Performance Marketing and TV Commerce At Roku
As a brand‑new Ad Innovation team, we were responsible for making Roku ads more quantifiable
As the lead designer, I spearheaded three initiatives that transformed how users interact with advertising on the platform 1. Identified issues and aligned success metrics for the next generation of Roku Action Ads by conducting comprehensive user research, product reviews, and analytics to understand pain points in the existing ad models 2. Built a new design language and frameworks for Roku Action Ads through extensive testing, developing and iterating on systems that improved engagement across 50+ A/B tests with multiple brand partners 3. Created shoppable ad experiences by pioneering the integration of commerce directly into the TV viewing experience, resulting in seamless on-screen purchase flows
Based on our experiment results across different brands we netted on winning templates for each the modalities.
While we experimented agnostically, we noticed patterns in data which helped us streamline our experiments and results. We netted out on the design patterns and formats based on user behavior, and ran specific experiments to quantify this data further.
Building the on‑screen checkout experience from the ground up:
I led the design of on-screen checkout for Single SKU, MultiSKU across Walmart and Shopify. Handled end-to-end checkout launch from refining product strategy to edge-cases and redlines.
Other projects I contributed to at Roku:
In addition to this, I modernized layouts around Zones—potential entry points for Roku advertising—and improved the home‑screen banner ads.
