Designing a seamless and intuitive Audible sign-up process for Alexa users
Audible and Alexa
Challenge
ROLE: Lead Designer - Voice interactions, UX, research, visuals
TEAM: 2 Product managers, 10-15 engineers, 2 design collaborators, consulting from data science, product marketing, and ux research
Increase subscription sign ups for Audible by enabling Alexa users to start free trials by voice.
Designing for voice
So, what types of deliverables do you make for voice-first design projects?
A LOT of Diagrams
Data driven decisions
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Mapping the experience to business goals
User Research
Prototyping and Testing
Real people talking to Alexa and giving feedback on different prototypes created to understand how voice only interactions affect human behavior and expectations.
This is a group of participants interacting with a prototype made for an Alexa device with no screen. Learnings from these sessions informed decisions on what Alexa would say, and the logic behind what was offered at each step.
Analyzing Listener Behavior
Listening data, behavioral metrics, and deep dives into our main competition
Auditing the current state and mapping opportunities
Writing the prompts
Based on what I learned from the user research tasks conducted, I wrote a specific prompt for every use case and consideration
Building logic flows for every use case
End - End Journey Mapping
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Ecosystem Map
Presenting the whole system was an important step in the process. Every interaction with one part of the system - Amazon apps, audible app, Alexa app, Alexa voice powered devices - effects each other part in specific ways. My objective was to ensure a seamless and holistic end-end journey that encompassed every use case and piece of the puzzle.
Impact
When paired with a free book the trial take rate for Alexa users increased by 78% and we reached our goals of building awareness, usage, and trial to paid subscriptions.
Today thousands of people listen to Audible books across smartphones, speakers, and cars, with 82% listened to in the home.
