Amazon Emma

A Digital Assistant for Seniors | Future Lions 2016 Winner

Brief

Connect people to an idea from a global brand in a way not possible three years ago.

Video Entry

Award

This entry is one of the five final winners of Future Lions 2016.

Concept

Amazon Emma is a personalized AI that helps seniors to combat social isolation and cognitive decline. It provides both utility and companionship.

Like Alexa, Emma also lives in Amazon Echo. Users can switch between these two AI assistants by calling different names (wake words). Unlike Alexa, Emma is specifically designed to understand seniors better.

Design Decisions

Demographic

Population aging is a global phenomenon. We want to leverage the power of emerging technology for the well-being of all seniors.

Technology

By coupling the voice user interface and artificial intelligence, Emma is ever growing by learning it’s user’s behaviors and ease to use.

Brand

Amazon Echo is the first sophisticated voice assistant in the market. By introducing a new AI character, Echo can cover a new target group.

Interview

For validating the idea, we brought it to target users, professors, friends and family members. We received a lot of mixed feedback, which helped influence our final approach.

Press

Roles

  • Concept ideation
  • UX design
  • Story telling
  • Video editing

Tools

  • User interview
  • Final Cut Pro
  • Adobe Photoshop

Team

  • Xia Du    XD
  • Yanci Wu    XD