Crafting an end-to-end welcome series for dual consumer experiences.
WITH AMAZON’S ALEXA TOGETHER
How might we increase trial-to-conversion for two distinct audiences?
The Challenge
Amazon needed an engagement funnel for its new program, Alexa Together: an Alexa-based skill that could connect aging parents with their adult children, remotely alert emergency contacts if an accident occurred, and establish a circle of support for those aging in place. We were tasked with building a welcome series to convert trials to subscriptions for both audiences.
Our Solution
We mapped an email series across both consumer journeys, bisected into ongoing trial and post-purchase. Supported with helpful in-email tips and single-click resources, we created a series that was actionable, measurable, and customized to the audience.
The Results
I planned, designed, and developed an email series for easy use inside Amazon's proprietary email platform, delivering a cohesive acquisition funnel and a launch-ready program for our client.
Key Contributions
Email Design (UX/UI)
HTML, CSS
Stakeholder / Client Management
Art Direction
Tools
Figma
Adobe Photoshop
Stock (Getty, Shutterstock)
Litmus
The Process
During our initial briefing with the client, we mapped KPIs to key moments in the acquisition period before developing a funnel-based roadmap to conversion for both aging parents and adult children. As the content strategist dove into crafting the story, I took our roadmap and developed a user flow against it. By keeping our end output in mind, I was able to build cohesively from the start, always reaching back to our goals: make it actionable, measurable, and customized.
Developing low-fidelity wireframes to illustrate information hierarchy and the customer journey, I partnered with the client to ensure their needs were met before breaking down the wireframes into components
A Quick Code Break
The email program required hard-coded emails and could not be accessed by third parties. With this limitation in mind, once we had alignment on the wireframes, I pivoted to code each necessary component in an adaptive code file that our client could validate via sending through their email program. This allowed visual concepts to parallel code testing before we built the final product.
Real Emails and (Mostly) Real People
As a lightly established sub-brand of Amazon Alexa, Alexa Together had a handful of display ads and a mere six icons to its name. This gave me a lot of latitude to explore photography subjects, tone, how the two audiences could juxtapose, where UI elements could fade into the background versus popping out for an event, and how integration with the interface would feel.
I wanted the program to feel bright and spacious, highlighting moments of easy interaction with a diverse range of contexts and family members. Grounding the work in Alexa's color palette, I built out additional design elements and composed a style guide that prioritized legibility and comprehension.
Bringing It Together: High-Fidelity Design
With the component code validated and the concept aligned, we moved into our final phase. High-fidelity design served a dual purpose: visually representing the welcome series for approval, and serving as a source of truth for copy, art, and functionality in QA. Here, I designed high-fidelity visuals to bring both funnels to life.
With legibility and inclusive design as my north star, I optimized visual design with 18px type minimums, large iconography, and WCAG AAA-compliant button contrast.
Where necessary, emails contained a media query to show hero images more legibly on small screens.
In preparation for delivery, I developed a style guide, sliced assets, and hard-coded each email using modules from our Amazon-tested code file. Prior to release, I tested and optimized each email through Litmus for all modern email programs, enabling our client to copy, paste, and deploy within the week.
