Cross-platform UI/UX for Smart TV, STB & OTT Devices
We help OTT operators and device makers bring all their user interfaces together — on Smart TVs, set-top boxes, mobile apps, and the web. The result is a consistent look, steady performance, and a clearer brand experience.
Promwad works independently or as an extension of your engineering team — aligning fragmented interfaces, overcoming platform limitations, and ensuring consistent branding across every screen.
What You Gainwith Promwad
Our Partners and Companies Employing Promwad Solutions
Why Promwad
For more than 20 years, Promwad has supported operators and device vendors with engineering-driven UI/UX design for the big screen. We blend design and technology to deliver interfaces that are visually compelling, easy to navigate, and optimized for Smart TV and STB hardware.
What makes us different:
Protocols / Technologies / Standards
Our UI/UX services align with industry standards and real device hardware constraints to ensure smooth performance in production environments.
Smart TV Platforms
Android TV | Google TV | Tizen | webOS | VIDAA
OTT Technology Stack
HLS & DASH | DRM: Widevine, PlayReady | Video-focused UI patterns and performance best practices
STB Middleware & Frameworks
RDK | Android TV Operator Tier | Qt/QML | Custom Linux-based middleware
Tools We Use
Figma for UI/UX and design systems | After Effects & Lottie for motion | Custom components and widgets adapted to each platform
Design Ecosystem
Design systems and scalable component libraries | Motion & animation guidelines | Big-screen accessibility (10-ft UX standards) | Cross-platform consistency principles
Application Areas
Key Transformation Scenarios
Our clients often come to us during critical stages of product evolution. We help them move from:
Case Studies
Android TV Platform & Mobile App Development for Wildlife Content Producer
Cross-platform white-label ecosystem for Android TV, iOS, and Android — built to expand audience reach, unify branding, and enable sustainable AVOD/SVOD monetisation.
Challenge
The client streamed their wildlife content mainly through social media, which limited audience engagement and monetisation. They needed branded Android TV and mobile apps to differentiate their content, attract new viewers, and build a stable subscription-driven business model.
Delivered a cross-platform white-label ecosystem: Android TV app; iOS/Android apps with Chromecast & AirPlay; AVOD/SVOD models; personalised recommendations; offline mode; live streaming; SSO; adaptive bitrate; and fully custom branding.
Result
35,000+ downloads in seven months, 20 minutes average session duration, 20% trial-to-paid conversion (13% long-term), and a scalable ecosystem that strengthened brand identity and secured recurring monetisation.
Sportworld App Pre-Installed on New Samsung TVs in Germany
Dedicated engineering team delivering a new Sportworld app for Samsung Smart TVs in Germany — ensuring premium UX for millions of users.
Challenge
NativeWaves needed a new high-performance Sportworld app for Samsung TVs to secure pre-installation in Germany, support interactive sports features, and scale quickly — without the cost and delays of hiring a local engineering team.
Promwad built a dedicated team (3→9 specialists) and delivered a modern Tizen app with live streaming, multi-angle viewing, replays, VOD, SSO, subscriptions, analytics, and support for Samsung TVs from 2017+. Architecture enabled easy porting to WebOS and Fire TV.
Result
Sportworld launched pre-installed on new Samsung TVs in Germany, strengthened by a Bundesliga partnership. The dedicated team reduced costs, ensured predictable delivery, and enabled continuous feature growth for new sports and markets.
Ready to upgrade your Smart TV or STB UX?
How We Ensure Quality
Designing for the big screen requires knowledge of remote-control navigation, device limitations, and video-centric UX. We validate every interface to ensure consistent behavior and performance in production at scale:
Performance Optimization
- Optimized image assets and motion graphics
- Stability testing on real hardware
QA Pipeline
- Middleware-level compatibility checks
- Automated UI tests where applicable
- Contrast and color accessibility
- Font scaling and visibility requirements for big screen
UX Research for the 10-ft Experience
- Directional navigation patterns
- Typography & readability for TV screens
Cross-Device Prototyping
- Operator STBs
- Tablet and desktop simulators
- Validation of transitions, focus behavior, and animations
Trusted by Global & Local Brands
Promwad is a long-term engineering partner for operators, OTT platforms, and AV equipment vendors across Europe, the US, and Asia.
Our long-term clients value our technical expertise, transparency, and on-time delivery — from initial concept to full production.
We are proud to be:
✓ A design partner of Qt Group, NDI, and NXP — bringing top-tier SoC, FPGA, and cross-platform UI expertise to every AV project.
✓ A European R&D hub serving clients across 25+ countries, with a proven record in broadcast, ProAV, IPTV and digital signage domains.
Ready to Unify Your UX Across Smart TV, STB, Mobile & Web?
The future of OTT and operator platforms belongs to experiences that are consistent, branded, and effortless on every screen.
Promwad helps OTT services, operators, and device vendors modernize fragmented interfaces, launch native Smart TV apps, and accelerate multiscreen delivery.
Use the form below to book a call with our Smart TV & STB expert within 24 hours and explore how we can turn your next UX challenge into a scalable, release-ready product.
FAQ
Can you redesign an existing STB UI without replacing middleware?
Do you offer white-label UI solutions for operators and OTT brands?
How long does Smart TV app development typically take?