Client & Project
BT
IP TV Box Pro
Brief
BT asked us to design the next generation of their IP TV set-top box—a flagship product to define their new streaming experience. The BT TV Pro combines 4K HDR, Dolby Atmos, and up to 600 hours of recording with a sleek, future-ready design. It also launches BT’s new intuitive TV interface, delivered through a simplified, user-tested remote. Built for sustainability, the box features a single uncoated top shell designed for durability, refurbishment, and closed-loop recycling. With every detail considered, the BT TV Pro is designed for life, delivering smart, sustainable entertainment at the heart of the connected home.
Services
deployed_code
Product Design
hardware
Prototype Design
factory
Design for Manufacture
Our Impact
0
Plastic waste reduction
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User tests conducted
0
4k recording capacity
An iconic touchpoint for the next generation of BT’s IP TV service.
The new ‘Pro’ BT TV box is the spearhead platform for BT’s new generation IP TV experience. Its leading-edge technology, including 4K HD recording, Dolby Atmos audio and up to 600 hours of high-res recording time, make it future-ready. It is also the launch platform for BT TV’s new, highly intuitive user interface. The system includes 2 physical devices: the set-top-box itself and the remote control.
An experienced led approach - Alloy’s designs don’t just follow visual trends, they are purposeful outcomes of a proven philosophy and demanding team culture. On BT TV Pro, we built on client goals and did more to anticipate future ‘in-life’ customer scenarios.
A more sustainable approach
The unit has been designed to be compatible with BT’s sustainable ‘closed loop’ setup for its service delivery products. The entire visual impact of the set-top-box is created by a single, uncoated moulding that takes all the daily wear and tear. This makes it easier to refurbish and re-use devices, as well as simpler to recycle the worn top mouldings.
Carefully designed, down to the smallest detail
When asked to describe what makes Alloy different, we’re pleased to hear that clients usually say: attention to detail. The BT Pro is a typical expression of this. With a simple product form factor, every decision counts, and not just for aesthetic reasons. Our additional focus on experience, sustainability, inclusivity and brand identity demands a diligent creative approach to every detail, on every face of every device.
Extensively user-tested at every stage
Quickly anticipating the real-world experience outcomes of design decisions is fundamental to design thinking. Our experience-led methods go well beyond ‘image’ prototypes. From very early on in the design phase, we include simulation of typical user interactions and behaviour to inform how a design should evolve.
