Roku

Insights from Users

Roku's Home Screen is very important for our users: Home Screen Sentiment is one of the best predictors of CSAT, even better than Platform Streaming Hours or Account Tenure.

Based on the user's survey on perception: 77% Simplicity, 51% Helpfulness, 15% Delight.

Homescreen

Once we had insights from the tests, we iterated on a different paradigm that would address the new insights and business needs.

The new Homescreen is a balance of research, design evolution, product and business goals.

What's Internationalization?

Internationalization is the practice of adapting products for users across the world. Going beyond localization, which handles translation, orthography, and cultural nuance, and beyond globalization, which focuses on the systems and tools that enable scale. True internationalization sits at the intersection of all three: understanding how people in different markets think, behave, and expect products to work.

Strategy

Led the design for Roku's hardware expansion into Australia, Europe, and LATAM, adapting the core experience to meet the compliance and regulatory requirements of each market. This included parental controls, privacy and settings, Live TV configuration, and accessibility standards such as closed captions, subtitle formatting, and audio track management. Each region brought distinct legal and cultural constraints that required more than translation; they required rethinking how core features were surfaced and controlled.

ITERATING

After running user research with international users, we presented our proposal to the leadership team