UX & SYSTEM DESIGN

How might we increase customer engagement with Alexa by leveraging special occasions like birthdays to encourage communication with more contacts, thereby reducing user lapse and enhancing the overall Comms experience?

This feature significantly enhanced user engagement, with a 20% increase in Engagement level among those who received birthday reminders.

Role - End to end lead strategy designer ( individual project )

Client - Alexa, Amazon

Collaborated with seven teams—Sound, Visual, VUI Designers, Platform, OOBE, Legal, and Privacy—to deliver a cohesive birthday reminder experience across Alexa devices, ensuring seamless integration and earning customer trust.

challenges and STRATEGY

The project began with the question: Which special occasions should we target to achieve our goal?

Special occasions vary widely, from festivals to birthdays, anniversaries, and unique events like weddings. I developed a system to evaluate data collection methods and the scalability of experiences across these occasions. We discovered that birthdays, being universal and recurring, offered a more reliable and inclusive starting point, unlike festivals or one-time events, which are harder to predict and personalize.

How might we ensure that our data collection practices for special occasions build and maintain users' trust in Alexa and Amazon's commitment to privacy?

To build and maintain trust, our data collection practices must prioritize user privacy, clearly communicating how their information will be used and protected. Ensuring transparency and offering control over shared data will reinforce users' confidence in Alexa and Amazon. To address this, we will notify customers only about the people that matter most to them regarding birthdays, and we'll design settings that allow them to easily control, hide, or unhide these notifications as desired.

How might we design Alexa to create a delightful and unique birthday experience that stands out from other social media platforms?

We will leverage sound, music, motion, illustration, and sensory experiences to create a uniquely delightful and immersive birthday celebration with Alexa, ensuring it stands out from traditional social media platforms. This multi-sensory approach will make interactions more memorable and emotionally engaging for users.

solution

SENDER

RECIEVER

CELEBRATING BIRTHDAYS AT HOME

DISCOVER

SYSTEM MAPPING FOR DIFFERENT OCCASIONS

NOTIFICATIONS AND REMINDERS SYSTEM

FEATURE INTEGRATION MODAL FOR DECIDING HIGHEST engagement strategy

let’s get in touch to talk about this project!