Alexa+ Enablement

Allowing users to access the the new LLM-powered Alexa+ ecosystem.

Three devices sit on a blue surface showing the new Alexa+ experience with the title "Meet the new Alexa" across the top

My Role
UX Designer

Devices
Web, Mobile, Echo Devices, Email

Year
2024 to present

Team
Alexa Core UX

The Problem

Getting Alexa+ out the door to users was a complex, ever evolving path to our June 2025 launch. It first needed to release in a controlled public beta before transitioning to a full subscription. Direction from leadership shifted continually and there were many legal, technical, and product strategy hurdles to overcome.

The Opportunity

I led design for beta enrollment, collaborating with Prime and Subscription teams to deliver a unified cross-platform experience. I architected a seamless enablement flow that allowed customers to activate the upgraded Alexa ecosystem on their preferred device instantly.

  • A collection of Amazon devices showing the new Alexa+ experience.

    Alexa+ was made to span across the Amazon Device family. I ensured users could discover, sign up, and enable Alexa+ seamlessly from any interaction point.

  • Screenshot of a flow chart

    Documentation was crucial to staying on top of our complex and ever shifting requirements leading up to launch. I created documentation that served as the project’s single source of truth, keeping teams aligned through launch.

  • A hand holds a phone showing how customers can sign up for Alexa+ Early Access

    Alexa Mobile brought the power of Alexa+ to the user’s hands, but Apple and Google app store policies created unique restrictions that had to be navigated. I resolved compliance blockers without compromising usability.

My Role

I was the lead UX Designer for beta enrollment and led the design efforts for enabling Alexa+ as a Prime benefit. I coordinated with designers from the Subscriptions and Prime teams to rapidly generate designs and flows. 

I was responsible for:

  • Rapid User Testing.  Resolved critical stakeholder debates through rapid, data-driven user testing with actual customers.

  • Alexa+ Enablement UX. Designed the enablement and handoff to the onboarding experience for the Alexa+ Beta program.

  • Design Documentation Management. Established robust documentation protocols to maintain a single source of truth for all stakeholders.

  • Presentation Creation and Delivery. Delivered strategic presentations to align executive leadership on design vision.

Challenges Faced

Continuous Shifts in Direction

Constant shifts in leadership direction required continuous, resource-heavy design adjustments. I countered this volatility by establishing a dynamic user flow diagram as the project's single source of truth. This living document streamlined updates and reduced file bloat, keeping non-designers aligned without needing constant Figma updates.

Complex Legal Requirements

Launching this product, first as a beta and then as a Prime benefit, involved complex legal and policy requirements. Drawing on my experience at GEICO, I helped the team navigate this complexity. I designed a system that product and engineering teams could easily use, which accounted for all the different legal variations and conditions, allowing us to make quick and efficient updates to our designs.

Results

  • Four million customers signed up for the beta hours after the announcement

  • By June 2025, over one million beta users had enabled Alexa+

There’s more to this story

This overview only scratches the surface of my work on this project. I can provide the full story from problem to solution, including iterations, strategy, and research, one-on-one.