New User Device Setup & Onboarding Interview

01. Overview

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Company & Team | Roku Setup Team

My Role | Lead UX Researcher

Cross-functional Partners | Product Manager of Setup, UX Designer of Setup, Data Analyst

Timeframe | March - May 2022

Skills | Interview, Qualitative Analysis

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Background

The Setup team primarily concentrates on the initial stages of the customer lifecycle. Our data indicates that a specific percentage of new users experience early churn, such as discontinuing their usage shortly after activating their device. This early customer churn can lead to a substantial loss of revenue. The setup team' objective is to discern the underlying causes of this early churn and, ultimately, implement strategies to prevent it from occurring in the future.

Objectives of the New User Device Setup & Onboarding Interview

​The main goal of this research is to delve into the factors contributing to churn, particularly focusing on the obstacles encountered by new Roku users that prevent them from continued device usage and content exploration. By gathering this data, we can collaboratively devise effective solutions to overcome these barriers.

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My Role

In my role as the sole researcher within the Setup team, I played a comprehensive role in the research process. This included gathering and reviewing research questions from stakeholders, crafting research plans and discussion guides, setting up the interviews (including tasks like screening and recruiting participants), conducting the sessions, analyzing the collected data, and ultimately delivering findings and recommendations to our stakeholders.

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Impact of My Research

This research offers highly valuable insights to the team by identifying obstacles in the setup and onboarding process for new users. It has also outlined directions for making necessary improvements. The product manager has subsequently adjusted the product roadmap to incorporate these findings, aligning it with the intended enhancements. Perhaps most notably, my research has led to the formation of a new team, the onboarding team, which is specifically focused on addressing the current deficiencies in Roku's onboarding experience.