See. Click. Buy.
On TV!
I 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
team
1 Designer, 1 Product Manager, 3 Devs
Industry
TV Advertising
Users
90M
Challenge
Roku set out to enable full-funnel commerce experiences on TV. I designed the end-to-end experience and scaled it across Shopify and Walmart.
Results
The on-screen checkout experience achieved a 1.2% CTR, beating industry benchmarks by 68%. Following the launch, Roku’s ad commitments for this category grew by 32%.
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.
The Single-Path TV Remote constraint.
Designing a full-fledged shopping experience for TV is an exercise in simplification. With the remote’s limited navigation capabilities, I led a design sprint–style exploration to optimize product discovery and make checkout effortless.
I intentionally reduced fidelity to keep discussions focused on objectives and outcomes, not pixels.
We aligned on a single-scroll information architecture that could seamlessly scale for long product names and variations.
Finally, I delivered a single-scroll checkout experience with a focus state landing on the proceed to checkout button at every scroll. This drove conversions up by 85%.
The team's next charter was to support product variations in 6 product categories .
I led early conversations with Walmart and Shopify to ensure we addressed the problem in its full complexity. This involved auditing different product types, their design and metadata structures, and other key variations.
This project uncovered the need for a Selected State in the design system. Here's a 1000ft view of some of the design patterns we explored, debated and dug-deep into.
After 3 rounds of usability testing and multiple leadership reviews across product and UX, I drove alignment in 3 UX paradigms that effectively supported 15+ different product categories with specific needs.
The variations included text-only options (by size), text-and-image combinations (by pattern or color), and multi-variants where one state was dependent on another.
"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