See. Click. Buy.
On TV!
Led the end-to-end 0–1 design of Roku’s first shoppable ads experience, introducing on-screen checkout in collaboration with Walmart and Shopify.
ROLE
Lead Designer
PROJECT TYPE
0-1 Launch
Industry
TV Advertising
Context
No one had cracked shoppable TV. The remote is a terrible input device for commerce—and advertisers were skeptical it could work.
What drives viewers to shop directly on TV?
I partnered with marketers, analyzed market data, and collaborated with Roku’s in-house research team to understand what makes viewers pause their show to shop on TV.
80%
Responded to limited-time offers, seasonal discounts, and gift ideas.
42%
Treated it as a product or brand exploration journey.
2%
Found it disruptive and disliked pausing streaming.
A remote has 5 buttons.
Checkout usually has has 15 steps.
I led a design sprint–style exploration to optimize product discovery and make checkout effortless.
Low fidelity to keep the conversation on outcomes, not pixels.
We aligned on a single-scroll information architecture that could seamlessly scale for long product names and variations.
85% conversion lift from one interaction principle: every scroll lands on checkout.
3 paradigms. 15+ categories.
A scalable system for product variations—tested, validated, shipped.
"No one has cracked the code around video shoppability. By working with Roku, we’re the first to market retailer to bring customers a new shoppable experience and seamless checkout on the largest screen in their homes – their TV."
William White
CMO | Walmart