Fire TV Filters

Project Intro

I worked as the solo designer for Amazon’s Fire TV Search Filters. This allows customers to easily narrow results down to find content they love watching. Filters were a brand new feature to Fire TV.

Role & Timeline

Lead UX Designer, project launched 2020 and has been live since.

Design Process

I evaluated various options to determine the most impactful designs — the following designs were considered.

Filters

Created new state for buttons, first time on Fire TV to have the following states:

    • Focus 

    • Selected 

    • Focus & Selected 

    • Unselected 

 

Filters on Category pages

In addition to the ingress and landing page for the Find Page, I also designed the system customers use when filtering down content.

  • I created a complete new button/pill system for Fire TV. 

  • System was adopted across by other fire tv spaces

 

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.”