A cross-platform image and writing creation tool showcases the new, GenAI-powered Alexa and helps customers unlock value from day one.
Launch Year
2025
Platform
Mobile, web, multimodal
Role
Senior Product Designer
Outcome
I was the UX Designer responsible for Create with Alexa, covering generative writing and image creation across Echo devices, the Alexa app, and the web. I owned how customers initiate creation, refine outputs through conversation, and build confidence in what Alexa produces.
Because this was Alexa’s first generative AI product, output quality and UX were tightly linked. A key part of my role was partnering closely with engineering and applied science to shape prompt instructions and refinement behaviors so writing outputs were clearer, more intentional, and easier to correct when they missed the mark. While I did not train models directly, my work focused on ensuring the experience reliably produced competitive results.
My Role
I was the UX Designer responsible for Create with Alexa, covering generative writing and image creation across Echo devices, the Alexa app, and the web. I owned how customers initiate creation, refine outputs through conversation, and build confidence in what Alexa produces.
Because this was Alexa’s first generative AI product, output quality and UX were tightly linked. A key part of my role was partnering closely with engineering and applied science to shape prompt instructions and refinement behaviors so writing outputs were clearer, more intentional, and easier to correct when they missed the mark. While I did not train models directly, my work focused on ensuring the experience reliably produced competitive results.
My Design Focus
Introducing generative AI in a way customers could trust
As Alexa’s first generative experience, trust and predictability mattered more than novelty. Qualitative research showed that while users were often satisfied with first drafts, frustration emerged when Alexa forgot context, misunderstood intent, or made assumptions during refinement.
I focused on making creative generation feel stable and steerable so customers felt confident using Alexa for writing tasks they would otherwise take to competing tools.
Making writing competitive through UX and prompt instruction
Preference testing highlighted a significant writing quality gap against competitors. This could not be solved through interface polish alone.
I worked with engineering to refine prompt instructions and system guidance so Alexa produced stronger first drafts and responded more reliably to modification requests across common use cases such as invitations, emails, poems, and short-form writing. This reduced incorrect assumptions in generated content and made iteration feel more controllable, which research identified as a major pain point.
Designing iteration as the core creative loop
Customer behavior showed that creation is inherently iterative. Rather than treating refinement as an edge case, I designed Create with Alexa around iteration as the default flow, enabling customers to shape outputs step by step instead of restarting or abandoning their work.
How this work affects my design approach
I was the UX Designer responsible for Create with Alexa, covering generative writing and image creation across Echo devices, the Alexa app, and the web. I owned how customers initiate creation, refine outputs through conversation, and build confidence in what Alexa produces.
Because this was Alexa’s first generative AI product, output quality and UX were tightly linked. A key part of my role was partnering closely with engineering and applied science to shape prompt instructions and refinement behaviors so writing outputs were clearer, more intentional, and easier to correct when they missed the mark. While I did not train models directly, my work focused on ensuring the experience reliably produced competitive results.