Roku.com Redesign
Redesigned the e-commerce store, incorporating a new line of products, and the Roku Channel Store
We started the project with a cross-functional workshop, which revealed the diversity in their audience and the need to not only communicate the benefits of Roku as a product line, but for some audiences, of streaming as a whole.
It also revealed the value of the website not just as a sales tool, but as a support system and advisor for current customers.
Discovery
The site was the hub of Roku’s ecosystem
The site was at the center of the brand experience, and needed to serve as a connecting thread for all their other platforms., supporting users throughout their whole journey.
Users visited the site at all points in their journey
We’d seen the site as an ecomm experience, but the site got as many existing customers looking for on-going support as they did prospects.
We identified some surprising drop-offs
The purchase funnel was still the primary focus though, and analytics showed that users got stuck deciding on a product.
Our key focus was helping customers make a decision
Instead of a sales-y mentality, we instead focused on guiding the user to make a decision. A key feature was a product finder, which simplified the task of finding the right Roku product.
The Design
The site design focused on simplifying the path to purchase and conveying product information with clarity.
We oversaw usability testing of the site as well, to ensure it was meeting users’ needs.
We delivered prototypes and a design system with dozens of reusable modules to their development team.
I’d love to hear from you
Email me at andrewturrell@gmail.com to chat about a role or project. I’m open to full-time or freelance.