CIAB, Countries in a Box, Audible’s initiative aimed to build a foundation that allows rapid international market deployment. In order to shorten deployment in new markets over time, the scope of MVP was to unify the inconsistent experience across all regional platforms; and create content-agnostic reusable modules and templates in production.


We used data insights and foundational user research findings to inform our design. We wanted to ensure CIAB not only perpetuates business growth but also provides adequate brand & product experience for all regional users.

Multi-Platform Ready

It’s crucial to offer customers a seamless content discovery and consuming experience across devices and platforms. CIAB offers Audible users a cohesive experience from the responsive web, to its mobile apps(iOS & Android), to content purchases on

Design System Integrated

Since CIAB was built from scratch, we were able to corner many legacy design/tech debts. We were tasked to pilot atomic-level components from our new design system to bring a much improved audio consuming experience to our users. Throughout our implementation, we kept validating and identifying shortcomings of new components and worked closely with the design system team to pave the way for broader adoption in the future.

Modular Design That Scales

We designed and built a library of reusable modules that can be easily stacked up or quickly reiterated to accommodate future design needs.  

Release & Impact

Audible Italy has successfully adopted CIAB and was launched with more than 7,000 titles in late 2015. Following international deployments have been continuously built based on the CIAB framework.