Pilot Expansion
CONTEXT
The pilot program lets customers start trials without billing details, reducing friction and boosting engagement. We support users before trials end with app notifications, emails, and dashboard messages.
Role
Interaction Designer
Team
UX Designer, Researcher, Copy Writer, Project Manager, Designers, Developers, Product Manager, CRM, Customer Support, and Analytics Team
Tools
Adobe XD, Adobe Creative Suite, Miro
Timeframe
Project: 6 months
PROBLEM
Customers lose printing access after the trial, causing frustration.
Unlike typical digital trials, declining means they’ll need to buy cartridges at retail, which can lead to some frustration.
RESEARCH
Push notifications and in-app messages drive 93% of subscription enrollments.
Our research team conducted laboratory studies with 20 participants to evaluate their sentiments regarding their decision not to enroll at the end of the trial.
Conducting a lab study with a participant.
Primary questions
1. What are users' likes, dislikes, and expectations at each stage?
2. How does the user react when the printer stops working after the trial ends?
HOW MIGHT WE?
Synchronize messages across channels to guide enrollment
Brainstorming session
How would it work?
1. Educate users during the trial to improve their understanding of the program.
2. Promptly inform users when the trial period ends.
3. Maintain consistency across all channels like email, SMS, dashboard, app, & printer UI.
4. Ensure messaging is consistent and legally compliant across all touchpoints.
CHALLENGE
Consistent communication
Consistent messaging across channels is essential to prevent customers from receiving conflicting updates about their trial status.
Instant Ink’s Portal
App notification
App tile
Printer’s control panel
Printer’s lighting
Printed page
IDEATION
I designed new portal experiences to enhance trial communication.
Instant Ink’s Portal key touchpoints
Portal’s modal
Portal’s trial card
PROTOTYPE
Walter is enrolling for the service in the Portal after the trial period has ended.
I designed a portal enrollment prototype post-trial, used for usability testing and partner collaboration.
RESULTS
20% growth
in conversions by improving the end-of-trial experience
18% click rate
on end-of-trial emails prompted enrollees to decide faster than non-engaged users
2 pilots
programs expended across Asia and North America
Ink aisle in Singapore
LEARNINGS
Customers reach out for printer issues via phone, social media, or virtual agents. An omnichannel approach ensures a consistent and seamless experience.
Disrupting the customer experience by pausing the printer and notifying them isn't justified; it's better to find seamless, user-friendly solutions for sensitive moments.
Customers who joined without upfront billing felt freer to explore but underestimated the importance of completing their enrollment.