Pilot Origin

CONTEXT

Instant Ink is HP’s subscription service that automatically delivers ink when the printer's ink levels are low, ensuring customers never run out.

Role
Interaction Designer

Team
UX Designer, Researcher, Copy Writer, Visual Designer, Product Owner, Engineer & Program Manager

Tools
Adobe XD, Adobe Creative Suite

Timeframe
2021 - Ongoing

CHALLENGE

Users face fatigue during printer setup, lowering Instant Ink enrollment.

RESEARCH

People tend to choose options that feel comfortable and simple.

We conducted 3 rounds of in-lab research with 20 users each to understand customer expectations and feelings about printer purchases and subscriptions.

Conducting a lab study with a participant.

Questions

  1. What kind of information are you looking for while shopping for a printer?

  2. What influences your decision the most? (price, reviews, brand, or features?)

  3. How do you decide which printer offers the best value?

APPROACH

A pilot program that ships printers with subscription cartridges for immediate printing without payment setup.

Cross-functional teams aligned on strategy, defining goals, limitations, and key user touchpoints.

Generating Ideas

  • Presenting Instant Ink as a key printer feature

  • Including the Instant Ink Terms and Conditions when creating an account

  • Making the shipping and billing information fields optional in the user interface

HOW MIGHT WE?

Simplify setup, improve trials, and reduce friction in the customer journey?

CHALLENGES

  • System architecture
    The Instant Ink screens are part of the Onboarding Web Services (OWS) process and are not separate components.

  • Consistency across experiences
    OWS establishes the standards for OOBE screens that Instant Ink must follow for a seamless user experience.

  • Ecosystem complexity
    Modifying shipping and billing components is challenging due to unforeseen consequences.

OOBE’s sample layout

IDEATION

I designed some mockups and explored the other touchpoints in the journey.

1. Integrated experience

2. Account unlocks trial

3. Optional details entry

4. Multi-channel awareness

PROTOTYPE

Wen signs up easily for the free ink trial with his new HP printer.

The Instant Ink trial is integrated during setup.

ITERATIONS

1. Make trial signup easier by reducing required fields.

2. Specify which information is optional to provide.

3. Propose a banner to inform users about trial monitoring.

FINAL DESIGNS

These are the final pilot screens.

Account creation

Value proposition

Shipping/Billing (opt.)

Thank you

RESULTS

who purchased these printers
proceeded with the trial

90% of customers

provided their shipping and
billing during printer setup

25% of customers

40% increase

in the adoption rate
compared to the previous 20%

LEARNINGS

  • Removing mandatory billing and shipping steps simplified the process but raised concerns about the service's value.

  • Customers expect hardware but are surprised by software offers. Digital offers should better highlight their value and long-term benefits.

  • Design involves trade-offs. Hardware evolves slower than software, so digital solutions must be flexible.

ITERATIONS OVER THE YEARS