GOAL

 

How might we increase penetration for multi-device households by reducing lapse among new customers. Customers who have a positive early use experience are less likely to lapse.

 

Client - Alexa, Amazon

Role - End to end lead designer ( individual project )

defining success

  • Expose customer to 2+ Communications features within the first 7 days

  • Cross-sell at least 1 other domain experience (notes, reminders, etc) in the first 30 days of use

  • Get customer to set up at least 1 Routine containing a Comms action

why?

  • Currently, 20% of customers perform at least 5 successful actions in the first 30 days of use, and these customers exhibit lower lapse rates.

  • Customers who set up Routines in the first month do not lapse

  • Customers who use more than 1 domain are also less likely to lapse

 
 

SOLUTION

 

The Jetsons are a family with young kids who have a mix of Echo Show and Dot devices in their home. However, they don't currently have the Alexa app on their phones. They primarily use Alexa for music, weather updates, recipes, shopping lists, alarms, and timers. As a result, they are unaware that communication features exist on Alexa and are unfamiliar with these capabilities.