Roku TV
2014
Approximately 50% of smartTVs are not connected to the internet; they're simply to difficult to use, where the "smart" part seems to be bolted on as an afterthought. We designed a highly integrated system wherein the entire product experience from setup to TV settings was based on one UI paradigm and switching between TV inputs or apps is all the same.
GOALS:
- Create a smartTV people will actually use
- Extend Roku’s brand and philosophy into a new smartTV operating system
- Maintain renowned ease of use
- Balance TV functionality with over-the-top services
ACTIONS:
- Competitive analysis of existing smartTV solutions
- Performed iterations of design & usability studies to simplify the user experience
- Challenged traditional TV standards and conventions
- Focused on designing a highly integrated and holistic experience
- Authored the script for the welcome video
RESULTS:
- Designed and shipped our first TV UX
- In one year, went from 0% market share to 8% by end of 2015
- Praise from the press / analysts
- Wired: Roku TV Is the First Smart TV Worth Using (1/6/2014)
- CNET: Seven TVs that defined 2014 (12/16/2014)
- PC Mag: The 10 Best HDTVs (11/26/2014)
- Tom’s Guide – Editor’s Choice: “The Hisense Roku TV is the first intuitive smart TV” (11/26/2014)