Audible’s Membership Detail Page

I led the Membership Detail page unification, designing the mobile-first web Membership Detail Page for both Audible Web and Amazon.

My Role
Sr. Product Designer

Results
+25k membership signups YoY
+$3.4M in revenue YoY

Company
Audible

Customer problems
Membership plan comprehension
Accessibility

“Wait, what’s a credit?”

- most prospect Audible customers

The previous membership detail pages on Audible and Amazon.

From a few different rounds of UXR, our Web Growth team heard that prospect customers didn’t quite comprehend everything they were signing up for at Audible, even when reading about membership on the Membership Detail Page.

In addition to comprehension issues, the Membership Detail Page was inaccessible and needed to be fully screen reader accessible. The team also needed to unify the code source for both Audible and Amazon surfaces, since they were on completely separate stacks and owned by different teams.

Working with 2 different Product managers and engineering teams, I drove the designs and cross team alignment, successfully re-designing the Membership Detail Page for both Audible Web and Amazon.

How I helped customers find the right plan for them.

  • Prioritized Core Customer Needs

    When I audited the current experience, it became clear that we needed to clean up the UI and simplify the page to just the core member benefits and perks, giving the page a streamlined feel.

  • Improved Copy Comprehension

    Previous UXR and testing identified crucial gaps in comprehension. Working with product marketing and legal, we identified key language gaps and experimented with copy updates to improve.

  • Accessibility First Unification

    The Membership Detail Page needed to be fully accessible, so I kept core accessibility principles in mind like utilizing headers, design system components, and focus order documentation at the forefront of my designs.

Experimental design system component.

Copy tweaks go a long way

To assist prospect customers in comprehending their plan options, I tested a comparison table snowflake design system component.

Testing results:

Over a 21 day period, +8k more customers chose the most common plan type and -8K less chose the lease common plan type. With this choice, there was limited movement from one plan type to another after trials ended.

This signaled that the customers were comprehending the chart and right-sizing their initial membership plan choice.

Did the overall re-design help prospects [and Audible]?

Yes!

In our rounds of copy testing, we found clearer language and design components to help illustrate Audible’s offerings. Customers audibly gave us our final copy tweaks to help them understand the membership types.

During production testing, we saw our pages increased memberships by 25.7k sign ups (YoY) and revenue by $3.4M (YoY).

Example:
“Get 1 credit a month to buy any audiobook from our entire collection. Yours to keep, even if you cancel.”