Alexa Monetization Card Empty State
Smart Home Forward Redesign
ROLE
UX Designer / Interaction
TEAM
UX, Visuals, Engineering, UXPM, EU Marketing, and Product
STATUS
Shipped Q3 2023
Strategic upselling
The empty state upsell components are designed to upsell within the Alexa Mobile app for Smart Home devices (Echo devices, Lights, Plugs, Cameras, and Thermostats). The components lead customers to a device education page with an option to purchase within the Amazon shopping app. I owned this work stream for both the Home Channel and Devices Channel from ideation through interaction specifications and partnering directly with the product and engineering.
24M
number of impressions
3.5%
click-through-rate
1,210
sales of Smart Home devices
$28,100
revenue / US only
Introducing the Monetization Empty State Component
A dedicated empty state component for upselling Smart Home devices across multiple surfaces within the app. The tile component has two variants:
Tile Component (Home Channel) - a flexible tile that is contained within the Home Shortcuts Bar (HSB)
List Item (Devices Channel) - populated within the device list items
Left: Home Channel showcasing the empty state tile component and variations
Right: Devices Channel with empty state list items and variations
Tile: Home Channel
The tile is an ingress to a full-screen informational page. The Home Shortcuts Bar (HSB) contains no more than two at one time and is removed from the queue once a customer has added one of the smart home devices.
List Item: Devices Channel
List items on the Devices Channel feature consistent secondary copy of “shop and discover” as well as being dismissible.
Component Breakdown
List Item Component: Devices Channel
1. Add Device
2. Echo Devices
3. Smart Lights
4. Smart Plugs
5. Cameras
6. Thermostats
A. List item empty state (required)
B. Icon: Nested icon on a background
C. Device Title
D. Link: Ingress to device information page
E. Dismiss
Tile Component: Home Channel
1. Home Shortcuts Bar
2. Echo Devices
3. Smart Lights
4. Smart Plugs
5. Cameras
6. Thermostats
A. Empty State container
B. Icon: Nested icon on a background
C. Device Title
D. Link: Ingress to device information page
Tile Component: Home Channel Explorations
In order to design for device upsells on the Home Channel, we had the constraint of designing with the new Home Shortcuts Bar (HSB), a new carousel on the Home Channel. Keeping the tile designs consistent with the other HSB tiles, this helped provide guardrails for our empty state tile options.
Home Shortcuts Bar (HSB), before the addition of the monetization empty state tile component.
Earlier design iterations of the Home Channel monetization empty state tile component.
Design Opportunities
Distinct Visual Identity
Create a visually distinct empty state and secondary tile which would motivate customers to discover more Smart Home devices.
Expand to Devices Channel
Originally, this empty state component was to only live in the Home Channel. However, expanding it to the Devices Channel, would increase visibility ad upsells for first-time users.
Upsell Echo Devices
Design saw value with including Echo devices as part of the suite of empty state components. There was value in highlighting our Echo devices.
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