Alexa Responses

Adding Hardware Motion to Express Personality

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

Other Works

Echo Show - Home SystemUX & Interactive
BigTime MobileUX & Interactive
Amazon - Alexa WidgetsUX & Interactive
BigTime AI AssistantUX & Interactive
BigTime TimersUX & Interactive
BigTime Report CenterUX & Interactive
A New Design SystemUX & Interactive
Amazon - AmazeConPrint, Branding
White Label Finance AppUX & Interactive
Wedding Branding SuitePrint, Branding
Dear GretchenBook, Print, Photography
Minus The Bear - Infinity OverheadMusic, Vinyl, Lettering, Print
Minus The Bear - Lost LovesMusic, Vinyl, Lettering, Print
Minus The Bear - ApparelPrint, Illustration
Aleve - Pain ReliefMotion, Storyboards
Minute Maid - NaturalsMotion, Storyboards
Stride Rite - Glitzy PetsStoryboards, Commercial
Coca-Cola - TastemakerInteractive, Motion, Storyboards
Washington LotteryMotion, Stroyboards
Minus The Bear - Record Store DayMusic, Vinyl, Lettering, Print
April Showers Bring May FlowersTypography, Print, Font
Coca-Cola - AhhMotion, Illustration
Clorox - Fashionably CleanMotion, Storyboards
J-Power - Powered by NatureMotion, Storyboards
Taco Bell - Doritos LocosMotion, Storyboards, Photography
Shoe Carnival - HolidaysMotion, Storyboards
Sony - The Color of SportMotion, Storyboards
Chase SapphireMotion, Storyboards
Nike: Here I amMotion, Storyboards
AudiMotion, Storyboards
T.Rowe PriceMotion, Storyboards
Betsey JohnsonMotion, Storyboards
Ross: A Brand New DayMotion, Storyboards
Shell: ScientificMotion, Storyboards
Honda Odyssey: Soul TrainMotion, Storyboards
SunsilkMotion, Storyboards
Pretty PicturesLogo, Print, Branding
PeoplemoverMusic, Lettering, Print
Wrapped ApparelIllustration, Apparel
Vacationer - MerchLettering, Print
The Wise OwlLogo, Print, Branding
BloomLettering, Drawing
Minus The Bear - BloomLettering, Drawing
Heck Em'Lettering, Digital
Boss BabeLettering, Digital
Say Hi!Lettering, Marker
Floral "E"Lettering, Drawing
Chiseled "C"Lettering, Digital
Curly "A"Lettering, Pencil, Pen
Be BetterLettering, Marker
SeattleLettering, Digital
Forever FriendLettering, Digital
Totally Awesome!Lettering, Digital
Blood Peach BelliniLettering, Marker
Consistency is KeyLettering, Marker
Dapper TIL DeathLettering, Marker
Duotone "D"Lettering, Digital
Easy Does ItLettering, Digital
FlowingLettering, Marker
Take a Break!Lettering, Digital
Thrifty BitchLettering, Digital
PreciousLettering, Marker
Weak SauceLettering, Marker
The Food Pun SeriesLettering, Digital
Forged in OakLettering, Branding
TranquilLettering, Marker
Hell YeahLettering, Digital
Stanford AerobicsLettering, Print
Clocks SystemUX & Interactive, Illustration
View