Designed and launched where any time a customer says “Alexa, thank my driver,” the driver who delivered their most recent package will be notified of the customer’s appreciation.
In celebration of this new feature and the holiday season, with each thank-you received from customers, drivers also received an additional $5, at no cost to the customer. We added the $5 for the first 1 million thank-you’s received.
Five delivery drivers who received the most “thank-you’s” during the promotional period, were also rewarded $10,000, plus an additional $10,000 to donate to a charity of their choice.
Since launch on December 7, 2022, millions of customers engaged with the feature thanking their drivers for their deliveries resulting in 1 million paid “thank you’s” reaching the campaign goal in under 36 hours. We relaunched a few weeks later to match the excitement!
We received an overwhelmingly positive response by customers and drivers in social media. Posts were shared thousands of times across TikTok, Twitter, FB, Instagram, Reddit, and major news outlets.
Katie Staup, above, is one of the delivery drivers for Amazon who was awarded $10,000 from the company as one of the top drivers in the "Alexa, Thank My Driver" promotion. Amazon also donated $10,000 to Staup's charity of choice, Children In Need Inc.
To fulfill the goal of a positive brand image for Amazon, it was important for the feature to not just work functionally but to feel positive.
I owned the end-to-end UX & UI experience across all Alexa platforms including Echo Show devices, and the Amazon app. I was involved in extensive iterations with our legal team to ensure the messaging was accurate while being clear and positive. I also navigated technical constraints to ensure that the feature achieved a positive tone visually - originally considering animation before arriving at a holiday-themed illustration.
Twitter threads with influencers picking up the CX organically
Reddit discussions with drivers appreciating the feature
Tiktok videos.
More than 70+ positive local broadcast placements including NBC, and USA Today.
Also, Beryl Tomay, Amazon VP of transportation, got two positive email forwards from Andy Jassy and Jeff Bezos from real Amazon customers.
I was grateful to work on this project. :)
