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Project Name: Amazon Dash Replenishment Enrollment
Time Frame: 2 Months
Team: Rob McKinley, Jennifer De Dios, Alyssa O'neill, Omri Nir
My Role: UX and Interaction Designer
Tools: Sketch, Invision, UserTesting
Objective: Design an enrollment flow for Amazon Dash's ink replenishment program which is clear and effective in allowing the user to enable the service, and seamlessly jumps back and forth between Amazon and HP owned screens.   

Amazon Dash - Ink Replenishment

The story behind Amazon Dash 

Amazon's Dash Ink Replenishment program is a service partnered with HP as well as several other companies, aimed to provide smart ink replenishment for home printers. To summarize the service simply, Ink cartridges from Amazon's inventory are ordered automatically via smart printers upon the detection of low ink levels.


  • Currently there is no setup flow for enabling users to connect their HP printers and Amazon accounts in order to activate the service.

  • Many users are confused as to how the service works, and who it is actually being offered by Amazon or HP.


  • Design a setup flow for the Amazon Dash service which will enable users to connect their HP printers and Amazon accounts in a manner that is both quick and intuitive.

  • Balance HP and Amazon branding throughout the setup flow in order to satisfy the needs of both clients.




Review Research

The first step in the design process was to align with the research team in order to gather the data need in order to inform the designs and to be able to assess the work needed. Among the research materials provided were a competitive analysis of other printer retailers' Amazon Dash flow and user interviews.

Align with Partners

Upon reviewing the research, the next step was to meet with stakeholders from both Amazon and HP in order to share research insights, and to inform them of the general direction envisioned for the design. These meetings were also helpful in understanding the needs of the stakeholders and how to balance any needs that were at odds between both sides. 



Empathy Mapping

Upon reviewing and digesting research provided by research team, as well as aligning on objectives with stakeholders, a joint workshop was called to create a number of empathy maps with the purpose of gaining a better understanding of the needs, motivations, and behaviors of the targeted users.


User Persona

Based on the insights from the empathy mapping exercise, a user persona template was developed in order to guide the design process and provide a framework for targeted users. Design decisions going forward were informed directly by this user persona template.

RhondaSmith Persona.png



The first step of the design process was to develop initial wireframes to help stakeholders visualize the general vision and direction of the designs. A logic flow was also developed in order to clearly map out the logic behind every possible interaction and link.

Amazon ARS Flow Chart 1.2-page-001.jpg


Upon presenting wireframes to stakeholders and reaching alignment, high fidelity visuals were added to the designs and a prototype was developed for testing purposes. 



Usability Testing

Once high fidelity designs were assembled into an interactive prototype, a usability test was designed in order to evaluate the flow and its efficacy in meeting a variety of users needs. The test was designed via and was administered to 15 subjects. Once completed, data was aggregated, and analyzed via journey mapping the user's experience.



High Fidelity Designs

The findings from the usability test were gathered and use to inform the iterations made to the original designs. All changes were specifically geared towards improving the usability of the flow in accordance with what was shown from the interaction of real users with the original prototype. Once the new designs were complete, they were presented to partners for review.

Amazon Dash Replenishment - Landing Resp
01 Desktop - Printer Eligibility.png

Development Handoff

High fidelity designs were shared with stakeholders for review. Once approval was received, Designs were handed over to the development team. Designs were provided with annotations for clarity and active communication continued throughout the development process in order to ensure developers' questions were answered and clarified in a timely manner.


In conclusion, considering all of the moving parts and parties involved in this design, it was executed both efficiently and successfully. Analytics provided by Amazon upon the launching of this flow showcased the success of the designs in improving enrollment rates and decreasing drop-offs. Ideally a longer iteration cycle of testing and updating designs would have been preferred, but this project was executed as best as possible considering the restraints of the timeline and deadline provided by stakeholders.

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