We create memorable User Experiences leveraged on state-of-the-art technology.

User Experience (UX) determines the adoption of any product or service.

About Aguayo | UX Design

User Experience Design and Technology Consulting Firm, focused on developing Digital Products, E-commerce and Growth Marketing.

UX Services

We understand User Experience (UX) as the foundation for creating long-term relationships and expanding our clients' businesses.



  • Research Plan Definition
  • Audience Research Design
  • Competitive Analysis
  • Audience Research Recruitment
  • User Testing (Moderated and Unmoderated)
  • Interviews with Users
  • A/B Testing
  • Customer Journey (Current vs. Ideal)
  • Service Blueprints
  • Netnographic and Ethnographic Studies
  • Findings Report
  • Improvement Implementation Plan (MVP -> MLP)


Product Development and Digital Services

  • Objectives Alignment (Business vs User)
  • Stakeholder Interviews
  • Strategic Affinity Maps
  • Digitization of Business Flows
  • Business Model Optimization
  • MVP Definition
  • Information Architecture Design (Sitemaps, Flowcharts and Wireframes)
  • Graphic Design of User Interfaces (UI Design)
  • Interactive Prototypes
  • Business-focused Usability Testing
  • Product Implementation Plan (short and long term)


Ecommerce Strategy and Digital Transformation

  • Ecommerce Strategy (eBusiness Plan)
  • Flows of information and User Roles Definition
  • Strategy and PIM Implementation (Akeneo's Partner)
  • Product Content Migration
  • Information Channels Integration (ERP, CRM, etc.)
  • Payment Gateways Integration


Promotional Campaigns focused on conversion

  • Marketing Strategy
  • Marketing research and SWOT analysis
  • Creative Concept
  • 360 Integrated Campaign
  • Marketing Automation
  • Lead Generation
  • CRM Integration
  • Digital Marketing


Long term brand development focused on sales

  • Identify targeted audience
  • Brand Benchmarking
  • Brand Positioning
  • Brand Voice and Tone
  • Branding Guidelines
  • Logotype, Logomark and Slogan
  • Brandbook


  • Definition of Job Profiles
  • 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 Followup

Some clients and projects

Since 1991, we have been helping businesses revamp their User Experience (UX), Advertisement and Marketing strategies, while also transforming their digital assets.

We work directly with clients or through third-party specialized consulting firms.

Biblioteca digital de bogotá

Bogota Digital Library

Bogota Digital Library integrates and extracts digital cultural resources from more than 25 public libraries and cultural centers. It offers a user friendly and unified experience. Aguayo was hired to design and develop the largest cultural digital platform in Colombia. (Client provided previous user and cultural studies). Aguayo's work included:

  • User Experience Design (UX): UX Research
  • Data & Information Architecture Design
  • Graphic User Interface Design (UI Design)
  • User testing ( moderate and non-moderate)
  • Development of the Platform (Coding)
  • API Strategy and Implementation for Third-Party Digital Libraries
  • CMS Wagtail Implementation for Content Resources
  • Integration with External Authentication API.
Plurix Akeneo Integracion PIM

Plurix: PIM Strategy and Akeneo Integration

Plurix, a Brazilian company focused on the food retail segment, acquires supermarket chains with the aim of scaling the digital business by leveraging state-of-the-art technology. As part of the business strategy, it was key to implement a digital platform capable of centralizing information from supermarket chains and distributing it to the different eCommerce Vtex of each brand.

Aguayo designed and worked on the implementation of Akeneo, a leading platform for Centralized Product Information Management (PIM). In less than 4 months, Aguayo successfully launched their part of the project. The work included:

  • Definition of PIM Business Objectives
  • Interviews with Stakeholders and Officials
  • User profiles (Officials)
  • Design of User Flow Diagrams
  • PIM Architecture Identification
  • Implementation and Configuration of Akeneo
  • Design of Product Structure and Catalogs for Akeneo (Channels, Location, Categories, Family, Variants, Completeness, Attributes and Group Attributes)
  • Population of Product content support
  • Automation in Content Loading
  • Identification of Users, Roles and Permissions
  • Launch and Accompaniment

Iris - Banco

Iris:Digital Marketing and Web Platform

The User Experience Strategy (UX) became the foundation for the design of the Digital Product and Digital Marketing strategy of Iris, a new Fintech brand for B2B financial services in Colombia. Under a user-centered work methodology (Design Thinking), the AGUAYO team worked on the following activities:

  • User Experience Design (UX)
  • Competitor Analysis (Benchmark)
  • Communication Strategy
  • Communication Concepts
  • Brand Personality Definition
  • User Personas Definition and target Audience
  • Online and Offline Advertising Strategy (Google Ads + Facebook Ads + LinkedIn Ads)
  • Web Portal UX Strategy
  • Information Architecture (Site Map, Flowcharts and Wireframes)
  • Design of User Interfaces (UI)
  • Web Portal Programming
  • Content Generation and Migration
  • Infrastructure Configuration and Deployment (AWS)
Challenger Ecommerce

Challenger Ecommerce in Vtex

To achieve the goals of expanding the digital market, and increasing sales conversions, Aguayo worked on the UX Design and Ecommerce Programming for Challenger, a leading brand in Colombia in household appliances.

The work, based on strengthening the User Experience and increasing customer engagement, included:

  • User Experience Design(UX)
  • Competitor Analysis
  • User Personas Definition
  • Information Architecture (Site Map, Flowcharts and Wireframes)
  • User Interface Design (UI)
  • Vtex Implementation
  • ERP-VTEX Integrator Development
  • SKUs Migration
  • Payment Gateways Integration

Zuana: User Experience Consulting (UX)

Aguayo was hired by Zuana to support the strategic vision of the business with the goal of generating the best possible User Experience for guests and hotel partners. Aguayo's consultancy work included:

Experience Strategy:

  • Alignment of value generation: User vs. Business.
  • Metrics analysis and current experience
  • Competitive analysis
  • Research and User assignment
  • Customer Journey (UX. MAP)
  • Strategic UX guidelines aligned to business strategies

Digital Asset Roadmap:

  • MVP Definition (Prioritized by phases)
  • Digital Platforms Role
  • Sales Information Flow Diagrams (User Centered)

Information Architecture (IA):

  • Sitemap
  • Wireframes
  • Flow Diagrams
  • Interface Design

Some of our clients and projects

Since 1991, we have helped companies strengthen their UX Strategies, Digital Transformation Projects and Marketing and Advertising Campaigns.

We have worked directly with clients or through third-party consulting firms that hire us to complement their services offering (marked with *)

Our Focus UX Design

  • K

    Business Objectives and KPIs

    Where are we headed? This is the first question we answer when we start a project. We meet with the client, inquire about the product, understand the context, the users and what their experience encompasses.

  • 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.

  • 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.


  • Government
  • Retail
  • Telecommunications
  • Banking and Financial Services
  • Insurance
  • Hospitality and Tourism
  • Education
  • 31

    Years of experience

  • +200

    International Recognitions

  • +1K

    Developed Projects

  • ≈35

    Interdisciplinary Professionals

  • 100% Remote

    With experts located in: Colombia, Mexico, Canada, United States, Spain, and Peru.


About work, workshops, creative processes, new clients, old clients, daily life, and UX, epistemological thoughts, and critiques.