Daniela Acuña

Professional with more than eight years of experience in UX/UI design, CX, user research and trends, and digital transformation in financial, insurance, and construction environments. I integrate strategic research with the orchestration of transversal digital initiatives, omnichannel experience design, and the advanced use of artificial intelligence tools for research processes.

Innovation Observatory Leader - Banco Davivienda · Seguros Bolívar · Constructora Bolívar - Bogotá, Colombia

(2025-01)

I lead the Innovation Observatory team through the exploration of emerging trends and technologies that empower strategic initiatives across the three business lines of Grupo Bolívar (Banking, Insurance, and Construction).

• I orchestrate and mobilize initiatives that integrate transversal processes across the group's business lines, aligning the digital strategic vision with the core of the business.
• I have transformed and optimized our research cycle by incorporating Artificial Intelligence tools, streamlining data analysis, insight discovery, and market trend evaluation.
• I develop synergies with banking, insurance, and construction teams to enhance and support strategic projects based on user and business needs.

UX Researcher - Banco Davivienda · Digital Design Factory - Bogotá, Colombia

(2022-01 - 2025-01)

I conducted qualitative and quantitative research aimed at improving the user experience throughout the complete lifecycle of digital products and services, with impact on multiple business lines.

• I designed and executed research plans with mixed methodologies: ethnographic interviews, netnography, usability testing, A/B testing, and desk research.
• I structured digital user experience measurement frameworks (NPS, CSAT, adoption metrics) to support strategic decision-making.
• I developed, alongside business teams, customer journey maps and blueprints to identify friction points and opportunities in omnichannel experiences.
• I collaborated with product, technology, and business teams to translate research findings into improvement initiatives with measurable impact on digital KPIs.
• I applied AI tools to optimize synthesis, analysis, and prototyping of experiences.

Instructional and Content Experience Designer - DiDi Chuxing - Colombia

(2021-01 - 2022-01)

I led content design for the CX-Ops area in Colombia and MAC, within the L&D department for internal and external clients.

• I managed LMS (Adobe/SuccessFactors) and designed wireframes and components for design systems.
• I planned learning strategies based on user needs and behavior (Driver & Farm).
• I performed user experience research and context analysis to guide content design decisions.

Learning Experience Designer - Overlap - Colombia / Peru / Spain

(2020-01 - 2021-01)

• I designed learning resources for e-learning experiences.
• I led workshops and hackathons using Design Thinking methodology.
• I designed the experience and design for the SENA Cultural Renewal project (augmented and immersive reality).
• I designed experiences for virtual events and streaming.

Linguistics - Linguistics - Universidad Nacional de Colombia (2015-01 - 2017-01)

Graphic Design - Graphic Design - Universidad Jorge Tadeo Lozano (2018-01 - 2020-01)

UX/UI Specialization - UX/UI Design - LCI Bogotá · Universidad Véritas (2022-01 - 2022-01)

Diploma in Strategic Management of Service and Customer Experience - Strategic Management of Service and Customer Experience - Universidad del Rosario (2023-01 - 2023-01)