The challenge
About Content Discovery
Content Discovery also known as Online Merchandising is the strategic team within Audible responsible for the placement, order and discovery of products, collections, and promotions on site that increase customer awareness, engagement and product sales. 
High-level goals
1. Level up 
Improve brand perception and user trust across all sales and editorial marketing by leveling up the overall customer experience and allow users to better accomplish their goals.

2. Consistancy 
Define and create consistent experiences with a centralized design system, a single source of truth, for teams that simplifies the product creation, testing, and development, and ensures consistency across different pages and channels.

3. Efficiency 
Increase iteration speed and faster time to market.

4. Align 
Create a shared design language that improves productivity and team collaboration.
My role
1. Customers Insights & Ideation
2. Co-built the Project Vision & Scope
3. UX /UI
4. Creative Direction
5. Visual Design
6. Development
7. Build / Rollout
Design Process
As a Brand Guardian I care deeply about preserving the integrity of design systems. A key part of my role at Audible was to ensure that the onsite and app marketing experience not only aligned with the greater brand campaign but also successfully translated when scaled and was fully buildable. For me, scalability means making sure everything looks and feels consistant across every device for every single user. Build-ability comes down to managing how resources are leveraged and includes how effectively we use these design systems, as well as how quick designers can deliver a fully integrated campaign to market.

With that in mind, I worked in partnership with the Content Discovery team to develop a new editorial and sale system that would live across Audible's entire customer-facing echosystem. Before I began to design the solution, I first got everyone in a room, layed out some free pizza, and together we audited all of our marketing pages. We discovered that the current system was not only dated and not very inspiring but had a lot of glaring inconsistencies. We counted over a dozen different heading sizes, buttons with varying size and color, and even more frustrating than that, every time we wanted to create a new campaign, we were basically starting from scratch. That initial design sprint laid the groundwork for getting everyone on the same page about improving the system. The goal was to share research, agree on a vision, and find better ways to collaborate going forward.

After that, I set about immersing myself in the new Audible band tookit that was due to come online in the next few weeks, this would enable me to future proof the design system. From there, I sat down with a coffee and trawled through some user testing, surveys and web analytics—which pretty much echoed our thoughts on the matter—this helped frame my thinking that quality artwork coupled with a robust design framework would be crucial for success, everything had to be consistent across the board — typography, sizes, padding, line heights, colors, and grid. The system had to feel part of the overall Audible Design brand and also stand out on various platforms to draw customers in.

Now the fun part begins.

At this point, I began to create some explorationsThis is my way of getting thoughts into visual documentation, it helped me work through ideas and concepts and create a reference point for the final designs. After deciding on which concepts were most promising, opened the floor to debate, opinions, and perspectives in a series of design sprints where I would share concepts and progress with the wider teams. On the whole I received tremendously positive feedback.

Finally, after a few rounds of changes, a series of A/B tests which we reviewed the metrics against our baseline to understand if the solution was performing better or worse, the creation of system guidelines and the subsequent series of designer onboarding sessions the new design system was rolled out & fully intergated and adopted across Audible.
The Solution
Final Concepts
So we had a new design system, and people thought it looked really nice in a variety of places, which has been game-changing for Audible and its teams in terms of efficiency, as well as consistency, and standardization.
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