Alexa Monetization Card
Smart Home Forward Redesign
ROLE
UX Designer / Interaction
TEAM
UX, Visuals, Engineering, Marketing, and Product
STATUS
Shipped Q3 2023
The ask
Design a new dedicated component for contextual personalized upsells within the Alexa mobile app.
Mini, but mighty
Intentionally small in size, the monetization card, is designed to be clearly understood as an upsell and to not distract customers in completing their day-to-day and device management tasks.
The goal of the monetization card was to increase monetization via strategic upselling of devices, accessories, and subscriptions throughout the Alexa mobile app with a dedicated component. I contributed to the monetization card from ideation all the way through a Rapid Iterative Testing Experiment (RITE) study. This was part of a larger Alexa mobile initiative to create an app more conducive for Smart Home device owners.
I managed the cross-functional relationship between international domain partners to quickly troubleshoot UX blockers such as: developer timeline and overlapping campaign cycles with the roll-out of the monetization card component.
$7,100
Average revenue (monthly)
+4,000
Average unit sales (monthly)
“I like how its out of the way, because when you’re going to the Alexa App you’re not going there to buy things— you’re going there to use it. .... having ‘today’s deal’ at the bottom means that they’re not trying to sell you things on the app, but it is there if you need it.” — P20, Monetization RITE Study
Customer Upsell Building Blocks
Part of our design thinking process was to evaluate the logic behind how we can enhance the current monetization initiatives and create a set of components that would successfully be multifunctional. We considered upsell relevancy for a variety of customers from first-time users all the way to tenured customers, based on the quantity and types of devices owned.
A Kit of Parts
1. Card Container (required): Base layer for card content
2. Primary Title (required): Primary headline CTA
3. Image/Illustration Placeholder (required): Placeholder for product photography, illustrations, and subscription marketing content
4. Secondary Title (optional): Further description of the primary title, with the container considering localization
5. Banner Icon (optional): Placeholder for app, skill, and domain icons
6. Tag (optional): Placeholder for promotional and promoted badging
7. Carousel (variant): Carousel items closest to the edge of the screen need a “peek” in order to suggest horizontal scrolling
Scalable Across the App
A dedicated component for Alexa app campaigns and direct monetization only. Upsells, deals, subscriptions, and seasonal promotions can be added to various surfaces across the app via the monetization card.
Device Deals
The Smart Home Devices monetization card brings customers to the new Device Deals landing page highlighting smart home promotions.
Subscriptions
A first for the Alexa app, customers can natively complete the subscription flow without leaving the app.
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