The Audible promo tile

Audible is an audiobook and podcast service, home to the world’s largest library of spoken-word content. This case study details the development of a flexible, high-yield promotional tile designed to highlight limited-time offerings while adhering to accessibility standards that significantly enhance revenue potential.

Duration

3 months

Role

Product Designer, Design Systems

Impact at a glance

  • Increased campaign-to-market speed by ~30%
  • Enhanced accessibility 
  • ~5% lift during our 1 week year-end sale
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Promo_tile_hero-2

THE PROBLEM

Outdated designs prohibited revenue gains for limited-time promotions

Audible's previous promotional tiles faced several limitations:

  • Design Overhead: Each marketing campaign required excessive design effort for each placement.
  • Accessibility Deficiencies: Existing promotions lacked built-in accessibility features.
  • Outdated Layouts: Old designs did not support data-driven marketing optimization.
Promo_tile_problem-2

THE GOAL

Design and implement dynamic promo tiles that can scale for a wide range of marketing campaigns

We aimed to:

  • Componentize promotional tiles in apps
  • Accelerate the design process for new marketing campaigns
  • Foster adoption of the new promo tile among stakeholders
Promo_tile_wireframe

Research

Interviewed marketing partners
Met with marketers and brand designers to understand requirements and features.

Current marketing landscape audit
Reviewed various marketing campaigns to better align with business needs and user expectations.

Legacy promo tile audit
Engaged with the tech team to understand limitations and edge cases of the older component.

Promo_tile_audit

Needs identified

  • Multiple layout options to enhance flexibility
  • Diverse subcomponents for robust visual support
  • Clear typography hierarchy with scalable text sizes
  • Button and legal copy integration
  • Ability to add badges and partner badges
  • Versatile background options, including images and gradients
  • Control over text and subcomponent alignment
  • Adjustable heights to fit varying design needs
Promo_tile_solution

THE SOLUTION

A slot-based approach for the Swiss army knife of banners

Using slots allowed us to separate structure from content, enabling flexible composition while enforcing consistent hierarchy, spacing, and accessibility standards across all variants.

Guidelines

Usage
Promo tiles are visually dynamic components that highlight limited-time offerings with compelling urgency. 

Placement
Ideal at the top of high-traffic pages or following typical user interaction areas.

Interaction
Promo tiles are single tap targets that direct users to promotional content or deals.

Usage_Guidelines
Prime_Day_promo_tilePerson_image_promo_tileSpot_icon_promo_tileCountdown_timer_promo_tileProduct_cover_promo_tileSpot_illustration_promo_tilePrime_Day_promo_tilePerson_image_promo_tileSpot_icon_promo_tileCountdown_timer_promo_tileProduct_cover_promo_tileSpot_illustration_promo_tile
Promo_tile_audit-1

Implementation & handoff

The documentation covers:

Structure & layout
Slot configurations, alignment, dimensions, spacing

Visual styling
Background options, light/dark theming, imagery best practices

Behavior & responsiveness
Interaction patterns, responsive behavior

Accessibility
Text wrapping, localization, type scaling, screen reader considerations

Outcomes

Revenue gains

Exceeded our projected revenue target and saw a ~5% lift during our 1 week year-end sale.

Efficiency gains

Reduced design overhead while increasing campaign-to-market speed by ~30%.

Compliance

Enhanced accessibility features in a previously low-accessible marketing approach.

Interested in a more detailed case study?

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