Context
The pilot allowed customers to start their trial without providing billing information, prompting the need for a follow-up strategy to drive enrollment before the trial ended. The trial's end marked a critical decision point in the subscription journey because customers chose whether to enroll in the service or opt out.
Challenge
How might we clearly communicate that the printer will stop printing if the customer doesn’t complete enrollment in the service?
Role
I collaborated closely with cross-functional teams to drive usability testing and rapid prototyping, aligning our high-fidelity designs with a shared vision.
Tools
Adobe XD, Adobe Creative Suite, Miro
Timeframe
Project: Apr 2021 - Mar 2022
Design: 6 months
Research
Conducting a lab study with one of the participants.
After launching the pilot, the team needed to understand customer behavior at the end of the trial. The research team set out to learn why some customers enrolled while others didn’t. They conducted lab studies with 20 participants.
Questions
What is the level of awareness across setup/trial?
What are the likes/dislikes and expectations at each stage?
What’s the user’s reaction when the printer stops working after end of trial?
“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 just to see how it works, and was surprised to receive a set of ink cartridges some days later”
”I seldom refer to the app unless I have to troubleshoot”
Takeaways
Instant Ink is not considered a key influencer at point of purchase
Customers found Instant Ink an attractive concept, yet they were confused with the trial mechanics
Email notifications were referred to more frequently than app notifications
Team Workshop
Our cross-functional teams came together for a strategy workshop to align on the end-of-trial experience. The goal was to ensure everyone had a shared understanding of the challenge and to establish a unified direction moving forward. During the session, we defined clear, measurable goals and identified potential constraints across the customer journey—especially at key decision points. This collaborative effort helped surface insights from different perspectives and laid the groundwork for a more cohesive and effective end-of-trial experience.
Generating Ideas
What screens and notifications should be shown?
Is the message clear and empathetic enough?
What copy copy changes could reduce user frustration?
Design Objectives
Increase trial starts by streamlining activation
Educate users during trial via CRM touchpoints to improve comprehension of the program.
Communicate End of Trial messages timely and clearly.
Omnichannel consistency accross email, SMS, dashboard, app and printer UI.
Ensure that messaging is consistent and legally compliant across all touchpoints.
User Flow
User flow during and after trial
This user flow shows the main trial scenarios, each supported by tailored messaging to guide users forward. At trial end, customers must choose to subscribe or buy cartridges at retail.
User Testing
Screenshots from participants sharing their trial experience
We launched surveys and qualitative research segmented users into three different groups. (before, during and after trial). The research team conducted 10+ online diary studies and 7 follow-up interviews to uncover key motivations and barriers.
Testing Learnings
Stating clearly that the trial begins on the day of setup, as this detail is currently buried in the flow and may be missed
Explaining what happens after the trial ends, such as renewal or cancellation, to reduce uncertainty and build confidence
Sending timely messaging at key decision points to avoid surprises and reinforce trust during enrollment
Iteration
Dashboard modals and call-to-action buttons for enrollment or cancellation.
End-of-trial dashboard experience designed to guide users to either cancel or subscribe.
Push notifications to guide users through the decision.
End of trial notification sequence designed to guide users to their Dashboard to either convert to cancel subscription.
Printer messaging and CRM triggers to prompt user decisions.
Collaborated with partners to sync end of trial messages at other touchpoints.
1 Control panel showing end of trial status
2 Printer’s lighting displaying error
3 End of trial email
Improvements
Improve end of trial messaging for clarity and engagement
Added grace periods and re-enrollment options to reduce friction
Redesign end of trial flow to avoid dark patterns to comply regional regulations
Results
Boosted conversions by 20% by refining the end-of-trial experience
With a 18% click rate, end-of-trial emails help enrollees make quicker decisions compared to those who don’t engage
Scaled pilot programs across Asia and North America
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, 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.