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searching the ideal future

Crafting a vision is about searching for a desired future. One that fits us better and where the beauty resides on how able we are to live better experiences. During this whole project development, I relentlessly explored different ideas for how this future could look like for home entertainment, giving me permission to find new ways to see everything. I didn’t want to buy an off-the-shelf vision for how tv should look like. I wanted to build my own one, based on my observations and my ability to have empathy for all the TV lovers other than myself and put things together criatively discerning between what’s bad and what’s great. Giving myself time to experiment and think helped avoid the trap of sticking to common sense and choosing the obvious path. Finally, I could discover a more valuable place to design torwards.

a clear


tell amazing stories

TV should evolve around the different forms of storytelling, not multiple services and applications.

The big screen, fixed nature, shared use and interaction through a second device held two meters away from the screen are some of tv's most defining characteristics. They set the context for the kind of experiences it can exceptionally provide, as well as the constraints for those it cannot.

Currently, tv manufactures ignore the fact that form and function needs to come together in harmony so that users can enjoy better and more appropriate experiences with their products. Pointless functionalities and lack of focus on what is truly meaningful have taken over smart tvs and set-top boxes that embrace the idea that tv should deal with all kinds of entertainment regardless of their ability to offer people the experiences each one demands.

For me, the TV essence points out to a product well suited to be the most powerful storytelling machine we could ever own. The one holding the right portion of convenience and intensity to, at any time and in seconds, take us to a whole new environment and hold our thoughts and feelings on a context that obviously isn’t the same that physically surround us, but it doesn’t matter since it’s so satisfing it just worth diving in.

Eventually, at the click of a button, we can see, absorb and feel something we normally couldn't and entertainment just happens to be the outcome of a rich and deeply involving experience with a story being told.

Tv should evolve around the different forms of storytelling, not multiple services and applications. The focus should be shifted from nurturing a platform of entertainment services to creating the best environment for content creators to distribute their movies, series, shows and users to easily access and enjoy them.

a seamless


Redesigning how TV felt for the user meant creating new tools, rethinking old systems and having ideas that, wisely put together, could help shape an experience, as a whole, more enjoyable.

Nowadays, the delivery of entertainment through TV is badly conceived and executed.

It all starts with customers buying and installing their TV sets and being left with limited broadcast channels that offers little value and a primitive user experience. Hungry for more options and a better content catalog, they find themselves searching for a cable TV service and struggling trying to choose a package that fit them. As part of this process, they get a new product, a new remote control, a new interface and cables, which starts turning their TV experience more complex. Sadly, the new service equaly relies on the old and confusing system of channels for content distribution that makes it hard for users to explore, discover and choose what to watch. Interaction is poorly designed and makes the experience of use unatural, slow and painful. There are too many unecessary buttons on the remote control. It’s confusing and unintuitive. Further disappointed, users are encouraged to look for new alternatives such as buying a set-top box and signing to a streaming service to have on demand access to content.

Looking back to the whole journey customers are forced to go through, we see the adoption of multiple solutions to solve a single problem and bad experiences coming from products, services and systems co-existing with no integration with each other.

Explore the tv

experience here

a great tv

service built-in

The tv service defines the relationship people have with their own search for enjoyment, setting the rules for how they sign, are delivered, consume and pay for it.

As a designer willing to imagine a better way for how TV watching feels for people, deciding to envision a new service was just a natural choice. TV services have a significant impact on how users experience television and entertainment on a broader sense. Despite the intangible form, they pretty much define the relationship people have with their own search for enjoyment, setting the rules for how customers sign and are delivered content as well as how they consume and pay for it.

Today, three major pains prevent cable TV from offering customers good experiences. The first one concerns the way people are led to choose and sign for content, with unflexible and expensive package offers that give customers a hard time figuring out which one better fit their family and themselves. The second involves the experience of use, since they come with poorly designed user interfaces and a system for content distribution based on a 80-year-old idea of network channels that harms the experience of discovering and choosing what to watch. Finally, the third major pain concerns the horrible customer relationship service offered by cable tv providers, that according to year-after-year researches in the US, is the worst among all industries.

Streaming services has tried and effectively fixed some of those issues, but wrapped on an experience that also ignores everything that’s great and unique about television and is created over a deficient catalog and an overwhelming way to present content that's equally unappropriate.

Explore the

tv service here

Designing a new tv from this vision


  • outdated channel ecosystem
  • pointless and little value features
  • messy multiple input system
  • high processing power
  • unproper multiple functions ecosystem
  • complex user experience


  • amazing new service
  • seamless customer experience
  • simple and elegant interface
  • enjoyable user interaction
  • smarter system to connect with other devices

This is the essence of value innovation. The unproper and pointless give room to the valuable and meaningful. A great experience with a product and service is not only defined by what it offers, but also by what it chooses not to. The trade-offs serves not only as a way to make amazing ideas viable, but as a mean to get them out of the noise, give them focus and a place to shine. Recently, TV sets and other related products have embraced several new technological features. But while carring new costs and making products more expensive, they bring little or no value in exchange and barely move the needle on making the users experience with entertainment better. This attitude reflects both, a misconception of what’s truely great and useful, and a desperate attempt to revive a commoditized market where all products look terribly the same and “innovate” on incremental levels at areas in least need of it as image or sound quality.