Roku Pay Awareness Survey

01. Overview

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Company & Team | Roku Pay Team

My Role | Lead UX Researcher

Cross-functional Partners | Product Managers of Roku Pay, UX Designers of Roku Pay, Data Analyst

Timeframe | Dec 2022

Skills | Survey, Quantitative Analysis, Qualitative Analysis

Tool | Qualtrics

 

Background

Roku Pay is a pivotal revenue-generating feature within the Roku platform. It simplifies payments on your Roku account, enabling one-click access to free trials, subscriptions, movie rentals, and product purchases. However, the attachment rate of Roku Pay is currently low, and there is a lack of insight into consumer awareness regarding this service.

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Awareness plays a critical role as the initial stage influencing customer decisions and actions. It serves as a catalyst for consideration, engagement, retention, and ultimately, fostering loyalty. When customers are aware of Roku Pay, they are more inclined to utilize it, thereby unlocking its added value. This increased usage has the potential to enhance retention rates and mitigate customer churn. Consequently, it becomes imperative to gain a deeper understanding of Roku Pay awareness.

Objectives of the Subscription Manager Concept Validation Survey

• ​Gain insights into customer payment behaviors.

• Continuously monitor awareness and sentiment related to Roku Pay.

• Establish a recurring measurement approach with long-term tracking capabilities.

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My Role

In my role as the sole researcher for Roku Pay, I was responsible for the end-to-end survey process, which included survey creation, stakeholder reviews, survey execution, data analysis, and presentation of the findings.

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Impact of My Research

This research facilitated a comprehensive understanding of users' awareness and sentiments regarding Roku Pay. It also pinpointed the obstacles hindering the expansion and utilization of Roku Pay, while simultaneously identifying opportunities for enhancing the service.