Designing for speed and a TV state of mind

MagentaTV* is Deutsche Telekom’s TV and streaming platform, combining live TV, on-demand content and smart discovery in one seamless experience.

We serve millions of customers across several European countries, shaping how people experience television and entertainment every single day.

*MagentaTV is one of the brand names under which Deutsche Telekom offers its TV and streaming services. The product is currently available in seven European markets: Austria (Magenta TV), Croatia (MaxTV), Germany (MagentaTV), Hungary (Telekom TV), Montenegro (MagentaTV), North Macedonia (MagentaTV), and Poland (MagentaTV).

One product. Many disciplines. One shared mindset.

Creating great TV experiences for the living room takes a range of disciplines working together to deliver a cohesive whole. Hardware and industrial design shape the product’s physical presence and integrate the technology into the home. Interface and UX design make navigation clear and intuitive, connecting touchpoints across the entire customer journey. Our voice interaction designers focus on natural, effortless control while exploring how AI can make voice interactions even more intuitive. Great experiences are built into the products people live with every day.

Let the TV do the thinking.

Designing user experiences for TV devices means creating intuitive, lean-back experiences that work naturally with a remote control or voice commands, viewed from across the room. Clear visual hierarchies and simple navigation are essential, as interactions are slower and more deliberate than on touchscreens.

Delays in loading, navigation, or playback quickly break immersion and cause frustration. Fast response times and direct paths to content are essential to a high-quality viewing experience.

The “TV state of mind” is relaxed and requires little active effort. Attention is more diffuse, and tolerance for friction is lower. Viewers expect an experience that feels intuitive and rewarding. As our customers put it, “Let the TV do the thinking”. They want to be guided, not challenged – which makes content discovery, personalization, and a considered, cinematic design especially important.

We design clarity, flow and emotion for everyone.

Introducing Kids Mode: a safe viewing experience for children that gives parents peace of mind and kids the freedom to have fun.

The MagentaTV Kids logo was designed specifically for younger TV viewers. It supports an inclusive, engaging experience that empowers children to explore the world of entertainment with confidence. Rooted in Telekom’s brand identity guidelines, the logo maintains a strong visual connection to the parent brand while giving MagentaTV Kids a distinct identity of its own.

The next step consists of animating the logo (see tests below) for use in splash screens. This will bring the identity to life, create a more engaging first impression, and strengthen children’s emotional connection with MagentaTV Kids.

Go to the Hardware design project

Everyone can see clearly now.

High Contrast Mode is a user interface feature designed to improve visual accessibility.

By increasing contrast, High Contrast Mode helps people with visual impairments navigate our TV products with greater confidence. It uses high-contrast white elements against a black background and replaces colors that do not meet the required 7:1 contrast ratio. Additional visual cues, such as outlines and more prominent fill colors, help users distinguish on-screen elements more easily.

We’re proud to contribute to a more accessible viewing experience, demonstrating that inclusive design and outstanding UI can go hand in hand.

Show me movies I never thought I’d like.

Not every interaction is visual. Some are conversational. Others anticipate what you’ll want next.

With the Magenta Voice Assistant, users can search for content and control their TV naturally using voice commands. AI-powered search and personalized recommendations make it easier to discover content they’ll love. We continuously explore how AI can make the TV experience more intuitive, personal, and rewarding.

Oh, remote control

You are ritual.
The soft click that begins the night.
The last magenta blink before sleep.

In a world that grows more complicated,
you remain gloriously simple:
on, off, louder, softer -
A gentle illusion of control
over something vast and flickering.

Oh, remote control,
humble conductor of light and sound,
you are proof that even the smallest objects
can hold a family’s habits,
its arguments, its laughter, 
its quiet companionship.