The Paper Add-On Service for HP Instant Ink is as simple as it sounds – an add-on service for the Instant Ink program that delivers paper to your door before you run out. The idea was created in response to people who got annoyed with having to run to the store to pick up paper.
I worked alongside research, business product, and marketing departments to help build this program from a simple pilot into a full fledged subscription add-on that has over a million subscribers who have chosen to add paper to their existing ink subscription.
Scope
- User Experience
- User Interface
- Product Design
- Wireframing
- Prototyping
- QA
Phase 1
We started with insights from a partner research organization that surveyed current customers to see what they could add to their plan in order to make them a happier subscriber. The first post pilot release was to “unlock” sheet counters in order to complete their instant ink journey. This combined with a marketing push fueled the growth to the first 100k subscribers.
Phase 2
Based on 6 months of A/B testing, user research, interviews, and continued product design, we learned that users were more likely to enroll if we gave them more information about the program, so we designed a full landing page and enrollment journey to support a campaign that was delivered to existing customers by a flyer in ink replenishment kits, an email campaign, and other various touchpoints. We integrated the enrollment flow into the logged in state of the page to not interrupt the decision making flow and to create less friction while evaluating the product. This helped fuel the program growth to over 250,000 enrolled users.
Phase 3
We shifted focus from existing customers to targeting new Instant Ink enrollments. We experimented with different acquisition techniques based on initial alpha research and ongoing research with our partner agency Conversion. We experimented and implemented various features, such as simple check box add-0ns, plan builders, and bundled plans in order to fuel growth.
Exponential growth occurred when offering as a simple add-on while enrolling in Instant Ink, creating custom insight driven enrollments for different enrollment funnels and paths until we found the right solutions for customers in the right moment.
Phase 4
While development was taking place and new tests were implemented, we turned back to the already enrolled consumer segment to refactor design based on research that was taking place. We also worked to support a refresh of the HP brand and packaging.
We learned many insights, such as that conversions from our customer segments improved when we allowed a step to review what their plan would look like after the add-on was attached to their plan.
Business objectives during this period were also implemented, such as allowing for prorated billing and effective messaging to the customer.
Results
In around 2 years, we were able to convert over 1,000,000 Instant Ink customers to adding a Paper Add-On service to their plan, paying a small monthly fee in addition to their existing ink subscription. This helped the business extend the profitability of the 13 million subscriber strong Instant Ink program, and also added value to customers who no longer have to think about paper delivery, the same way they already had to no longer think about ink delivery.