JEFF PETRICK

CASE STUDIES

JEFF PETRICK

CASE STUDIES

Amazon Halo

Amazon Halo

Amazon Halo

Amazon Halo

Chasing product-market fit

Chasing product-market fit

MY ROLE
Design Lead
USERS
Fitness Lapsed
BUSINESS GOAL
New Amazon Flywheel
CHALLENGE
Product-Market Fit

Nascent multimodal fitness ecosystem

Discover
Activity
Sleep
Nutrition
AI-POWERED FEATURES
Body Composition
Movement
Tone analysis

Unique but disconnected AI-powered features

Discover
Activity
Sleep
Nutrition
AI-POWERED FEATURES
Body Composition
Movement
Tone analysis

Unique but disconnected AI-powered features

Discover
Activity
Sleep
Nutrition
AI-POWERED FEATURES
Body Composition
Movement
Tone analysis

Unique but disconnected AI-powered features

Discover
Activity
Sleep
Nutrition
AI-POWERED FEATURES
Body Composition
Movement
Tone analysis

Unique but disconnected AI-powered features

My start.

The previously delayed v.1 launch is behind schedule

Feed

Feed

“Hub”

“Hub”
GOAL

Unblock engineering

ACTION

Prioritize and finish designs for launch and fast follows.

OUTCOME

Made the launch date!

GOAL

Make the Feed feel personal, helpful, and responsive without personalization

ACTION

Research user needs and create a process for ongoing, responsive, content to address them

OUTCOME

CSAT scores went up and churn rates went down.

Post-launch.

Personalization is not working as designed

Personalization is not working as designed

GOAL

Make the Feed feel personal, helpful, and responsive without personalization

ACTION

Research user needs and create a process for ongoing, responsive, content to address them

OUTCOME

CSAT scores went up and churn rates went down.

App
Highlights
App Highlights
App
Highlights
Milestones
& Insights
Milestones & Insights
Milestones
& Insights
Feedback
Feedback
Nudges
Nudges

Breakout new feature?

Breakout feature?

We used computer vision to create workouts that could see and react to your form.

We used computer vision to create workouts that could see and react to your form.

1

Mirror/cast to TV, then prop up the phone on the floor with the camera angled correctly

2

Coach and video react to your form, tempo, and positioning in frame

3

Post-workout form feedback

3


Post-workout form feedback

3

Post-workout form feedback

3

Post-workout form feedback

GOALS

  1. Decrease setup friction

  2. Make this a key product differentiator

  3. Make the AI feel personal, not creepy, and helpful, not punitive

Action

Stepped in to design the interactive workouts and the companion FireTV app.

Outcome

Interactive workouts became one of our most popular workout types.

GOAL

Test whether this could become a core Halo experience.

Action

Stepped in to design the interactive workouts and the companion FireTV app.

Outcome

Interactive workouts became one of our most popular workout types.

Goal

Create an innovative, sustainable, buildable product

Action

Organized a cross-functional design sprint to reimagine the entire end-to-end journey

Outcomes

All three concepts were combined into our new north star

Sign ups still flat.

People don't need more inspiration. They need a plan, accountability, and help overcoming barriers.

Three strong concepts emerged

1

AI-powered
Personal fitness plan

2

AI-powered
Progress tracking

3

Conversational UI

Three stong concepts emerged
Goal

Create an innovative, sustainable, buildable product

Action

Organized a cross-functional design sprint to reimagine the entire end-to-end journey

Outcomes

All three concepts were combined into our new north star

New north star.

An AI personal trainer in your pocket

HIGHLIGHT
New Visual Direction

Partnered with the brand team as the first step in building a new design system.

HIGHLIGHT
Personalized Fitness Plans

The plan is a commitment, but also supportive and flexible. It anticipates blockers and helps users build resilience as they work through them.

HIGHLIGHT
Personalized Fitness Plans

The plan is a commitment, but also supportive and flexible. It anticipates blockers and helps users build resilience as they work through them.

AI features center stage.

Our novel AI features are now a first step in building a personalized fitness plan

Key differentiator.

Key differentiator.

Our v.1 interactive workouts feature are now core to the experience

HIGHLIGHTS
Baseline interactive workouts

First workout calculates baseline fitness and form to inform workout progression

Checkin interactive workouts

Checkins track progress against the baselines. Makes adjustments as necessary on future workouts. Help keep motivation up.

Checkins track progress against the baselines. Makes adjustments as necessary on future workouts. Keeps motivation up.

12 weeks of work!

A celebration, final fitness report, and nudge for the next round

HIGHLIGHTS
Fitness report card

A look at all the numbers from 12 weeks of hard work, plus areas to focus on for the next 12 weeks.

New Amazon Flywheel

The AI trainer becomes a key component in creating a new Amazon Flywheel. It does this by getting users into 12-week virtuous cycles of improvement or maintenance, while also tying nutritional goals to our healthy recipes, with ingredients easily ordered from Whole Foods via Amazon Prime.

HIGHLIGHTS
Fitness report card

A look at all the numbers from 12 weeks of hard work, plus areas to focus on for the next 12 weeks.

New Amazon Flywheel

The AI trainer becomes a key component in creating a new Amazon Flywheel. It does this by getting users into 12-week virtuous cycles of improvement or maintenance, while also tying nutritional goals to our healthy recipes, with ingredients easily ordered from Whole Foods via Amazon Prime.

HIGHLIGHTS
Fitness report card

A look at all the numbers from 12 weeks of hard work, plus areas to focus on for the next 12 weeks.

New Amazon Flywheel

The AI trainer becomes a key component in creating a new Amazon Flywheel. It does this by getting users into 12-week virtuous cycles of improvement or maintenance, while also tying nutritional goals to our healthy recipes, with ingredients easily ordered from Whole Foods via Amazon Prime.

HIGHLIGHTS
Final fitness report card

A look at all the numbers from 12 weeks of hard work, plus areas to focus on for the next 12 weeks.

New Amazon Flywheel

The AI trainer becomes a key component in creating a new Amazon Flywheel. It does this by getting users into 12-week virtuous cycles of improvement or maintenance, while also tying nutritional goals to our healthy recipes, with ingredients easily ordered from Whole Foods via Amazon Prime.

What happened?

Going from evolution to revolution

v1

Increased CSAT, reduced churn

With personalization broken, designed a process to create ongoing, useful, fun, low-lift Feed content to address users' needs and frustrations

v2

Aligned org on building a redesigned, refocused product

The AI Trainer concept and beta testing had very enthusiastic feedback.

Increased app engagement

Interactive workouts became one of our most popular workout types.

Profitability time horizon proved too much for leadership

Andy Jassy became CEO and brought a more cold-eyed assessment to big bets like this one. He sunsetted the product.

v1

Increased CSAT, reduced churn

With personalization broken, designed a process to create ongoing, useful, fun, low-lift Feed content to address users' needs and frustrations

Increased app engagement

Interactive workouts became one of our most popular workout types.

v2

Aligned org on building a redesigned, refocused product

The AI Trainer concept and beta testing had very enthusiastic feedback.

Profitability time horizon proved too much for leadership

Andy Jassy became CEO and brought a more cold-eyed assessment to big bets like this one. He sunsetted the product.