Personalising the Alexa+ First-Time Experience
Company
Amazon
Role
Sr. Product Designer & Art Director
Duration
6 months
Overview
Alexa+ introduced new personalised capabilities for existing Alexa customers. However, the onboarding experience risked overwhelming subscribers with a long sequence of feature setups that weren’t always relevant to their needs. I joined the project after the initial UX direction had been established, working with the product design team to translate the vision into a polished and scalable mobile experience.
Challenge
The experience needed to introduce Alexa+ without forcing customers to configure everything at once. Customers needed the flexibility to start when it suited them, focus on what mattered most, and return later to continue exploring. At the same time, the journey had to connect multiple moments such as welcome, personalisation, setup and discovery, into one cohesive experience.
My Role
As a Product Designer, I focused on shaping the visual and interaction design of the onboarding experience. Working closely with UX designers, product managers and engineers, I translated existing flows into high-fidelity interfaces, refined interaction patterns and developed reusable components aligned with the Alexa Design System.
A Flexible Entry Point
Instead of forcing customers into setup immediately after subscribing, the experience introduced Alexa+ through a lightweight prompt on the home screen. The interface communicated the value of getting started while giving customers the freedom to continue or return later.
Personalising the Experience
Existing Alexa customers already have an established relationship with the product. Instead of starting from scratch, onboarding used existing signals to suggest relevant motivations, allowing customers to confirm or reprioritise them. This created a more personalised starting point while reducing unnecessary setup.
Once a motivation was confirmed, customers were guided to the most relevant feature setup, delivering immediate value. Each step focused on a clear customer benefit, helping people experience Alexa+ without completing the entire onboarding journey.
Supporting Progressive Onboarding
Customers who paused onboarding could continue through a persistent tile on the home screen. The design made progress visible and easy to resume, without creating unnecessary pressure to complete everything at once.
Creating a Central Hub
The hub provided a single place to discover, set up and manage Alexa+ capabilities over time. A flexible card system supported different feature types, setup states and personalised recommendations while maintaining a consistent structure.
Building a Scalable Experience
Across the journey, I developed reusable UI patterns for selection, progression, feature cards and completion states. This created a consistent experience from onboarding through ongoing discovery, and a scalable foundation for future Alexa+ capabilities.
Outcome
The final design brought the onboarding strategy together into a cohesive product experience. By combining a flexible entry point, personalised recommendations, visible progress and a central hub, the experience gave customers more control over how they discovered and adopted Alexa+.
Conclusion
The project transformed a complex onboarding journey into a more purposeful and flexible experience. By helping customers start with what mattered most to them, the product introduced Alexa+'s AI capabilities gradually, creating a scalable foundation for future features while making onboarding feel more personal and intentional.
Latest projects
The experience needed to introduce Alexa+ without forcing customers to configure everything at once.
Customers needed the flexibility to start when it suited them, focus on what mattered most, and return later to continue exploring.
At the same time, the journey had to connect multiple moments — welcome, personalisation, setup and discovery — into one cohesive experience.
Personalising the Alexa+ First-Time Experience
Company
Amazon
Role
Sr. Product Designer & Art Director
Duration
6 months
Overview
Alexa+ introduced new personalised capabilities for existing Alexa customers. However, the onboarding experience risked overwhelming subscribers with a long sequence of feature setups that weren’t always relevant to their needs. I joined the project after the initial UX direction had been established, working with the product design team to translate the vision into a polished and scalable mobile experience.
Challenge
The experience needed to introduce Alexa+ without forcing customers to configure everything at once. Customers needed the flexibility to start when it suited them, focus on what mattered most, and return later to continue exploring. At the same time, the journey had to connect multiple moments such as welcome, personalisation, setup and discovery, into one cohesive experience.
My Role
As a Product Designer, I focused on shaping the visual and interaction design of the onboarding experience. Working closely with UX designers, product managers and engineers, I translated existing flows into high-fidelity interfaces, refined interaction patterns and developed reusable components aligned with the Alexa Design System.
A Flexible Entry Point
Instead of forcing customers into setup immediately after subscribing, the experience introduced Alexa+ through a lightweight prompt on the home screen. The interface communicated the value of getting started while giving customers the freedom to continue or return later.
Personalising the Experience
Existing Alexa customers already have an established relationship with the product. Instead of starting from scratch, onboarding used existing signals to suggest relevant motivations, allowing customers to confirm or reprioritise them. This created a more personalised starting point while reducing unnecessary setup.
Once a motivation was confirmed, customers were guided to the most relevant feature setup, delivering immediate value. Each step focused on a clear customer benefit, helping people experience Alexa+ without completing the entire onboarding journey.
Supporting Progressive Onboarding
Customers who paused onboarding could continue through a persistent tile on the home screen. The design made progress visible and easy to resume, without creating unnecessary pressure to complete everything at once.
Creating a Central Hub
The hub provided a single place to discover, set up and manage Alexa+ capabilities over time. A flexible card system supported different feature types, setup states and personalised recommendations while maintaining a consistent structure.
Building a Scalable Experience
Across the journey, I developed reusable UI patterns for selection, progression, feature cards and completion states. This created a consistent experience from onboarding through ongoing discovery, and a scalable foundation for future Alexa+ capabilities.
Outcome
The final design brought the onboarding strategy together into a cohesive product experience. By combining a flexible entry point, personalised recommendations, visible progress and a central hub, the experience gave customers more control over how they discovered and adopted Alexa+.
Conclusion
The project transformed a complex onboarding journey into a more purposeful and flexible experience. By helping customers start with what mattered most to them, the product introduced Alexa+'s AI capabilities gradually, creating a scalable foundation for future features while making onboarding feel more personal and intentional.
Latest projects
The experience needed to introduce Alexa+ without forcing customers to configure everything at once.
Customers needed the flexibility to start when it suited them, focus on what mattered most, and return later to continue exploring.
At the same time, the journey had to connect multiple moments — welcome, personalisation, setup and discovery — into one cohesive experience.