•Onboarding
Included every intricate step of signing up and signing in, from error messages to micro copy, as well as branching paths for whether you were with an agency or had your own business.
•Campaign creation and management
Since advertisers of all skill levels were going to be setting up and managing their campaigns independently, I made sure to keep the language simple and concise
•Budget setup and maintence
I worked closely with legal and the payment team leads on parameters for properly communicating financial matters.
•Location
Advertisers needed to designate where in the country they wanted to target and at what time. could use zip codes and postal codes to target specific audiences for their nationwide campaigns.
•Audience
I organized the long list of parameters advertisers could choose from to hone in on their desired audience.
•Creatives
I made sure to highlight the required video specs so they stood the best chance of getting their videos approved the first time
•Placing pixels (events)
The process was intimidating to many, so I broke it down into 4 steps and simplified it
•Payments
This required building safety around who was managing the campaign dollars. Who was paying? What could those on the campaign who weren’t paying see and access? Who would get the email verifications?
•Emails
All communications from account setup confirmations to delinquent payments were covered.
•Multi-account flow
This was an intricate part of the project that required heavy input from the engineering team on possibilities and parameters. I made sure advertisers had the information they needed to make decisions at key points.
•Help Center articles
Given that this was a self-serve product, the Help Center had to be beyond helpful. I gathered questions from research sessions and my product partner and created 75 Help Center articles for launch.
PROJECT Create Roku Ads Manager
Business goal
Build a self-service platform from the ground up.
Target audience
Growth marketers wanting to target their streaming audiences with less of a financial investment than OneView required.
PROJECT Create Roku Ads Manager
MY ROLE Senior UX Writer/Content Strategist
I created all the content, including onboarding, the user interface, emails, and Help Center.
I collaborated closely with my producer, UX designers, engineers, research, and the legal team. We had tremendous velocity and launched the beta within 12 months.
PROJECT Create Roku Ads Manager
My goal was to engage the advertisers in a friendly manner and keep them moving through the site without friction. Advertising can be intimidating with all the different terms, and I strove to build their confidence in the product so they could feel comfortable expanding their campaigns.
THE PROCESS
One of my favorite parts of the job is listening to the cares and concerns of those who are testing the product. What did they expect that they didn’t get? Are they getting stuck? What makes them nervous? Money is being spent, risks are being taken, how can I ease the process and help build their confidence in the product? Are they hesitant to make a decision? What information do they need in that moment?
THE PIECES
Clarified ad terms
RESULTS
Roku Ads Manager was created from the ground up and launched to beta within a year. Advertisers started with the required minimum spend, of $500 and quickly gained confidence in the product and expanded their campaigns and spending.
Their quick momentum can be attributed, in part, to the Help Center which had a 97% adoption rate. The 3% who reached out for assistance had financial issues that couldn’t be addressed in a Help Center article.
Advertising verbiage can be intimidating to new users with all the acronyms and unfamiliar terms. I used tooltips and added a dictionary and acronym guide to keep them moving through the flow.
UI approach
I posed questions during onboarding to start the conversation and create a warm, welcoming introduction to the product.
Spoke at Roku annual UX Summit
I was invited to represent the UX Writing team at the annual Roku UX Summit. I shared my approach to creating content for AdTech with roughly 350 participants.
