Product Design

Alexa App

Amazon’s AI Companion App

The Challenge

Back in 2014, Amazon introduced Alexa and Echo devices to the world. Because the device was headless during development, the Engineer team created a web interface to more easily control settings and the features Alexa offered at the time of release. While the site did allow customers to link media services, adjust settings, and control alarms and reminders, it was very primitive.

The Approach

In mid-2017, Amazon released the first Echo Show. With the addition of a screen-based device in the Alexa ecosystem, we had to explore ways to evolve the Alexa App to accommodate this new device. In April of that year, the Alexa App was released with an update that presented a greater CX. Each year, we have come to further evolve the application and add new Alexa-based features and services.

What I did


A Growing Family

Minimal Requirements

With the ever-growing list of Alexa-controlled devices—as of 2022, 60,000 devices are compatible—we had to continue adding domains and features to the app without reinventing the wheel. With the web app already providing a basic structure, we built upon the existing framework to help our customers gain greater control of their media services, smart home devices, and even begin communicating with friends and family seamlessly.

Action Cards

In 2018, the Echo Show devices received a major UI update to unify the product line and give a greater sense of a true ecosystem within Amazon. With this effort, the Alexa App took queues from the redesign to overhaul the home screen and pull in familiar illustrations and interaction models to the app.

Stay On Target

Over the years, we continued to adopt platforms like React Native to help our team align iOS and Android applications. By utilizing React Native, we developed a singular design system that could be shared across iOS and Android. Previously some of the components used on one platform didn't have a shared version on the other OS. Resulting in a poor end-to-end UX experience for our customers. Next Update, additional features/domains. Evolution.

Becoming more familiar with React Native through the updated application allowed us to explore the next update. The excitement and idea of creating a full-stack design system across iOS and Android (including FireOS) gave us the inspiration to start development on a new shared theme. Refining the existing design patterns, simplifying interaction models, and component consolidation allowed us to build out a theme that is now considered the baseline for the Alexa app.



Limitless Possibilities

“Alexa, call grandma.” Since Alexa was introduced into our homes, up until now, we only could communicate directly with her. In turn, with great powers comes great responsibility. Why not allow the Echo to talk to another Echo? Not only were we able to let devices talk with one another, but we also added the ability to speak and text via the Alexa App.

Over the years, we have continued to evolve Alexa’s ability to assist our customers. Adding text and talk into the Alexa ecosystem allows friends and family to utilize the Alexa app and the Echo Show for video calls and FireTV for announcements and other informative messages.


Express the brand voice

Work Smarter. Not Harder.

As of 2021, with the design system now overhauled and a unified language starting to mold the new Alexa App, one of the final efforts was to introduce the ability to have the app take on the latest baseline OS dark or light theme popularized by Apple and Google in the recent years.

The details

Discover More

Get more out of your Echo device through personalized feature recommendations from Alexa.

Manage Services

Set up your Alexa-enabled devices, control or check the status of your compatible smart lights, locks, and thermostats at home or on the go.

Organize Your Day

View and edit shopping and to-do lists on the go, get weather and news updates, manage timers and alarms, and more.

Stay Connected

Call or message supported Alexa-enabled devices at no additional cost.

Get in touch

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