Bell
TV UX with AI
Bell is the AI embedded in the TV. This work represents my earlier exploration into AI driven interfaces for large screen environments.
Timeline
4Q 2021 ~1Q 2022
Status
Not shipped (Concept)
Skills
Concept development
Research
Product design
Interactive prototyping
Stakeholder management
My role
Design Lead
I built the AI’s character, Bell, for the TV platform and designed its visuals and interactions. Moreover, I developed several UX scenes to create an innovative UX for the TV platform using AI which provided content tailored to users’ preferences.
Team
PM, Engineering, Design (1 Junior Designer)
Background
This project was an early-stage initiative I led at LG Electronics to prepare for the emergence of AI-powered TVs. I was part of an advanced concept team focused on identifying new opportunities and developing future-facing concepts for the next five years.
At the time, AI-integrated TVs had not yet reached the market, so we proactively planned and executed this work to define what an AI TV experience could be. I developed the AI concept direction, visual language, and key UX use cases for how AI would live on the TV platform. I then presented the vision to senior leadership and cross-functional stakeholders, refined the concept through feedback, and ultimately handed off the finalized concept package to the TV product team for further development and execution.
Design AI
"Hello, I'm Bell"
A guide who helps you freely across spaces.
CONCEPT
A friendly AI companion guides users seamlessly across devices. I framed each screen as a distinct “world” tailored to its form factor, like TV, mobile, and more, so the AI can move freely between them and deliver the right functions and benefits in each context.
AI can go back and forth between different “worlds” and enjoy various “spaces”. Its form is organic and if needed, its shape can be transformed on its own.
Normal mode
General idle
Listening
Speaking
Playing
Create UX scenes
Life-On and TV-On modes
Personalized dashboard and enhanced UX with redesigned interactions.
Along with designing the new AI to improve and customize the UX, I also created several UX scenes that could demonstrate how Bell was applied and how it worked on TV effectively. To facilitate these changes, there are two different modes, Life-On and TV-On.
1. Life-On mode
Life-On mode shows 3 different scenes, one for each family member (mother, father and daughter), and demonstrates how to set up personalized TV experiences using AI, Bell.
Dashboard for mom
Dashboard for daddy
Dashboard for daughter
2. TV-On mode
TV-On mode provides examples of the improved UX. With the implementation of Bell, I developed better TV user experiences by offering new motion graphics and interfaces. I rebranded the menu and redesigned the interactions and layouts. For example, one of the menus, Wildcard, offers users surprise recommendations they can navigate with the improved interaction interface (scatter popups and flipcards) to select personalized movie choices based on AI.
My trail
Search
Application
LG Channels
Wildcard
Impact
Released as part of LG’s next-generation TV UX update
Bell was introduced as part of LG’s next-generation TV platform to showcase how AI can simplify content discovery, reduce navigation friction, and make the television feel more personal and responsive. The design principles and interaction patterns contributed to LG’s broader vision for a more intuitive, conversational home entertainment ecosystem.
Adopted as a design direction for future AI-enabled TV experiences
Bell’s interaction model and system architecture were used as reference material by the UX team for upcoming projects focused on AI driven content curation and multimodal interaction. Key ideas such as intention based browsing, context prediction, and customized content influenced LG’s strategic roadmap for smarter living room experiences.