Aguayo

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

Customer Experience Design - Offline and Online - Retail

Focused AI Omnichannel Strategy

Seamlessly integrate all customer interactions across multiple channels to enhance engagement, boost retention, and drive sales.

Customer Journey Design - CX Customer Map - Aguayo

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 Marketing - User interacting with phone 2 - Aguayo

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 - Aguayo CX

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.

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-customer-journey-preview

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

  • 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.

Industries

  • Government
  • Retail
  • Telecommunications
  • Banking and Financial Services
  • Insurance
  • Hospitality and Tourism
  • Education
  • 33

    Years of experience

  • +200

    International Recognitions

  • +1K

    Developed Projects

  • ≈35

    Interdisciplinary Professionals

  • 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.

Avoiding Scope Creep with Time and Materials Projects

Avoiding Scope Creep with Time and Materials Projects: How to Maintain Strategic Focus Without Sacrificing Agility

The Time and Materials (T&M) contracting model has established itself as the preferred standard in the modern tech industry, particularly in high-complexity sectors like banking, insurance, and fintech. Unlike fixed-price contracts, which often create perverse incentives and contractual friction, T&M promises agility, transparency, and real alignment with shifting business goals. However, this flexibility carries an inherent and often underestimated risk: the false sensation that scope is infinite because "the clock keeps running."

For CTOs, UX leaders, and product managers, the challenge is not just delivering functional software, but doing so within reasonable parameters of profitability and time. Scope creep in a T&M environment does not manifest as an immediate contract renegotiation, but as a slow, silent erosion of budget and strategic value. What starts as "small tweaks" or "quick improvements" can divert the team from core objectives, resulting in bloated products that take far too long to reach the market.

The critical question we will address is: How do we maintain the agility and adaptability inherent to T&M without falling into the trap of endless, unfocused development? The answer lies in rigorous governance, relentless evidence-based prioritization, and communication that transforms the client-vendor relationship into a true strategic partnership.

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The Hidden Strategic Advantages of Time and Materials over Traditional Outsourcing

The Hidden Strategic Advantages of Time and Materials over Traditional Outsourcing

In the high-stakes world of digital product development, choosing an outsourcing engagement model is one of the most critical decisions a leader can make. For decades, the traditional "Fixed Price" (or "Fixed Bid") contract has been the gold standard for corporate procurement. It offers a seductive promise: a clearly defined scope, a firm deadline, and, most importantly, a predictable cost. On paper, it's the responsible, low-risk choice.

But in practice, this perceived safety is an illusion.

The fixed-price model is a relic from an industrial era, designed for building predictable commodities like bridges and buildings. It is fundamentally unsuited for the volatile, exploratory, and human-centric nature of software development. In an environment where user needs evolve and the best solution is discovered, not defined, the fixed-price contract becomes a liability. It actively punishes innovation, creates adversarial relationships, and strangles the iterative process that is the lifeblood of great UX/UI design.

This article explores the hidden strategic advantages of the "Time and Materials" (T&M) model. We will dismantle the myth of fixed-price security and demonstrate why paying for expertise, time, and process—rather than a static list of features—is the most intelligent, agile, and value-driven approach to building products that win.

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Time and Materials vs. Staff Augmentation: Key Differences

Time and Materials vs. Staff Augmentation: Key Differences

In the current landscape of digital product development, leaders in Fintech, Insurance, and Banking face a constant challenge: how to scale technical capacity without compromising quality or financial predictability. The decision often boils down to two prevalent engagement models: Time and Materials (T&M) and Staff Augmentation. While they may appear similar on the surface, their impact on project governance, risk, and long-term value is significantly different.

Choosing the wrong model can lead to friction in delivery, misaligned incentives, and technical debt. This article explores the nuances of each approach, helping CX, UX, and Technology leaders identify which structure aligns best with their organizational maturity and specific project goals. We address the central question: How do these models differ in terms of accountability, cost, and output?

Understanding these frameworks is not just about procurement; it is about designing a delivery ecosystem that supports agility and innovation. By the end of this deep dive, you will have a clear framework for deciding how to invest your budget to maximize product impact.

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Strategic comparison between Time and Materials and Fixed Price for growing Startups.

Time and Materials for Startups: Scaling Without Overcommitting

Main Keywords:

  • Time and Materials (T&M)
  • Time and Materials contract
  • Agile development for startups
  • Scaling digital products
  • Flexible budget management
  • IT outsourcing models
  • Strategic staff augmentation
  • Product Market Fit

Related Questions:

  • What is the difference between Fixed Price and Time and Materials?
  • How to control the budget in a Time and Materials contract?
  • When should a startup use Time and Materials for software development?
  • How does the engagement model affect UX quality in startups?
  • What are the risks of Time and Materials for small companies?
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