Amazon Alexa Supertable: Best Buy Retail Experience
Retail Innovation | Interactive Content
Amazon Alexa wanted to reimagine how customers engage with its smart home ecosystem in-store. The goal was to drive awareness and education through a standout retail centerpiece—one that felt intuitive, welcoming, and informative in a fast-moving retail setting like Best Buy.
Client
Amazon Alexa Offline Retail
Services
Retail Brand Storytelling Interactive Display Design, UX Content Strategy, Motion Direction, 3D Design Direction, Set Design, On-fixture Video Production.
Approach
To maximize the impact of Alexa’s in-store retail space, we structured interactions across three stages of our purchase funnel—Attract, Engage, and Convert.
The concept started with a simple insight: customers don’t always know what Alexa can do until they see it in context. I led workshops to define customer journeys and created storyboards for the digital touch bars, mapping content to common use cases like home automation, entertainment, and voice control. I collaborated closely with motion designers, UX designers, and Amazon’s retail teams to fine-tune the balance of form and function—resulting in a display that educated, engaged, and elevated the Alexa brand within the offline retail space.
Welcome to your Alexa home
With 13+ unique products across 5 rooms, we had to highlight a lot of use-cases in very little time. Strategy became storyboards and storyboards turned into shot-lists. When it was all said and done, we filmed a 45-second attract loop video that not only featured a collection of product stories — but transformed a fluorescent retail display into a fixture that felt like home.
I helped lead the concept and design of the “Supertable”, a flagship interactive retail display built to showcase the full Alexa experience. We combined attract-level motion content with hands-on digital touch bars, allowing customers to explore Alexa’s capabilities in a self-guided, story-driven way.
From UX strategy to motion art direction, I worked across disciplines to ensure every detail—digital or physical—reinforced the idea of the smart home as approachable and connected.
A design system that scales
Our system was so effective, we were asked to scale the thinking into a similar retail display for other Amazon brands including Kindle E-readers and Fire Tablets.
