2022-2024
A Lead Designer across all features
I joined Roku as a lead designer for international, but given the changing landscape, I ended up switching teams 5 times in 3 years.
2022
Joined the International team
Goals:
Launch compliant hardware, TVS and remots, in Growth Markets
2023
Worked on Projects like Settings and Privacy and Live TV
Goals:
Redesign our Settings and help Live TV launch partnerships in the UK
2023-2024
Led the Homescreen redesign
Goals:
Rethink the Homescreen using data. First time in 10 year.s
2024
Joined Search
Goals:
Work on multiple initiatives for Personalization.
QUANTITATIVE DATA
Why redesign after 10 years
Roku’s Home Screen is very important for our users: Home Screen Sentiment is one of the best predictors of CSAT, even better than Platform Streaming Hours or Account Tenure.
QUALITATIVE DATA
Asking users how they perceive us
Roku’s Home Screen excels at Simplicity; Helpfulness and Delight have room for improvement.
EXPERIMENTATION
Hypothesis on Helpfulness
"
Competitor X gives you more to scroll through without having to click into anything. They have categories and stuff so you don’t have to be committed to a particular streaming service.
"
User describes why they prefer a competitor’s Home screen.
2023: Users use their muscle memory on something to watch
2024: Discover something new
HELPFULNESS
ML Content Row
User's feedback was consistent with helping them make decisions on what to watch, so we presented a personalized row, on their way to their favorite apps.
First feature to launched in the Roku Home in the past 10 years.
KPIs:
Increase in Active accounts streaming directly from the row
Increase in The Roku Channel sign-ups and daily ad reach
HELPFULNESS
Grid Optimization: New tile size
The most popular feature with users and partners, we were able to showcase more apps and content for discovery.
While also taking advantage of the real estate onscreen.
EXPERIMENTATION
Hypothesis on Delight
"
I like this big preview [ of Competitor X ], I like seeing something playing behind the apps I also like having the trailer snippet [ on Competitor Y ]. Currently Roku has this suggestion on the right side. I know you guys are advertising Weird a lot. So if Weird came up on this side and there’s a little trailer playing, that’s kind of dope.
"
User describes why they prefer a competitor’s Home screen.
DELIGHT
App Tile Animation
DELIGHT
ML Reorder
Organization is a big part of the Rolu experience. We wondered, what could we do if we could reorganize their apps based on recency and engagement?
Questions we wanted answered:
What if engagement goes up, but discovery of new content goes down?
What if reordering could happen based on user, time of day and device?
What if we could show some recommended apps based on preferences?
The good
Our experiences helped confirm users want more of their devices.
However changes to the experience have to be purposeful and useful.
The challenges
Like most products in streaming, there is overlap between user preferences, based on: age, devices, shared accounts and locations.
Personalization needs to account for stronger signals overtime.
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