— PROJECT NAME
Device Personalization
— ROLE
UX Designer
— DATE
11/2019
The problem
With the success of the new screensaver flow, we looked at other ways to improve the experience. At the time, the only way to personalize the screensaver was on the TV. We had the opportunity to make the experience more customer-centric; by adding a mobile component.
The solution
Customers who haven't personalized their Fire TVs would see an updated takeover. Clicking on the CTA would then kick off the new personalization flow. This new flow gives them on-screen instructions as well as a guided mobile experience.
While working on this new experience, the team was also working on a new feature called Daily Memories. A customer would upload at least 500 images and Amazon Photos would curate a collection of photos daily. This would become the hero path for the device personalization experience.
In a month and a half, we saw an increase from 2.9% to 4.4% on Fire TV and 7.4% to 9.2% on Echo Show. This translates to a total of 41 million Fire TVs and 4 million Echo Shows personalized. (At the end of 2019)
User Flows
During the kick-off meeting, my PM and I talked about the different paths a customer could take. I decided starting with a user flow would be to visualize the flow.
First new customer flow – TV to mobile
First existing customer flow – Mobile
Flow notes
Whiteboard notes
Early Concepts
I started with some wireframes with the focus being on the mobile aspect of the flow. We wanted a personalized FTUE that picked up where the Fire TV left off. After the customer signed in and set up their backup settings, they are taken to the personalization landing page. Here they had the option to set Amazon Photos curated collections (This Day, Pictures of sunsets, etc.) or create a new one.
Early new and existing customer flows.
New collection flow in the FTUE.
While working on this feature, another feature later called “Daily Memories” was being worked on by the Story-Telling team. The concept of it was that Amazon Photos ML would select up to 500 photos a day and have it as a collection. As a team, it was decided for Daily Memories to be introduced in the Device Personalization flow. I was able to simplify the FTUE flow to one tap to enable Daily Memories. The customer also had the option to not enable and select photos.
An existing customer would have the same options, but would also have ingress points in albums or Groups to add those collections to the screensaver.
Adding “Your Highlights” (Daily Memories) in the FTUE.
The Design
On the Fire TV side, the groundwork was laid out during the Personalize Screensaver feature. All that was needed was to update the copy and add a new step screen. I worked with a copywriter and a visual designer for the illustrations.
New Customer
A non-Amazon Photos customer would get a customized FTUE on the mobile app. Since they are signed in on the Fire TV, we flag their account and make a note from what device (Fire TV or Echo Show) the flow was started from.
From there the customer can choose to enable Daily Memories or manually add photos to the screensaver.
Check out the prototype
Existing Customer
An existing Amazon Photos customer gets a push notification on their phone. When tapped on, a list of online Amazon devices is shown. From here, they select the Fire TV and enable Daily Memories. Since other collections exist on the account, they can also add those alongside Daily Memories.
Check out the prototype
A how-to video created by the Alexa team.
Results
The feature launched in November 2019, and at the end of the year, we saw an increase from 2.9% to 4.4% on Fire TV and 7.4% to 9.2% on Echo Show. This translates to a total of 6 million Fire TVs and 4 million Echo Shows personalized.
As a designer, this was an incredible experience. It was the first time I worked with multiple teams (iOS, Android, Fire TV, and Echo devices) for a single project. One of my favorite memories was sitting in the back of a meeting room during a dev design review with 20+ people and just taking in all the feedback.
