D2 Worldwide LLC



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Designing a branded TV menu

An up-and-coming TV brand had been on the market for a few years, but each model had a different menu, with the look and feel being whatever the Asian chipset maker gave them. The menus were unattractive, contained confusing terminology, and were difficult to navigate. Because this was a growing business for them, they knew they could not continue to have so many different TV menus, with none matching the brand image. Because D2 was part of the team, we knew that the various TV menus also meant that documentation costs were more expensive without a standard template, translation costs were high, and testing took longer (because there could be no common test plan). Also, tech support didn’t know what menu the customer was looking at, which resulted in longer calls and frustrated customers. Our customer turned to D2 for help because they knew we would solve these problems and create a menu customers would like.


The full D2 team worked on this project and used our extensive experience in TVs. The Data Analysis team dove into data to help us understand customer problems. The Behavioral Science team designed the navigation and used terminology customers would understand. With their fingers on the pulse of design trends, the Global Communications team turned it all into a beautiful menu that fit the brand. Throughout the design process, we worked closely with our customer AND the chipset maker to make sure they liked the design and that it would work on their TVs. We worked through obstacles together. We not only delivered the specification document on time, but also provided all of the icons, as well as Spanish and French translations.


We created a great-looking and very usable TV menu that made sense to customers and matched the brand. TVs could get to market quicker, documentation was more accurate, and translation costs were lowered. Tech support agents now had a common menu and could more effectively help customers.

The specification document itself was usable. It was written to make sure that everyone on the development team knew what each page of the TV menu should look like and how it should behave. The spec detailed the desired flow, described menu behavior, and clearly showed key menus. There was little room for ambiguity.

In the end, we worked as a partner, listened to the customers (both the end user and our customer), and used our diverse skillset to create a specification with tangible benefits.

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