TVCable had been in the Ecuadorian market for years — but with no online store, every sale still depended on a physical process. I was brought in to change that: naming the brand, designing the store, and delivering an experience modern enough to compete and convert.
Project Overview
TVCable Store was the first e-commerce platform for Grupo TVCable — a company with deep roots in the Ecuadorian market but no digital purchase channel. The goal was to close that gap: give users the ability to browse, compare, and contract TV, internet, telephony, and streaming services entirely online, without friction and without a physical visit.
The project went from concept to live deployment, working alongside the IT department to implement a solution built on an existing template — adapted, modernized, and aligned with the company’s brand guidelines.
Role
UX/UI Designer · Team (Design + IT) (2019-2020)
Strategic Context
The absence of an e-commerce channel was a direct competitive disadvantage — TVCable’s competitors already had online purchase flows, and the company was losing potential customers to a slower, more friction-heavy sales process. Beyond acquisition, a digital store also meant better sales tracking, reduced operational overhead, and a significantly improved customer experience from first contact to contract.
Brand & Visual Direction
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TVCable Store was named and designed as its own brand identity within the TVCable ecosystem — distinct enough to feel modern, grounded enough to carry the company’s established trust.
- Brand name created from scratch for the e-commerce channel
- Design built on an existing template, fully adapted to TVCable’s brand guidelines
- Typography refreshed — new typeface selection within the brand framework to bring a more contemporary feel to a company with decades in the market
- Color palette leaned toward youthful, energetic tones — targeting an audience between 18 and 60 without alienating either end
- Strategic promotional banners designed to drive conversion at key moments in the browsing flow
UX Flow & Screen Design
Homepage
Internet Service Page
Doble and Triple Pack Service Page
Streaming Service Page
Service details window
Coverage Catalog
The coverage catalog allowed users to browse available plans filtered by city — covering all locations with national service availability across Ecuador.
Login & Registration
Checkout
Shopping Cart
Design Process
The TVCable Store design went through multiple structured iteration rounds driven by a formal review process between the Marketing and IT departments. Each iteration was scoped around specific deliverables aligned with business and user experience goals:
- Product definition — information architecture and visual design for each service offering
- Additional products and upsell components
- Product detail pages structured around billing and invoice data
- Payment summary design — recurring and one-time values clearly communicated
- Checkout form design optimized for conversion
- General site refinements and design modifications based on stakeholder feedback
- Promotional strategy definition and visual implementation
This collaborative, requirements-driven process ensured the final design was both commercially aligned and user-centered.
Homepage v2
Banners Section v2
Navigation Menu v2
Services Cards v2
Cart v2
Footer
Promotional Video
Tools
- Adobe Photoshop — image editing, layout composition, and visual design
- Adobe Illustrator — graphic assets and brand elements
- WordPress — implementation platform, in collaboration with the IT department
Value Delivered
TVCable Store launched as the company’s first digital sales channel — transforming a fully physical sales process into a streamlined online experience. The design balanced brand consistency with a modernized visual language, making the platform approachable for a broad audience while giving the company a competitive tool it had been missing. The result: a live, deployed e-commerce platform that reduced friction in the purchase process and opened a new acquisition channel at scale.
