Client: Amazon - Alexa Hearables Team

My Role: Lead Strategist & Researcher

Project Goal Definition / Market Research / Primary Qualitative Research / Business Strategy / Product Ideation / User Journey Mapping / Formal Report Writing

Fictive Kin was hired by the Product Management team at Amazon in the Hearables for Alexa department. They were facing a lack of clear direction on which use cases for Alexa in hearables (headphones, earbuds, headsets, etc.) to invest developer time and marketing resources into, so we were brought in to research the full landscape of both hearables and the voice assistant universe, narrowing down into best bets for the business, then prototyping user experiences.

I led the research process, which consisted of 1-1 user interviews, desk research of academic research and industry reports, and 300+ size surveys, all coming together to build a strong case for investing in Alexa for headphone-wearing runners, specifically in moments of voice operated map navigation, texting/calling, and music/podcast control.

The final deliverable was a 33 page formal report covering our rationale and research in depth, using Amazon's internal document format, which I compiled, wrote, and edited. The document served as the kick-off material for our final meeting with the broader Alexa Hearables team and drove a focused, decision-finalizing discussion.

Our Goal:

Identify and design 2-3 hero use cases with the potential to drive significant voice engagement on Hearables.