Tommy’s Midwife Voice-App for Amazon Alexa & Google Assistant
Updated: Jul 27
From roughly 2018 to 2021 Voxly Digital focused on building Voice Apps for Amazon Alexa and Google Assistant, and we became one of the Top 3 UK based agencies doing this work.
This blog post highlights work from that time and showcases how we approach strategy and execution around cutting edge tech like Amazon Alexa
The Tommy’s Midwife Voice-App for Amazon Alexa and Google Assistant launched on March 26, 2020, to provide users with accessible pregnancy-related advice.
In the months following the launch, the application successfully attracted nearly 1,000 users by the end of July 2020.
Marketing efforts, particularly printed material and paid social campaigns, were effective in driving consistent traffic, establishing the project’s initial footprint in the voice assistant space.
While the core search algorithm is performing well with a 97% response success rate, overall engagement and retention remain limited, as many users tend to ask only two questions before exiting. Insights reveal that users often experience stage-fright, suggesting a need for more proactive content and guided search experiences.
Achieving future growth will rely on optimizing the audio experience, leveraging new features like Quick Links for better visibility, and utilizing satisfaction metrics to encourage peer-to-peer advocacy.
Rozzi Meredith, our Head of Innovation Strategy joined the VOICE Global summit in June 2020 to present our work with Tommy’s Midwife and discuss the insights and learnings from the project.
Direct link on YouTube:
Key Learnings:
Use a layered approach with utterances, tags, and categories.
Test and optimize over time.
Work hard to preserve your Brand Magic.
Give yourself flexibility for the future
Live CMS for agile approach to content
Make plans to integrate into the brand ecosystem & messaging calendar.
Relevancy & timings are key for launch.
The service was shut down in Q1 2023 following a strategic shift in direction.
