Fire TV Search AI Project
Project Intro
I worked as the solo designer for Amazon’s AI Fire TV Search Project - this was a new feature that enhances content discovery by enabling users to easily pivot and find the results they seek with greater relevance and speed by searching by voice.
Role & Timeline
Lead UX Designer, project launched at the Fall Project Demo and launched in 2024.
Design Process
I evaluated various options to determine the most impactful designs — the following designs were considered.
Filters
Filters allow our customers to see how their query breaks down (show your work)
Additional suggestions can be easily added (e.g., genre, year, actors, themes, award type, etc.)
Additional content row allows customers to see relevant results or pivot their browse journey
Inline Prompts
Inline prompts allow our customers to see the vastness or contextually relevant search queries we have on FTV
Simplifies what customers have to say — ability to select long phrases via remote which is faster than voice
Customers can learn what type of phrases or questions they are able to ask
Additional content row allows customers to see relevant results or pivot their browse journey
Inline Voice Hints
Inline voice hints enable us to be very specific with the suggestion
Additional content row allows customers to see relevant results or pivot their browse journey
Hints can be contextual based on previous query, as illustrated here
Final Designs
Fire TV's new Alexa-assisted search feature, "Fire TV AI-powered Search", and it works by combining generative AI with your Fire TV's library of movies and series from top streaming platforms to enhance search results, how you browse, and what content is recommended to you.
Outcome
During the Fall Demo Event was debuted - this product was launched in 2024.
Press & Buzz
From Techhive: “...during Amazon’s demo on Wednesday, the company also showed off how its new LLM (large language model) could turbo-charge Alexa’s Fire TV search capabilities, helping it dig up relevant movies and TV shows with far more casual queries than were previously possible. For example, an Amazon Fire TV exec demonstrated how Alexa on a Fire TV device could answer queries such as “show action movies for me,” and then answer follow ups (minus the wake word) such as “show me the ones I don’t have to pay for” and “show me ones I haven’t seen yet.” The show stopper was this query: “Search for that comedy by, you know, the guy who played the lawyer in Breaking Bad,” and Alexa quickly called up the TV series Lucky Hank starring Better Call Saul actor Bob Odenkirk.”