Audiobook Club

Connecting Audiobook Listeners all around the world through audiobook recommendations and commentary.

My role
Project Management, UX Research
Roles & responsibilities
Sabine Kwan - Project Management, UX Researcher

Yiming Yang - Prototyping & User Testing

Matthew Lou - Business Development & Vision

My Key contributions
UX Research/Analysis
Survey Recruitment
Affinity Mapping & Coding
Prioritization Matrix
Tools Used
Figma, Miro
Scopes & Constraints
3 months, while balancing other college projects.
Forming a Prototype - Choosing which features to pick as well as not include within the scope of the prototype to make it easier to use for the user.


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Understanding our Persona
Using surveys and interviews in order to understand our persona and the direction we wished to take our app in.
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Crafting our Persona
Crafting our persona based upon user interview and survey results. Trying to understand our users through sorting out our findings by affinity mapping and coding.
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Prototype Creation
Based upon our findings, we then formed a prioritization matrix in order to determine which features to include within our app.
Problem statement

How might we make it easier for audiobook listeners to connect with others, as well as search for what they want to read?


In 2020, more than 71,000 audiobooks were published per year (, 2021). According to, the audiobook industry is also set out to be the fastest growing industry within the publishing world as well.

With audiobooks in demand, our group set out to tackle the issue of how audiobook readers could take notes, and how they managed to retain what they remembered. What we discovered however was contrary to our initial assumption, and in fact, caused us to change our problem statement.


Step 1: Understanding our Persona (Using Surveys & Interviews)

In order to understand our persona, I drafted out a series of survey questions, as well as contacted individuals to schedule interviews.

All survey participants and interviewees were recruited online using Reddit, Facebook, and posting to forums such as the Librivox forums.

Questions generally ranged from how they first got into audiobooks, how they retained what they have listened to in audiobooks, what audiobook features they preferred, and their audiobook listening habits (including what sound system they used, and when they listened to in an audiobook.)

In total we received 102 survey responses & 10 interviews within a week.
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After sorting out our interview and survey findings - we used an excel sheet to 'code' our findings into clusters of tags for qualitative analysis.

We then represented our findings visually using an affinity map, and what we found was interesting. We realized that the majority of users actually did not take notes at all in order to retain what they remembered, and instead 'shared' what they have learned with others via word of mouth in order to retain their information.

Through affinity mapping we realized there was a trend, in which audiobook listeners were more likely to listen to their audiobooks while on commute, as well as receive recommendations through word of mouth, and were most interested in recommendations for reading.

Thus, we decided to focus our app within this direction.
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Step 2: Crafting our Persona

Based upon our affinity mapping results, we then created 2 personas. One based upon housewives (since the majority of people who responded to our survey were housewives), and the other based upon those who do menial tasks/multitask by listening to audiobooks on the side (such as administrative late-night hospital work and data-entry.)

Based upon our Personas, we then created a customer-journey in order to better understand our target user.
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Step 3: Prototype Creation

In order to create our prototype. we first decided on the features to include within our protoype by using a prioritization matrix.

What we found interestingly enough was that there were specific features pertinent to audiobooks that audiobook users hoped they could modify such as an audiobook sound bookmark (in which users could continue where they left off previously), as well as being able to pick which narrator they wanted for a specific audiobook, as well as being able to adjust audiobook volume.

After deliberating (and given the time and scale in which we needed to execute this prototype - we decided to just focus on the audiobook recommendation features, as well as the social aspect of audiobook listening - as this was a niche community, and users were most interested in knowing what their friends/family were listening to.

To add to the community part of the app - we decided to add a discussion feature, but incorporate it into the app differently. What we decided to do was due to the majority of our users listening to audiobooks while commuting, we decided to add a voice-commentary feature, in which users could comment about their favorite audiobooks using audio instead of text.
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Prototype Features

Audiobook Recommendations

View Audiobook Recommendations based upon audiobooks you have previously listened to or liked.

Audiobook Collections

Sort out your audiobooks into collections and sort by recent, genre, or completed.

People You May LIke

Make new audiobook friends, and follow new people based upon audiobooks you have listened to.

Challenge yourself to listen to more audiobooks by finding your place on the reading leaderboard.


View the profiles of yourself or your friends, listen to their audiobook commentary, and see what they are reading.

Change Audiobook Speed

Change audiobook speed, and leave your audiobook playing in the background while you focus on other tasks.

Send Messages

Send messages to your friend via text or audio, and share audiobook recommendations.

Outcomes & Results

Had to change the way in which we ordered the HMW statement - as the original prompt involved us deciphering our findings based upon notes - but as we discovered during our findings 81.8% of the readers did not take notes at all while listening to audiobooks - thus we chose to change the HMW statement based upon our findings.

Used these findings to inform our app prototype - We discovered surprisingly that most audiobook users did not take notes.

Could be considerably biased though - as the majority of our survey responses were facilitated because of a single facebook group. If we did it next time we will do rationed sampling- with recruitment being from all sorts of age-ranges, and social media groups to prevent bias.

Further Steps & Further Improvements
If possible - would like to expand my target audience towards those with disabilities as well, as I interviewed a blind person and it really changed my perspective towards those with disabilities - as audiobooks have helped a lot of individuals within the field - such as ADHD, dyslexia and those who are blind.

Next time, I would have had a plan for my sample as well - as my interview sample and survey sample might have been biased. Most of my interviewees were from Reddit therefore audiobook readers from that site tended to be men in their 30s-40s, while Audiobook listeners on Facebook tend to be women in their 50s.

Specific terminology - since Audiobooks is a generally new field - there is still vagueness about terminology "e.g. should we refer to a reader as an audiobook listener or an audiobook viewer?"

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