Roku: Building a User Focused Development Workflow
Roku faced rising competition and needed to rethink its revenue strategy. The shift was from a hardware focus to software, aiming to create new ad revenue opportunities. This required aligning development priorities with user needs. Our team was tasked with uncovering the data of user needs and activities for streaming television. We introduced a Jobs to be Done framework to Roku to streamline development for TV streaming. This transition, though challenging, culminated in the successful launch of OS 10 and creating a framework that spread throughout other Roku products.
Phase 1: Define
Create a research program and unify teams on a design strategy
Phase 2: Execute
Conduct qualitative and quantitative research with users to define the user experience
Phase 3: Measure
Build deeper understanding of our users to iterate and improve
Phase 1: Define Research Strategy
Roadmap to define, measure and optimize our UX
We held an internal workshop and identified 10 critical user journeys that spanned across the entire product line. We validated these CUJs with survey data and in depth interviews to ensure that these matched up with actual users' needs. We used these CUJs and conducted a competitor analysis to analyze and benchmark how other streaming services were supporting these CUJs in their product experience. By giving teams CUJs to build for, we allowed them to think in a user centric way, versus in a feature focused or development centric way.
Phase 2: Identify CUJs and Rank by Importance
Unite Teams with Critical User Journeys and a Jobs to be Done Framework
We held an internal workshop and identified 10 critical user journeys that spanned across the entire product line. We validated these CUJs with survey data and in depth interviews to ensure that these matched up with actual users' needs. We used these CUJs and conducted a competitor analysis to analyze and benchmark how other streaming services were supporting these CUJs in their product experience. By giving teams CUJs to build for, we allowed them to think in a user centric way, versus in a feature focused or development centric way.
Phase 3: International Qualitative and Quantitative Studies
Validating with Users: In-Depth interviews and Diary Study
We conducted research in 2 parts in order to validate and understand the current user experience based on the defined CUJs. We completed a 3 week diary study to understand how Roku users accomplished their streaming goals and had them evaluate their overall experience by writing a love letter or break up letter to the streaming service. In depth interviews were also conducted to understand more of the context of CUJs and how people complete the tasks they wanted to execute while using their Roku.
The validation of the work came through when OS10 launched showing a significant upgrade to the experience including the key findings from the research and the CUJs. It was noted by news outlets and users as a leap ahead and solved some of the biggest hurdles of streaming devices.
Tom’s Guide
“Our favorite new feature in Roku OS 10 is Instant Resume, which lets you jump right back into whatever you were watching as soon as you launch a channel.”
ScreenRant
“Roku OS 10 is chock-full of numerous updates, with all of them striving to make the Roku interface faster, simpler, and more customizable.”
Tech Crunch
“Roku OS 10 adds a variety of new features and optimizations focused on helping users get to content and stream faster.”
Project Impact
The key findings helped Roku’s teams focus on specific aspects of the user experience and user journeys that redefined the Roku OS10 experience. The improvements increased ad revenue and improved relationships with customers. This, in addition to many other external and internal factors, helped lead Roku to a 74% gross profit increase from 2020 to 2021.
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