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.
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.
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.
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.
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.
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.
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.
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 .
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.
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.
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.
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.
