We craft user experiences using state-of-the-art technology.

User Experience Strategy and Technology Consulting Firm

"Every dollar invested in UX brings 100 dollars in return. That’s an ROI of a whopping 9,900 percent." - Forrester Research

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.



  • 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)


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)


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


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


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


  • 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.

Biblioteca digital de bogotá

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 Akeneo Integracion PIM

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 - Banco

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

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 Design

  • 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.

  • 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
  • 32

    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.