Audible Buy Box Framework
Overview
As an Audible member, you can use your member credits or cash to get any audiobooks that you like. With our evolving business models, the buy box framework has helped to set up UX principles and marketing guidance.
ROle
Design Lead
PROBLEM
Our current buy box is hard-coded, not flexible and involve high engineer cost to make any changes, which it’s difficult for our Business and Marketing Stakeholders to reflect or test anything quickly.
Abundance of choices with overloaded info
Based on the assumptions that we have audited on audible web, amazon web, and app, we found that the buy box area has too many options, the message is not optimizable (pricing info repeated), and overloaded with information
Inconsistent Badging placement and Styles
While we dig deeper with our audit, we found out that it’s not just about the buy button; but there’s a relationship between the badging system and the buy box.
How might we optimize the buy box to ensure our users understands the price, the content's unique attribute and the action they should take at every touch points?
We believe by building a flexible and scalable framework that allows marketing partners to rearrange the buy box information will help showing the best price always and reinforce membership value.
PRICE DECOY FRAMEWORK
Badges zone
Badges categorization
CONCEPTS
PROTOTYPE & TEST
RESULTS
Increased revenue by 3.5%
Based on the high-level takeaway, we iterated the design and launched the MVP of the Sale use case in Oct 2018. The launch has highly increased the sale revenue and conveyed better membership value.