NEW
SHIPPED
KT
Genie TV AI Agent
KT partnered with us to explore how the AI Agent with Co-Pilot in KT Genie TV can offer new experiences to next-generation users.
As a product designer, I conceptualized 12 possible scenarios and strategies. I also worked on designing voice interaction icons and UI design.
Product
TV - AI Agent
Skills
UX Strategy
User Senario
User research & testing
Interactive prototyping
My role
UX Design l UI Design
Timeline
Q4 2024 - Q1 2025
Team
Sieun Lee, Mina Jeong
Background
As the growth rate of IPTV subscribers slowed in the second half of the year, KT aimed to maintain the competitiveness of its IPTV business by introducing new services incorporating AI technology.
To achieve this, KT developed an AI agent called 'Media Agent' and set the goal of using AI features to prevent existing customers from leaving and attract new ones.
Based on this, we worked with KT to conceptualize new AI features to be offered to customers through the 'Media Agent' and decided to demonstrate them through scenario-based simulations.
UX Strategy
We aimed to enhance the user experience by seamlessly integrating AI interaction without disrupting the viewing experience.
What we focused on TV UX strategy..
Enabling Multi-Turn Conversations
To ensure smooth multi-turn interactions, we separated the AI's speech area and the content area. Content is displayed on one side, while the conversation continues on the other, allowing the flow of dialogue to remain uninterrupted. This enables users to seamlessly engage in conversations while watching TV.
Non-Intrusive, Comfortable Structure
To avoid disrupting TV viewing, we designed the interface so that previous conversation threads fold away as new ones appear. This allows users to comfortably engage in conversations without interfering with their TV experience, creating a more organized and pleasant interaction.
Principle
We focused most of our efforts on the interaction between AI and the user on TV.
This was because it was crucial to deliver the information the user wanted effectively,
without interrupting the viewing experience.
Therefore, we established a framework of seven stages for the AI-user interaction and decided to experiment within that structure.
Voice User Interface
The VUI of Genie TV uses a virtual character instead of a traditional text-based interface to provide a more natural and intuitive interaction with AI.
By conveying emotions and intentions clearly, the virtual character allows users to feel like they’re communicating with ‘someone’ rather than just interacting with technology.
Created in MidJourney with a semi-realistic style
Another approach
The design concept integrates AI seamlessly throughout the product, allowing consumers to naturally experience AI assistance that anticipates their needs in various places. By embedding AI in multiple touchpoints, the design ensures that users feel supported by intelligent features without disruption, enhancing the overall experience.
Concept of a seamless relationship
Concept of Pro-active
Retrospective
Through three months of the AI agent project:
01
User-Centered AI Interaction Design
Learned the importance of creating intuitive, human-like interactions that make AI feel natural and seamless for users, enhancing their overall experience.
02
Balancing Content and AI Interaction
Realized that clear separation between AI’s speech area and content is crucial to avoid interrupting TV viewing, ensuring a non-intrusive, efficient user experience.
Next Project
Apple
Apple Alarm
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