product design for printer subscription plan
lead product designer // design strategy • design leadership • UX design • UI design • prototyping • user testing • visual design
I led experience strategy and delivery of the successful launch of the first Printer-as-a-Service subscription experience, from point-of-purchase and product delivery to ongoing subscription support and end-of-life management. I joined this project at the end of the concept phase, and led the design team in rapidly executing, user testing, iterating and launching the pilot successfully within just a few months. I led the overall UX strategy, oversaw production by a team of internal and external interaction and visual designers, and directly contributed across all phases of design across all touchpoints.
The success of the Platinum pilot led directly to and serves as the UX foundation for the full worldwide launch of the HP All-In Plan.
business goal
HP sought to pilot a new subscription model that bundled a printer, ink, paper, and support into a single monthly subscription, requiring a seamless, scalable experience across digital and physical touchpoints. The pilot aimed to validate market interest and support for a long-term shift to device subscriptions as a new revenue model for HP. This project had a quick turn around time, with only a few months between definition and launch.
user experience goal
The experience needed to establish user trust and value for an unfamiliar subscription offering, efficiently guide enrollment and setup, and reduce friction throughout the subscription lifecycle. I focused on delivering a cohesive experience that felt effortless, reliable, and flexible, empowering and informing the user as much as possible. The quick turn-around time required an agile design approach and hands-on leadership.
design process
01/ alignment and definition
I collaborated with partners across product, engineering, and marketing to understand key subscription requirements, align on experience goals, and further define the vision for the pilot. Overseeing a team of designers as well as a design agency, the advertising and purchase experience were iterated on while the service journey from purchase through delivery, support, and end-of-life was mapped out.
02/exploration and iteration
I led the cross-functional design team in evolving and improving flows, wireframes, and prototypes for awareness, enrollment, delivery, account management, support and end-of-life management. I provided design direction to the team and agency while also doing hands-on design and prototyping myself, ensuring consistency and alignment with the evolving product strategy. I focused on ensuring the experience was cohesive, clear and engaging throughout the user journey.
03/ validation and refinement
We conducted multiple rounds of user testing to validate assumptions and identify pain points, particularly for the initial enrollment and purchase experience. Insights led to evolving the purchase design strategy, particulalrly around supply usage information that would inform users' purchase decisions. This involved refining the UI, copy and imagery, simplifying key moments within the purchase journey, and overall improving and simplifying the experience.
04/ delivery and launch
I partnered closely with engineering during implementation, leading the design team in refining documentation and updating designs based on real-time development feedback and evolving pilot requirements. Rapid iteration, supported by constant team communication, was essential to meeting the pilot’s fast-paced timeline while delivering a world-class experience. The pilot launched on time to positive user reviews, validating the experience and paving the way for the global rollout of the HP All-In Plan.
