Problem


The original problem was to redesign the audible app. which had a lot of issues with its layout, user interface & general usability being too complex. Users would be confused about how the search feature worked, lack of individual profile support, or how some features were not explained to new users


Solution

So with these problems, I & my team decided to fix Audible's problem while doing it better than audible itself & thus we created 'Bookshelf'.

Main Goals:

My Role

In August 2020, I was tasked with figuring out what are the problems that Audibles consumer's experience through their mobile application.

How I was Involved

  • User Interface Design
  • Prototype
  • Documenting & Understand UX Research Patterns
  • Research Coordination

The Process


Objective

Creating a simple & more holistic experience for audiobook users.

Outcome

A redesigned product that is more communicative about it's features whilst having a more self-explanatory user interface for it's users.

Research: Competitor Analysis

Research

Interviews

12 Interviews
  • Casual Listeners
  • Bookworms
  • Newbies
Interview - Stats
1

58.3%

Interviewees read books casually prior to getting into audiobooks.
2

44.4%

Did not know about a the credit system or a specific feature if they had used audible.
3

50%

Of Interviewees thought that the search feature within Audibles app was confusing or not well organized.

Hypothesis


People who listen to audiobooks want to have the convenience of picking up where they left off anytime, being able to multi-task, & use audio as a way to immerse themselves in the experience.


Points of Emphasis

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Interviewee Quotes


Affinity Mapping - Interesting Insights
1

3/12

Participants are students
2

83.3%

Think that narrators matter when it comes to listening to audiobooks
3

57.1%

Of participants use Audible vs other platforms
Research
Affinity Mapping

Once we had finished that, we went onto the pattern-seeking phase. The challenge of this part is thinking up different kinds of themes for the patterns we found & seeing if there was a specific link to each of them.

Personas
Design Iteration

With all of the research we've done, we decided it was time to go into the design iteration phase. We decided to create a few different personas to help us map out whatever different user flows that we should focus upon. ​

We had a few different challenges that we had encountered: Two of our created personas were too 'similar' so we had to decide what to do with them.

We realized that we did not account for a few different use cases and so we had to reiterate our proto personas.​

We have created 3 different personas representing different use cases & essentially - users.

design interation
Joourney Mapping

An example of one of our persona's journey of her usual day and when she would use the audiobook application. This gave us insight into how these fictionalized people would act in a real setting.

Brainstorming Solutions
Design Iteration

So me and my team have mapped out our personas journey but now we had to take a look at what are some of the problems that our interviewees had mentioned or any problems we think may be relevant and how can we solve those problems? ​

Essentially we took a page out of the 'Jobs To Be Done' model & thus we mapped out in tiers of problems we may face and potential solutions we have thought of.

design interation
Conceptualization

When conceptualization began we listed the pain-points that we found with all of our research and decided to map out our goals with all of these pain-points. This also gave us insight as to how our MVP would focus upon.

Information Architecture
Design Development

I and my team analyzed Audible's current information architecture and looked at what was wrong then create a simpler information architecture for our own application, whilst using all of the research that we had acquired to aid us in this exercise.

design Development
User Task Flows

When conceptualization began we listed the pain-points that we found with all of our research and decided to map out our goals with all of these pain-points. This also gave us insight as to how our MVP would focus upon.

Prototyping

This is where all of my research culminates into design work & create a real prototype

Prototyping
Mid Fidelity

These are the 2nd iterations of our app. We essentially tried to streamline our app by decreasing the number of screens we've had for each flow.

After this iteration, we did ask some of our participants to give us feedback about the overall design.​

We had some design challenges that we had faced such as:
- Not having a unified design system
- Rethinking some of our user flows.
- Taking out the tooltips on the New User flow
- Adding a free trial & changing payment screen
- The book payment screen for the Becca flow
- Have some differentiation with the Kids profile flow

Overall we are nearing our final iteration and a lot of our design language is solidified now.

Prototyping
High - Fidelity

These are the Final iterations of our app. We believe that the addition of colors and animations have helped our application's usability & has made some things easier.​

We had some design challenges that we had fixed such as:

- Having a unified design system.
- Fixing some of the problems by having animations and colors.
- The onboarding progress bar can be clickable
- The payment for a book is easier & quicker
- More depth in the app in terms of features.

​Overall the app has been finished but now it's time to see how it looks in motion.

Onboarding

Onboarding for a New User in order to give a better understanding of features. It is smooth and friendlier to new users

Searching for a Audiobook

Searching and sampling a book then going back to a book you recently played.

Buying a AudioBook

Buying a book in the kids section with a credit to show off the buying system

What Have I Learned?

Strategy

For myself, I had wanted to stick with the core pain points and keep them as the primary focus for me and my team.

​It is easier said than done and keeping my cohorts in check wasn't too difficult but everyone had great ideas, we all did. However, we just didn't have the bandwidth to implement them or to create a plausible/realistic product.

Ideas are great, creativity is fantastic but the strategy itself is where everything begins to take shape. As creative director Stephen Gates puts it "strategy gives us answers, it gives us the walls to the problem that let us figure out what's the opportunity and the insight".  

He's right, having a clearly defined strategy let us not lose sight of our overall goals but made us ask ourselves "how do we solve the problems that we want to solve?"

Managing Time Constraints

There were a lot of great ideas but not enough time to implement them unfortunately and thus we had to scrap a lot of our ideas such as;

I do think that I and my team were able to create a product that streamlined the entire process that audible had failed to do for people and make it less confusing for people to navigate through.


Personal Notes


For myself personally, it was the first time that I had to lead people throughout the UX process using my previous knowledge as a way to make concepts clearer for my teammates. It was an honor to help them learn and encourage them to push the limits of their capabilities.

I had previous knowledge and experience, so this opportunity allowed me to increase my own foundational knowledge by reiterating what I've learned beforehand while also finding new resources that were not known to me.

Leading two people that were completely new to UX gave me more confidence in my own abilities.

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