[Case Studies] Developing a Modern Android TV & Fire TV App for Japanese Cable TV Providers: Revealing the Secrets of UI/UX Design for the STB-Free Era

This article breaks down how OTTclouds supported a Japanese cable TV provider in developing a new smart TV app compatible with Android TV and Fire TV, in order to keep up with changing viewing habits. The new application will eliminate the dependency on a set-top box (STB), a hardware device that is soon to be outdated. As streaming services and devices, such as smartphones and smart TVs, gained popularity, the provider needed to enhance its digital offerings. 

We began by explaining the key challenges in implementing a TV app development, including how we researched users and created personas, and how we applied UX thinking to solve real design problems. The result was a fresh, easy-to-use interface tailored to Japanese viewers’ preferences. Finally, we concluded by sharing how the new app performed after its launch and the impact it had.

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Why Did the Cable TV Provider Need a TV App?

The cable TV company that approached us had a strong sense of urgency, believing that its traditional STB-dependent viewing model could no longer meet modern user needs.

As viewers continue to drift away from conventional TV, more users are becoming accustomed to the simple and seamless user experience (UX) provided by OTT service providers like Netflix, TVer, and AbemaTV. 

Having no technical background, they came to us with business requests that later on would change how they deliver their services:

• “We want a cool TV app.”
• “We want to provide a viewing experience that doesn’t rely on STBs.”

With such a clear and result-driven objective in mind, we set out to develop a TV app that truly fits the current era while being genuinely easy to use for Japanese users.

>>> Explore more:

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Major Challenges in TV App Development

Before jumping into the OTT TV app development, we took the time to research the typical traits that shape Japanese viewing culture. We needed to ensure that every detail of the product would make end users happy. 

Characteristics of the Japanese Market

• Remote control-based navigation: Physical buttons (such as arrow keys, OK, and back) are the norm. Voice control is not yet mainstream.
• Preference for simple and clear design: Clarity is valued more than flashiness.
• High responsiveness: Slow loading and freezing are major causes of user drop-off.
• Familiar UI patterns: Japanese users are used to subtitles, electronic program guides (EPGs), and categorization by broadcaster.

After aligning the market’s characteristics with our client’s objectives, we identified some key requirements for the TV Apps.

Key Requirements for TV Apps

• Balance of familiarity and modernity: Appealing to both legacy TV users and younger audiences.
• Personalization for different age groups and lifestyles.
• Intuitive remote-control navigation.

User Research and UI/UX Design

We clarified target user scenarios through analysis of Japanese video service usage trends, UI design trends, competitor apps, and persona creation.

UI/UX Insights from Competitor Comparison:

We did not simply imitate these services. Instead, we deeply analyzed the strengths of each and the behaviors of their users, then crafted a zero-based, Japan-optimized viewing experience incorporating global trends and local usability expectations.

Persona Creation and Target Definition

Based on data from NHK, the Ministry of Internal Affairs and Communications (MIC), and market reports (2022–2024), we analyzed TV and streaming usage trends by age group in Japan:

Target Users:

• Ages 40–59: Use both traditional TV and streaming.
• Ages 20–39: Streaming-centric, value personalization.

Persona 1: Hiroshi Tanaka (52, Male, Manager)

• Family: Married, two children
• Location: Japan
• Tech Literacy: Medium to high
• Devices: Smart TV, Android smartphone, tablet
• Behavior:
  
  • Watches news and sports on NHK or TBS in the evening.
  • Enjoys movies and documentaries on Netflix, TVer, and Amazon Prime on weekends and late nights.
  • Prefers Japanese subtitles and uses pause and rewind features.
  • Shares accounts and watches with family.
    
• Goals:
  
  • Access high-quality content tailored to your age and preferences.
  • Blend traditional TV and streaming flexibly.
  • Simple and easy-to-use interface.
  • Family-friendly entertainment experience.
    
• Challenges:
  
  • Overwhelmed by too many services.
  • Some platforms are hard to navigate with a remote.

Persona 2: Aiko Yamada (28, Female, Office Worker)

• Family: Single, lives alone
• Devices: iPhone, laptop, smart TV
• Tech Literacy: High
• Lifestyle: Busy, flexible, prioritizes individual experience
• Behavior:
  • Watch daily in the evening or on weekends.
  • Primarily uses a smartphone and laptop, occasionally casts to the smart TV.
  • Uses Netflix, TVer, Disney+, and YouTube. Chooses content over platform.
  • Enjoys K-dramas, anime, and international series.
  • Share accounts with friends or partners to save costs.
    
• Goals:
  • Watch preferred content anytime.
  • Seamless, modern, easy-to-use UI.
  • Discover content recommendations based on viewing habits.
  • Explore fresh, short-form entertainment.
    
• Challenges:
  • Struggles with content overload.
  • Favorite content is spread across platforms.
  • Frustrated by repetitive or irrelevant recommendations.

See more:

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UX Process and Practical Solutions

① Optimizing App Launch Experience

• Minimized logo animation for near-instant startup
• Automatically transitions to “Recommended Content” on launch

② Home Screen Design

• Reduced the number of content rows
• Most relevant categories are placed at the top
• Prioritized display of viewing history and “Continue Watching”

③ Remote Control Usability

• All operations are possible with just the arrow keys and OK
• Hovering over content shows a brief description + preview
  Standardized behavior of the “Back” button to prevent confusion

④ Smarter Recommendations

• Logic based on viewing history
• Playable trailers and short review clips

UI/UX Design Approach: A New TV Experience Derived from Problem Definition

In this project, we began by thoroughly analyzing the UI/UX of major existing video streaming platforms, both domestic and international. We focused especially on challenges unique to the TV viewing environment.

Problem Definition and Direction for Solutions

Main Issues:

• The complex UI design found on some platforms does not align well with remote control operation, resulting in a poor user experience.
• An overabundance of content creates a “choice overload,” which can become a barrier to starting playback.

Solution Perspectives:

• An interface that can be operated intuitively with a remote control
• An information structure that allows users to select content in a short amount of time

The foundation of this design philosophy lies in the psychological theory known as the “Paradox of Choice.” When there are too many options, people tend to become overwhelmed, which can lead to dissatisfaction and mental fatigue. Taking this theory into account, we aimed to enable users to make satisfying choices in a short time by optimizing how content is presented (thumbnails, titles, categories, recommendations).

Adoption of the “10-Foot UI” Concept Optimized for TV Apps

TV applications are designed with the assumption that users operate them with a remote control from a distance of 2–3 meters, making the concept of the “10-foot UI” essential. Based on this guideline, we focused on the following:

• Large text and highly visible thumbnails
• Navigation that can be operated using only the directional buttons and the select button on the remote
• A minimally layered structure to reduce confusion in UX
• High-contrast and simple color schemes

>>> Read more: How to Build A Fire TV App? Amazon Fire TV App Development Guideline and Case Studies

Furthermore, we consulted the latest guidelines from platforms such as Google TV and Apple TV, and researched both domestic and international examples. We then refined the design to align with the cultural expectations and viewing habits of Japanese users.

>>> Read more: Apple TV and Fire TV: Which One Is More Popular in Asian Countries?

Results and Evaluation

The completed TV app received high praise from viewers after demonstration sessions were held for the client’s internal teams, other broadcasters, and content suppliers.

Feedback included:

• “The app is lightweight and easy to understand.”
• “It’s simpler than the previous STB, and channel zapping is about twice as fast.”
• “An intuitive UI optimized for video content.”

The app also received very positive evaluations both internally and from other broadcasters, with comments such as, “This could really reach younger audiences.”

In Closing: To Broadcasters Considering TV App Development

At SupremeTech & Enlyt, we support TV app development by combining insights from global video streaming UI/UX best practices with a deep understanding of Japanese viewing culture.

Why not join us in creating the future of broadcasting and the applications that don’t rely on set-top boxes? If you’re a cable TV operator or broadcaster interested in developing an Android TV or Fire TV application, please feel free to reach out to us.