Amazon Dash


Amazon Dash

Amazon Dash preceded the Echo (Alexa) as the first voice-powered shopping experience for Amazon customers.

Role: Lead UX Designer, User Research

Launch: April 2014, now sold as Dash Wand.

Lead early-stage UX designer working with internal teams and Lab126 in Cupertino. I was involved in initial user research and hardware development, and designed the initial core UX. I also worked closely with marketing and product teams on launch materials, and wrote the launch page copy that was widely quoted in the media. 

UX Design. I designed the UX for both the hardware set-up and the web experience. I worked closely in sync with the product team that later released the Amazon Echo. 

User Research. I worked with Lab126 (hardware lab that produces Kindle, Echo, etc) to find and prep existing AmazonFresh customers for in-home research. I also worked with their researchers and designers to educate them about our customers and grocery shopping patterns. I attended in-home sessions and was involved in interpreting the learnings toward hardware design and web UX.


Device Set-Up

Problem: Amazon Dash (project name: Rio) is a headless wi-fi device with no screen. 
Solution: The barcode reader is used to set up the device on a home network.

Input Recognition + Product Matching/Disambiguation

Product matches and accuracy/confidence levels vary widely — from exact matches on scanned items to ambiguous voice entries, and everything in-between. Over time, the service machine-learns and improves the confidence level of items, with the goal being to make shopping this way as quick and seamless as possible for customers.

The screen below shows several different cases and how they are handled: 
Barcode perfect match + suggestions 
Voice high-confidence suggestions 
Voice medium-confidence suggestions 
Voice ambiguous, partially-recognized 
Voice indecipherable 
Barcode item not available on AmazonFresh or Amazon Barcode indecipherable 
Barcode item available on but not AmazonFresh 
Voice understood but not matchable to anything on Amazon or AmazonFresh


Offline to Online Activity Feedback

Customer goes to AmazonFresh site after scanning or speaking items and sees them either already added to their cart (in the case of exact matches) or notification to manage lower-accuracy items.