was responsible for designing and overseeing the implementation of Akeneo, a leading platform for Centralized Product Information Management (PIM). Within a span of fewer than 4 months, Aguayo successfully completed their portion of the project. Their work encompassed:
- Definition of PIM Business Objectives
- Conducting Stakeholder and Official Interviews
- Creating User Profiles for Officials
- Business Flowchart Diagrams
- Identifying PIM Architecture
- Implementing and Configuring Akeneo
- Designing Product Structures and Catalogs for Akeneo (Channels, Locations, Categories, Families, Variants, Completeness, Attributes, and Group Attributes)
- Populating Product Content
- Automating Content Loading Processes
- Identifying Users, Roles, and Permissions
- Launching and Providing Ongoing Support
Iris:Digital Marketing and Web Platform
The User Experience (UX) Strategy laid the groundwork for the design of Iris, a new Fintech brand specializing in B2B financial services in Colombia, encompassing both the Digital Product and Digital Marketing strategies. Following a user-centered approach rooted in Design Thinking, the Aguayo team engaged in the following activities:
- User Experience Design (UX): Research and UX Strategy
- Competitor Analysis (Benchmarking)
- Communication Strategy Development
- Creation of Communication Concepts
- Definition of Brand Personality
- Establishment of User Personas and Target Audience
- Formulation of Online and Offline Advertising Strategy (Google Ads, Facebook Ads, LinkedIn Ads)
- Web Portal UX Strategy
- Information Architecture Planning (Including Site Map, Flowcharts, and Wireframes)
- User Interface (UI) Design
- Web Portal Development
- Content Generation and Migration
- Infrastructure Configuration and Deployment (AWS)
Challenger Ecommerce in Vtex
In order to achieve the objectives of expanding the digital market and boosting sales conversions, Aguayo focused on UX Design and E-commerce Programming for Challenger, a prominent brand in Colombia specializing in household appliances.
The project, aimed at enhancing User Experience and driving increased customer engagement, encompassed the following key tasks:
- User Experience Design (UX)
- Competitor Analysis
- Definition of User Personas
- Information Architecture Planning (Including Site Map, Flowcharts, and Wireframes)
- User Interface (UI) Design
- Implementation of Vtex E-commerce Platform
- Development of ERP-VTEX Integrator
- Migration of SKUs
- Integration of Payment Gateways
Zuana: User Experience Consulting (UX)
Aguayo was hired by Zuana to enhance the strategic vision of their business, aiming to deliver the optimal User Experience for guests and hotel partners. Aguayo's consulting services encompassed:
Experience Strategy:
- Aligning Value Generation between Users and Business
- Analysis of Metrics and Current Experience
- Competitive Analysis
- Research and User Segmentation
- Customer Journey Mapping (UX MAP)
- Development of Strategic UX Guidelines aligned with Business Objectives
Digital Asset Roadmap:
- Definition of Minimum Viable Product (MVP) Prioritized by Phases
- Clarifying the Role of Digital Platforms
- Designing Sales Information Flow Diagrams with a User-Centered Approach
Information Architecture (IA):
- Creating Sitemaps
- Developing Wireframes
- Designing Flow Diagrams
- Crafting Interface Designs
Some of our clients and projects
Since 1991, we've been at the forefront of revolutionizing UX, advertising, and digital strategies for businesses.
We collaborate directly with clients and through specialized consultancies to drive innovation and success in the ever-evolving digital landscape.
Our Focus UX Strategy
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K
Business Objectives and KPIs
"Where are we headed?" This is the first question we answer when we start a project. By meeting with the client, delving into their product, and comprehending the context, users, and the full scope of their experience, we lay the foundation for a strategic direction that ensures success.
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U
Understand the user and their context
Who uses the product and in what context? We focus on both, user and context. There is a difference between using a product under stress and using it on a Sunday afternoon on the couch.
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D
Design Prototype and Functional Iteration
What is key for the product? From our key findings list, we designed the product's prototypes and tested them with real users. We learn, edit, and implement the final product.
Industries
- Government
- Retail
- Telecommunications
- Banking and Financial Services
- Insurance
- Hospitality and Tourism
- Education
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33
Years of experience
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+200
International Recognitions
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+1K
Developed Projects
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≈35
Interdisciplinary Professionals
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Strategic Creativity
We blend strategy and creativity to deliver impactful solutions that drive real results.
Blog
About work, workshops, creative processes, new clients, old clients, daily life, and UX, epistemological thoughts, and critiques.
The Flexibility Advantage: Pivoting Product Strategy in T&M Contracts
In the high-stakes world of digital product development, the only constant is change. Traditional fixed-scope contracts often act as a straightjacket, preventing teams from responding to market shifts or user feedback discovered during the build. This is where the strategic advantage of Time and Materials (T&M) models becomes apparent, offering the structural freedom necessary for high-growth companies.
Pivoting product strategy in T&M contracts is not merely about changing direction; it is about leveraging financial and operational flexibility to maximize business value. For product leaders, CX directors, and CTOs, understanding how to navigate these pivots is the difference between a failed launch and a market-leading innovation.
This article explores the mechanics of successful strategic shifts within T&M frameworks. We will analyze how to maintain budget discipline while embracing the "pivot," ensuring that every hour billed translates into a tangible step toward product-market fit.
Persuasive Design Principles Applied to UX
Design is not just about creating beautiful interfaces; its true power lies in its ability to influence user behavior. Every color, every white space, every word has the potential to persuade. When we apply persuasive design principles in UX, we harness both cognitive and emotional psychology to guide users into making decisions that benefit them as well as our business objectives. It’s not about manipulation, but rather about facilitating intuitive, satisfying, and meaningful experiences.
How to Measure the Success of Your UX Design: Key KPIs and Metrics
Designing a beautiful UX is great, but how do you know if it works? UX success isn’t about opinions—it’s about data. KPIs and metrics help track user interactions, guiding informed decisions for continuous optimization. If it’s not measured, it can’t be improved. 📊
Best Practices for Conducting A/B Tests in UX Design
This methodology not only allows us to make data-driven decisions but also eliminates guesswork, clearly showing us what works best for our users. However, running effective A/B tests isn’t just about launching two versions of something and seeing which one wins. It’s a meticulous, nuanced process that can make the difference between a marginal improvement and a quantum leap in conversion rates. 🚀