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Company
Roku
Target Platform
Roku streaming platform 
My Role
Lead UX design
Date
Sep 2021 - Aug 2022

New Year's Eve

New Year's Eve is a targeted event-driven experience designed for New Year's Eve 2021. 
CHALLENGE
APPROACH
Viewers, once they select a TV interface (e.g., Fire TV, Google TV, etc.), tend to stick with it, and making them switch is very challenging. Being a content aggregator is not exciting enough for the viewers to use Roku. 
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How can Roku humanize the viewing experience and create a lasting positive emotional connection? 

Survey analysis suggests that viewers are looking for engaging content beyond the standard screen savers, which after a specific time results in blindness towards it.

 

Hypothesis: Modifying visuals and creating experiences around a particular event (such as NYE, Thanksgiving, etc) can create meaningful engagement. 

 

User Persona:

  • People who are bored and hanging out with friends/family.

  • People who want to celebrate events/holidays together 

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For NYE, the goal is to bring TV as an essential entrainment hub and act as a 'host' for the party.

SOLUTION

To attain the goal, the experience is centered around two themes:
 

  1. Awareness: Getting viewers' attention before the event date so viewers tune in instead of watching a random movie or doom-scrolling content. We created a dedicated hub and organized content to offer an enhanced experience. Pushed screensavers and wallpapers before the event to attract attention. 
     

  2. Engagement: Viewers are used to 'shorts'/'reels' and lose interest quickly if it's just a video. Hence, we designed a 'live' countdown experience that's synced with the local time. This, along with interactive content such as trivia, creates an immersive experience and promotes ongoing engagement with the viewer.  

KPIs FOR THE FEATURE

  • Quantitive - Reach, engagement

  • Qualitative - User sentiment 

MOCKUPS
OUTCOME

  • Roku achieved a positive NPS score with the New Year's Eve hub.

  • Increased viewership by 24% YoY on New Year's Eve.

  • Success around pushed wallpaper and screensavers prompted more such initiatives to achieve greater engagement.  

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