Audible's Directional Nudge
Audible is an Amazon company that produces and sells audio entertainment on a subscription-based model. Users sign up and receive one new audible book per month delivered through their app. This lets users consume content at any moment when their hands are busy, but their minds are free.
Audible is not a new player in the digital space. It was launched in 1995 and acquired by Amazon in 2008. Over the years the platform has changed significantly to integrate with Amazon and provide a better user experience, and many loyal users have stayed with the app throughout this process. Because of this, Audible has to cater to how the app previously worked, and how it works now.
Why this is really good UX:
- Login walls frustrate users because they disrupt their progress, and it is worsened by the fact that users have to exert effort to remember what personal identifier they used—email, username, social login, phone number, etc.—across the numerous accounts they have. To avoid adding any additional strain, Audible delivers useful information upfront, so the user does not have to guess what personal identifier to use
- The selection defaults to “Sign in with email. Used by almost everyone,” guiding the majority of users in the right direction to save time, effort and thought. This is otherwise known as a “smart default” which caters to the needs of the many.