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Feature Design

2014 BRAVIA®

Designing the viewing

There’s a lot to watch and enjoy on TV.
How should we introduce
a world of unexplored content?
BRAVIA now offers a more convenient
user interface
and remote control
for these new experiences.

User Interface Design

〈 2014 BRAVIA 〉

A UI for content discovery

Entertainment on TV now knows no bounds. Besides broadcasts, there’s a wealth of content online. Simplifying content discovery was therefore central in BRAVIA user interface development, which has inspired One-Flick Entertainment. Gone is the inconvenience of starting individual content service apps from the home screen and then looking for content. Just flick up on the remote as you’re watching, and you’ll find other interesting content in an instant. With this agile UI, switching between movies, online videos, photo collections, and other content is as easy as changing channels.

And the more you use it, the more the system is customized for you. Your viewing history is used for recommendations matching your preferences, so that content you may like is readily available. Top picks and popular content are displayed in real-time. There’s always something new to discover.

Keeping content central

To support content discovery, development this time was focused on making a variety of content immediately available and ready to view. In UI design, that’s why we avoided icons as much as possible. Instead, we made sure the content you’re watching and the previews on the bottom of the screen look great. We might even say that when users are unaware of the UI is when they’re enjoying the best experience. We kept this in mind during UI design.

Kondo, producer and designer

The shape of convenient control

New BRAVIA models are controlled with a remote that above all makes it easy to scroll vertically or horizontally through lists of content in the UI—by flicking. No previous remotes have been used this way, so the design process began by testing electronic components, until a touchpad was finally chosen. The next issue was deciding the right shape. Scrolling would be inefficient on a normal, flat remote, because the thumb would flick diagonally. It’s easier to flick straight on a slanted surface, so the remote took a distinctive shape, as if bent over the center line. The back of the remote is also faceted, making it easy to hold. In this way, pursuit of a convenient remote led toward a geometric shape.

This kind of touch interface may recall smartphones, but unlike smartphones, remotes are used without looking, as you watch TV. That’s why the remote can be clicked anywhere, so that you can operate it by touch. The remote may look different and have a new component, but it retains all the comfort, convenience, and simplicity needed in a remote.

A perfectly natural solution

Ensuring smooth touch operation was difficult, because the slightest difference between gestures and on-screen display can seem inconvenient. Hardware and software were both optimized to offer smooth, responsive operation. After this, our quest for an easy-to-flick remote took us through one prototype after another, until this geometric shape inevitably emerged.

Oikawa, producer and senior designer

Pure Geometry design may make you
appreciate BRAVIA from a new angle.
We have redefined the value
a TV brings to a room and changed
the shape of TV design to come.