Growing living-room streaming across four platforms
Owned eCommerce for the Cineplex Store on Samsung Tizen, Roku, LG webOS, and Xbox One. Grew portfolio revenue 54% and engagement 60% while holding the contact rate at 3.5%.
+54%
Portfolio+60%
YoY3.5%
Held steadyProblem
Living-room streaming purchases came with platform-specific constraints — different input models, certification rules, payment plumbing, and UX patterns across Samsung, Roku, LG, and Xbox. Growing revenue without exploding support contacts meant treating each platform as its own funnel, not a write-once port.
Context
- Four distinct platforms, each with its own certification gate and UX vocabulary.
- Remote-first input model — every extra step in checkout was paid for in drop-off.
- Guest services contact rate was a hard ceiling — any growth had to keep contacts in line.
Team & scope
- Reported to
- Director of Product Management
- Team
- 1 UX designer, 1 visual designer, 1 researcher, 2 engineers, 1 QA.
- Directly owned
- The streaming experience across Roku, Xbox, and Smart TVs from LG and Samsung.
- Influenced
- Goals across the broader portfolio of living-room devices.
Approach
Treated each platform as its own funnel
Instrumented checkout per platform and compared drop-off shapes side by side. Wins on one platform didn't auto-port — Roku's remote, Xbox's controller, and Samsung's smart hub all needed bespoke flows.
Worked the platform partners as part of the team
Built direct working relationships with Samsung and LG to navigate certification, optimize delivery, and shape the merchandising surfaces — partner alignment was a roadmap lever, not paperwork.
Optimized checkout against a contact-rate ceiling
Every checkout experiment was measured against both conversion and contact rate. A flow that lifted revenue but spiked support didn't ship.
Research insight
Side-by-side checkout instrumentation showed drop-off shapes were platform-specific — a Roku win didn't auto-port to Xbox. A 'unified flow' would have left material revenue on the table on every single platform.
Decisions & tradeoffs
- Built per-platform UX rather than a unified flow, accepting higher build cost for materially better conversion.
- Invested in merchandising and discovery surfaces alongside checkout — engagement compounded on top of conversion gains.
- Held contact rate as a hard constraint, not a target, to protect operational cost.
The tradeoff I defended
What I'd do differently
Honestly, nothing material. The per-platform bet held up, the partner relationships compounded, and the contact-rate ceiling kept the work disciplined throughout.
Tools & methods
- User research
- Prototype testing
- Usability testing
- Power BI
- Azure Application Insights