Target Ticket Roku App
Target asked, "How might we expand our entertainment beyond the sale of DVD's and Blu-rays?"
Their answer was through a digital entertainment channel on Roku. Device owners could rent or buy movies and TV shows through a simple and intuitive interface.
Above: Target Ticket TV and movie player app for Roku; UI comp by Joseph Paguirigan.
TLDR Overview
Role: Senior User Experience Designer
Team: 1 UX Designer, 1 UI Designer, 1 Product Manager, 1 Developer
Timeline: 2013, design through Roku certification and launch
Challenge: Help Target expand beyond DVD/Blu-ray sales by launching a digital entertainment app on Roku. Design had to balance usability with the strict constraints of Roku platform templates.
Focus Areas: Requirements review, workflows, use case screen flows, wireframes, functional specs, and developer collaboration
Impact
Successfully launched on Roku in September 2013, passing certification and giving Target a streaming presence.
Though later sunset due to market competition, the project demonstrated my ability to design effectively within platform constraints and ship on time.
My Actions
While working at Rovi, I designed the app based on the existing functionality of Rovi’s Cinema Now app. Roku provided us with templates to use for consistency in the platform. Worked with the Product Manager, Visual Designer, and developers to deliver example assets shown in the PDF deck that included:
Requirements Review
Workflows
Use Case Screen Flows
Wireframes, & Functional Specs
Additional clarifications during development
The Result and My Takeaway
The app passed Roku Certification and successfully launched in September 2013.
I learned how to:
Design within the constraints of platform templates
Design efficiently for up/down/left/right TV remote controllers
Work closely with developers during design and engineering