Brainstorm features

• User research insights - I gathered customer feedback and insights from various sources, including usability testing, surveys, and user inputs on personalization features, to focus on the right customer problems.

• Design workshop - As a first step, I facilitated stakeholder workshops to identify key improvements that we can plan to enhance the personalization experience for Alexa, which in turn will address the identified customer problems. The stakeholders included product managers, software development managers, designers, and engineers.

• Identify features - As an outcome of this workshop, the team aligned on three major areas of improvement:

  • Prominent ingress to the profile page in the Alexa app

  • Build preference learning patterns in both App and Multimodal devices.

  • Consolidate all personal settings into the profile page, including personal calendar, music provider, Alexa’s voice, and more.

• Organization alignment - I also conducted workshops with internal teams working on similar personalization features (e.g., preference gathering). These workshops helped align teams and reduce duplication of efforts across the organization.

Define north star

• Customer promise - Based on the ideation, I began creating a north star vision for the new profile experience. We defined the customer promise as: “My profile reflects all the things that Alexa knows about me. In my profile, I can manage my personal information, such as my mobile number, how Alexa recognizes me, as well as personal preferences like music, artists, news, and Alexa’s voice.” The north star experience is designed to fulfill this customer promise.

• High fidelity designs - I created high-fidelity designs to showcase the North Star vision for the new profile page. I also developed a fully functional prototype and motion design to demonstrate the end-to-end experience of the enhanced profile.

• Executive leadership alignment - This vision was shared with the Directors and VP in the Alexa organization to ensure alignment. We also captured and addressed the strategic feedback provided by the leadership.

Feature Roadmap

• Define implementation roadmap - I also closely collaborated with the product managers to break down the north star vision into a roadmap. The roadmap was designed so that customers could receive value as soon as the MLP (Minimum Lovable Product) was released. Based on the roadmap, the team can implement and deliver features incrementally in upcoming quarters. This approach will also help us gather customer feedback for iteration.