CONTEXT

Instant Ink is HP’s ink and toner subscription service 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.

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.

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

TEAM WORKSHOP

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.

Generating Ideas

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

• 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

PROTOTYPE

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

ITERATION

IMPROVEMENTS

1. Value Proposition: Based on user research, I updated the value proposition to highlight the most compelling benefits: the promotional offer, no credit card required at setup, and the ability to cancel at any time.

2. 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.

3. Plan modal: This modal appears only if a customer chooses to explore other plans. To simplify decision-making, a default plan based on the user’s printer model is now shown.

RESULTS

• 90% percent of customers who purchased these printers proceeded with the trial

• 25% of those customers provided their shipping and billing information during printer setup

• There was a 40% increase in the adoption rate compared to the previous 20%

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.