Case Study — UX/UI Design
Adding a new feature to enhance the user's social experience.
01 — Objective
Background
For this project, I've chosen to enhance Audible with a new feature because while it's well-established and useful, most users think it still has much room for improvement, especially when it comes to sharing their favorite books with fellow users.
02 — Research
Since Audible is the first audiobook app to have this kind of feature I needed to look outside of their direct competitors and general secondary research. Researching indirect markets was incredibly valuable because I was able to find apps that include social media elements but aren't social media companies. In particular I found that there are two apps within the Health & Fitness market that use social media to connect users yet the apps main focus is still on the individual's fitness progress. Below I've noted what screens from each app inspired the screens on the new Audible feature.
Strava
Lets you track your running and riding with GPS, join Challenges, share photos, and follow friends.
WHOOP
An app that automatically tracks your body's unique physiological state to determine your personal readiness to perform each day.
Interview Questions
Interview Answers
Most participants have had an overall positive experience using Audible. They enjoy Audible for its features like the timer, precise control of listening speed, and large icons while in Driving mode. Participants use Audible during their commute, while doing household chores, and while exercising. They occasionally share books with friends by sending screenshots or using the share button. The participants rarely share their books with friends because there's not a convenient way to share. They expressed that they would love to share their books if there was an easier way to do so. Overall most participants noted that a social and sharing aspect is lacking in the app.
Interview Findings
The participants enjoy Audible but it's not an app that completely fulfills their wants — in particular most participants mentioned wanting an easier way to share what they're currently listening to as well as what they've read and would like to read. Based off my findings I decided to create a Book Clubs feature that will give users a more social experience, allowing them to connect with fellow users without making Audible a full on social app.
Participants share books occasionally by sending screenshots, but rarely because there is no convenient in-app way to do so. They expressed that they would love an easier path.
Across all 9 interviews, a social and sharing aspect was identified as the biggest gap in the Audible experience. Users enjoy the app but it does not fully meet their wants.
Although competitors are unlikely to surpass Audible in scale, they could attract users through new features. Being proactive about unmet user needs is critical to protecting loyalty.
03 — Define
Based on interview findings, I decided to create a Book Clubs feature that gives users a more social experience, allowing them to connect with fellow listeners without making Audible a full social network.
Key insights
Usability Testing Iterations
Using Figma I created a low fidelity prototype of the wireframes and conducted one round of usability testing with 3 participants between the ages of 25 - 40. Based off of the users' feedback I made changes to a couple screens.
04 — Design
UI Consistency
Audible has a fully formed UI kit but unfortunately, it's unavailable to the public. Nonetheless I was able to recreate almost the exact same UI in Figma.
Final Prototype
With the UI & UX fully developed I was able to digitize my final design. I created 5 flows (total of 12 screens) that are used for the prototype. Each flow has a specific situation that guides the user. Below are videos that demonstrate each flow.
Usability Testing
Using Figma I created a high fidelity prototype for the mobile app. I conducted remote usability testing with 6 total participants — two types of users: the first 3 participants are current Audible users, the last 3 participants are audiobook users but they do not use Audible. I gave the users a few situational tasks based off real life situations so they could explore all possible flows. You can test the prototype yourself.
Usability Test Findings
All participants navigated the UX with ease, they commented that it's intuitive and straight forward. They also noted that the UI was very consistent with Audible's current UI. All of the Audible users have a GoodReads account (a book club app) — unprompted, they all said that if Audible actually added the Book Clubs feature then they wouldn't need their GoodReads account. Two of the non Audible users have GoodReads accounts, they mentioned that if Audible created a Book Clubs feature then that may sway them to start using Audible and leave GoodReads. All participants love the idea of consolidating content and book clubs within the same app.
Final Feature Flows
05 — Conclusion
Challenges & Decisions
UX Challenge: Users' wants aren't being met.
UX Design Decisions: Create a feature that gives users the ability to share books and ideas within the app. Also, to create a feature that allows for the scheduling of virtual events.
UI Challenge: Keep the feature's UI consistent with Audible's current UI.
UI Design Decisions: Use the same color palette, buttons, alignment styles, and sizing. To use fonts that closely match Audible's.
Some users are content with the Audible app and others are looking into new apps that better fit their wants. Although Audible pleases many of their users, to attract new users and keep the loyalty of their current users, it's important to be innovative. Many users have expressed wanting to share their reads and have discussions with fellow Audible users within the app. Creating a Book Clubs feature that promotes social engagement by sharing books and scheduling virtual events is a great addition to the app. It allows users to be social which is especially important during the pandemic. It also allows users to read more and discover new books. Lastly, in general it's an excellent way to attract new users (who may switch to Audible from a competitor).
Next Steps
To create additional pages and flows. Public Clubs will be the first new page / flow. Also, to create forms for the submit buttons within the current Private Clubs flows. After, I would perform additional usability tests and update the design and prototype with the user feedback.
