From 2015 to 2018, I was a UX designer for Hisense’s Smart TV team. While mobile, wearables, and VR had plenty of attention, Smart TV UX was largely overlooked—exactly why I was drawn to it. I was fascinated by emerging tech, eager to explore ubiquitous computing, and determined to move beyond the fact that computers are often designed to replace pen and paper (anyone else noticed that?).
Understanding the Environment, Not Just the Interface
Watching TV is shaped by unique social dynamics, spatial relationships, and user behaviors that differ from mobile or web. Designing for Smart TVs is about understanding how people interact with these devices in their environment, not just focusing on the interface.
Innovative Research
With a background in user research, I’ve always believed that UX designers should immerse themselves in the field to understand user behaviors and create relevant experiences. Given the lack of established guidelines for TV OSes, we couldn’t rely on common design standards like Apple’s or Material Design. Competitor solutions varied widely, which made user research even more critical.
To support our research, I led the creation of a browser-based simulator, enabling remote design testing without requiring users to come into the lab. This approach kept our research lean and scalable.
Realizing the Bigger Picture
However, the deeper I dove, the more I realized that improving the product alone wouldn’t save the business.
When people found out I worked on Smart TVs, they often ask if they should buy one. My honest answer? “Don’t.”
With streaming services overtaking traditional broadcasting, the TV’s role as the home entertainment hub is fading. Data from Nielsen Group showed that people aged 18-34 are spending more time on mobile, with its usage growing exponentially. This shift is part of a broader lifestyle trend.
Another challenge? The long feedback cycles in traditional industries. They struggle to be as agile and data-driven as Silicon Valley. There’s a lot of tech debt to clear before they can even begin adopting modern workflows.
Although I’ve since moved on from designing for hardware, I’m still excited about the fast-evolving future of user experience and the challenges ahead. If this resonates with you, I’d love to hear your thoughts!