9:20AM

9:00PM

At Work

In Bed

Tablet

Desktop

9:10PM

9:20PM

9:00AM

7:30AM

On Train

Mobile

5:10PM

6:00PM

6:30PM

In Kitchen

Echo

Track Winona as she moves about her day, and how she interacts with the Whispersync for Voice product each step of the way.

7:30PM

9:00PM

In Bed

FINISHES BOOK

9:30AM

WINONA’S DAY

DOWNLOADS SAMPLE

WORKS

GOES TO SLEEP

BUYS BUNDLE

WAKES UP

TRIES SAMPLE

LEARNS INTERFACE

ARRIVES HOME

LISTENS

EATS DINNER

READS AT NIGHT

EMOTIONS AND DESIRES

Winona sees the “Next In Series” callout and navigates to the product page for Yesterday’s Gone: Season Two. She decides to try a sample of the book, which includes an Audible sample as well, before making her purchase.

ACTIONS

Reading in bed, Winona has just completed the first book, which she enjoyed very much, in the Yesterday’s Gone series. She wants to find out more about the next book in the series.

Reading in bed, Winona has just completed the first book, which she enjoyed very much, in the Yesterday’s Gone series. She wants to find out more about the next book in the series.

Winona sees the “Next In Series” callout and navigates to the product page for Yesterday’s Gone: Season Two. She decides to try a sample of the book, which includes an Audible sample as well, before making her purchase.

Reading in bed, Winona has just completed the first book, which she enjoyed very much, in the Yesterday’s Gone series. She wants to find out more about the next book in the series.

Winona remembers that she downloaded a new eBook sample onto her phone the previous night. She loads onto her phone so she can listen while on her commute on the subway.

Winona begins interacting with her eBook and audiobook sample. She listens to the audio and enjoys the narrator’s performance of the novel. She decides to purchase the bundle but there is no signal, so she plans to buy it at her desk.

Upon reaching the Amazon desktop website home page, Winona notices a promotion for receiving her first audiobook free with a bundle purchase. Excited by this offer, she clicks the banner to learn more about it.

Having enjoyed her eBook and audio samples, Winona wants to purchase her first Whispersync for Voice bundle from the Amazon desktop website.

Having made her first Whispersync bundle purchase, Winona is ready to use all the features that it comes with it. She looks forward to reading and listening on the train.

On her way back home, Winona acquaints herself with the redesigned  Audible full-player which was not available in the book sample. 

On her way back home, Winona acquaints herself with the redesigned Audible full-player which was not available in the book sample. 

On her way back home, Winona acquaints herself with the redesigned Audible full-player, that was not available in the book sample. 

Now more familiar with Whispersync and its various features, Winona understands that she can finish stories faster now that switching between reading and listening is an option.

After arriving home, Winona decides to continue listening to her book on her Echo device. She loads the Audible narration on her Echo and enjoys her story as she prepares a meal for herself and her family.

MEET WINONA

Whisperync for Voice was created by Audible to be used as an acquisition tool for Kindle customers. By pairing audiobooks with eBooks, Kindle customers could be introduced to Audible.

WHAT IS WHISPERSYNC?

Our customers are typically middle-aged adults earning $90K or more annually. They tend to be busy commuters who are constantly on the move, and are often Amazon Prime members as well.

WHY WAS IT CREATED?

Whispersync for Voice is a feature that allows users to switch between Kindle eBooks and Audible auidobooks without losing their place.

WHO ARE OUR USERS?

•Enjoys reading every night before bed

•Enjoys cooking and following recipes from her cooking class

HABITS / BEHAVIORS:

WINONA

•Commutes to work everyday on public transit

SCENARIO: Winona, a Kindle user, has just completed the first book in the Yesterday’s Gone Series, and is curious about the next book. Let us follow her throughout her day to see how initiatives I have worked on are designed to introduce her to Audible.

AGE: 45 STATUS: Married, 2 Kids INCOME: $98K WORK: Full-Time EDUCATION: Bachelor's

EXPERIENCE WINONA’S DAY

SEATTLE, WASHINGTON