Immersive Themes
TIMELINE
October 2023 - June 2024
TEAM
UX Manager, Solutions Architect, Project Manager, Business Development
OUTCOME
This work not only advanced a strategic partnership with the entertainment company but also laid the groundwork for a repeatable design framework, supporting future business growth across 3rd party partnerships.
PROBLEM
Alexa interactions on third party devices were primarily utilitarian, limited to timers, weather, and smart home tasks. While first party devices began introducing “themes” to make Alexa more delightful and engaging, third party devices lacked this richer, entertainment focused experience. This created a gap in customer engagement and missed opportunities for both Amazon’s partners and entertainment brands to build awareness and drive value. An existing Alexa customer wants to discover personalized character content so they can see if its worth trying more activities and sharing with family and friends.
PROCESS
To address this, I partnered with a PM to explore how themed, multimodal Alexa responses could be adapted for third party devices. We analyzed device capabilities and user behaviors to identify where richer, more visual and auditory responses could be introduced. I designed experiences that extended the first party “themes” concept across different partner devices, making interactions more dynamic, increasing customer engagement, and delivering measurable value to both Amazon’s business and entertainment partners.
SOLUTION
A themed voice assistant offers customers the ability to learn about new attractions, book events, and purchase merchandise all while enjoying their favorite characters, unlocking immersive experiences and getting access to exclusive content. Customers can ask questions and learn through natural conversation, all while building trust and loyalty to a brand and driving revenue through engagement. Customers have the ability to access this experience across omni channel (mobile, echo show, TV).
