GLOBALIZATION

The Team

I worked on the ‘New Business’ team, which played a key role in the globalization of Audible. Globalization encompassed many projects over the two years I was at Audible.

Shortly after I started at Audible, a few big shifts were coming into the foreground— For one, we began the shift from a credit model to an AYCL streaming (“All You Can Listen”) model to align more closely with market expectations of subscription services. We also began launching new marketplaces where we didn’t yet have a presence, like Spain.

The Project: Spanish Launch

Our challenge was that we were simultaneously launching in a new marketplace with new business rules (Spain), but our product still had to work in existing marketplaces with other rules and existing users (example: Germany). While it’s efficient to launch the exact same product everywhere, one-size doesn’t fit all and it was our job to find that middle ground and make it happen.

Approach & Context

Through working with our international partners and conducting many rounds of research, we tried to answer questions such as What’s important to our listeners in Spain? How will basic design components have to change when the copy is suddenly twice as long in German? Our research uncovered a world of unique & bespoke ideas/ requests/ behaviors/etc. that were crucial to the design for each marketplace. After establishing marketplace specific considerations for Audible Spain, we produced documentation and designs for every part of the experience that would deviate from the business model changes in happening the US.

personal contribution

Working on these projects, I was able to touch almost every part of the experience, which was valuable to my own learning early in my career. On the research side, I created a comprehensive analysis of Audible and its international competitors, spanning from quantifiable data to qualifiable insights such as culturally significant considerations.

On the design side, I worked to standardize the Product Detail Page (PDP) and Search experience for Spain and Germany to both follow the new Global Model changes and integrate the marketplace considerations and requirements from our international partners and stakeholders. This involved providing high fidelity wireframes for each possible use case for PDPs and Search screens, as well as E2E prototypes for core flows such as content and membership acquisition across member types.