A project to improve the user experience of Audiobooks NZ desktop website
Looking at the whole landscape of audiobooks, audible.com has been traditionally the place to go when looking for an audiobook.
In recent years there have been lots of nationally based audiobook stores popping out, with more local content.
A project to improve the user experience of Audiobooks NZ desktop website
Looking at the whole landscape of audiobooks, audible.com has been traditionally the place to go when looking for an audiobook.
In recent years there have been lots of nationally based audiobook stores popping out, with more local content.
MY ROLE: UX/UI DESIGNER
Redesign the buying experience with the aim to increase sales and subscriptions
LENGTH
10 weeks
PLATFORM
Desktop website
TOOLS
Figma, Miro, Jamboard, Photoshop, Post-Its
SKILLS HIGHLIGHTED
UX/UI Design
User Research
Competitor Research
Stakeholder Interview
User Interviews
Empathy Mapping
User Persona
Affinity Diagram
Usability Testing
User Flow
Wireframing
Click-through prototyping
Client Pitching
Business Objectives
1. Convert more retail customers into subscribers
2. Generate more sales, at least 20% increase
The Challenge
To distinguish Audiobooks NZ as ‘not just another big American company in the market’. “We are a local company, producing local content”. To get more people returning to the website and become subscribers.
01.
The Problem
Potential subscribers are having difficulty navigating the website to find information about how to subscribe to the service, browsing for content, buying an audiobook, and downloading the free audiobook.
02.
The Solution
To design a clean, easy-to-navigate website, where users can find what they are looking for, fast and with easy and transparent information so that they can buy an audiobook and/or subscribe and download the free book.
My Process
I followed human-centered design and Agile UX design thinking process, to make sure that my design decisions are supported by user research and feedback.
RESEARCH
(Discovery Phase)
The Beginning
I started with identifying the business goals and key points of the current market by conducting a stakeholder interview with the CEO of Audiobooks NZ. I then created an empathy map to understand the pain points and gains of the existing Audiobooks NZ website.
03.
What are the main gains?
- New Zealand content is produced locally
- The huge trend to support local companies
- High awareness of new local content
- A higher percentage of royalty
04.
What are the main pain points?
- Low conversion rate from retail to a subscription model
- Confusion on how to download a free audiobook
- Users unaware of an extensive catalogue
- Users struggle with the transition between desktop and app
Competitors Research
I conducted competitors research to see what direct competitors are doing differently.
05.
What are the main findings?
- All of the competitors have logical and consistent e-commerce features such as login, sign up and subscription
- In order for Audiobooks NZ to stay competitive, we must implement those features.
Understanding Users
I conducted direct interviews with people who listen to audiobooks and potential users, between the age of 35 and 58, to learn more about their needs and goals.
The resounding theme of those interviews was that users don’t have enough time to read books, so they love the experience of listening to audiobooks anywhere while driving, walking, or in the garden.
Here are some of our users’ quotes:
SYNTHESIS
(Defining Phase)
Based on my research I created personas for two types of users:
Active user of audiobooks services
Potential user of audiobooks services
Early Usability Test
I conducted usability tests with 'Active' and 'Potential' users of audiobook services, to identify the main pain points of their experience using the existing Audiobooks NZ website.
Here is a short video of one of those tests:
Affinity Diagram
I collected information from the usability testing and created an affinity diagram to identify some of the users' pain points.
06.
Usability testing
I asked 4 users to complete the following tasks on the current website:
- Show me how to buy an audiobook
- Find out how to get the free audiobooks
- Find how much is the cost of the subscription
- Find more info about a selected title
- Find about upcoming releases
07.
Main pain points
- Confusion by the site navigation
- Confusion by the cost of subscription and the process to get a free audiobook
- Users didn’t like to be taken away from the audiobooks website to watch instruction videos
These are some results of the usability testing:
UX Flow
I improved the user flow so that our active users of the platform, like Nathan, are able to find information about upcoming releases and account details; and our potential users like Victoria, have clear and transparent access to everything they need to know about purchasing an audiobook.
Existing User Flow
Improved User Flow
IDEATION
(Design Phase)
Low-Fidelity Wireframes
I used the Crazy Eights method to create a number of different ideas in a short period of time, to address the pain points found in the usability test.
Mid-Fidelity Wireframe
After analysing my sketches I selected the layout that was easy to navigate with clear CTAs, then I created mid-fidelity wireframes using Figma.
PROTOTYPING
(Delivery Phase)
High-fidelity Prototype
Following the brand guidelines, I assigned the colours, fonts and shape of UI elements, and started designing the high-fidelity mockup in Figma using the wireframe as reference.
09.
The solution
- Creation of two-layered navigation bar
- Prominent search bar
- Clickable tiles
- Embedding ‘Tutorial’ video on the homepage
- Adding ‘Coming Soon’ section to the homepage
10.
Design goals
- To make the account details easily visible across the website
- To communicate subscription messaging and details clearly
- To design an easy and clear subscription process
Click-through Prototype
11.
Outcomes
-
After 10-weeks working on this project, I prepared a pitching presentation of my user research, design, implementation and user testing
-
The client was impressed with the findings of my UX research and high-fidelity clickable prototype and took on board my recommendations to improve the user experience of the existing website
-
The first stage of updates has been completed on the desktop website
12.
Next step
- I will continue to assist with refining the user experience of AudiobooksNZ.co.nz
