The first video-enabled, mobile-friendly, hero component meant to excite and educate users on Roku content availability. Over two million Roku.com users can now experience high-quality video trailers and content offers from Disney+, Netflix & AppleTV, and much more.
Early variants of the Roku.com hero used image sizes without regard for standard video dimensions and aspect ratios (e.g., 16x9, 4x3). Coupled with web page layouts that were not exactly designed with specific breakpoints, they caused major headaches depending on the viewport size.
A lot of time was spent reconfiguring the creative layout between the limited visual real-estate and the varying degrees of creative compositions from different partners.
To a large degree, Roku and its content partners are among the target audience for this project as we all benefit from this product's efficiency.
Potential cord-cutters (e.g., consumers who want to drop cable and try streaming) are the target audience as well. The hero component allows Roku to promote and educate users about what, when, and how to watch.
The goal of this project was to create a more scalable, responsive, video capable hero component. Ultimately, this would be a much more impactful storytelling mechanism across desktop, tablet, and mobile devices. Meant to delight and drive excitement in prospective and existing users.
I was the Lead Interactive Experience Designer working together with a Front-end Developer and a Project Manager. I led the design strategy and all aspects of the experience, including information architecture, micro-transitions, user interface design, and prototyping.
We conducted prototype demonstrations and gathered feedback from cross-functional teams, including Legal, Product & Partner Marketing, and Web Engineering.
With business requirements locked in and only a few weeks to deliver, I began layout explorations. I explored variants that used a tabbed approach. Versions that utilized thumbnails and even full-screen variant. These are a few of the earlier explorations:
We ultimately landed on a fully responsive carousel that could handle the most extreme viewports. Below are screenshots from my responsive design artboards to demonstrate how each breakpoint would look.
The hero component is designed to hold multiple promotions, ads, or videos (limited only by loading times). Non-active hero images would still need to be visible even when not in the active (e.g., front and center) state. I accomplished this by guaranteeing that the images on either side of the primary hero always "peek" out at least 40px. That's just enough for users to notice and tap them.
Micro-interactions play a vital role in this component's behavior as they subtly inform the user of how the component works. It also allows users to see that more content is available to view.
On load, and by default, all videos are automatically muted not to disturb users who may be in quiet environments. Video hero assets will also automatically restart and play when they become active. Each video is allowed to play in its entirety before automatically switching to the next hero slide. Of course, users always have an option to unmute video with a mute toggle button.
In the interactive world of products, prototypes are a fantastic way to actually "experience" a new product or concept without spending the time and money it costs to build the real thing. Not everything is best "experienced" by talking about the experience and how it works. This was one of the prototypes that helped stakeholders envision the possibilities.
I typically create design specification documents to describe interactions. Depending on the project schedule, or the Developer that I'm working with, I can produce printable PDFs or all-digital design specifications.
The Roku.com hero has contributed to a 44% increase in the number of streaming hours on Roku devices. It has virtually eliminated "extra" or "unnecessary" design and development work in terms of adding, removing or simply updating hero content.
The hero is reusable, meaning it could be placed on another web property, in another context, if necessary. Lastly, it supports video playback, works on mobile, tablet, desktop, and comes with delightful micro-interactions built-in.