Smart TV OS & Application Design

Product DesignCase Study

Dec 31

Written By Sanjiv Sirpal

Designing the largest digital product in our homes isn’t easy. I led the design of five generations of Smart TV’s, used by millions.

HISENSE VIDAA Series - Case Study

Project Overview

JAMDEO // 2012 - 2017

My Role

VP of DESIGN & INNOVATION // Leader + Speculative Designer

Problem / Challenges

Can we design a better SmartTV to differentiate Hisense’s product line? Hisense was the No1. SmartTV OEM brand in China, and No3. worldwide. They knew that design could help them differentiate, but didn’t have the capability to build a design team in China. I was tasked with driving innovation into Hisense.

Its 2012, we had just been demoralized by not shipping the phone. There was interest in the Design team, and the System SW group. So whats a SmartTV? Could we do it? Could we create a SmartTV better then Google could, or Apple could? Well we were going to try.

Actions

Design Leadership
1. Design Org +Recruiting + Hiring
2. Design Studio + Design Ops
3. Design Language + Design Systems
4. Creative / Design Direction & Oversight
5. Project + Program Management
Design Innovation Program
1. Discovery - Contextualize Problem
2. Diverge - Ideate & Create
3. Coverage - Refine & Decide
4. Visioning - Framing Innovation & IP

3. Design Elaboration Program

Discovery - Contextualize Problem
high Level Design -Explore Direction
Foundation - Design Systems
Detail design- Crafting Products
Construction - Implementation Support

4. Product Design

Design Research - Story Mapping
Concept Design

Outcomes / Impact

Jamdeo was as a Flextronics & Hisense JV which was tasked to quickly design and build the next generation of Smart TV. We successfully completed a design of a novel TV experience, that could be used by anyone. The first generation of product sold 6 million TV’s, and my team and I received an Innovation award for doing so.