Smart Camera subscriptions

Roku camera subscriptions were stagnating. Working with 5 different teams, I created an in-app subscriptions experience with a goal to increase subscribers by 10%.

Role

Lead Product Designer

Responsibility

Interaction Design

Visual Design

Team

1 Product Designer

6 Engineers

2 Finance Managers

1 Product Manager

Launch

Sept 2025

Purchasing on web led to stagnant revenue

To avoid Apple and Google's subscription fees, Roku only allowed a subscription purchases through the Roku website. However this led to a drop-off in subscribers.

On mobile, Apple controlled subscriptions

The payment mechanisms, subscription plans and billing cycle were controlled by Apple and Google, which impacted how a subscription plan is purchased and managed.

Apple's constraints didn't align with user needs

When purchasing a subscription for cameras, users don't think in terms of subscription plans, they think about the cameras they want to get a subscription for. Based on this observation I arrived at 2 distinct concepts.

Apple's constraints didn't align with user needs

When purchasing a camera subscription users think in terms of the cameras they want a subscription, not in terms of plans.

Option 1

Choose cameras

Select which cameras you want to subscribe to. The app automatically picks the right plan.

Option 2

Choose your plan

Select the plan to subscribe to, then assign cameras to the plan

Select the plan to subscribe to, then assign cameras to the plan.


Starting with an intuitive workflow

Since users think in terms of the camera they want to subscribe to, I crafted a flow that enables users to choose their cameras and have the app figure out the appropriate plan for them .

Starting with an intuitive workflow

Since users think in terms of cameras, rather than plans, I crafted a flow that requires users to choose their cameras and have the app figure out the appropriate plan for them.

Option 1

Choose cameras

Select which cameras you want to subscribe to. The app automatically picks the right plan.

Option 2

Choose your plan

Select the plan to subscribe to, then assign cameras to the plan.

But engineering couldn't implement it

Despite being aligned early on , engineering was struggling to choose the best plan based on the user's choice of cameras. To reduce engineering effort and help us ship within the timelines, I re-designed the entire workflow focused on having users choose the plan first.

But engineering couldn't implement it

Despite early alignment, engineering was unable to implement the spec. To reduce engineering effort and help us ship within the timelines, I re-designed the entire workflow focused on having users choose the plan first.

Option 1

Choose cameras

Select which cameras you want to subscribe to. The app automatically picks the right plan.

Option 2

Choose your plan

Select the plan to subscribe to, then assign cameras to the plan.

Option 1

Choose cameras

Select which cameras you want to subscribe to. The app automatically picks the right plan.

Option 2

Choose your plan

Select the plan to subscribe to, then assign cameras to the plan.


Option 1

Choose cameras

Select which cameras you want to subscribe to. The app automatically picks the right plan.

Option 2

Choose your plan

Select the plan to subscribe to, then assign cameras to the plan

Re-designing complex scenarios

I revamped the designs which involved compromising usability in certain areas while managing feasibility. I learnt that while the workflow to purchase a subscription was straightforward, managing a subscription involved a host of scenarios and edge cases.

Re-designing complex scenarios

The new design focused on balancing usability and feasibility. I learnt that while the workflow to purchase a subscription was straightforward, managing a subscription involved a host of scenarios and edge cases.