Audible OOBE Upsell Design Guidelines
for Multi-Modal Alexa Devices
Role
Lead GUI designer
Responsibility
Led Audible OOBE upsell design guidelines for multi-modal Alexa devices
Collaboration
Audible marketing team
Domain expert - Amazon devices UX team
Domain expert - Amazon devices marketing team
Engineer leads
Product owner
What is Audible OOBE upsell?
The Audible “Out of the Box Experience (OOBE)“ on Alexa occurs during the setup of that specific Alexa device, either on the Alexa app or on the device. This screen experience currently explains what Audible is, and what the customer will get from signing up.
During device setup, depending on a user's eligibility, a user may get one (or more, depending on the platform) upsells for Amazon Prime, Amazon Music Unlimited, or Audible.
OOBE upsell rules
All OOBE upsells use the same rules:
Must be eligible for an Audible trial
A valid credit card on file.
The valid billing address on file.
Must not have been an Audible member or in an Audible trial in the last XX months.
Eligibility for Prime or Music
If on a device that shows only one upsell, the user cannot be eligible for either Prime and Music.
If on a device that shows two upsells, the user cannot be eligible for both Prime or Music.
Audible OOBE upsell screens
ALEXA DEVICE OOBE FLOW
FLOW DIAGRAM
CURRENT AUDIBLE OOBE UPSELL DESIGNS
PROBLEM STATEMENT
As an Audible stakeholder, I want a singular point-of-view on how to represent a baseline Audible upsell design on a new multi-modal Alexa device.
BUSINESS GOAL
We want to surface Audible awareness and get more paid memberships by getting more Alexa device users to sign up for Audible trials.
DESIGN GOAL
We want to create a baseline Audible upsell design framework that ensures visual consistency and seamless scalability across all screen-based Alexa devices.
SCALABLE FRAMEWORK
Information hierarchy in portrait
Information hierarchy in landscape
Information hierarchy on Echo Spot
Background color treatment
Due to the limited real estate, OOBE upsell designs on Echo Spot do not support background imagery. Instead, brand color is used as a background for differentiation.