Roku

Vision of Second Screen

How We Explored New Possibilities for Second-Screen Streaming

My Role
UX Designer, UX Research Lead

Project Type
Mobile Redesign

Timeline & Methods
2. 5 weeks agile sprint, Figma, Zoom, Toggle, Slack

User Interviews

Comparative Analysis

Low Fidelity /High Fidelity's

The Backstory

Roku makes any TV smart, bringing all your favorite streaming platforms together in one place with one remote , a lifesaver for households with older or off-brand TVs.

Today in 2025 Roku holds over 50% of the U.S. streaming device market, leading through its plug-in devices and built-in smart TV platform.

While the TV experience is smooth and popular, Roku’s mobile app falls short , underused, underwhelming, and missing a clear role in the broader Roku ecosystem.

Challenge

Over a 2.5-week design sprint, we moved fast, from in-depth user research to rapid prototyping. The challenge wasn’t just to polish the app, it was to ask bigger questions:

How might we turn Roku’s mobile app into a true second-screen experience that deepens its ecosystem and keeps users engaged?
How might we evolve it from a simple remote to a social companion to something that does more than just press play?

Solution

Roku mobile app as a true second-screen companion. With Watch Party Mode, users can chat, react, and avoid spoilers while watching together in real time and making streaming social again. A built-in Roku Search Engine lets them instantly look up content and discover what’s next without interrupting their show. Together, these features deepen engagement and keep users in Roku’s ecosystem longer, transforming a simple remote into an essential second-screen experience.

DISCOVER

After recording and transcribing interviews, I pulled multiple insights from each session. I organized participants’ responses into an affinity map to uncover key patterns, themes, and needs that mattered most to our target users.

"I prefer to have my phone next to me while I while TV."

"I enjoy sharing television experience with friends and family."

Market Landscape & Opportunities

Looking into Roku’s position in the streaming device market, I analyzed its top competitors. Apple TV and Amazon Fire TV. While Apple and Fire TV strengthen their ecosystems with seamless second-screen integration, Roku’s mobile experience revealed clear gaps and opportunities for growth.

Key Findings

1. Ecosystem lock-in is a major strength.

Leading platforms like Apple TV and Google TV keep users loyal with seamless cross-device integration, voice assistants, and smart home features.

2. Ad clutter and UI bloat frustrate users.

Heavy ads, cluttered layouts, and too many promoted apps make navigation feel noisy and distract from the viewing experience.

3. Social viewing is a missing link.

None of the big competitors offer built-in ways to watch socially or interact with friends — presenting a clear opportunity for Roku’s second-screen app.

4. Affordability and accessibility set Roku apart.

Compared to competitors, Roku’s wide device compatibility and lower price point give it an edge with budget-conscious users and older TVs — but the mobile app isn’t living up to that same accessible, user-friendly promise.

Key Features

Compatible with many TV brands

Provides access to thousands of streaming channel and services

Cross-platform functionality lets you control your Roku from mobile devices

With range of affordable devices (from 30-$100)

Allows for customization your Home Screen with favorite apps and channel

DEFINE

Every great streaming story needs a lead, Robert is ours. A persona shaped by real research to reflect Roku fans who want to watch together, skip spoilers, and stay in the moment. He guided every task flow we mapped, scene by scene

Robert's Problem

Robert needs a better way to look up information on content he’s currently watching on TV because he doesn’t want to go through multiple sites to find an answer. He needs a more efficient system that enhances his viewing experience and enables easier communication with friends about shared content.

DESIGN

Task 3: Researching with the Roku App.  Robert’s kids are watching Sonic the Hedgehog 3 in the next room. He recognizes the voice of one of the characters, Shadow, but doesn't know who it is. Desperate for an answer, he uses the Roku app to search who the voice actor is.

Prototype

Figma File

Business Needs

Users need a streamlined way of viewing their favorite program.

Users want a sleek, customizable experience that adapts to their interests.

User are looking for more immersive social experiences than , like watch parties and interactive features that enhancehow they engage with content.

User Needs

More time spent on Roku.

Encourage user to interact with the app beyond just passive watching.

Second-Screen Experience, interactive content and social engagement can keep users on the Roku app longer.

Grow The Roku Channel to complete with Tube, Pluto TV and Youtube in the free streaming space.

Social viewing and watch parties increases user interaction and keeps Roku competitive against FireTv and Youtube.

Roku should evolve It more that just a steaming platform with an interactive community focused space.

Sweet Spot

I conducted in-depth interviews with 13 Roku and non-Roku users to dig into their TV habits, second-screen behavior, and how they really feel about using a phone while watching. These conversations uncovered missed opportunities, from making the app more social to improving accessibility and engagement.

"I use my phone to research something I just say on TV."

When Streaming Meets Scrolling

Task 2: Enhancing Social Interaction (2/2) After the show has ended, Robert returns to the group chat to catch up with his friends. Additionally, now that the season is over for Severance, the group needs to select a new show for their watch party.

Task 1: Enhancing Social Interaction (1/2) Robert is working late. He needs to let his group of friends know that he won’t make it back home in time for the Severance season finale. He also wants to make sure that he won’t see any possible spoilers posted by the group.

Reflection

Working with a legacy platform revealed how important it is to document everything ,not just to understand past decisions, but to find hidden opportunities for real improvement.

Digging into old design choices gave us the chance to move beyond assumptions and deliver meaningful, user-centered updates that serve both the product and its people.