The following is an ongoing UX Study for Roku.com foundation work of Critical User Journeys
During the beginning of 2023, Roku UX team had started an initiative to review all current "critical user journeys" across all areas of Roku. I was assigned in my new role as lead on Roku.com to be the DRI and gather first round data and workshop with a collection of other UX teams. What we found was a large gap in our understanding of the basic CUJ's for Rolu.com and that a lot of standards and user journey's that applied to these other areas of Roku did not apply to what we were seeing on Roku.com From the group workshop in late February, I have lead a small group of UX designers and researchers for roku.com to build out foundational research around new user types and traits to help better align to experiences user have on web.
We first wanted to take what we did during the workshop and break it down into the basic areas of web experience and assign them the applicable areas. Through our work and research we agreed on a linear path approach of 4 areas; Explore, Learn, Shop, Buy. We quickly learned that a linear path created problem areas and did not fully address user pathing. To remedy this we moved to a newer model of thinking, changing the linear path to a continuous looping system.
User Personas
I built out new user personas based on current information and data we had from web users on our platform. Using best practices and surveying a group of Roku users, I came up with a total of 6 overall personas that could encompass a broad spectrum of what we were seeing.
Problems with Personas
After completing the persona discovery, my team regrouped and applied what we had learned and quickly saw gaps with the persona approach. we then pivoted to a different concept of user traits to better apply our user personas to on an adjustable scale. Once we did this practice we were able to return the user personas and make necessary updates.
Taking what we came out with from the User Traits exercise, my team and I moved into infinity mapping, helping us score each of the traits. This mapping help us identify our top CUJ's and how they could apply to a user type moving through our website. We now had a better established foundation of user journeys that were solely focused on roku.com users than Roku customer in general.
