Samsung's Smart Hub UX thats been incorporated into most of Samsung's Smart TVs in 2016 has been aimed to provide a single access point to its users for all menus like live TV, over the top (OTT), video on demand (VOD) and favorite apps. Samsung’s Customer Experience Lab based out in Mountain View, California were the creators behind this new interface and in a recent interview, the team explained on how they came up with creating the UX and the challenges they faced.
Jonathan Gaiser, Design lead said that their vision was to "create an end to end seamless content experience". The UX along with the hardware innovations on recent Samsung smart TV has a remote that can control multiple appliances ranging from OTT boxes, Blu-ray players, Game consoles and other connected devices.
In another interview that occurred recently with Mr. Won Jin Lee,Executive Vice President and global head of the Smart TV Service Business in the Visual Display Division stated that they are now implementing a Singular idea to unify multiple content providers into their Television’s Tizen based open platform and make the user experience as simple as possible with the Smart Hub UX.