Ben Lim

Alexa Find My

Company

AMAZON

Role

SR. UX PROGRAM MANAGER

Overview

Alexa Find My allows customers to find and locate any Echo devices: ‘Find my Buds’ or ‘Where are my Buds’ or ‘Locate my Buds’. Alexa Find My also integrates with 3rd party Alexa headphones, keys, wallets, bags, and the ability to track your beloved pets.

Customer Problem

Compared to other “Find My” solutions that offer a mobile-centric GUI-first experience, Alexa offers a voice-first experience. This makes it frictionless for the customers. However, with the ability to ingest 3rd party trackers and other services this presents multiple variables of design artifacts which can lead to incongruent mental model, visual clutter and inconsistent interaction patterns.

Design Tenets

The customer is always in control: we provide transparency and choice of when the customer opts-in to location features, and sharing location data with anyone, whether that is Amazon or a third-party.

Reliability > feature expansion: we will focus on ensuring that the feature works reliably across customer use cases so as to deliver a consistent and pleasant experience.

Favor habitual, everyday use cases: we will focus on enabling Find My use cases that are useful to customers’ daily lives, and drive customer discovery and re-engagement.

Consistency across Alexa endpoints: we will ensure the feature works the same way on Headless, Multimodal, On-The-Go devices, AVS and mobile VOX endpoint, unless limited by device-specific capabilities.

Design Exploration & Research

We first identified the features users find most important and where they would expect to find them. We then prototyped and tested the 3 different interaction patterns to gain insight and validation.

The bottom sheet pattern was the winner with 10 out 19 participants preferring this interaction pattern. 

“The bottom sheet interaction allows me to see everything I want, plus more ”. Mark S.

Customer Vignettes

Below are 3 distinct customer journeys and use cases: tracking a pet, finding a lost Echo Bud and locating keys through Tile. 

Impact

Active Customers

12MM monthly active Tiles (+47% YoY) and 2.7MM MAUs (+33% YoY) as of Dec 2019

+30% growth number for 2020; 10.4MM monthly active Tiles and 3.51MM MAUs by EoY

Tile’s Alexa skill currently has 125K customers globally, of which 22K are MAUs. This suggests that 1.56% of Tile’s MAUs are also Tile skill users. We expect the new Find My integration to grow the number of Tile skill customers by 4x and the number of Tile skill MAUs by 10x, which would put us at 650K total Tile skill customers and 220K MAUs

Fetch Ring Pet Tracker

Annual sales forecast: 200K units; 2020, 100K units. 1 unit (pet tracker) corresponds to 1 user.
50% of Fetch users use Alexa to Find My (in addition to directly using the Fetch app). 50K customers. 70% monthly active users, results in 35K MAUs

Echo Buds

79K; Life time: 400K

30% users on average lose their buds and try to find them.