ProductSC × Amazon · Winning case study
Audible
Clip & Share
Product Strategy Lead · UX · Growth
A social discovery loop that turns emotionally resonant audiobook moments into shareable entry points for younger listeners.
the behavior
“Gen Z doesn’t just consume content. They collect it, share it, and build identity around it.”
challenge
younger-user growth
product
social audio clips
north star
share-to-play
result
first place
the brief
Audible had the raw material for emotional resonance, but no native way to let those moments travel socially.
In an Amazon-sponsored sprint, our five-person team explored how Audible could improve engagement and trial conversion among younger consumers without turning the core listening app into another social feed.
the audience insight
The sharing behavior already existed.
Fan communities screenshot passages, quote lines in bios, create aesthetic reading content, and use stories to communicate identity. The opportunity was to make Audible a source for that behavior—not build a destination social network inside it.
product principle
Let the moment leave Audible.
Keep the listening experience focused.
the product loop
From private resonance to social discovery
Hear it
A line or moment resonates while listening.
Clip it
Select the moment without leaving the listening flow.
Style it
Turn audio into a visual, platform-ready share card.
Discover it
Friends tap through to play and explore the title.
proposed north star
Share-to-Play
Conversion Rate
The useful outcome wasn’t the number of clips created. It was whether a shared moment inspired someone else to start listening.
Supporting signals could include clip completion, share rate, click-through, title starts, and trial conversion—while monitoring whether sharing disrupted listening retention.
a second conversion bet
Let the story earn the trial.
We also rethought free-trial onboarding around access to a complete first chapter rather than a locked preview. The goal was to let prospective listeners experience narrative momentum before asking them to commit.
A complete first chapter
enough time to build attachment · clear value before conversion
the complete pitch
39 slides · Figma presentation
research · strategy · UX · GTM
my role
Leading product strategy inside a five-person team
I helped shape the problem framing, audience logic, feature strategy, North Star metric, onboarding recommendation, UX direction, and final storytelling. Throughout the sprint, I kept returning the team to one question: why would this matter to a real listener?
the outcome
1st
Amazon-sponsored · ProductSC
The project confirmed that I want to keep working where emotional behavior, audience insight, and product strategy overlap.