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HP Instant Ink
Landing Page
Designing a responsive landing page for the Instant Ink service accessed by HP printer owners at the time of a "low on ink" notification, that allows them to understand how the service works and the value it offers them.
Key Impacts
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31% reduction in abandonment rates of Instant Ink enrollment from low ink status link.
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22% Increase in Instant Ink enrollment via low ink status flow.
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Significant increase in user's self-reported understanding of Instant Ink service after visiting landing page.
My Role
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Defining the problem statement for users and business.
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Leveraging existing user data and research.
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Defining Success metrics.
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UI and interaction design.
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Planning and facillitating usability testing for validation of ideas.
Background
The Instant Ink Service
​HP Instant Ink is a smart ink replenishment service in which HP printers automatically order ink cartridges to customers' doors before they run out. Customers pay a flat monthly fee that is tied to the expected amount of pages they print each month.
Discovery
Problem Definition
User Problem
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HP Instant Ink is offered to HP printer owners alongside a "low on ink" status. This experience presents Instant Ink in a manner which only highlights the service and plan offerings at surface level. Users therefore do not have enough information to understand how the service works and the value it offers them.
Business Problem
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User's lack of understanding around the service is resulting in low enrollment rates from the "low on ink" entry point, and high abandonment rates during the enrollment flow.
Discovery
Identifying Customer Personas
Discovery
Collaborative Empathy Workshop
Discovery
User Observational Research
To better understand user needs, a comprehensive study was conducted to evaluate customer impressions and understanding of the Instant Ink service upon exposure to it across various touchpoints. Findings from this study were leveraged to inform this project by highlighting some of the main hang-ups users had around the service, as well as some of the key information they felt was missing.
Discovery
Competitive Analysis
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Landing pages from other prominent subscription services were evaluated to glean insights on some best practices around landing page structure.
Common Themes
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Eye catching banner image to immediately peak user's interest.
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Clear and accessible CTA for enrollment.
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Section explaining how the service works.
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Section communicating value to customer.
Discovery
Defining Measurements of Success
Goals
Measurements
Increase Enrollment in the Instant Ink Service
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Measure enrollment rates from landing page.
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Abandonment rates from opt-in flow.
Improve customer and prospective customer understnading of the service
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Measure support calls and emails post launch.
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Collect user feedback to assess understanding.
Design
Initial Wireframe
Findings from the discovery phase were used to inform the design of an initial wireframe concept to be shared with business stakeholders. After deliberation with stakeholders, it was decided to move forward with refining this concept and testing it with prospective customers.
Design
Testing with Users
A refined version of the landing page concept was presented to group of HP printer owners, not currently subscribed to Instant Ink. Upon viewing the page, users were evaluated on their understanding and interest in the service.
Key Findings.
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Users still had difficulty grasping the concept of paying per page as opposed to per cartridge.
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Users had trouble estimating their monthly printing amount.
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Users still had many questions about the service after viewing the page.
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A large numbers of users raised questions about sustainability and environmental impacts.
Design
Revising Designs
Findings from the usability test were leverage to inform a number of design updates and additions to the landing page.
Savings Calculator
The usability test showed that users had a hard time grasping the pay by page structure of the service because they could not confidently estimate the amount of pages they printed monthly. On the other hand, they had a much higher level of confidence in their ability to estimate how much money they spent on ink cartridges on an annual basis.
To account for these findings, an interactive calculator was developed to recommend users into the appropriate Instant Ink plan based on their annual spending on ink cartridges.
Highlighting Environmental Impact
During testing it was clear that users wanted to understand more about the environmental impact of the service and how it was beneficial.
It was therefore decided to highlight the environmental benefits of the service more explicitly on the page.
FAQ Section
An FAQ section was added to the page to account for some of the common question that were raised by users repetitively during usability testing.
Design
Validating Revised Concept
The updated design was used for a second round of testing with prospective customers. Findings for this test showed a significant improvement in users understanding of the service and in their likelihood to enroll. The findings instilled confidence in the design and allowed the team to move forward with the launch of the page.
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Reflection
Key Learnings
Managing Stakeholder Expectations
Business stakeholders were targeting an aggressive release date for the page and were very reluctant to push back the date to account for revisions after the first usability test.
By effectively communicating and presenting findings from usability testing, stakeholder reluctance was mitigated and they were willing to push out the release date for the initiative.
Friction
Going into this project, the team had pre-conceived assumptions about reducing user friction as a goal, in order to allow them to enroll in the service as quickly as possible.
Gathering Feedback
Research and testing during this initiative, showed that when it comes to subscription services, having trust in the service is a critical driver to user enrollment. Therefore, in cases where it served to build trust, adding friction actually proved to be beneficial.
The value of efficient validation of ideas
Access to research resources was limited during the course of this project. At the time, there was one singular research team supporting multiple product teams, and they did not have capacity to provide support for testing during this project.
Through rapid prototyping and resourcefulness, usability tests were implemented in order to validate ideas, without impacting timelines significantly.
Discovery
Competitive Analysis
Once alignment was reached on the basic needs of the site, the next step was to conduct a competitive analysis of similar websites for inspiration and a better understanding of best practices. One site in particular stood out for the quality of the user was the Coach Art website which served as the main source of inspiration for the Best Buy Foundation website's information architecture.
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