When Audible—once a leading purveyor of audio books—can no longer count on its volume alone, how does it maintain its position in the digital audio space?
1 in 3 Americans suffers from sleep deprivation. There is also a disparity in existing sleep aid options. We identified an opportunity to reinvigorate the Audible brand by creating and entering a new vertical.
We designed a digital experience to be used specifically at night by emphasizing gentle motions and calm colors that promote healthy sleep.
"Color Haze" is our signature blurred color effect, designed to add a distinct layer to each image.
This treatment augments the emotional impact of our experience, with a dreamy warmth that draws you in, almost hypnotically.
Early in the pandemic, Audible rushed to provide Sleep content for free via Audible and Amazon in order to help a new wave of people struggling with sleep deprivation.
Downloads of individual Audible Sleep titles in the first 4-5 days, 30% of those from non-members
Percentage of people who downloaded and re-engaged to try another one within two days