Pilot Expansion

CONTEXT

The pilot program allows customers to start trials without needing to provide billing details, which reduces friction and enhances engagement. To support users before their trials end, we implemented a targeted follow-up strategy that includes app notifications, emails, and dashboard messages.

Role
Senior Interaction Designer

Team
UX Designer, Product Manager, Researcher, Writer, Project Manager, Designers, Developers, Interaction Designer, CRM Team, Customer Support, Analytics

Tools
Adobe XD, Adobe Creative Suite, Miro

Timeframe
Project: 6 months

CHALLENGE

How can we inform customers that the printer will stop printing if they do not complete the service enrollment?

RESEARCH

After launching the pilot, the team needed to understand customer behavior at the end of the trial. The research team aimed to determine why some customers enrolled while others didn’t. They conducted lab studies with 20 participants.

Conducting a lab study with one of the participants.

Questions:

  1. What is the level of awareness throughout setup and trial?

  2. What are users' likes, dislikes, and expectations at each stage?

  3. How does the user react when the printer stops working after the trial ends?

What participants say:

“I didn’t buy the printer for Instant Ink as I didn’t know about it then. I only found out about it when I opened the box.”

”While setting up the printer, I came across the Instant Ink program. Being curious, I signed up for the trial to see how it works, and was surprised to receive a set of ink cartridges some days later.”

”I rarely refer to the app unless I have to troubleshoot.”

Takeaways

  • Instant Ink is not seen as a major influence at the point of purchase

  • Customers find Instant Ink appealing, but they are confused about how the trial works

  • Email notifications are mentioned more often than app notifications

APPROACH

Our teams held a workshop to align on the end-of-trial experience, set objectives, and identify limitations. This fostered diverse perspectives and laid the foundation for a unified experience.

Generating Ideas

  • What screens and notifications should be shown?

  • Is the message clear and empathetic enough?

  • What copy changes could reduce user frustration?

SOLUTION

  1. Increase trial starts by simplifying activation processes

  2. Educate users throughout the trial with targeted CRM touchpoints to enhance their understanding of the program

  3. Communicate the End of Trial messages promptly and clearly

  4. Maintain consistency across all channels—email, SMS, dashboard, app, and printer UI

  5. Ensure messaging remains consistent and complies with legal standards across all touchpoints

USER FLOW

This user flow outlines the primary trial scenarios, each accompanied by customized messaging to guide users through the process. After the trial, customers must decide whether to subscribe or purchase cartridges at retail.

User flow during and after trial

COLLABORATION

Worked with partners to ensure consistent end-of-trial messages across all touchpoints, providing customers with timely and unified communication.

Printer’s control panel

Printer’s lighting

App notifications

End of trial email

PORTAL DESIGN

I redesigned the end-of-trial experience on the dashboard by improving the UI for clearer communication and actionable next steps. Worked with cross-functional teams to maintain consistent messaging across all touchpoints, which helped reduce customer confusion and supported better conversion decisions.

  1. Enhance the clarity and engagement of end-of-trial messaging

  2. Introduce grace periods and re-enrollment options to minimize user friction

  3. Redesign the trial conclusion flow to prevent dark patterns and ensure regional compliance

End-of-trial dashboard designed to guide users to either cancel or subscribe.

USER TESTING

We conducted surveys and qualitative research, categorizing users into three groups: before, during, and after the trial. The research team conducted over 10 online diary studies and seven follow-up interviews to determine the primary motivations and challenges.

Screenshots from participants sharing their trial experience

Testing Learnings

  • Clearly state that the trial starts on the setup day, as this detail is currently hidden in the flow and could be missed

  • Explain what happens after the trial ends, including options like renewal or cancellation, to boost user confidence

  • Send timely messages at key decision points to prevent surprises and strengthen trust during enrollment

RESULTS

2 pilots

programs expended across Asia and North America

18% click rate

20% growth

on end-of-trial emails prompted enrollees to decide faster than non-engaged users

in conversions by improving the end-of-trial experience

Ink aisle in Singapore

Ink aisle in Singapore

LEARNINGS

  • When customers have issues with their printer, they reach out through their preferred channel: phone, social, virtual agent, etc. An omnichannel approach ensures consistency and a seamless experience across them all.

  • Having the ability to pause the printer and notify the customer doesn’t justify disrupting their experience. It’s better to find more seamless, user-friendly ways to handle sensitive moments.