Alexa Smart Basket for groceries

Overview

Alexa Smart Basket is a personalized grocery shopping experience designed to reduce the time and effort it takes for busy customers to build their weekly grocery orders. It surfaces smart recommendations based on past purchases, trending items, and deals, and allows customers to bulk add items to their cart with a single tap.

My Role

As Senior UX Designer, I led the end-to-end UX and UI for this initiative. I collaborated with stakeholders across India, the US, and Canada, and was responsible for driving the vision, prototyping, and final experience. I also presented key milestones to Amazon’s VP-level leadership and led a design workshop in New York to align cross-functional teams on a 3-year roadmap. This feature was the Minimum Lovable Product (MLP) from that vision.

The Problem

Ordering groceries online is a recurring task that takes customers 30 to 60 minutes per session, with users manually searching for 10+ items. This process is time-consuming and mentally taxing, especially for working professionals.

The Solution

Smart Basket surfaces a pre-checked list of recommended items based on the customer's purchase history, blended with trending and deal-based suggestions. Customers can:

• Add all items to their cart in one tap
• Uncheck what they don’t need
• Explore better alternatives using visual cues like badges and "More options"

Key Features

• Widget on the Fresh homepage showing 12 personalized items
• One-tap bulk add-to-cart with editable selections
• Visual hints for alternate items (Supersaver, Best Seller)
• Savings summary and contextual CTA updates
• Smart refresh and cart-aware behavior
• Undo/edit options for error recovery

Outcome

Smart Basket was designed as the first step in a multi-year vision to make grocery shopping faster, smarter, and more intuitive. It not only improved conversion but also laid the foundation for more predictive and proactive shopping experiences across Amazon Fresh.