Alexa+ Onboarding and Discovery Experience
A cross-platform onboarding and discovery journey that showcases the new, GenAI-powered Alexa and helps customers unlock value from day one.
Types
Devices, App
Role
Sr. Product Designer
Launch Year
2025
Project Summary
In March 2025, Amazon launched Alexa+, a new generation of Alexa powered by generative AI. It introduced a big shift from the classic Alexa, offering more natural conversations, contextual awareness, and personalized content. I designed the end-to-end onboarding and discovery experience, helping millions of customer first meet and get started with the new Alexa across devices. The goal was to build trust from the first interaction by clearly communicating what's new, guiding customers through high-priority feature setups, and helping them unlock meaningful value early in the experience.
My Role
As the sole UX designer on the Alexa+ onboarding and discovery experience, I lead the end-to-end design strategy and execution, shaping how customers first meet and get started with the new, generative AI-powered Alexa. I design customer journeys across multiple platforms including Echo devices, the Alexa mobile app, Fire TV, and web. I work with a core team of a senior conversation designer, principle product managers, researchers, and engineers. I also partner with over 15 cross-functional teams across the Alexa organization to deliver a unified, scalable experiences that drives long-term engagement.
Key responsibilities:
Define the onboarding design strategy and multi-platform customer journey.
Drive alignment across five feature domain teams to create a cohesive, value-driven setup experience.
Lead design reviews, office hours, and UX writing sessions for domain teams to ensure quality and consistency.
Collaborate with research, content, and marketing to craft clear, benefit-led messaging.
Present to senior managers, VPs, and SVPs to drive alignment and visibility across orgs.
Impact
Amazon is currently rolling out the Alexa+ Early Access program to customers with eligible devices. Within hours of the announcement on Amazon.com, more than four million customers signed up. By early June 2025, more than a million had gained access. This level of immediate engagement validated the need for a thoughtful onboarding experience, especially as millions were about to meet the new Alexa for the first time. As the rollout continues, I'm actively refining and onboarding and discovery journey to help customers understand what's new and get more value from Alexa+ from day one.
What I'm excited to bring to my next journey
Designing the Alexa Plus onboarding and discovery experience meant shaping the first impression of the new Alexa. I led the design effort through ambiguity while the product vision, platforms, and systems were evolving in real time. Teams across the organization were defining new UIs, interaction models, design systems, and features, all in parallel. It was a moving target, and I had to stay grounded in the customer experience while adapting to rapid change.
To deliver a cohesive and intuitive onboarding journey, I collaborated with more than 15 cross-functional teams. Building shared understanding across domains was critical. I developed core UX guidelines, led design reviews and weekly office hours, and supported domain teams in aligning around a unified setup experience. This work helped ensure consistency, clarity, and value across every touchpoint.
In my next role, I bring the ability to lead strategically in fast paced, complex environments. I turn ambiguity into structure, communicate with clarity, and design systems that scale. Most of all, I help teams create thoughtful, high-impact experiences that resonate with customers from day one.
A detailed case study is available upon request.
I'd be happy to walk you through the full design process, decisions, and results in a one-on-one conversation. In the meantime, you can learn more about Alexa+ here.