THANK MY DRIVER
Bridging Brand and UX in Amazon’s Driver Recognition Program
THANK MY DRIVER
Bridging Brand and UX in Amazon’s Driver Recognition Program
THANK MY DRIVER
Bridging Brand and UX in Amazon’s Driver Recognition Program
Executive Summary
Thank My Driver is Amazon’s first voice-enabled driver recognition feature, launched in December 2022. By saying “Alexa, thank my driver” through an Alexa-enabled device or the Amazon Shopping app, customers could instantly send gratitude to their most recent delivery driver. During the inaugural promotion, Amazon also rewarded drivers with a $5 bonus for the first one million thank-yous. As creative lead, I designed the end-to-end customer experience and brand expression, partnering with Alexa and Last Mile teams to create a scalable, intuitive interaction that connected two distinct audiences: customers and delivery drivers. What began as a milestone campaign has since become a permanent feature, facilitating more than 40 million thank-yous to date.
Executive Summary
Thank My Driver is Amazon’s first voice-enabled driver recognition feature, launched in December 2022. By saying “Alexa, thank my driver” through an Alexa-enabled device or the Amazon Shopping app, customers could instantly send gratitude to their most recent delivery driver. During the inaugural promotion, Amazon also rewarded drivers with a $5 bonus for the first one million thank-yous. As creative lead, I designed the end-to-end customer experience and brand expression, partnering with Alexa and Last Mile teams to create a scalable, intuitive interaction that connected two distinct audiences: customers and delivery drivers. What began as a milestone campaign has since become a permanent feature, facilitating more than 40 million thank-yous to date.
Executive Summary
Thank My Driver is Amazon’s first voice-enabled driver recognition feature, launched in December 2022. By saying “Alexa, thank my driver” through an Alexa-enabled device or the Amazon Shopping app, customers could instantly send gratitude to their most recent delivery driver. During the inaugural promotion, Amazon also rewarded drivers with a $5 bonus for the first one million thank-yous. As creative lead, I designed the end-to-end customer experience and brand expression, partnering with Alexa and Last Mile teams to create a scalable, intuitive interaction that connected two distinct audiences: customers and delivery drivers. What began as a milestone campaign has since become a permanent feature, facilitating more than 40 million thank-yous to date.
Context
Amazon wanted to celebrate a milestone of 15 billion deliveries while giving customers an easy way to recognize the drivers who make its service possible. The challenge was not only creating a one-time holiday promotion, but also designing an interaction that could scale into an enduring feature of the Alexa and Amazon Shopping ecosystems.
The experience needed to resonate with two audiences simultaneously:
Customers → who wanted a simple, delightful way to show appreciation.
Drivers → who needed recognition to feel genuine, meaningful, and rewarding.
By embedding gratitude into the core Amazon experience, Thank My Driver aimed to strengthen community connection between customers and the people delivering their orders.
Context
Amazon wanted to celebrate a milestone of 15 billion deliveries while giving customers an easy way to recognize the drivers who make its service possible. The challenge was not only creating a one-time holiday promotion, but also designing an interaction that could scale into an enduring feature of the Alexa and Amazon Shopping ecosystems.
The experience needed to resonate with two audiences simultaneously:
Customers → who wanted a simple, delightful way to show appreciation.
Drivers → who needed recognition to feel genuine, meaningful, and rewarding.
By embedding gratitude into the core Amazon experience, Thank My Driver aimed to strengthen community connection between customers and the people delivering their orders.
Context
Amazon wanted to celebrate a milestone of 15 billion deliveries while giving customers an easy way to recognize the drivers who make its service possible. The challenge was not only creating a one-time holiday promotion, but also designing an interaction that could scale into an enduring feature of the Alexa and Amazon Shopping ecosystems.
The experience needed to resonate with two audiences simultaneously:
Customers → who wanted a simple, delightful way to show appreciation.
Drivers → who needed recognition to feel genuine, meaningful, and rewarding.
By embedding gratitude into the core Amazon experience, Thank My Driver aimed to strengthen community connection between customers and the people delivering their orders.
Process
My role began with leading the creative strategy for how Thank My Driver would be introduced and experienced across surfaces. I partnered with stakeholders across Alexa and Last Mile—two organizations with distinct priorities and workflows—to align on goals, customer messaging, and driver communications.
Given the visibility and sensitivity of the program, every piece of messaging required careful review. I worked closely with Amazon’s legal teams to workshop copy iteratively, balancing compliance and risk mitigation with the need for clear, customer-friendly language.
Once aligned, I directed the development of campaign assets and customer-facing touchpoints across Alexa devices, Amazon.com, and the mobile shopping app. The goal was to deliver a seamless and consistent experience that celebrated drivers, made it effortless for customers to participate, and established a foundation for the feature to scale beyond its initial holiday launch.
Process
My role began with leading the creative strategy for how Thank My Driver would be introduced and experienced across surfaces. I partnered with stakeholders across Alexa and Last Mile—two organizations with distinct priorities and workflows—to align on goals, customer messaging, and driver communications.
Given the visibility and sensitivity of the program, every piece of messaging required careful review. I worked closely with Amazon’s legal teams to workshop copy iteratively, balancing compliance and risk mitigation with the need for clear, customer-friendly language.
Once aligned, I directed the development of campaign assets and customer-facing touchpoints across Alexa devices, Amazon.com, and the mobile shopping app. The goal was to deliver a seamless and consistent experience that celebrated drivers, made it effortless for customers to participate, and established a foundation for the feature to scale beyond its initial holiday launch.
Process
My role began with leading the creative strategy for how Thank My Driver would be introduced and experienced across surfaces. I partnered with stakeholders across Alexa and Last Mile—two organizations with distinct priorities and workflows—to align on goals, customer messaging, and driver communications.
Given the visibility and sensitivity of the program, every piece of messaging required careful review. I worked closely with Amazon’s legal teams to workshop copy iteratively, balancing compliance and risk mitigation with the need for clear, customer-friendly language.
Once aligned, I directed the development of campaign assets and customer-facing touchpoints across Alexa devices, Amazon.com, and the mobile shopping app. The goal was to deliver a seamless and consistent experience that celebrated drivers, made it effortless for customers to participate, and established a foundation for the feature to scale beyond its initial holiday launch.
Outcome
Thank My Driver resonated instantly, hitting 1 million thank-yous within 36 hours and generating more than 70 local broadcast placements within the first two days of launch. The success prompted Amazon to relaunch the promotion twice in December 2022, and by 2024 the feature had become a permanent part of Alexa and Amazon Shopping.
To date, customers have sent 40+ million thank-yous, making Thank My Driver Amazon’s first enduring, voice-enabled driver recognition feature. By embedding gratitude into a simple, scalable interaction, we created a mechanism that strengthened customer-driver connection and elevated a critical part of Amazon’s delivery experience.
Outcome
Thank My Driver resonated instantly, hitting 1 million thank-yous within 36 hours and generating more than 70 local broadcast placements within the first two days of launch. The success prompted Amazon to relaunch the promotion twice in December 2022, and by 2024 the feature had become a permanent part of Alexa and Amazon Shopping.
To date, customers have sent 40+ million thank-yous, making Thank My Driver Amazon’s first enduring, voice-enabled driver recognition feature. By embedding gratitude into a simple, scalable interaction, we created a mechanism that strengthened customer-driver connection and elevated a critical part of Amazon’s delivery experience.
Outcome
Thank My Driver resonated instantly, hitting 1 million thank-yous within 36 hours and generating more than 70 local broadcast placements within the first two days of launch. The success prompted Amazon to relaunch the promotion twice in December 2022, and by 2024 the feature had become a permanent part of Alexa and Amazon Shopping.
To date, customers have sent 40+ million thank-yous, making Thank My Driver Amazon’s first enduring, voice-enabled driver recognition feature. By embedding gratitude into a simple, scalable interaction, we created a mechanism that strengthened customer-driver connection and elevated a critical part of Amazon’s delivery experience.