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This paper reports the design of the user experience in EducaTV, an architecture for the association of value-added interactive content to educational TV programs. To properly tackle the unique user interface (UI) challenges posed by educational TV applications, EducaTV was designed through User-Centered Design (UCD) principles with extensive evaluation along the process. We report the main issues of access and findings obtained throughout the design process. Our findings revealed that iDTV applications must provide strategies to signalize interactive content without being obtrusive. Additionally, the context of the users must be taken into account, for instance by providing functionalities to enable collaborative interaction in learning groups, as well as mobilization affordances to encompass the different levels of technological literacy. Moreover, a recurrent issue that affected user experience was the proper synchronization of the live program with the interactive content.