Alexa Personality Responses

UX Creative Director   |  Made at Amazon Devices, 2021

01    Motion Design by Greg Kaufman and Joey Brown
Illustration by Josh Powers

Adding Hardware Motion to Alexa's Personality
Released with the Echo Show 10

As Creative Director, I led the design of the first motion-based personality experience for the motorized Echo Show 10. Previously, hardware motion was only used for the new follow-me technology used for video calling. This work reimagined how Alexa interacts in physical space, combining motion, sound, and illustration to create responses that feel alive, responsive, and emotionally engaging.

The Team:
Creative Direction: Gretchen Nash
UX/PM: Lauren Foley
Illustration: Josh Powers
Motion Design: Joey Brown, Gregory Kaufman
Sound Design: Sam Koch
Design Technologist: Maxwell Tung
Principal PMT: Arunjeet Singh

First of it's Kind
Brought expressive motion to Alexa responses for the first time on a moving smart display

Embracing Constraints
Leveraged lightweight techniques for layered illustrations to simulate motion within hardware constraints.

Creative Leadership
Directed motion, sound, and illustration teams; aligned cross-functional stakeholders

Deep Cross-Functional Collaboration
Partnered across hardware, UX, and tech to deliver seamless embodied AI

Defined Delightful Prompts
Designed moments like a sunrise animation for “Alexa, have a nice day”

Real World Impact
Featured in Amazon Science for its blend of design innovation and robotics.

02    Motion Design by Greg Kaufman and Joey Brown
Illustration by Josh Powers

Featured Articles:
Amazon Science - Science Behind Echo Show 10
Amazon Science - Intersection of Design and Science

See it on Amazon Design Dribble:
Alexa Responses - Have a Nice Day
Alexa Responses - I Love You