Case Study
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Reimagining Roku
Making Streaming Social Again
Overview
Client
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Tools
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Duration
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Role
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Roku
Figma, FigJam,
Photoshop
3 weeks
UX/UI Designer, Product & Usability Lead, Researcher
Roku is a name we’ve all come to know in the streaming world. But it’s a little different from its big-name competitors. Unlike Netflix or Disney+, Roku doesn’t make its own shows (though The Roku Channel is growing fast). Instead, it focuses on hardware - those handy little devices that turn any TV into a smart one. For people with off-brand or older televisions, Roku is a total game-changer. One remote. One interface. Access to all your streaming platforms. Simple.
Streaming
platforms
Active
households
145M
Active
user growth
20M+
Active
users
8.89M
THE PROBLEM
While Roku nailed the living room experience, the mobile app didn’t quite keep up. Most users didn’t even know it existed. Those who did? Rarely used it beyond the remote control feature.
THE SOLUTION
Our goal was to transform the Roku mobile app into a second-screen powerhouse: a place where users could not only control their TV, but engage socially, explore content, and stay immersed without distraction.
The Design Process
My UX design process follows a four-phase approach: Discover, Define, Design, and Deliver. The Discover phase focuses on understanding the problem space through product research, surveys, competitive analysis, user interviews, affinity mapping, and card sorting. In the Define phase, I analyze the gathered information to create user personas, problem statements, sitemaps, user flows, and journey maps. The Design phase involves creating sketches, wireframes, high-fidelity designs, and prototypes, followed by usability testing. Finally, the Deliver phase includes presentations and recommendations based on the insights and validated solutions generated throughout the process.
DISCOVER
DEFINE
DESIGN
DELIVER
Product research
Competitive analysis
User interviews
Affinity map
Card sort
User flow
Journey map
User persona
Sitemap
Problem statement
Wireframes
Sketches
Hi-fidelity design
Prototyping
Usability testing
Recommendations
Presentation
Next Steps
Research
Learn More
A Journey into Social Viewing Habits
Exploring how people stream, share, and avoid spoilers
My team and I interviewed 13 users (Roku and non-Roku alike) to understand how people interact with TV and their phones simultaneously, and noticed a clear theme.
People aren’t just watching TV - they’re engaging with it. Researching actors, chatting in group texts, scrolling Reddit threads, and predicting plot twists with friends.
This insight told us something big: Roku was missing out on becoming the hub for these behaviors.
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I like to research almost every new show that I watch. I look up actors and where it was filmed.”
“For the shows we really loved,we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
Competitive Analysis
Learn More
Market Snapshot
Analyzing strengths, weaknesses, and gaps across leading streaming platforms
To better understand the streaming landscape, we conducted a competitor analysis of Roku, Apple TV, Amazon Fire TV, and Google TV focusing on each platform’s strengths and weaknesses in areas like usability, visual design, ecosystem integration, and social functionality. The goal was to identify common pain points and feature gaps, particularly around the lack of built-in social experiences, to inform opportunities for innovation in the user experience.
✅ Wide device compatibility
✅ Affordable pricing
✅ Customizable home screen
✅ Mobile app control
✅ Seamless Apple ecosystem integration
✅ Clean, ad-free interface
✅ Family sharing
✅ Alexa voice control
✅ Free content options
✅ Smart home integration
✅ Strong integration with Google ecosystem
✅ Cross-platform compatibility with personalized content recommendations
✅Advanced voice control and search via Google Assistant
❌ Dated visual design
❌ No built-in social features
❌ Intrusive ads
❌ Small remote buttons
❌ Limited free content
❌ Apple TV+ required for originals
❌ Confusing TV app layout
❌ Prominent ads
❌ UI clutter with too many apps
❌ Cluttered, content-heavy interface
❌ Intrusive ads and promoted content
❌ Inconsistent performance across different devices
This told us that Roku holds a strong position in affordability and compatibility, making it ideal for mass-market adoption. However, it risks falling behind in user experience and social engagement. By addressing its outdated design and lack of social features, Roku has a prime opportunity to lead innovation in shared streaming experiences.
Affinity Mapping
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The Hidden Patterns of Streaming Behavior
Uncovering consistent needs beneath diverse user stories
From our research, clear patterns began to emerge. Streaming is rarely a solo activity. and people aren’t just watching - they’re predicting, group chatting, googling, and deep-diving into Reddit threads.
Whether it’s texting friends during Game of Thrones or researching White Lotus filming locations mid-episode, users treat their phones as an essential companion to their TV.
This insight shaped our redesign focus: streaming isn't just about passive viewing - it's a social and exploratory experience. By centering our solution on seamless second-screen integration and socially-aware features, we aimed to better reflect how people actually engage with the shows they love.
I will group chat with friends about a show and find out first if everyone has watched it before talking about it.
For the shows we really loved, we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.
When I look at the Roku app, it doesn’t scream – this is sleek.
If I’m watching a show like White Lotus, I might research the hotel where it’s being shot at.
My attention will shift a lot from the tv to my phone especially when I get a text or email.
I like to research almost every new show that I watch. I look up actors and where it was filmed.
I texted with a few friends I watched game of thrones with about big things in the show. This would happen if we weren’t all together. Like “what the **** just happened kind of stuff.
I’ll google the show and get more info or look at reddit discussions and see how people interpreted the show. I love looking at shows in unison with people like live tweets.
User Persona
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Meet Robert: The Social Streamer
Capturing the needs of a viewer who watches together - even when apart
From our interviews and affinity mapping, Robert emerged as a key persona, a tech-savvy, socially engaged viewer who values connection just as much as content. Robert’s experience highlights a common tension: enjoying shows while juggling chats, research, and spoilers across multiple apps. His needs helped guide our redesign toward features that support real-time social engagement, second-screen research, and spoiler-free communication without pulling users away from the main viewing experience.
Robert's Problem
Robert needs a better way to look up information on content he’s currently watching on TV because he doesn’t want to go through multiple sites to find an answer. He needs a more efficient system that enhances his viewing experience and enables easier communication with friends about shared content.
User Flow
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No Spoilers, No Stress
Designing for Social Viewing on Robert’s Terms
To help Robert’s stay connected with friends, avoid spoilers, and explore content without disruption, we focused our redesign on real-life streaming moments. From chatting in Watch Party Mode to identifying a voice mid-movie, each flow was created to keep Robert in the moment, without leaving the Roku ecosystem.
Task 1: Avoiding Spoilers
Robert is working late. He needs to let his group of friends know that he won’t make it back home in time for the Severance season finale. He also wants to make sure that he won’t see any possible spoilers posted by the group.
Task 2: Enhancing Social Interaction
After the show has ended, Robert returns to the group chat to catch up with his friends. Additionally, now that the season is over for Severance, the group needs to select a new show for their watch party.
Task 3: Researching with the Roku App
Robert’s kids come running into the room! They want to watch Sonic the Hedgehog 3. He turns it on and recognizes the voice of one of the characters, Shadow, but doesn't know who it is. Desperate for an answer, he uses the Roku app to discover who the voice actor is.
Sketches and Wireframes
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From Ideas to Interface
Putting Robert’s needs at the center of every screen
Early sketches and wireframes helped translate Robert’s goals into tangible solutions, enabling social viewing without spoilers, real-time connection, and easy access to show info within the Roku ecosystem. These explorations focused on intuitive navigation, contextual interactions, and minimizing interruptions to the viewing experience. Each iteration brought me closer to a seamless, socially-aware streaming flow.
As we transitioned into low-fidelity wireframes, we prioritized key features that directly addressed Robert’s biggest pain points—fragmented social interactions, constant second-screen distractions, and the risk of spoilers. Each design decision was made to support a more connected, intuitive, and spoiler-free viewing experience.
Roku Watch Party
• Group chat feature built into the app
• Spoiler-alert toggle for synced or delayed viewing
• Easily update the group’s current show
Visual and UX Refresh
• Cleaner layout and modern interface
• Bottom navigation for seamless access
• “Currently Watching” added to home screen
Second Screen Search
• Quickly look up cast, filming locations, and trivia without leaving the Roku app
Low-fidelity Wireframes
Hi-fidelity Design
Learn More
Bringing the Vision to Life
Final Design
The final design brings Robert’s streaming experience to life—social, seamless, and spoiler-free. Key features like Watch Party Mode, integrated second-screen search, and a refreshed interface work together to keep users connected and in control without ever leaving the Roku ecosystem. Every detail was designed to support real-world viewing habits while modernizing the overall user experience.
Results
Learn More
Usability Testing Metrics
Validating Design Decisions with Real Users
To assess how our design enhancements impacted Robert’s experience, we conducted usability testing on both low-fidelity and high-fidelity prototypes. Participants completed four core tasks that reflect Robert’s real-world usage: content research, group chatting with and without spoilers, and updating a shared watch party.
Key Findings
Across all tasks, the high-fidelity prototype significantly reduced task completion time confirming our design decisions improved clarity, speed, and user flow.
These results indicate that the updated interface not only streamlined functionality but also reduced friction in social interactions, which was a key priority for users like Robert.
Task Time Improvement
Research Voice Actor
57% faster
Update Watch Party
69% faster
Group Chat (Spoilers On)
56% faster
Group Chat (Spoilers Off)
20% faster
Results
Learn More
Hitting the Sweet Spot
A Win-Win for Roku and Its Users
By integrating social features and smart second-screen capabilities into the Roku app, we created a dynamic and modern experience that benefits both the business and its users. This innovation isn't just about watching TV, it's about watching together, staying curious, and making entertainment more interactive than ever before.
ROKU WINS
More app engagement with more time in the Roku ecosystem
Social features create stickiness and brand loyalty
Better positioned to compete with Tubi, Pluto TV, and YouTube in the free content space
USER WINS
One app to watch, search, chat, and enjoy
Less app switching for a more immersive experience
Customizable and intuitive interface for modern users
Reflections
Learn More
Lessons from Beyond the Screen
This project reinforced the importance of designing for real-life context, where users multitask, connect socially, and want to stay immersed without friction.
I learned how small ideas in a collaborative environment can lead to UX decisions that have a big impact, like a spoiler toggle or integrated search, can have a big impact on user satisfaction. Most importantly, I was reminded that great streaming experiences aren't just about content, they’re about connection.
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Transforming legal complexity into an intuitive mobile experience with user-centered design. How research, wireframing, and iterative testing is helping Colombian families manage domestic workers with legal clarity and ease.
Case Study
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Reimagining Roku
Making streaming social again
Case Study
Learn More
Reimagining Roku
Making streaming social again
Overview
Role
Learn More
Role
Learn More
Client
Learn More
Client
Learn More
Tools
Learn More
Tools
Learn More
Duration
Learn More
Duration
Learn More
UX/UI Designer, Product & Usability Lead, Researcher
Roku
Figma, FigJam,
Photoshop
3 weeks
Roku is a name we’ve all come to know in the streaming world. But it’s a little different from its big-name competitors. Unlike Netflix or Disney+, Roku doesn’t make its own shows (though The Roku Channel is growing fast). Instead, it focuses on hardware - those handy little devices that turn any TV into a smart one. For people with off-brand or older televisions, Roku is a total game-changer. One remote. One interface. Access to all your streaming platforms. Simple.
Streaming
platforms
Active
households
145M
Active
user growth
20M+
Active
users
8.89M
While Roku nailed the living room experience, the mobile app didn’t quite keep up. Most users didn’t even know it existed. Those who did? Rarely used it beyond the remote control feature.
THE PROBLEM
Our goal was to transform the Roku mobile app into a second-screen powerhouse: a place where users could not only control their TV, but engage socially, explore content, and stay immersed without distraction.
THE SOLUTION
Research
Learn More
Research
Learn More
A Journey into Social Viewing Habits
Exploring how people stream, share, and avoid spoilers
To better understand the streaming landscape, We conducted a competitor analysis of Roku, Apple TV, Amazon Fire TV, and Google TV focusing on each platform’s strengths and weaknesses in areas like usability, visual design, ecosystem integration, and social functionality. The goal was to identify common pain points and feature gaps, particularly around the lack of built-in social experiences, to inform opportunities for innovation in the user experience.
We interviewed 13 users (Roku and non-Roku alike) to understand how people interact with TV and their phones simultaneously, and noticed a clear theme.
People aren’t just watching TV - they’re engaging with it. Researching actors, chatting in group texts, scrolling Reddit threads, and predicting plot twists with friends.
This insight told us something big: Roku was missing out on becoming the hub for these behaviors.
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I like to research almost every new show that I watch. I look up actors and where it was filmed.”
“I like to research almost every new show that I watch. I look up actors and where it was filmed.”
“For the shows we really loved,we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.” gle the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“For the shows we really loved,we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.” gle the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
✅ Wide device compatibility
✅ Affordable pricing
✅ Customizable home screen
✅ Mobile app control
✅ Seamless Apple ecosystem integration
✅ Clean, ad-free interface
✅ Family sharing
✅ Alexa voice control
✅ Free content options
✅ Smart home integration
✅ Strong integration with Google ecosystem
✅ Cross-platform compatibility with personalized content recommendations
✅Advanced voice control and search
❌ Dated visual design
❌ No built-in social features
❌ Intrusive ads
❌ Small remote buttons
❌ Limited free content
❌ Apple TV+ required for originals
❌ Confusing TV app layout
❌ Prominent ads
❌ UI clutter with too many apps
❌ Cluttered, content-heavy interface
❌ Intrusive ads and promoted content
❌ Inconsistent performance across different devices
✅ Wide device compatibility
✅ Affordable pricing
✅ Customizable home screen
✅ Mobile app control
✅ Seamless Apple ecosystem integration
✅ Clean, ad-free interface
✅ Family sharing
✅ Alexa voice control
✅ Free content options
✅ Smart home integration
✅ Strong integration with Google ecosystem
✅ Cross-platform compatibility with personalized content recommendations
✅Advanced voice control and search
❌ Dated visual design
❌ No built-in social features
❌ Intrusive ads
❌ Small remote buttons
❌ Limited free content
❌ Apple TV+ required for originals
❌ Confusing TV app layout
❌ Prominent ads
❌ UI clutter with too many apps
❌ Cluttered, content-heavy interface
❌ Intrusive ads and promoted content
❌ Inconsistent performance across different devices
Competitive Analysis
Learn More
Competitive Analysis
Learn More
Market Snapshot
Analyzing strengths, weaknesses, and gaps across leading streaming platforms
User Persona
Learn More
User Persona
Learn More
Meet Robert
Robert is 36, married, tech-savvy, and obsessed with watching shows together with his friends. The problem? He’s constantly bouncing between apps like IMDB, Reddit, WhatsApp or Google, just to stay in the loop.
Robert's Problem
Robert needs a better way to look up information on content he’s currently watching on TV because he doesn’t want to go through multiple sites to find an answer. He needs a more efficient system that enhances his viewing experience and enables easier communication with friends about shared content.
Define
Learn More
Define
Learn More
No Spoilers, No Stress
Designing for Social Viewing on Robert’s Terms
To help Robert’s stay connected with friends, avoid spoilers, and explore content without disruption, we focused our redesign on real-life streaming moments. From chatting in Watch Party Mode to identifying a voice mid-movie, each flow was created to keep Robert in the moment, without leaving the Roku ecosystem.
Task 1: Avoiding spoilers
Robert is working late. He needs to let his group of friends know that he won’t make it back home in time for the Severance season finale. He also wants to make sure that he won’t see any possible spoilers posted by the group.
Task 2: Enhancing social interaction
After the show has ended, Robert returns to the group chat to catch up with his friends. Additionally, now that the season is over for Severance, the group needs to select a new show for their watch party.
Task 3: Researching with Roku app
Robert’s kids come running into the room! They want to watch Sonic the Hedgehog 3. He turns it on and recognizes the voice of one of the characters, Shadow, but doesn't know who it is. Desperate for an answer, he uses the Roku app to discover who the voice actor is.
Design
Learn More
Design
Learn More
From Ideas to Interface
Sketches and Wireframes
Early sketches and wireframes helped translate Robert’s goals into tangible solutions, enabling social viewing without spoilers, real-time connection, and easy access to show info within the Roku ecosystem. These explorations focused on intuitive navigation, contextual interactions, and minimizing interruptions to the viewing experience. Each iteration brought me closer to a seamless, socially-aware streaming flow.
As we moved into low fidelity wireframing, we focused on the following critical elements to improve Robert's experience.
Roku Watch Party
Group chat feature built into the app
Spoiler-alert toggle for synced or delayed viewing
Easily update the group’s current show
Visual and UX Refresh
Cleaner layout and modern interface
Bottom navigation for seamless access
“Currently Watching” added to home screen
Second Screen Search
Quickly look up cast, filming locations, and trivia without leaving the Roku app
Low-fidelity Wireframes
Hi-fidelity Design
Learn More
Hi-fidelity Design
Learn More
Bringing the Vision to Life
Final Design
The final design brings Robert’s streaming experience to life—social, seamless, and spoiler-free. Key features like Watch Party Mode, integrated second-screen search, and a refreshed interface work together to keep users connected and in control without ever leaving the Roku ecosystem. Every detail was designed to support real-world viewing habits while modernizing the overall user experience.
Reflections
Learn More
Reflections
Learn More
Lessons from Beyond the Screen
This project reinforced the importance of designing for real-life context—where users multitask, connect socially, and want to stay immersed without friction. I learned how small UX decisions, like a spoiler toggle or integrated search, can have a big impact on user satisfaction. Most importantly, I was reminded that great streaming experiences aren't just about content—they’re about connection.
Results
Learn More
Results
Learn More
Usability Testing Metrics
Validating Design Decisions with Real Users
To assess how our design enhancements impacted Robert’s experience, we conducted usability testing on both low-fidelity and high-fidelity prototypes. Participants completed four core tasks that reflect Robert’s real-world usage: content research, group chatting with and without spoilers, and updating a shared watch party.
Key Findings
Across all tasks, the high-fidelity prototype significantly reduced task completion time confirming our design decisions improved clarity, speed, and user flow.
These results indicate that the updated interface not only streamlined functionality but also reduced friction in social interactions, which was a key priority for users like Robert.
Task Time Improvement
Research Voice Actor
57% faster
Update Watch Party
69% faster
Group Chat (Spoilers On)
56% faster
Group Chat (Spoilers Off)
20% faster
Results
Learn More
Results
Learn More
Hitting the Sweet Spot
A Win-Win for Roku and Its Users
By integrating social features and smart second-screen capabilities into the Roku app, we created a dynamic and modern experience that benefits both the business and its users. This innovation isn't just about watching TV, it's about watching together, staying curious, and making entertainment more interactive than ever before.
ROKU WINS
More app engagement with more time in the Roku ecosystem
Social features create stickiness and brand loyalty
Better positioned to compete with Tubi, Pluto TV, and YouTube in the free content space
USER WINS
One app to watch, search, chat, and enjoy
Less app switching for a more immersive experience
Customizable and intuitive interface for modern users
Simplifying Symplifica
Next Case Study
Learn More
Next Case Study
Learn More
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Case Study
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Reimagining Roku
Making streaming social again
Case Study
Learn More
Reimagining Roku
Making streaming social again
Overview
Role
Learn More
Role
Learn More
UX/UI Designer,
Product & Usability Lead, Researcher
Client
Learn More
Client
Learn More
Roku
Tools
Learn More
Tools
Learn More
Figma, FigJam,
Photoshop
Duration
Learn More
Duration
Learn More
3 weeks
Roku is a name we’ve all come to know in the streaming world. But it’s a little different from its big-name competitors. Unlike Netflix or Disney+, Roku doesn’t make its own shows (though The Roku Channel is growing fast). Instead, it focuses on hardware - those handy little devices that turn any TV into a smart one. For people with off-brand or older televisions, Roku is a total game-changer. One remote. One interface. Access to all your streaming platforms. Simple.
Streaming
platforms
Active
households
145M
Active
user growth
20M+
Active
users
8.89M
While Roku nailed the living room experience, the mobile app didn’t quite keep up. Most users didn’t even know it existed. Those who did? Rarely used it beyond the remote control feature.
THE PROBLEM
Our goal was to transform the Roku mobile app into a second-screen powerhouse: a place where users could not only control their TV, but engage socially, explore content, and stay immersed without distraction.
THE SOLUTION
Research
Learn More
Research
Learn More
A Journey into Social Viewing Habits
Designing for Social Viewing on Robert’s Terms
We interviewed 13 users (Roku and non-Roku alike) to understand how people interact with TV and their phones simultaneously, and noticed a clear theme.
People aren’t just watching TV - they’re engaging with it. Researching actors, chatting in group texts, scrolling Reddit threads, and predicting plot twists with friends.
This insight told us something big: Roku was missing out on becoming the hub for these behaviors.
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I like to research almost every new show that I watch. I look up actors and where it was filmed.”
“I like to research almost every new show that I watch. I look up actors and where it was filmed.”
“For the shows we really loved,we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.” gle the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“For the shows we really loved,we would make predictions. I have a few geeky friends and we’ll do a meetup or text, like a slow WhatsApp chat.” gle the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
“I’ll google the show and get more info or look at reddit discussions and see how people interpreted it. I love looking at shows in unison with people like live tweets.”
Competitive Analysis
Learn More
Competitive Analysis
Learn More
Market Snapshot
Designing for Social Viewing on Robert’s Terms
To better understand the streaming landscape, We conducted a competitor analysis of Roku, Apple TV, Amazon Fire TV, and Google TV focusing on each platform’s strengths and weaknesses in areas like usability, visual design, ecosystem integration, and social functionality. The goal was to identify common pain points and feature gaps, particularly around the lack of built-in social experiences, to inform opportunities for innovation in the user experience.
✅ Strengths
-Wide device compatibility
- Affordable pricing
- Customizable home screen
- Mobile app control
❌ Weaknesses
- Dated visual design
- No built-in social features
- Intrusive ads
- Small remote buttons
✅ Strengths
- Seamless Apple ecosystem integration
- Clean, ad-free interface
- Family sharing
❌ Weaknesses
- Limited free content
- Apple TV+ required for originals
- Confusing TV app layout
✅ Strengths
- Alexa voice control
- Free content options
- Smart home integration
❌ Weaknesses
- Prominent ads
- UI clutter with too many apps
✅ Strengths
- Strong integration with Google ecosystem
- Cross-platform compatibility with personalized content recommendations
- Advanced voice control and search via Google Assistant
❌ Weaknesses
- Cluttered, content-heavy interface
- Intrusive ads and promoted content
- Inconsistent performance across different devices
✅ Strengths
-Wide device compatibility
- Affordable pricing
- Customizable home screen
- Mobile app control
❌ Weaknesses
- Dated visual design
- No built-in social features
- Intrusive ads
- Small remote buttons
✅ Strengths
- Seamless Apple ecosystem integration
- Clean, ad-free interface
- Family sharing
❌ Weaknesses
- Limited free content
- Apple TV+ required for originals
- Confusing TV app layout
✅ Strengths
- Alexa voice control
- Free content options
- Smart home integration
❌ Weaknesses
- Prominent ads
- UI clutter with too many apps
✅ Strengths
- Strong integration with Google ecosystem
- Cross-platform compatibility with personalized content recommendations
- Advanced voice control and search via Google Assistant
❌ Weaknesses
- Cluttered, content-heavy interface
- Intrusive ads and promoted content
- Inconsistent performance across different devices
User Persona
Learn More
User Persona
Learn More
Meet Robert
Robert is 36, married, tech-savvy, and obsessed with watching shows together with his friends. The problem? He’s constantly bouncing between apps like IMDB, Reddit, WhatsApp or Google, just to stay in the loop.
Robert's Problem
Robert needs a better way to look up information on content he’s currently watching on TV because he doesn’t want to go through multiple sites to find an answer. He needs a more efficient system that enhances his viewing experience and enables easier communication with friends about shared content.
Define
Learn More
Define
Learn More
No Spoilers, No Stress
Designing for Social Viewing on Robert’s Terms
To help Robert’s stay connected with friends, avoid spoilers, and explore content without disruption, we focused our redesign on real-life streaming moments. From chatting in Watch Party Mode to identifying a voice mid-movie, each flow was created to keep Robert in the moment, without leaving the Roku ecosystem.
Task 1: Avoiding spoilers
Robert is working late. He needs to let his group of friends know that he won’t make it back home in time for the Severance season finale. He also wants to make sure that he won’t see any possible spoilers posted by the group.
Task 2: Enhancing social interaction
After the show has ended, Robert returns to the group chat to catch up with his friends. Additionally, now that the season is over for Severance, the group needs to select a new show for their watch party.
Task 3: Researching with Roku app
Robert’s kids come running into the room! They want to watch Sonic the Hedgehog 3. He turns it on and recognizes the voice of one of the characters, Shadow, but doesn't know who it is. Desperate for an answer, he uses the Roku app to discover who the voice actor is.
Design
Learn More
Design
Learn More
From Ideas to Interface
Sketches and Wireframes
Early sketches and wireframes helped translate Robert’s goals into tangible solutions, enabling social viewing without spoilers, real-time connection, and easy access to show info within the Roku ecosystem. These explorations focused on intuitive navigation, contextual interactions, and minimizing interruptions to the viewing experience. Each iteration brought me closer to a seamless, socially-aware streaming flow.
As we moved into low fidelity wireframing, we focused on the following critical elements to improve Robert's experience.
Roku Watch Party
• Group chat feature built into the app
• Spoiler-alert toggle for synced or delayed viewing
• Easily update the group’s current show
Visual and UX Refresh
• Cleaner layout and modern interface
• Bottom navigation for seamless access
• “Currently Watching” added to home screen
Second Screen Search
• Quickly look up cast, filming locations, and trivia without leaving the Roku app
Low-fidelity Wireframes
Hi-fidelity Design
Learn More
Hi-fidelity Design
Learn More
Bringing the Vision to Life
Final Design
The final design brings Robert’s streaming experience to life—social, seamless, and spoiler-free. Key features like Watch Party Mode, integrated second-screen search, and a refreshed interface work together to keep users connected and in control without ever leaving the Roku ecosystem. Every detail was designed to support real-world viewing habits while modernizing the overall user experience.
Results
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Results
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Usability Testing Metrics
Validating Design Decisions with Real Users
To assess how our design enhancements impacted Robert’s experience, we conducted usability testing on both low-fidelity and high-fidelity prototypes. Participants completed four core tasks that reflect Robert’s real-world usage: content research, group chatting with and without spoilers, and updating a shared watch party.
Key Findings
Across all tasks, the high-fidelity prototype significantly reduced task completion time confirming our design decisions improved clarity, speed, and user flow.
These results indicate that the updated interface not only streamlined functionality but also reduced friction in social interactions, which was a key priority for users like Robert.
Task Time Improvement
Research Voice Actor
57% faster
Update Watch Party
69% faster
Group Chat (Spoilers On)
56% faster
Group Chat (Spoilers Off)
20% faster
By integrating social features and smart second-screen capabilities into the Roku app, we created a dynamic and modern experience that benefits both the business and its users.
This innovation isn't just about watching TV, it's about watching together, staying curious, and making entertainment more interactive than ever before.
ROKU WINS
More app engagement with more time in the Roku ecosystem
Social features create stickiness and brand loyalty
Better positioned to compete with Tubi, Pluto TV, and YouTube in the free content space
USER WINS
One app to watch, search, chat, and enjoy
Less app switching for a more immersive experience
Customizable and intuitive interface for modern users
Results
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Results
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Hitting the Sweet Spot
A Win-Win for Roku and Its Users
Reflections
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Reflections
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Lessons from Beyond the Screen
This project reinforced the importance of designing for real-life context—where users multitask, connect socially, and want to stay immersed without friction. I learned how small UX decisions, like a spoiler toggle or integrated search, can have a big impact on user satisfaction. Most importantly, I was reminded that great streaming experiences aren't just about content—they’re about connection.
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