Audible
Audible
Audible Sleep
Audible Sleep
Creating a new product vertical for the world’s biggest bookstore
Creating a new product vertical for the world’s biggest bookstore
As Audible faced pressure from emerging competitors, the brand needed to find new ways to attract and keep subscribers. I&CO partnered with the brand to identify enter a new category, reaching listeners in a way it never had before.
As Audible faced pressure from emerging competitors, the brand needed to find new ways to attract and keep subscribers. I&CO partnered with the brand to identify enter a new category, reaching listeners in a way it never had before.
CHALLENGE
CHALLENGE
Sleep deprivation as a growing public issue
Sleep deprivation as a growing public issue
1 in 3 Americans suffer from sleep deprivation, and the market for sleep aids is rapidly growing. With this problem in mind, we created a solution to help millions of people get a better night’s sleep.
1 in 3 Americans suffer from sleep deprivation, and the market for sleep aids is rapidly growing. With this problem in mind, we created a solution to help millions of people get a better night’s sleep.
WHAT WE DID
WHAT WE DID
Designing a sleep experience that guides poor sleepers to better mornings
Designing a sleep experience that guides poor sleepers to better mornings
We concepted and created Audible Sleep, a personalized audio experience to help people wake up rested and refreshed.
Unlike other audio sleep solutions, Audible Sleep was designed to work throughout the night, with different types of sound tailored to each user’s preferences and sleep stages. From soothing bedtime stories to white noise to field recordings of grasslands, the extensive content library ensured that everyone could experience the sounds to best help them achieve a great night’s sleep.
Because smartphones’ blue light can harm sleep patterns, we designed the Audible Sleep brand with a color palette and soft visual effects to calm listeners as they prepared for bed.
While initially planned as an app-only release, Audible provided Sleep content for free via Audible and Amazon to help a new wave of people struggling with sleep deprivation during the COVID pandemic, spreading access and support when people most needed it.
We concepted and created Audible Sleep, a personalized audio experience to help people wake up rested and refreshed.
Unlike other audio sleep solutions, Audible Sleep was designed to work throughout the night, with different types of sound tailored to each user’s preferences and sleep stages. From soothing bedtime stories to white noise to field recordings of grasslands, the extensive content library ensured that everyone could experience the sounds to best help them achieve a great night’s sleep.
Because smartphones’ blue light can harm sleep patterns, we designed the Audible Sleep brand with a color palette and soft visual effects to calm listeners as they prepared for bed.
While initially planned as an app-only release, Audible provided Sleep content for free via Audible and Amazon to help a new wave of people struggling with sleep deprivation during the COVID pandemic, spreading access and support when people most needed it.



OUR IMPACT
OUR IMPACT
260K
260K
Downloads of individual Audible Sleep titles in the first 4-5 days, 30% of those from non-members
Downloads of individual Audible Sleep titles in the first 4-5 days, 30% of those from non-members
30%+
Percentage of people who downloaded and re-engaged to try another one within two days
Percentage of people who downloaded and re-engaged to try another one within two days
CAPABILITIES
CAPABILITIES
User Research
User Experience Strategy
UX, UI & Design Systems
Prototyping & Testing
User Research
User Experience Strategy
UX, UI & Design Systems
Prototyping & Testing
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