Kambrica brought us significant value by helping us put ourselves in our customers’ shoes and incorporate UX logic into the transformation of how we deliver our services.

Value Proposition Manager

Multinational insurance and financial services company

* This project is presented in anonymized form under corporate confidentiality agreements.

When a project enters a meeting and exits as a budget-burning machine

When a corporate organization starts a digital initiative, the problem enters a meeting and exits transformed into a large structure of resources, platforms, and months of development. Not because it is necessary, but because industry incentives are aligned that way.

Software factories are rewarded for project growth: more teams, more hours, more complexity. Never less.

In this case, the organization entered discussions with a predefined conclusion: “we need an App”. Users were calling to check information about financial products and were not using the existing website, which was perceived as “outdated”.

Agency sales teams responded as expected: “Of course you need an App!” iPhone, Android, tablets. Modern backend, QA, DevOps, multiple squads, and several months of execution. Within minutes, an idea became a 12–14 person team.

We did something different: we reduced the problem before scaling the structure. Because executing quickly on the first interpretation of a problem is not agility: it is waste at high speed. Avoiding it took just one hour.

One meeting is enough to untangle the project

Using our XDM (Experience Decision Making) methodology, we separated three layers that are usually mixed from the start: facts, interpretations, and proposed solutions.

That analysis revealed a critical data point nobody had considered: user consultation frequency ranged between six months and two years. This alone invalidated the “App” hypothesis. The data showed that users would typically be prompted to delete unused apps long before they needed ours again.

The project therefore required an initial phase of strategic UX research to understand why users rejected the website and preferred calling. Without that, any initiative would have been guesswork.

The client believed the site was “old” and “ugly”. That may have been true. But the real answers were in front of the screens.

While the UI lives inside the screens, UX is what happens in front of them.

This focus led to a two-week research phase that uncovered the core issue: the website exposed less than half of the information users needed to make decisions. That is why they called.

The interface was not failing for technological or aesthetic reasons. It was failing because it did not answer the questions users actually had.

Something no agency had attempted to address, perpetuating the typical RFP trap. After 4–6 months, the client would have received exactly what was requested—but not what was actually needed.

Reducing complexity and uncertainty before execution starts

Our methodology is based on a simple fact: large projects do not fail due to technical limitations. They fail because complexity is only surfaced once the system is already in motion.

That is why we reduce UX, institutional, and technical complexity from the very beginning.

Because true agility is not executing quickly on the first plan that seems reasonable. It is having the flexibility to change direction when new evidence emerges.

1. UX complexity: the gap between business and people

We map real decision-making processes, identifying what information users need, how they interpret it, and what alternative channels they use to complete their goals.

This allows us to redefine information architecture, visualization rules, and product priorities before UI and development decisions harden.

2. Institutional complexity: politics and alignment

In corporate environments, most friction appears late in the process when branding, marketing, compliance, and stakeholder reviews start rejecting already-built solutions.

We address this from day one by mapping all affected stakeholders and involving them early in parallel tracks, removing risks such as internal inconsistencies before they impact delivery.

The result: no political rework cycles and no endless approval loops.

3. Technical complexity: feasibility

In Banking, Finance, and Insurance, legacy systems introduce a critical layer of constraints that must be addressed early. In this case, the volume of financial data created latency patterns incompatible with the required user experience.

We built an intelligent, backend-agnostic frontend layer capable of reusing previously fetched data, minimizing roundtrips, and enabling progressive loading without blocking navigation.

This allowed us to solve performance without degrading experience or adding unnecessary architectural complexity.

Results

While agencies proposed large and expensive structures to “fulfill the request”, Kambrica exceeded the objectives with a smaller team, strategic focus, and clear direction.

Because our incentives are not aligned with staffing or billable hours, but with solving the right problem.

In this case, the project did not require an App or a cutting-edge platform. It required understanding what was broken between the organization and its customers.

Without diagnosis and direction, speed only scales misunderstanding.

Most organizations do not need more velocity.
They need better diagnosis before scaling structure, budget, and complexity. That is what we do.

If you are responsible for the success of products or projects and suspect the problem is being misinterpreted, let’s talk.

We can help you see it before cost, complexity, and political risk continue to grow.

The entry Banking, Finance & Insurance was first published on Kambrica.

The hypermarket Jumbo, part of the Cencosud chain, needed to streamline its online shopping process to boost site conversions.

We designed a new online shopping process that allowed for the presentation of a greater number of products in a more attractive and recognizable manner, making it easier to purchase multiple items. This positively impacted the number of items per purchase and the average ticket size.

Before and After

Areas of Work:

• Using a user-centered design methodology, we conducted contextual interviews to observe users making purchases in their usual environment. This allowed us to identify various factors that caused friction during the shopping process.
• Based on our observations, we created a functional prototype, on which we conducted usability tests to validate that the new design satisfied the users needs.

The entry Jumbo a Casa was first published on Kambrica.

Increase is one of the startups that, under the Wayra accelerator program, participated in our consulting and mentoring program focused on UX techniques for the development of their product.

The Increase platform enables businesses to understand, manage, and administer all operations they carry out with credit and debit cards.

• Before our work with Increase, most of their clients interacted with the application through Excel.
• After improving the interface’s usability, users began to interact with the application more frequently than with Excel.

Areas of Work:

• As a starting point, we conducted a round of usability tests on the platform as it stood in October 2014. During this phase, we evaluated the value proposition and the system’s usability.
• We used these insights to organize a second research session. This time, we conducted contextual interviews with users of the tool to uncover the issues they encountered during regular use.
• The Increase team took all the information gathered from both phases and redesigned the site’s homepage, enhancing the communication of the value proposition, platform registration, and overall usage. They prioritized and structured the information displayed to allow for better management. The entire redesign process was carried out by the entrepreneurial team with weekly follow-up from Kambrica.
• We facilitated knowledge transfer regarding the Lean process so that the team could continue applying the methodology after the program ended. This provided the startup with the tools to keep refining and improving its product.
• Through the Lean UX program, we helped Increase identify key areas for product improvement, including features, usability, and interaction design.
• We also assisted in enhancing the value proposition through user interviews.
• We trained the team in UX practices.

They taught us to think and understand how to create a product based on what the customer needs, rather than what the founders want. How to design a product by listening, analyzing, and, above all, observing our users. Kambrica helped us build a solid product that still maintains the same structure today.

Matías Doublier, COO Increase

The entry Increase Card was first published on Kambrica.

In 2010, Santander Río bank needed to migrate the request for its products from the physical to the online channel. Up until that point, very few customers were willing to apply for credit cards online.

The reasons: low trust in the online channel and forms that required information users didn’t understand or weren’t willing to complete.

Areas of work:

We redesigned all the application forms, following best practices in usability and accessibility.

• Conducted UX Research to evaluate existing processes, user motivations and interests, opportunities, and areas for improvement.
• Redesigned the process for applying for credit cards and banking packages, following best practices in persuasion, usability, accessibility, and responsive design.
• Redesigned internal Knowledge Management systems.
• Conducted interviews with the Call Center to learn about best sales practices, which were then applied to upselling processes.

The entry Santander Río was first published on Kambrica.

The Office of Judicial Affairs at Stanford University selected us for our ability to provide design and development that met Section 508 standards: making it accessible to all individuals, regardless of their technical, cognitive, or physical abilities. This earned recognition from a panel of experts at the prestigious South by Southwest (SXSW) Festival in 2004.

The information architecture and content strategy recommendations were made considering the use cases where faculty and students must access the site: sensitive topics related to violations of the university’s honor code, such as plagiarism, substance abuse, or sexual harassment.

The HTML/CSS development not only resolved accessibility issues with the same code but also included special styles for different resolutions and printing, automatically selecting them when printing the page or generating PDFs.

Thanks to this responsive approach, the site became the single repository of official information for all formats, eliminating maintenance issues related to information across multiple formats and requiring the responsible staff to document and train on a single platform.

Areas of work:

• Consulting
• Accessibility
• Information Architecture
• Interface Design
• Front-end Development
• Validation with users with disabilities

The entry Stanford University was first published on Kambrica.

Since 2012, we have partnered with the Digital Product teams of the Telefónica Group, designing and improving the web and mobile user experiences with which millions of people interact.

We’ve improved the usability of fixed-line, mobile, and internet purchase processes to increase sales, reduce call center volume, and optimize processes.

Our work included the development of promotional landing pages, improving customer service processes, and enhancing product and offer communications to improve understanding and capture of the value proposition.

• We reduced support costs and decreased user frustration.
• We contributed to the maturity of the digital product teams in UX, impacting other areas of the company.

How We Helped

• We redesigned the homepage for fixed-line and mobile services.
• We improved the site navigation flows.
• We redesigned the purchase flow for mobile phone plans.
• We redesigned the purchase flow for internet plans.
• We redesigned the purchase flow for fiber and TV plans.
• We designed and enhanced the impact of promotional landings: portability, Hotsale, Multiply, Mother’s Day, Father’s Day, etc.
• We improved the discovery, acquisition, and upselling processes for phone lines, internet, and mobile lines.
• We improved the self-management processes for large clients.
• We enhanced the quality of information in the Customer Service section.
• We conducted usability analysis and communication needs assessment for the launch of the redesigned Movistar app.
• We conducted usability analysis and provided actionable improvement proposals for critical business processes.
• We performed qualitative and quantitative analysis of page performance and specific flows.
• We created the first usability manual for the company, aligning all departments.
• We developed tools to reduce costs and time in decision-making, design, and development processes.
• We facilitated workshops with stakeholders to define product vision and ease decision-making for product and design.
• We provided training on Lean UX methodology, user-centered design, and Design Thinking.

The entry Movistar was first published on Kambrica.

Wayra, the tech project accelerator from the Telefónica group, operates in 12 countries across Latin America and Europe. Each year, it selects a small group of startups to provide with funding, workspace, and access to a global network of mentors, experts, and investors.

As part of its acceleration program, we offer consulting, mentoring, and training to startups in Lean UX methodologies, UX design, user-centered design, usability testing, qualitative interviews, A/B testing, task prioritization, identifying business opportunities, and evaluating solution scalability, among others.

Areas o work:

• We have provided consulting to over 35 startups participating in our UX and agile methodology training program for digital product development.
• We collaborate with startups from various sectors, including fintech, medtech, agritech, entertainment, marketplaces, apps, e-commerce, IoT, and smart cities.
• Through the “Lean UX” program, we help startups identify and refine their value proposition, understand their users to align the product with their needs, improve product usability to attract more customers, achieve consistent growth, and reduce costs.
• We developed an iterative work process that allows each startup to refine its product with each iteration, adding more value to the business, its end users, and investors.

The Lean UX program helped entrepreneurs test their products in real environments, creating high quality services with shorter time to market.

Lorena Suárez, Wayra Business Development Manager

The entry Wayra Argentina was first published on Kambrica.