Pilot Origin

CONTEXT

Instant Ink is HP’s ink and toner subscription that delivers ink supplies when levels are low, eliminating last-minute store trips. Customers can save up to 50% compared to retail prices.

The subscription service is available in over 30 countries and is used by more than 13 million customers.

Role
Interaction Designer

Team
UX Designer, Product Manager, Researcher, Writer, Project Manager, Designers, Developers, Interaction Architect

Tools
Adobe XD, Adobe Creative Suite, Miro

Timeframe
2021- Ongoing

CHALLENGE

How can we streamline user onboarding, increase trial-to-paid conversion, and boost customer satisfaction with a simplified flow?

RESEARCH

We started the project by conducting a series of user testing lab studies and shop-alongs to understand customers’ expectations and emotions when purchasing a printer and signing up for subscription services.

Conducting a lab study with one of the participants.

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?

Takeaways

  • Printer features are the primary focus when selecting a printer

  • Printer setup can lead to fatigue

  • There were concerns about credit card requirements during printer setup

APPROACH

Cross-functional teams came together to align on the overall strategy. This included representatives from design, engineering, product, and other key stakeholders working closely to define goals, identify potential limitations, and map out key user touchpoints.

A pilot program that ships printers with subscription cartridges, so customers can start printing right away without needing to add payment info during setup.

Generating Ideas

  • One-click activation for easier onboarding

  • Optional steps for those who want to enroll fully

  • Educating customers about the service during the trial through various channels, including physical assets, emails, app notifications, dashboard notifications, and printer messaging

DESIGN OBJECTIVES

  1. Present Instant Ink as a key printer feature

  2. Include Terms and Conditions on account creation

  3. Make shipping and billing information optional

  4. Enable app notifications

  5. Show relevant messages about usage and awareness

COLLABORATIONS

I supported the end-to-end experience across key user scenarios, including full enrollment, trial-only sign-up, and opting out of the trial, while collaborating closely with cross-functional teams.

It was essential to convey consistent messages across all touchpoints. Here are the end-of-trial messages we displayed on the smart app and also on printed paper.

App and Printed Notifications

PROTOTYPE

This demo showcases the first-time user flow for printer setup, highlighting how key interactions and experience design address our core objectives.

USER TESTING

We launched the pilot in 10 selected stores in the US, with 2,500+ units sold.

Testing Learnings

  • Removing the credit card requirement at setup reduced friction in the onboarding experience

  • Offering a good-out experience increased user trust and satisfaction

  • Delivering a streamlined onboarding flow helped reduce decision fatigue

IMPROVEMENTS

Laser Pilot:
After success with ink printers, the pilot expanded to laser printers, broadening its impact.

Value Proposition:
Based on user research, I revised the value proposition to emphasize key benefits: the promotional offer, no-credit-card setup, and cancellability anytime.

Shipping Page:
I added a visual of the kit to set clear expectations and made shipping and billing fields optional, giving users more control over their information.

ITERATIONS

RESULTS

who purchased these printers
proceeded with the trial

90% of customers

provided their shipping and
billing during printer setup

25% of customers

in the adoption rate
compared to the previous 20%

40%
increase

LEARNINGS

  • Customers come to us for hardware, so they end up surprised when they are offered software. Our digital offers need to be more intentional in showing their value and long-term benefits.

  • Design is about trade-offs. Hardware evolves more slowly than software, so digital solutions need to be flexible and adaptable.

ITERATIONS OVER THE YEARS