Improving Feature Discovery

Product Designer at Amazon's Alexa Discovery team from 2021 to 2023. Embedded next to one PM and roughly a dozen engineers, inheriting a functional but underused internal platform and maturing it.

Improving Feature Discovery

Product Designer at Amazon's Alexa Discovery team from 2021 to 2023. Embedded next to one PM and roughly a dozen engineers, inheriting a functional but underused internal platform and maturing it.

Improving Feature Discovery

Product Designer at Amazon's Alexa Discovery team from 2021 to 2023. Embedded next to one PM and roughly a dozen engineers, inheriting a functional but underused internal platform and maturing it.

Improving Feature Discovery

Product Designer at Amazon's Alexa Discovery team from 2021 to 2023. Embedded next to one PM and roughly a dozen engineers, inheriting a functional but underused internal platform and maturing it.

The Goal

Feature Engagment = Downstream Impact

Alexa could do a hundred amazing things. Interestingly, users tended to use the same old ones: timers, music, weather. Odyssey was a self-service campaign tool that allowed PMs and domain owners to publish "discovery mechanisms," basically a well-placed alert that brought awareness to new or existing features, with CTAs for immediate engagement. The critical business metric: downstream impact. The more distinct features a customer used, the higher the likelihood of subscribing to other Amazon services.

2-3 mos

to launch a single campaign before Odyssey existed

5 mos

for a domain team to onboard, before they could even build a campaign

The Goal

Feature Engagment = Downstream Impact

2-3 mos

to launch a single campaign before Odyssey existed

5 mos

for a domain team to onboard, before they could even build a campaign

The Goal

Feature Engagment = Downstream Impact

2-3 mos

to launch a single campaign before Odyssey existed

5 mos

for a domain team to onboard, before they could even build a campaign

The Goal

Feature Engagment = Downstream Impact

2-3 mos

to launch a single campaign before Odyssey existed

5 mos

for a domain team to onboard, before they could even build a campaign

goals

Increase Reach & Engagement

As a product designer, I helped shape internal tools like Odyssey—a self-service portal for domain teams (music, alerts, smart home, etc) to create campaigns that promote feature discovery. Our product team focused on three core strategies: 1) easy campaign creation, 2) improve reach 3) trust by testing.

goals

Increase Reach & Engagement

goals

Increase Reach & Engagement

goals

Increase Reach & Engagement

Label

Solutions

Automating

The workflow UI was very form-field intensive. Instead of showing a sea of empty fields each time a campaign was created, pre-loading common inputs delivered meaningful time savings.

Templates

Marketers struggled with too many style options. Instead of making them configure everything manually, I defined a set of simple templates with pre-loaded content tailored to common goals.

Copy Audit

Copy throughout the tool was filled with developer-speak. I replaced these with plain language and clear questions, so marketers quickly understood what the tool does and what results to expect.

Label

Solutions

Automating

The workflow UI was very form-field intensive. Instead of showing a sea of empty fields each time a campaign was created, pre-loading common inputs delivered meaningful time savings.

Templates

Marketers struggled with too many style options. Instead of making them configure everything manually, I defined a set of simple templates with pre-loaded content tailored to common goals.

Copy Audit

Copy throughout the tool was filled with developer-speak. I replaced these with plain language and clear questions, so marketers quickly understood what the tool does and what results to expect.

Label

Solutions

Automating

The workflow UI was very form-field intensive. Instead of showing a sea of empty fields each time a campaign was created, pre-loading common inputs delivered meaningful time savings.

Templates

Marketers struggled with too many style options. Instead of making them configure everything manually, I defined a set of simple templates with pre-loaded content tailored to common goals.

Copy Audit

Copy throughout the tool was filled with developer-speak. I replaced these with plain language and clear questions, so marketers quickly understood what the tool does and what results to expect.

Label

Solutions

Automating

The workflow UI was very form-field intensive. Instead of showing a sea of empty fields each time a campaign was created, pre-loading common inputs delivered meaningful time savings.

Templates

Marketers struggled with too many style options. Instead of making them configure everything manually, I defined a set of simple templates with pre-loaded content tailored to common goals.

Copy Audit

Copy throughout the tool was filled with developer-speak. I replaced these with plain language and clear questions, so marketers quickly understood what the tool does and what results to expect.

Impact

These internal tools at Amazon that drove a 160% increase in global campaigns, 208% YoY growth, and cut campaign creation time from months to as little as 2 weeks.

Impact

These internal tools at Amazon that drove a 160% increase in global campaigns, 208% YoY growth, and cut campaign creation time from months to as little as 2 weeks.

Impact

These internal tools at Amazon that drove a 160% increase in global campaigns, 208% YoY growth, and cut campaign creation time from months to as little as 2 weeks.

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