CX + EX Strategy
We research behaviors, friction points, and expectations to uncover the right opportunity before designing the solution.
Creativity + Customer Experience (CX) + Technology
Creativity, CX, and technology: the strategy that drives your business growth.
We create winning ideas that build brands. We develop the technology. We design AI- and automation-powered experiences to achieve your marketing goals.
Technology and Digital Products
We turn strategy into platforms and digital products that simplify the experience and move the business forward.
Creativity + Growth
We turn insights into ideas, campaigns, and content systems that build brands and generate measurable demand.
Automation + Artificial Intelligence
We design automations and AI-powered solutions that reduce friction, accelerate processes, and improve every interaction.
About Aguayo | Creativity + CX + Technology
Creativity builds the brand. CX turns it into a relevant experience. Technology, powered by AI and automation, scales the impact and accelerates growth.
Creativity, CX, and technology as one strategy
We combine brand-building ideas, people-centered experiences, and technology that turns strategy into measurable results.
C
Customer and Employee Experience Strategy (CX + EX)
- Customer and employee research
- People and audience segmentation
- Competitive Analysis
- Interviews and focus groups
- User testing and experimentation
- User Interviews
- A/B Testing
- Customer & Employee Journeys
- Service Blueprints and prioritization
- Netnographic and Ethnographic Studies
- Actionable insights and opportunities
- Experience roadmap and KPIs
T
Technology and digital products
Platforms that turn strategy into a real experience
- Alignment between business and people
- Stakeholder Interviews
- Product definition and prioritization
- Business process digitization
- Portals, intranets, and self-service
- MVP Definition
- Information architecture and flows
- User interface (UI) design
- Interactive Prototypes
- Business-focused Usability Testing
- Development, launch, and continuous evolution
E
Ecommerce and product information management (PIM)
Consistent shopping experiences across all channels
- Ecommerce and self-service strategy
- Technology ecosystem architecture
- PIM strategy and implementation · Akeneo
- Information governance and migration
- Integrations with ERP, CRM, and channels
- Payment gateway integration
C
Creativity, advertising + growth
Ideas that build brands and deliver measurable results.
- Marketing and growth strategy
- Market and audience research
- Creative concept and campaigns
- Integrated 360° campaigns
- Performance and demand generation
- Lead automation and CRM integration
- Paid media, conversion, and learning
B
Brand, content + conversation
Memorable, relevant brands ready to grow.
- Audience definition
- Brand territory and positioning
- Customer Journey
- Brand Positioning
- Brand voice, tone, and narrative
- Visual brand system
- Brand concepts and campaigns
- Brandbook and content system
N
Nearshore staffing: CX, marketing + technology
- Specialized profile definition
- LATAM talent sourcing and attraction
- Selection of CX, marketing, and technology specialists
- Cultural and collaboration assessment
- Technical knowledge assessment
- Technical Interviews
- Continuous onboarding and support
Cases where creativity, CX, and technology work together
Since 1991, we have turned complex challenges into clear, useful, and measurable experiences.
We research, design, build, and activate solutions alongside our clients.
Bogotá Digital Library: CX and digital product
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 and experimentation
- Platform Development
- API Strategy and Implementation for Third-Party Digital Libraries
- Implementation of CMS Wagtail for Content Resources
- Integration with External Authentication APIs.
Plurix: technology and product experience with Akeneo
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: brand, growth, and digital product
Technology and Digital Products became the foundation for the Digital Product design and Digital Marketing strategy of Iris, a new Fintech brand for B2B financial services in Colombia. Using a user-centered methodology (Design Thinking), the AGUAYO team worked on the following activities:
- Technology and Digital Products Design
- 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 and shopping experience
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: customer experience strategy
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
Trusted by
Since 1991, we have helped companies transform their UX, digital transformation, advertising, and architecture strategies.
We work directly with brands and specialized partners to take every strategy through implementation.
Our system From insight to impact
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B
Understand the business and the opportunity
What needs to change? We align goals, metrics, and priorities to clearly define the challenge worth solving.
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P
Understand people and their context
What do they really need? We research behaviors, friction points, and expectations to uncover the opportunity behind the brief.
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A
Build, activate, and learn
How does it create impact? We create the idea, design the experience, develop the technology, and measure so we can keep growing.
Industries
- Government
- Retail
- Telecommunications
- Banking and Financial Services
- Insurance
- Hospitality and Tourism
- Education
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34
Years of experience
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+200
International Recognitions
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+1K
Projects implemented
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≈35
Interdisciplinary Professionals
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CX as a system
We connect creativity, CX, and technology to generate sustainable results.
Ideas for growth
Practical ideas about creativity, CX, artificial intelligence, automation, and technology applied to growth.
Scaling Engineering Teams in LATAM: A Time and Materials Playbook for Agile Growth
Scaling engineering teams in LATAM has evolved from a simple cost-reduction tactic into a strategic necessity for product organizations facing severe domestic talent shortages. However, many technology leaders struggle with volatile product roadmaps, prolonged onboarding timelines, and rigid contract structures that stifle innovation. Failing to align team expansion with flexible procurement models directly degrades engineering velocity and inflates technical debt. This playbook delivers a operational framework using Time and Materials (T&M) structures to build highly adaptable, high-performing engineering hubs in Latin America that integrate seamlessly with your core product operations.
Managing Sprint Cycles in a Time and Materials Engagement: Maximizing ROI in Agile Consulting
Organizations shifting to Agile product development often struggle to balance budget predictability with operational flexibility when working with external partners. Managing Sprint Cycles in a Time and Materials Engagement presents a unique challenge: the open-ended nature of the billing model can easily lead to unchecked scope creep and financial bleeding if the product backlog is poorly governed. Without a rigid framework that links engineering hours directly to measurable product increments, businesses face escalating burn rates without guaranteed delivery. This article outlines the precise governance, prioritization, and tracking mechanisms required to maintain fiscal discipline while leveraging the creative freedom of adaptive sprint cycles
Time and Materials vs. Outsourcing retention analysis for product engineering teams
Managing talent continuity in external engineering teams directly impacts product velocity, code quality, and time-to-market. When analyzing Time and Materials vs. Outsourcing retention, product and technology leaders frequently encounter high turnover rates that disrupt sprint cycles and dilute institutional knowledge. Traditional fixed-price outsourcing often incentivizes vendors to optimize for margin over talent satisfaction, resulting in rolling churn that stalls complex product development. Choosing the wrong engagement model creates hidden financial friction, as engineering onboarding cycles consume valuable senior leadership resources and delay core roadmap deliverables.
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.