To pay homage to the original look of Alexa, we refreshed her voice chrome through light. Just like how light in movement is photographed, Alexa’s new visual captures the fluidity of her responses and nods to the flexibility of her experiences with an approachable and comfortable, magical moment.

I helped conceptualize the idea, and then owned development of the visuals over several months — working closely with our executive creative director and refining movement with the motion team. The team and I sketched, designed, and animated over 20 different concepts before getting to a system we felt confident about!

With the foundation of a refreshed system complete, the team set off to tackle another question. What can we do to express personality? Greetings (good morning, goodnight, hello, goodbye), emotions (gratitude, empathy, joy), actions (jokes, telling stories, initiating games), and more — we figured, could all be expressed through light movement.

By having defined light movement as our core principle, I designed visual concepts and developed the art direction for Alexa’s personality visualizations, now dubbed Alexicons! I created the initial production set, kicking 40 icons over to the motion team with individual treatment.

Thanks to our partnership with Good Secrets, I was able to take point in leading visual direction, and together, we’ve churned out over 100+ new, unique Alexicons. They’re so loved, you can also see them in partnership with Chris Hemsworth, and on The Tonight Show.

As various teams continued their efforts to expand Alexa’s capabilities, they looked to Alexicons for opportunities to elevate our customers’ visual experiences. The first integration of new Alexicon styles came with collaboration with the Alexa Mobile team, and their development of Alexa Personalities.

The team looked to me for visual UX guidance and direction. How could we evolve Alexicons to communicate further personality, without straying from our foundations? I created multiple styles to reference different characteristics, and experimented with color. This feature was launched recently in the Summer of 2026, and continues to grow today.

The other half of Alexa’s new experience is her conversation interface on Echo Show devices. The team — having developed the core interactions and designs of Alexa’s new home — gave me the role of bringing the conversation surface to a fit-and-finished polish. This meant ensuring alignment with the new attention system, iterating on edge case scenarios, and refining the specifications for engineering development. It was a final, 30-day sprint with all stakeholders!

My team and I worked endlessly to develop Amazon’s latest font, currently delivered on Alexa.amazon.com, and the Alexa mobile app. The development of Alexa Sans took the majority of 2025, and a huge partnership with specialists in designing fonts.

While Grilli Type took on the primary creation of each letterform, our role was to ensure that the entire typeface and its variable styles was optimized for Amazon devices. It also needed to be a modern evolution from the first typeface, Amazon Ember.

I’m extremely grateful to have been given ownership over such important features of Alexa+. For a high-valued, well-known product and brand, it’s been rewarding to have taken a role in setting a foundation for how Alexa’s design system evolves to an AI-powered LLM.

A big shout out to the following team members who have helped me grow, and who have taken a huge role in working to develop this work with me (๑ > ᴗ < ๑).

Since reaching milestones for launch, I’ve been working on envisioning what’s next for Alexa’s agentic evolution from a design system perspective. To dive deeper into my areas of ownership, or chat more about visual systems, I’m one email away.