Problem: A couple of years ago, Amazon launched Alexa Care, a connected elder care service. It was a bit of a flop, let down by muddled messaging, no defined target audience, and a landing page that suffered from both. But Amazon believed in the service and wanted to reinvent it, rename it, and reintroduce it.
Solution: First of all, we defined who our audience was: caregivers. That did a lot to clear up messaging. Second, we overhauled the site UX. No more reading one side or the other and trying to decipher which part was relevant. Third, we rolled it out as a headline item at Amazon’s big product announcement event under a new name: Alexa Together.
Result: A page that knows who it’s talking to, what it’s talking about, and why it’s relevant and valuable. Don’t believe me? Take a look at the old page.