Roku Made TVs
The Story: For the first time ever, Roku is building their own smart TVs. A TV built for streaming, inside and out.
Key Research Findings: Buying a TV is an overwhelming and difficult decision for many people. Specs are confusing, TV names are long and often include random letters/numbers (What’s a “X3600” mean?), the remote can have too many/few buttons, and the native smart platform can be unintuitive (unless it’s a Roku TV, of course).
The Strategy: Position Roku branded TVs to be easier to shop for, setup, and enjoy than the competition, leveraging Roku’s established equity in simplicity, value, and quality. A smart TV made by Roku? Now that just makes sense.
The Work: I was responsible for writing the product positioning, sales narrative, feature descriptions, packaging and instruction guides, videos, web pages, retail displays, and more.
Roku Smart Home
The Story: Roku is stepping out of the TV and into your whole home with smart, affordable products designed to make your life easier.
The Challenge: As part of a small, scrappy team, launch an entire category of 11 new products in under a year.
The Strategy: Leverage Roku’s partnership with Walmart to target value shoppers who want a simple solution for smart home monitoring, lighting, and power. Position the cameras and doorbells as part of a connected home ecosystem with the user’s Roku device, primarily through viewing video feeds on your TV.
The Work: My team and I were responsible for writing the packaging and setup guides, sales narratives, feature descriptions, videos, web pages, retail displays, and more.
